As we continue to acclimate to the new normal of decentralized work, many find themselves running into the same familiar problem: decentralized data. Normally, having multiple people manage different data points in separate Excel sheets can be risky, but not necessarily a total deal breaker. However, these are not normal times and this disconnect is starting to become a major problem.
One of the key benefits to using a CRM system is having one place to store all of your data. This includes constituents’ giving history, membership status, committee participation, and volunteering preferences, among other data points – and all of this data should drive further connections. If your goal is to maintain a relationship while increasing the frequency and depth of interactions with your constituents, a disjointed connection to your colleagues and their files is not going to help you reach it. We can no longer simply walk three offices over to get an update from our development director or membership coordinator. This disconnect proves to be especially detrimental as organizations are seeking to secure continued cash flow at a time when we are not able to host events in the ways that we used to.
When we design these CRM systems, we use the constituent’s record to keep everything in perspective, using a format we call Person-Centered. The Membership, Donor, Volunteer, and Committee modules all revolve around the singular Constituent. For example, if we look at Zach G.’s record, we can see that Zach is a voting member on the Finance Committee, he has donated $3,000 monthly since 1/1/2020, he volunteers on Fridays, and that he is due for a Gold Level renewal on May 1st. All of this information and more is readily available right inside Zach’s record.
Our goal is to use that Person-Centered information captured above as the foundation for our system, making it easier to achieve our goal of deepening relationships with constituents. The power and usefulness of this data can then be strengthened through additional tools in the system. For example, marketing automation is one of the most powerful tools in a CRM’s arsenal, but without Person-Centered Data, it’s impossible to get full value out of that investment. Join us next week for Part 2 of this three part series, where we will discuss multi-channel communications, and how a Person-Centered approach sets organizations up for success.
At RSM, we have a robust Not for Profit Accelerator built on the Microsoft Dynamics CRM platform. Visit the link below for more information on MemberCast, or to set up a demo to see not only how this person-centered platform works, but how it can work for you.