Entirely Marketing

MANCHESTER CHARITY OPINION


A charity might capture a heart but a good CRM system will keep it



Keith Irwen

KEITH IRWEN | Leviosa Director and Act CRM Specialist




A charity might capture a heart but a good CRM system will keep it

In many ways, charities are run like businesses; they interact with the public in much the same way as a business would with its clients, and they both aim to deliver services or products efficiently and effectively.

And like a business, a charity needs appropriate information technology to make the most out of the resources it has, the services it delivers, and to keep in touch with and understand how it is interacting.

That’s why having in place a good, efficient and appropriate customer relations management (CRM) system is as vital to a charity as any other business

But it is thought more than a quarter of charities do not use a CRM system. So why is this?

There are many reasons, but one is that data usually needs to be cleaned before a CRM system can be implemented. With data in different areas across different charitable organisations, the extent of this job could explain why a high proportion of charities choose to bury their heads in the sand when it comes to implementing an affect CRM system.

And while we would all agree that many not-for-profits are good at capturing the heart of a person who decides to run a marathon for them and raise funds in memory of their mum – how do they keep the heart of that person five years down the line?

The answer is, making sure they are a constant reminder to them as to their motivations for putting on trainers in the first place – an example message that could go out each year is “Well done for taking part in the marathon for us – why not challenge yourself again or take on a new challenge?”

But to be this constant reminder, you need a good CRM system in place to retain supporter details, without it, they may turn to another charity.

So, it is clear what the danger of not having a CRM system is, but specifying, choosing and implementing one is a difficulty for charities.

This is due to many departments across the organisation using the data in silos and possibly a large numbers of diverse stakeholders, which can make decision-making an arduous and time-consuming task.

So how can this change?

"Having a good, efficient and appropriate CRM system in place is as vital to a charity as any other business, to continue relationships for years to come with supporters."
Keith Irwen



Charities need to make sure they have internal buy in for the new system from the workers who will be using it. The quality of the data that goes in to the CRM system is key to what comes out, so staff need to know why they are being told they need to input data, what it means for them, the organisations and very importantly to those members of staff working on the ground, in say a support worker role, how it will help Mr B, who is living with dementia, and their family.

It is different reasons for different members of staff and the powers that be who will be implementing the CRM system need to make sure they have staff on board all of the way – they need to understand their staff so they in turn can understand the importance of the system.

What systems are available?

There are hundreds of CRM systems available, so it can be a daunting task to choose one. There are a smaller number aimed at specifically meeting the needs of not-for-profit organisations but it is not essential to go for one of these packages. CRM systems can offer a wide variety of functions, so it is vital for the provider to understand what the specific charity needs.

Some charities are primarily focussed on raising funds and ensuring donations are correctly processed, and donators receive thanks and information. Other charities will want to be able to produce reports and analyses statistics to demonstrate the effectiveness of their organisations for, funders, trustees, management committees, and those who use and support the charity. Some will want to do both.

How do you choose the right system?

With so many systems on offer, it is important to set out a budget and don’t just do something because another charity did it – it has to work for the individual organisation.

Thought needs to be given to, how many people within the organisation are going to use the system, and how the organisation will grow in the future. Charities need clarification of purpose and need in order to make the right choice and navigate their way through the large number of systems available. 

And just like when anyone visits a car sales forecourt, they would not leave with their purchase before a demonstration and test drive, charities should do the same with their CRM system. Many companies will be able to offer a demonstration or trial of how their system works.

It is at this stage, the vision of the charity, its mission statement, its growth and future needs, as well as the flexibility of the system and its ease of use will assist in decision making.

But unlike its supporters – the charity should not make the purchase with their heart – it should be a considered process, so the benefits of its use will be reflected throughout the organisation – ultimately helping those in need. 

For more information on Leviosa and how they could help your charity go to www.leviosa.co.uk




DISCLAIMER: The statements, opinions, views and advice expressed in this article are those of the author/organisation and not of ENTIRELY. This article should represent information correct at the time of publication however whilst every care has been taken to present up-to-date and accurate information, we cannot guarantee that inaccuracies will not occur. ENTIRELY will not be held responsible for any claim, loss, damage or inconvenience caused as a result of any information within this article or any information accessed through this site. The content of any organisations websites which you link to from ENTIRELY are entirely out of the control of ENTIRELY, and you proceed at your own risk. These links are provided purely for your convenience and do not imply any endorsement of or association with any products, services, content, information or materials offered by or accessible to you at the organisations site.





Get The Entirely Weekly Brief In Your Inbox


Add my business skills


MANCHESTER MARKETING PROFILES
MOST SHARED


Manchester Metropolitan University

Business School


Manchester Metropolitan University MMUs Business School, part of the Faculty of Business and Law, is one of the UKs top Business Schools which offers high quality taught responsible management and business courses with professional accreditation and transformational applied research. At Manchester Met, our MBA programme will teach you all the skills you need to move to the next level of your business career. Our engaging course can be tailored to suit your goals with a choice of modules.






WhiteNoise Media

Online Video Marketing


WhiteNoise Media are experts in making your story move audiences. WhiteNoise Media use world class filmmaking and online advertising with cutting edge digital skills to produce online video marketing campaigns that move audiences and create customers. From broadcast TV commercials to fully integrated animation campaigns, we bring brands to life across every imaginable channel and device.






Red Cow Media

SEO Manchester


Red Cow Media are an award winning digital marketing agency based in the heart of Manchester. We specialise in SEO, PPC, Social Media, Retargeting and many other aspects of digital.






Buffalo7

PowerPoint Presentation Design Agency


We create stunning presentations that are dynamic and interactive, while remaining editable and easy to use.When it comes to PowerPoint, we've seen it all and created the best of it. If you can dream it, our creative team can design and develop it or even hack PowerPoint to make it happen.Were a PowerPoint design agency and presentations are our one and only passion whatever solution you need, weve got you covered.






Buffalo7

PowerPoint Presentation Design Agency


We create stunning presentations that are dynamic and interactive, while remaining editable and easy to use.When it comes to PowerPoint, weve seen it all and created the best of it. If you can dream it, our creative team can design and develop it or even hack PowerPoint to make it happen.Were a PowerPoint design agency and presentations are our one and only passion whatever you need, weve got you covered.






MARKETING OPINION THIS MONTH

Got some News to share? Click here.

Growing Digital Agency Celebrates 3 Years In Business




Orega still welcoming StartMeUp Pitch entries as 15 January deadline approaches




MediaCom in Leeds sees gold with NHS blood campaign




Mostyn Estates talks history of the family at IoD dinner




Digital Agency Adds New Account Manager




Don't let auld acquaintance be forgotten this New Year




New employee advocacy training is set to help businesses grow in the North West




every1 launches FSB's digital magazine as latest addition to redesigned website




Network with the best in the North West at Blackpool Expo 2016




Liverpool John Lennon Airport director touches down at IoD business breakfast




Five winners crowned at first Northern Power Women Awards




Social Chain Awarded Large Digital Agency At Prolific North Awards




Get The Entirely Weekly Brief In Your Inbox


Add my business skills


MANCHESTER MARKETING PROFILES
MOST SHARED


Red Russian PR


Red Russian PR is a media relations company incorporating innovative and dynamic marketing strategies for an eclectic mix of highly creative individuals and companies. Our objective is to elevate company profiles to specific consumer demographics to create exposure and awareness through relevant media channels.






Roland Dransfield PR


Prolific North's Best Small PR Company of the Year 2013, Roland Dransfield PR is a dynamic, dedicated and creative PR company based in Manchester.