Constituent Relationship Management (CRM) Evolves in Nonprofits

By August 15, 2013CRM & Salesforce
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There is an observable, positive shift in how progressive nonprofit organizations are thinking about their constituent data.

The triangle in the graphic above illustrates a hierarchy in this thinking.  Traditionally, nonprofits have been quick to embrace databases for their Development Office.  Sometimes Grantor, Volunteer or other constituent data has been integrated with the donor database, but it’s usually been a kludgy process.

As Salesforce consultants, we’ve assisted, and continue to assist many nonprofits in this “ground up” model.

Over the past year or so, there have increasingly been engagements where the client started at the high end of the CRM hierarchy.  They’re using their CRM to manage their program data as part of their ongoing Monitoring and Evaluation processes.  Then, they continue to engage us “down the hierarchy” where the Development Office becomes engaged.

While the reasons for this newer model are myriad, the clients we’ve observed share a vision about their data that sees value in having it integrated onto a single platform.  From reduced staff training needs, to the leverage of cross-function constituent communication, they’re getting more efficient and effective by leveraging Salesforce throughout their organizations.

Allan Huntley

Author Allan Huntley

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