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 Leaderboards Customer Relationship Management CRM: Customer is King
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Next generation engagement systems, delivered on-line, must remove barriers and enable the moments of passion when donors want to learn, to network, to give. Internet-enables philanthropy to tap the participatory, passion-driven and self-service attributes of the Web. This is an evolution of the philanthropic service model to meet high net worth donors where they are.
Future requirements include the ability to capture giving preferences, deliver timely giving opportunities in response to those preferences and provide information regarding the eventual impact of contributions using Web-based applications. “Show me you know me” technology and social networking tools will eventually connect tens of thousands of new donors on a timely basis with charitable options and stories of the impact they are creating with their giving.
Foundations are beginning to address this service model requirement by employing Customer Relationship Management capabilities. In so doing they are learning many valuable lessons, such as:
They have also learned that CRM is NOT a monolithic one-size-fits-all system. Yes, it includes base contact management functionality, but it also reaches out to deliver specialized functions:
Base Functions
Extended Functions
Web Accessible Applications
The expectation was that foundations would start with base functions and add-on from there. But foundations discovered that any system that required duplicate data entry was doomed, and so the lack of an interface to back office systems like FIMS or Foundation Power effectively froze out adoption (although it is expected to be unfrozen with the launch of the Atlas Data Bridge; see related story).
The common denominator to all of these projects is that they run on top of a CRM system. None of the organizations are using the “core” contact management function, but anticipate moving to it within a year.
Best practices call for any large system to be implemented in a staggered manner, one step at a time. If CRM is in your future, and we know that contact management is still 3-6 months away (waiting on the data bridge), the question then becomes: what is your killer-app? What project could you bring online to start this ball rolling?
For more information, please contact Doug Yeager (
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