Previously we discussed why it’s essential to your future fundraising to have a CRM system that works for your organization. To read that blog click here
Let me tell you a true story: Several years ago, while working for a non-profit organization, we ran a major fundraising e-campaign. We had gone through all the steps: personalization, strong text, relevant graphics, call to action etc., so why was the lady on the other end of the phone screaming at me, accusing our organization of stealing her financial details?
It appeared that she had just received an email that read“Hi 4580 0997 xxxx xxxx” … oops! What had gone wrong? It didn’t take long to realize the fault wasn’t exactly ours - she had completed an email signup form using autofill which had inserted her credit card number in place of her first name – bad security breach on the side of her account, but the damage to us was just as severe.
How so? We couldn't escape the fact that with better data checks at the initial upload stage we would have found the error ahead of time and avoided it. A valuable, if not stressful learned!
Lesson number one: Whether it’s you or someone else on the team, take the time to check your data; it’s easier to keep it correct from day one, than sporadic checks at random intervals.
The success of your non-profit depends to a large degree on your ability to engage with constituents and donors. Therefore, lesson number two is efficient donor records improve the odds of retaining and even growing your support base.
Feeling overwhelmed? There’s actually no reason to - if you’ve chosen a CRM system that works for you, your donor data can be managed and used efficiently with the minimum of effort.
Cultivating and maintaining relationships with existing donors is key to success. Make it easier when you have basic information recorded such as, correct spelling, salutation field detailing how they like to be called – for example Hi Tommy, compared with Hi Thomas Mark.
Imagine a donor mentioning that unfortunately he had recently lost his spouse. How embarrassing if several months later you send him an email addressed: Hi Mary and Tommy.
By the same measure, if a donor tells you that he has just become a grandfather – to the most adorable baby girl in the entire world - you have a perfect cue to ask him how his granddaughter is doing in future conversations. Lessons numbers three and four therefore are: People give to people and Data is king!
Good data records can also help us attract new donors. Every interaction or community engagement results in new data. However, a word of caution: Do not ask for more required data than people are prepared to give. If potential donors are unlikely to want to give you their phone number at this point, don’t insist upon it. Lesson number five: consider carefully what data you make obligatory,and make sure it’s only information that you need!
Each organization has its own dynamic needs and my goal is to help your organization move to the next level and turn your vision into donations. You can contact me at suzanne@suzannelieberman.com; let’s start a conversation.
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