As an Australian NFP, you’re likely well-aware of the need to manage your donors in a way that is cost-effective, and sustainable. A CRM system, but more so, the underlying strategy and cost-effective way of managing your assets, is often seen as the solution.
The success rate for a CRM migration is widely reported, and ranges from somewhere between 18% and 69%. Said otherwise, implementing CRM successfully is something between a fair bet and a strategic disaster. For better or for worse, over the last few years, a trend of perpetual CRM migration has emerged in the Australian NFP industry, with our numbers suggesting that at any time, up to 1 in 3 charities are planning or executing a CRM re-platform project.
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With CRM vendor’s promoting promising results, this seems like a great idea. However, what is often neglected before, during, and after the migration is the integrity of your data. A CRM is only as good as the data that sits behind it and if your data is not in good shape (poor structure, duplication, incorrect contact details), it will result in your CRM not performing to it’s potential. This is not good news for the recipients of your marketing campaigns – your donors – and is the last thing you need in the current climate is to annoy and potentially lose donors.
Marketsoft – the engine which powers LemonTree – has 34 years of experience helping both commercial and charity sectors ensure their data is of the highest quality before, during, and after CRM implementations.
There are three components we consider:
- CRM Migration – ensuring the donor information that lands in your new CRM is cleansed and structured for success.
- CRM Management – maintaining your view of donor as well as connecting it to the systems which drive donor value.
- CRM Execution – adopting a mindset of continual improvement in the way that CRM is acted upon.
Marketsoft, sits at the cross-section of marketing, digital, and IT, having worked alongside the likes of American Express, 3M, Adobe, NSW Government, and many more over the last 3 decades. Marketsoft have taken these learnings and helped charities such as Jewish House, Dementia Australia, and Royal Hospital for Women, solve strategic and organisational challenges; allowing them to leverage and improve their donor data.
If you’d like to build value for both your donors and your cause, Hamish Martin, can help you learn more about Marketsofts CRM solutions!
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