Have you moved to a new CRM and everything is not as it should be?

Have you moved to a new CRM and everything is not as it should be?

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.

Does this sound like you? Leave a comment below and let us know how you’re feeling about this!

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.

The solution?

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 Australiaand Royal Hospital for Womensolve 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! 

E: hamish.martin@marketsoft.com.au

Marketsoft is a proud member of:

Learn more www.marketsoft.com.au

Good News for Charity Mail

Good News for Charity Mail

FIA has worked collaboratively with Australia Post over many years, advocating for the needs of the charitable fundraising sector and have been successful in helping to achieve temporary rebates for qualified Charity Mail campaigns to support fundraising organisations. The rebates were provided to assist charities with their fundraising, lowering costs and encouraging them to undertake additional mailing activity to help supplement income from fundraising activities which have been impacted by COVID-19. 

Recognising the financial challenges charities are still facing, Australia Post will provide a postage rebate of 10% on any incremental Charity Mail activity undertaken from 1 April to 30 June 2022 compared to the same period in 2021. The 10% rebate applies to the incremental Charity Mail volume achieved from 1 April to 30 June 2022 compared to the same period in 2021, adjusted for:

any Charity Mail volume shortfall that occurs in the following quarter ie, 1 July to 30 September 2022 compared to 2021 and any applicable credit claims in those periods.

The rebate is only available where Charity Mail volumes have been lodged on the charity’s own charge account both last year and this year.

Charities wanting to be considered for this initiative need to apply by 31 May 2022 by sending an application to charitymailchanges@auspost.com.au  

On behalf of the entire sector, FIA appreciates the ongoing support of Australia Post.

Original source – https://fia.org.au/good-news-for-charity-mail/

Good news indeed and well done to FIA for their continued discussions with Australia Post.

It may be a small saving, however every 10% counts. Most fundraisers would experience when preparing forecasts and ROI calculations for direct mail, particularly for acquisition, the numbers and business case can be challenging, so these incremental cost savings are all important.

We are seeing that diversification of fundraising channels and activities is a common strategy across many charities, so again when comparing ROI across the channels and activities, every 10% counts to keep as many of these open as a viable opportunity.

How to fundraise in our diversified donor world

How to fundraise in our diversified donor world

With tax appeals out and the fundraising focus now firmly on the Financial Year or second-half planning, the most common conversations I’ve had with peers over the past two months have been centered around:

traditional fundraising getting harder

● active donor bases declining; and

● how to re-establish and grow a truly engaged donor base in our diversified donor world.

Other repeated challenges shared from our recent DCC pulse check have been around RG attrition; diversifying income and retention, retention, retention! All of which demonstrates why we need to attract and grow lasting relationships through a deeper understanding of donors and their motivations.

Diversified Motivations:

One way to better understand your donor relationships – and how they work best in a diversified fundraising world – is to study each stage of the donor relationship through the lens of the Endear Me stage.

Research from around the world on practical fundraising experiences to help endear donors suggests:

“Share with them your areas of success, so you endear them to your charity, not just the cause you support.”

“Even our flaws can endear us to our supporters.”

“Surprise them in ways that will make sure they never forget you and endear them to your organisation”

Earlier this year, we spoke to Dr Adrian Sergeant about the Endear Me stage of the donor relationship (read the full Q&A). He suggested endearment may not come from reminding your donors of the values of your cause and what you stand for, but rather from reminding individual donors of:

● Why they donated in the first place – their motivation;
● How they felt when they did; and
● How they identified themselves when making the emotional decision to donate.

At LemonTree, we understand it can be difficult to identify the motivation behind a donor’s decision to donate given survey data is typically limited to a small percentage of your donors. Instead, it’s worth considering cause-based motivations or time of year motivations as another way to understand and endear your donor.

What are your donors motivated by or identifying with when they give?

Some actions to consider in our diversified donor world:

TIP #1
Invest time into researching each of the relationship stages of your donors and how you can best understand and create most value at each stage.

TIP #2
Invest deeply into understanding your donors through improving data accuracy and leveraging predictive collaborative insights that are now available to you. As a start, rate your organisation on each stage of the 8 step Donor Centric Roadmap (download your FREE copy!)

TIP #3
Invest your resources into more ongoing relationship building programs and less stop-start campaign communications. Like most relationships, donor relationship growth happens with consistent effort. It also frees up your time in our diverse donor world when many programs are quietly and viably running in the background.

TIP #4
Consider your answers to our 3 Cs framework (see how we do it!):

LemonTree Fundraising - Connect - Collaborate - Care

● How do you CONNECT? – how do you seek to understand your donors more deeply?

● How do you COLLABORATE? – how do you strive to understand a wider cross-section of donors?

● How do you CARE? – how do you show your donors you value them?

TIP #5
Finally, ask yourself what beliefs, motivations and/or identities your donors relate with and how you can use these to increase endearment to your organisation.

For more information, or to book a free Donor Discovery Session please complete the below:

Book a free Donor Discovery Session

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