Charity Digital – Topics – How charities can find a CRM that works for them

Two thirds of charities say that technology helps them improve supporter relationships, according to the latest Status of UK Fundraising report from software providers Blackbaud. Tools such as customer relationship management (CRM) systems are invaluable in helping charities meet their supporters where they are, reaching out to them at the right moment in the donor cycle, and boosting fundraising efforts with simple, efficient, and effective supporter journeys.  

But Blackbaud’s research also discovered that only 27% of charities say they get the most out of their technology, while only a third of charities invest in technology as a priority. With digitally mature organisations more likely to achieve fundraising targets, investment in the right technology to support your goals is crucial.  

Choosing the right technology to support fundraising can be difficult. Every charity is different, with different pain points to mitigate and targets to reach. CRM systems alone come with a variety of features; some will suit smaller charities looking to grow their donor base, while others are made for looking after charities with millions of donors already.

Some CRM systems can do both, can be scaled up and down as necessary. But the challenge lies in the choice – with so many options out there, which CRM system is the one that suits the needs of your organisation? 

Fortunately, charities can find tips in the latest edition of Blackbaud’s How to Choose a Fundraising CRM Solution. Newly updated for 2024, it provides charities with a practical guide to assessing, selecting, and adopting a new CRM system, including advice on preparing your team for the changes ahead.  

Below, we explore in more detail the guide’s tips for effectively implementing a new fundraising CRM system, focusing on how to support your team throughout the process.  

How to implement your new fundraising CRM 

Set clear objectives 

Bringing on new technology can be more challenging if teams are not prepared or even consulted. CRM systems can transform your fundraising processes, but this will require patience and learning from everyone involved. Ensuring your teams are fully invested in the (potentially long) implementation process, therefore, is important to make it work.  

Setting clear objectives helps teams understand why your charity has picked a new CRM and the changes you expect the system to bring. Communicating objectives clearly ensures all teams work towards one common goal: success. 

“At first, technology changes introduce a learning curve that will slow people down and people will want an understanding of why they must go through that curve and take valuable time to learn a new process,” writes Michael Reardon, Senior Principal, Customer Success Services at Blackbaud.  

“If that problem statement and future vision is widely communicated up front, staff will often see that change is needed…and if they agree for the need for the change (the why), they will be much more likely to be on board, even if it means going through that learning curve.” 

Create a project team 

As Blackbaud points out in its guide, “Having the right solution in place will have a positive impact on your whole organisation, so you need a well–rounded project team who can provide the essential technical know-how, an understanding of wider organisation requirements, and who can also represent the needs of different teams, such as the fundraising or event requirements.” 

The guide provides a helpful list of key attributes needed within a project team, including organisation knowledge, transparent communication, and data knowledge, in order to make informed data-driven decisions to achieve your goals.  

It is also worth noting that the project team may not involve members of the charity leadership. Just as it is important to keep staff who will be using the technology on a day-to-day basis informed, the project team should also make time to keep leaders regularly updated on their progress.  

“Don’t forget to involve the key decision-makers and budget holders in your organisation right from the beginning of the project, so they are fully engaged and invested,” Blackbaud claims. “They do not necessarily need to be involved in the main Project Team or day-to-day activities, but they do need to be regularly communicated with to make sure your sign-off processes are as seamless as possible.” 

Make a list of requirements 

When shopping for a new CRM, charities should combine knowledge at the beginning of the project and come up with a list of key requirements needed from their new system. This gives the project team “a starting point for asking consistent questions”, making it easier to compare the different CRM systems available.  

However, the guide points out that a list of requirements “by no means should be seen as a final list of what you hope to gain from a new solution.” Suppliers will be the experts in their CRM system capabilities and may be able to suggest features that further enhance fundraising beyond what charities have already considered.  

“If a potential vendor doesn’t ask you additional questions or try to dig deeper into ways they can support your organisation, instead only agreeing to accommodate your basic needs, then this can be a red flag,” says the guide. “Feeling confident when discussing requirements with a vendor is important as an implementation process can take months – sometime longer – and you need to know that they are receptive to your suggestions and concerns.” 

Charities can find more advice on what to look for in a new CRM system in the full guide, How to Choose a Fundraising CRM Solution, here.