Charity Digital – Topics – How does your CRM platform stack up against the rest?

Customer Relationship Management (CRM) systems help charities manage the data involved in achieving their mission. Though they have been largely used in the charity sector as a tool for fundraising, CRM offerings have expanded to manage all types of data to support charity operations and service delivery.  

But some charities face challenges in identifying and making the leap to the best CRM for their purposes. In this article, we reveal the top CRMs of 2024 and explore how best to make the switch.

CRM satisfaction in 2024 

The article also explores how often charities conduct reviews of their CRM platforms, with the largest portion (38%) reviewing theirs every 3-5 years. 

The survey revealed a widespread reluctance for charities to change which CRM system they use, even when dissatisfied with their current system. This is because many charities expect the process to be time-consuming and costly. While 43% of respondents described the transition as “smooth”, 32% felt “some disruption” while 4% felt that it was “hugely disruptive” So how can charities ease the process? 

Make priorities clear 

Identifying priorities upfront helps to simplify the process of switching your CRM. To do this, clearly note down the key requirements for your new CRM system, such as functionality and price. 

Using this information, create an implementation plan to decide on your new CRM with clear goals and objectives for each phase. Phases include researching the different CRM options, ranking them against your criteria, trying them out on demo accounts, and talking through your needs with suppliers. 

This approach was taken by Charity IT Leaders. Its CEO Tree Hall recalls: “This helped us stay focused on the priorities and not get sidetracked by ‘magpie’ moments when we saw a bright and shiny opportunity within the system – and keep the project to plan.” 

Look out for an innovation roadmap 

To give your new chosen CRM system the best chance of longevity at your charity, find out about the supplier’s approach to staying on top of technological change. If suppliers are constantly improving, it will be likely for the CRM to meet the charity’s needs long-term. 

Bring together different teams 

To make sure the CRM benefits the whole team, it’s a good idea to work with colleagues to clarify needs and make decisions. When childhood safety and education charity Street Child changed their CRM, they brought together an internal working group with colleagues from fundraising and finance, says Director of Finance and Resources Sarah Noak.  

Cross-team collaboration can also help you use a new CRM as an opportunity for success in multiple parts of the charity’s operations. 

Beacon CEO, Chris Houghton, reflects: “An effective CRM gives charities a full, unified view of their whole operation by managing everything under one roof, and making it super simple to segment, filter, and report on. While charities often use CRMs for one specific operation, such as fundraising, a good CRM is much more than a one-trick pony.”