Customer Relationship Management (CRM) strategies are important in both the for-profit and nonprofit environments.  In the nonprofit world, CRM takes on a different meaning.  Rather than Customer Relationship Management, it's Constituent Relationship Management!

That means it's not about managing customers in order to maximize sales; rather, it's about keeping customers informed about causes espoused by the nonprofit organization.  Nonprofit CRM systems typically include separate “modules” to handle email, direct-mail, and special events, and nonprofits can use some or all of them.

EXAMPLE - A major CRM function needed by most nonprofit organizations is related to advocacy or fund development.  The organization runs campaigns to advocate positions on certain political issues, or the organization advocates on behalf of "clients" (people customers).  When a public policy specialist within the organization wants to make constituents aware of a shift in Congress, the executive branch, or state and local government entities on a particular issue, s/he can use an administrative Web-based tool to provide constituents with accurate information and solicit donations is through e-mail.

"Customer Relationship Management” software that collects data on past, current and prospective customers or constituents, tracks their activity, and aims to help build relationships with them provides low-cost, low-maintenance opportunities to interface with customers or constituents - most organizations overlook this opportunity!

“CRM is very important because it gives an organization a complete holistic picture of who their customers are and helps them figure out how to retain their existing customers and grow their customer base as an integrated solution,” says Brian Murrow, principal consultant in Arlington, Va., for PricewaterhouseCoopers in New York.

Most organizations already have the tools to develop a solid CRM strategy TODAY.  Can you see the utility of utilizing such a system to communicate with Board members, funding sources, people served by the organization, and others?

Contact The Adeo Group, LLC today for ways to implement a CRM initiative in your company or organization!