Non-profit organisations want to accelerate their missions and drive greater impact. They are built around results-focussed passionate individuals who help to feed, heal, shelter and educate, but the pressure is on for them to drive these results at the pace and scale needed.
A recent Guardian survey found that 79% of charity employees are feeling the heat with an ever-increasing, unmanageable workload. Resource-constraints are not the only issue, with complex success measurement, tight budgets and archaic workflow and processes, these encumbrances mean that the sector is in need of support now more than ever.
CRM is one solution that can considerably lift pressure in the third-sector. CRM stands for customer relationship management but it can often be used more broadly to refer to the software that’s used within an organisation. For the charity sector, rather than ‘customers’, this relationship management includes ‘sponsors’, ‘beneficiaries’ and ‘donors’. CRM supports non-profit companies capture interactions within these key relationships, along with tracking grants, donations, and resources in one single integrated system. The system we recommend for non-profits is industry leading CRM solution, Microsoft Dynamics 365. In this latest blog post from PragmatiQ, we explore why Dynamics 365 is the smart CRM choice for non-profit organisations.
It is essential that non-profits have a holistic view of the entire relationship landscape, both internally and externally. Microsoft Dynamics 365 supports to capture and centralise all interactions with members, volunteers, donors and contacts to ensure all departments within the organisation are working on one system, as one team so services can be delivered at optimum efficiency. Charities commonly find themselves working on at least two or three software systems with at least two silos of data.
With Dynamics 365, departments across business functions work collaboratively with the same (or segmented) data allowing accuracy and consistency with each process. Gone are the days of having one system for Business Development, one for Operations, one for Programmes, Dynamics 365 has the security features and flexibility to bring all departments into one system and database. With GDPR (The General Data Protection Regulation) coming into force this May (2018) never has it been more important for non-profits to cleanse and manage data collectively.
Managing CRM data via Dynamics 365 opens up a universe of networking opportunities across the organisation. Contacts can be referred at speed with a detailed overview of interaction and the relationship to date. Take this scenario, for example, the Business Development team has full visibility of targets that the sales team are prospecting, and sales could identify a member connection that may be in a position of power to help on an opportunity they are working. According to Fundraising.co.uk, charities across the UK have seen on average a 20% increase in sales with clever use of CRM software.
Bespoke, Scalable Solution
It is common for some Third Sector organisations to seek a quick fix with basic out-of-the-box member management solutions. One of the disadvantages here is that you have to make your organisation contour around the software that often isn’t fit-for-purpose. Microsoft Dynamics 365 allows charities to tailor the system to function in line with your processes. Each non-profit organisation has refined workflows across all activities, from fundraising to member management and partner advocacy, with Dynamics 365, the technology fits around your world, not vice versa.
It’s important to keep in mind that once the system implemented for your organisation’s specific needs, it doesn’t mean that you’re backed into a corner. Dynamics 365 can (and should) grow and change to meet the needs of your expanding non-profit. Moreover, the capability of pre-built accelerators within the software make bespoke customising incredibly efficient, think of Dynamics 365 as building blocks, with each customisation (building block), the software (build) becomes more robust to handle developments within your organisation.
Marketing Automation with ClickDimensions
Intelligent marketing is at the heart of any successful non-profit. There are several sophisticated email marketing and marketing automation functions within Dynamics 365 that can enhance marketing effort, but one that we’re most impressed by is ClickDimensions. Marketing teams can build marketing lists in Dynamics 365 and use the ClickDimensions tool to not only send emails but to track responses, click-through rates, heatmaps and a myriad of marketing KPIs that the board will love.
You can use workflow in ClickDimensions to nurture leads and drive further across the funnel. You can also create landing pages, send surveys and manage events all within one system. What’s particularly excellent about this integration is that all the data lives inside Dynamics 365 and ties back to the data the whole team is managing. Business Development and Sales have a 360-degree view of marketing qualified leads allowing them to ramp up tactics accordingly. Discover more on Marketing Automation in our blog here.
Social Media Community Management and Social Discovery
Dynamics 365 also speaks directly to Microsoft Social Engagement. This integration marries social media insights that support charities to track social trends, track brand mentions, manage responses, and build relationships with relevant supporters. Organic social media management is notoriously a laborious task without robust technology in place, but Social Engagement with Dynamics 365 builds in this activity to your social media marketing team’s workflow.
Instead of getting lost down the rabbit hole of social comms, teams can work at speed using insights and hard data for guidance. Engagement charts and visuals can be applied to dashboards that can be shared with the board to track growth and all data is tied back to contacts managed within the CRM.
Having this information allows non-profits to track what their social media community are engaging with, providing insights that can be rolled out to other marketing campaign strategies. If you want to understand your audience on a deeper level in a cost-efficient way, this is a tool non-profits need to leverage to maximise relationships across the board.
Save Money and Reduce Costs for your Charity with Dynamics 365 CRM
At PragmatiQ Solutions, we offer full-suite of services with our Dynamics 365 CRM expertise to support non-profits to manage members, promote retention, recruit and assess governance and data compliance from the word go. With limited budget and resources, cost is one of the main priorities for a non-profit organisation. Being cost-effective and finding an affordable solution is key for any company, but most importantly in a non-profit organisation.
Microsoft Dynamics 365 is an affordable solution on the market today for not-for-profit organisations. Microsoft offers a multitude of options so that charities can choose the best value and plan to fit their organisation.