Constituent relationship management (CRM) software is an incredible tool to help you better understand your constituents and reach them on a more personal level. By providing a holistic view of interactions, preferences and behaviors, you have the information you need to deliver targeted, customized experiences that will serve to strengthen your relationship with constituents.
Here are 4 ways to better understand your donors through CRM:
1. Giving History & Habits
If you are paying attention to a constituent’s giving history, you can develop appropriate and consistent interactions with them that make their journey with you a meaningful one.Since following up is critical to the donor experience, we’ll use that example. Whether a constituent donates $1,000 unexpectedly or sends $10 monthly via automatic payment, receiving a generic thank you message can make them feel disconnected. With a little customization (“your incredibly generous $1,000 donation will make a difference….” OR “we simply cannot express how much it means to us that you’ve committed to making a monthly contribution”), personalized thank-you notes feel more genuine and have a greater impact on a donor’s perception of your organization.