As 2015 comes to a close, now is the perfect time to take a close look at your current CRM/Donor Management software solution to determine if it is providing you the tools to manage effectively the entire donor life-cycle.
Development Directors know the success of their nonprofit’s mission relies on their ability to
cultivate gifts from donors. At every stage of the donor life cycle – acquisition, conversion,
retention, reactivation, and cultivation – fundraisers face multiple opportunities to engage donors,
and an equal number of challenges to do so effectively.
Major gifts as well as the sacrificial widow’s mite blessing of a few dollars carefully folded into an
envelope help your organization fulfill its calling. Both flow from your efforts to connect with
donors at a heart level, inspiring them to make a difference by giving. Both require the consistent
nurturing throughout the process of turning an initial contact into a first-time gift, and a first-time
gift into ongoing support.
The responsibilities of a Development Director don’t end with planning and executing a successful
annual fundraising event. Fruitful Constituent Relationship Management (CRM) means connecting
with the right people at the right time with the right message. This can be an unwieldy and
overwhelming task, one that requires super-human levels of organization, tact, creativity,
dedication, and persistence.
You are called upon to identify and woo new donors, keep long-time donors engaged, and
resurrect interest from past donors who have drifted away, all while giving appropriate
acknowledgement of every gift that comes in. Your organization invests heavily in acquiring
potential donors; it’s up to you to ensure that investment isn’t squandered by letting those
potential donors slip through the cracks.
It is that dual need to be magnetic in capturing the hearts of donors while also perfectly efficient in
your ability to aggregate, organize, retrieve, and use volumes of data that has made the idea of
CRM software so appealing. It comes down to being able to approach, ask, and acknowledge the
right people, the right way, at the right time.
It is imperative, now more than ever, that a Development Director is equipped with a CRM/Donor Management software solution that simultaneously automates routine and time-consuming tasks while providing critical information instantly.