How to Build a Culture Around Your CRM and Use it for Growth

One element constant and vital to your nonprofit is your organizational culture. Culture breathes life into your organization and unites your team. Where does your constituent relationship management software (CRM) fit into that culture? When you center your way of working and your organizational practices on a well-integrated CRM system, your CRM can serve as the beating heart of your nonprofit’s culture, empowering every team, improving processes, informing strategy, and stimulating growth.

The Power of a CRM-Centric Culture

Reflecting on my 20-plus years of working with nonprofit organizations, I can point to one pivotal era that underscored the importance of a CRM-centric culture: the pandemic. As the world went into lockdown, traditional donor engagement methods were no longer feasible. It was during this challenging time that our CRM became our lifeline.

I vividly remember calling donors who lived alone, providing them not just with updates about our organization but also with meaningful human interaction. These conversations revealed so much about their motivations and values, deepening our understanding of their “why.” Our CRM was indispensable, housing all the critical information about our donors and ensuring our team stayed informed and connected, even while working remotely.

Fast forward to today, I have the privilege of working with nonprofits of all sizes. A troubling trend I see is the tendency to deprioritize the CRM for seemingly more pressing fundraising activities. Yet, organizations that embrace a CRM-centric culture and put in the work today are the ones thriving in the long run. Investing in your CRM allows you to make strategic decisions and truly understand your donors, laying the groundwork for sustainable growth.

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Why Center Your Culture Around Your CRM?

A CRM-centric culture ensures that every interaction, whether internal or external, is rooted in data-driven decisions and strategic alignment. It helps streamline processes, enhance donor engagement, and ultimately drive growth.

• Enhanced donor engagement: With a CRM at the heart of your operations, you can tailor communications to resonate with donors’ values and preferences. Personalization leads to deeper connections, donor retention, and increased lifetime contribution value.
• Operational efficiency: A well-integrated CRM simplifies event planning, volunteer coordination, and internal communications. This efficiency frees up resources, allowing your team to focus more on mission-critical activities.
• Strategic planning: Your CRM holds valuable data that can inform your strategic decisions. From identifying fundraising opportunities to understanding donor behaviors, data-driven strategies are more likely to succeed.
• Improved data management: Accurate, centralized data enables better reporting and analytics. This clarity is vital for measuring impact, demonstrating transparency, and making informed decisions.
• Internal and external communication: Consistent, data-informed communication strengthens relationships within your team and with your supporters. It ensures that everyone is on the same page, working towards the same goals.

Building Your CRM-Centric Culture

If your organization is not using your CRM to its full potential and you’re not placing it as the focal point of your fundraising activities, you’re much less likely to achieve success. According to a recent study from Forrester, digitally mature nonprofits are 3.5X more likely to have achieved mission goals compared to organizations with low digital maturity.

Even so, only 32% of executives say their CRM is a single source of truth, offering a complete picture of their donors across all departments.  

So, how do you make the CRM the hub of your organization’s culture?

Start with a Vision

Every cultural shift begins with a clear vision. Understand and communicate how a CRM-centric approach aligns with your organization’s mission. Share success stories and examples of how other nonprofits have benefited from this integration.

Involve Your Team

Teamwork really does make the dream work! Your CRM should be more than just a tool for the development department. Involve all departments in the process. Provide training and resources to help everyone understand how the CRM can support their work.

Open Communication Channels

Foster an environment of transparency and open communication. Regularly update your team on CRM-related initiatives and encourage feedback. This openness builds trust and ensures that everyone feels invested in the process.

Leverage Data for Decision-Making

Use your CRM data to guide your decisions. From setting fundraising goals to planning events, let data be your compass. This approach not only improves outcomes but also reinforces the importance of the CRM.

Recognize and Reward

Encourage and acknowledge your team for effectively using the CRM. Recognize those who input data accurately, use the system to streamline processes, and contribute to the organization’s overall goals.

Provide Continuous Training and Support

Offer ongoing training and support to ensure your team remains proficient in using the CRM. Regular refresher courses and access to resources will help maintain high engagement and effective usage.

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Putting Your CRM Strategy into Practice

There is untapped potential in many organizations: 43% of employees who use a CRM use less than half of the features on their system and only 35% of employees say their CRM system completely supports the customer life cycle. By centering your culture around your CRM and making its use mission-critical, you position your team for success across the full donor journey, from acquisition through retention. It’s never too late to deploy these practical steps to embed your CRM into your culture.

• Lead by example: Leadership sets the tone for the rest of the organization. When top executives and managers actively use and promote the CRM, it creates a ripple effect, inspiring the entire organization to follow suit.
• Encourage consistent use: Ask program directors and leadership to share notes consistently on conversations and interactions with donors. This practice ensures that all donor interactions are documented, creating a comprehensive and up-to-date record.
• Share reports and dashboards: Utilize your CRM’s reporting capabilities to share monthly reports and dashboards that highlight key performance indicators (KPIs). This transparency keeps everyone informed and accountable for their contributions.
• Invest in training: Attend both in-person and online training sessions to stay updated on the latest CRM features and best practices. Encourage your team to do the same, fostering a culture of continuous learning and improvement.
• Hold each other accountable: This is powerful! Create a system of accountability where team members are responsible for the accuracy and completeness of the information they enter into the CRM. Regular audits and feedback sessions can help maintain high data quality.

Invest in Your CRM, Invest in Your Culture

Building a CRM-centric culture is not a one-off project but a continuous practice. As you align your organizational culture with your CRM, you invest in the very foundation of your nonprofit’s growth and impact.

A CRM at the heart of your operations fosters a unified, data-driven approach that enhances donor engagement, operational efficiency, and strategic planning. It creates an environment where your mission thrives, and your team and supporters are more engaged and committed.

Invest in training, involve your team, and leverage your CRM to its full potential. Because when you invest in your CRM, you invest in the future of your nonprofit, ensuring sustainability, growth, and lasting impact.