CRM for NFP – Challenges and opportunities

ARTICLE SUMMARY

The Not-For-Profit sector faces a range of challenges relating to management of and engagement with donors and volunteers and other stakeholders. A sophisticated Client Relationship Management (CRM) strategy can help to address many issues and opportunities:

  • Augments the ability of staff to deliver value to customers
  • Deepens the relationship with the customer
  • Assists to deliver a consistent message across multiple channels
  • Allows data analytics to unlock value in customer information

However, CRM is only the delivery platform. A structured approach to CRM strategy deployment is required to ensure all the benefits are captured. Not-For-Profits need a clear vision for information management, a clear view of the benefits sought and strong support from senior management.

Working with several clients, SPP has recently developed significant insights into CRM capability within the NFP sector.

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