Ops Insights #043 Help Fundraisers Embrace the CRM
May 28, 2024 | Read Time: 3 minutes | Written by Jenny Kleintop
I’ve seen fundraisers who embrace the CRM database successfully enter their activity into the CRM, which feeds into the reports to show increased philanthropy results. Being able to show results helps the entire team articulate their effectiveness better.
3 steps to make this happen:
1) Data/ops can make it easy and intuitive for fundraisers to use the CRM database.
Talk with and shadow how frontline fundraisers use the CRM database. Do your best to understand their perspective, how they get in and out of the CRM, and what works for them. Often, on the data/ops side, using tools and software comes naturally, and we can navigate even if it’s new to us. However, to fundraisers, it can seem involved, complicated, and at times burdensome.
Therefore, if we observe, listen, and take steps to understand what it is like for fundraisers to use the CRM database then we can find ways to make it easy for fundraisers to use. We can take action to simplify the steps. For example, just because we have 10 fields on a screen does not mean we need or should utilize all 10 fields. Find ways to streamline the data entry and utilize only the fields that are relevant and necessary to capture, track, and measure success.
2) Fundraisers and data/ops can nurture an ongoing positive working relationship.
With any healthy relationship, it takes two. Both sides are willing to meet each other halfway and find ways to embrace, nurture, and build a positive working relationship. In philanthropy work, this is especially imperative because without data/ops we could not effectively fundraise, and without frontline efforts we could not fundraise effectively. We need all team members to work collaboratively and in lockstep to move forward with ease.
Here are 4 strategies that I’ve seen work:
Create goals together as one team. Allowing each team member/division to contribute to the creation of goals leads to more buy-in and a collaborative desire to exceed those goals. Find ways to incorporate data and the CRM into goals.
Nurture an “always be learning” environment. Strategies, tools, and tech changes often, and it’s important to adapt individually and as a team.
Ensure learning together is an ongoing effort and teaching on and embracing various functionalities of the CRM database is widespread.
Routinely review existing processes and CRM use to ensure they are still effective and being utilized. This can be done through surveys, group conversations, and 1:1 observation.
3) Ensure everyone moves forward together and more effectively.
As you move forward together, take time to assess and fine-tune. Celebrate wins, both small and big, as a team. Call out ways data has helped bring in more gifts or how streamlining a process helped team members work better.
Pay attention to what team members are saying. If you hear, “There has to be a better way,” then that’s a prompt to go find the better way.
When I say everyone, that is intentional. A team member once told me, “You are the path to least resistance,” so they always started with me. I nudged him to build a relationship with my counterpart, as when the entire team can work better, the overall environment is better. Strive for better.
Take Action
Ready to help fundraisers embrace the CRM database?
Here are 3 ways to get moving:
➡ Find ways to observe, listen, and take steps to understand what it is like for fundraisers to use the CRM database and then find ways to make it easy for them to do so.
➡ Start with the above strategies to build positive working relationships.
➡ Strive for better and find ways to move forward together and more effectively.
You’ve got this and I’ve got you!
👋 See you next time.
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