The document discusses how investing in Customer Relationship Management (CRM) strategies can help nonprofit organizations build relationships and engage donors to further their causes. It defines CRM as coordinating marketing activities to foster loyalty through personalized communications informed by customer data. The document provides examples of CRM tactics like thank you messages, advocacy referrals, and asking for recurring donations. It emphasizes starting small, collecting data, and continually measuring and refining CRM efforts to most effectively engage customers over time.

2. CRM FOR
CAUSES:
How investing in Customer
Relationship Management
helps you change the world

3. Steven Power
Group General Manager
Bea Atienza
Strategic Planning Director

4. CRM FOR CAUSES:
How investing in Customer Relationship Management helps you change the world
― What is CRM?
― How to build relationships with CRM strategies
― Starting points
― Discussion time

5. What is CRM?

6. MARKETING CRM
Awareness
Consideration
Intent
Preference / affinity
Purchase
Attracting and nurturing current and future
customers, using data (such as demographic,
behavioral, past engagements or monetary
data) to personalize a communication (1:1), in
order to foster loyalty and create habits.
Coordinated activities
designed to align people
with a brand and its story,
in order to elicit a business
result.
Engagement
Repeat (donations / volunteering)
Loyalty
Advocacy
It’s not just about CRM tools!

7. Data: The backbone of CRM
“The Whole Customer”
• Construct your data-base so that data can
be collected and accessed systematically,
based on one or all of these approaches, to
drive your tactics to a specific customer 1:1
• Client Pii data
• Social media & external data
• Digital & transactional data
• Lifestyle & behavioral data

8. Through data-driven CRM SEGMENTATION, you can also engage different audience sub-groups
with the appropriate message for each one.
Mass Messaging  1:1 Communication to various audiences
DONORS SPONSORSVOLUNTEERS PRESS PARNTERS GOV’T
‒ Prospects vs. Existing
‒ History
(Regency, Frequency)
‒ Past Donations
(Monetary)
‒ Affluence
‒ Geography
‒ Prospects vs.
Existing
‒ Recency
‒ Amount
‒ Category
‒ Prospects vs.
Existing
‒ Recency
‒ Geography
‒ Age
‒ Preference on type
of volunteer
opportunity
‒ Coverage
frequency
‒ Publication
‒ Media format
‒ Prospects vs.
Existing
‒ Recency
‒ Category
‒ Prospects vs.
Existing
B 2 BB 2 C

9. Finding the right tools for the right strategy
CRM is enabled by technology, but shouldn’t be crippled by it.
First step: Data consolidation & cleansing
Tools can help with: Data management – Developing & deploying – Testing & Reviewing

10. CRM PLANNING FRAMEWORK
Donor Journey
Donor Lifecycle Value
STRATEGY
SEGMENTS
TACTICS MESSAGES
TEST &
LEARN
Why
Who
What
How
BUSINESS
OBJECTIVES
T E C H N O L O G Y
( D a t a / T o o l s )
WELCOME SURPRISE & DELIGHTREQUEST THANK REPEAT / AFFIRM WIN BACKUP-SELL / CROSS-SELL

11. Building relationships with CRM strategies

12. Why build relationships?
E.g.
— Converting donors who have made one donation
to a recurring donation plan
— Ensuring repeat sponsorships
— Eliciting sustained volunteer participation –
foster a sense of belonging
— Encouraging referrals
TO BUILD ONGOING CUSTOMER VALUE
Because maximizing current customer
engagements is more scalable & profitable than
relying on constantly acquiring new customers

13. Key Tactics & Messaging Framework
SAMPLE DONOR COMMUNICATIONS JOURNEY
Hi!
(eDM - Welcome / Education)
Would you like to
share this with
a friend to help?
(Social Platform –
Advocacy Referral)
Are you also interested in
volunteering opportunities?
(KOL eDM - Cross-sell)
Would you also like to
contribute to our annual
Xmas appeal to support …?
(Long-form DM – Up-sell) Here’s some news about how
your contribution helps.
(Newsletter – Surprise & Delight)
Your ongoing
donation means
so much to us.
(eDM - Repeat /
Affirmation)
We’d like to share an update
on the cause you supported
last year..
(DM - Win-Back)
Would you be
interested in a
recurring donation
plan?
(eDM – Up-sell)
Your donation /
participation means so
much to us!
(Confirmation SMS – Thank You)
NEW DONORS →
Come & share in our
success
(Partner Fundraising Event –
Belonging & Up-sell)
Data collection
(Questionnaire – Deeper
segmentation)

14. “Giving Back” applies to CRM, too.
— Relationships must be a two-way street
— Consider what value donors & stakeholders
get when you communicate with them
Bring out the organization’s story,
progress and plans.
Let them know how their participation
contributed / how their donation is
performing.
What are the proof points for what the
organization is doing?
 Include this in the EDM /
messaging calendar
 Integrate it in Social posts

15. Where do I begin?

16. Get going,
then get better.

17. — Start small.
Identify your organisations greatest need or opportunity?
Put a plan on paper so everyone’s clear.
— Start collecting data systematically.
Think how the data can inform your existing communications,
channels, campaigns and executions. And how it can be
collected within Privacy / DNC regulations.
— Measure & refine as you go.
— Identify the tools you will need.
— Develop a CRM customer journey.
To support your overall communications plan

18. Thank-you – let’s discuss!

19. Steven Power
Group General Manager
M: +65 9831 7934
E: steven.power@wunderman.com
Bea Atienza
Strategic Planning Director
M: +65 8299 3880
E: bea.atienza@wunderman.com

20. IMAGE CREDITS:
https://www.flickr.com/photos/fmsc/7678136856/
https://www.flickr.com/photos/donorsforum/8117049491/
https://www.flickr.com/photos/fmsc/13975456386/
https://www.flickr.com/photos/teachaids/5386042450/
https://www.flickr.com/photos/fmsc/7824188210/
https://www.flickr.com/photos/fmsc/11343163844/
https://www.flickr.com/photos/vernondali/2373669942/
https://www.flickr.com/photos/fmsc/12780392035/
https://www.flickr.com/photos/fmsc/19673523071/