A Guide to Choosing a CRM for Your Nonprofit: Finding the Perfect Fit

The right CRM can make a big difference to your nonprofit. It can help you connect more effectively with members and donors, save you time, and boost your fundraising efforts. In this guide, we'll be taking a look at exactly what a CRM is, what it can do for you, and how to find one that's the ideal fit for your organization.

What is a CRM?

CRM (Customer Relationship Management) software is used by many businesses, nonprofits, and other organizations for a number of purposes. As the name suggests, the overriding purpose of a CRM is to manage customer (or, in the case of nonprofits, members, and donors) relationships. This includes functions such as:

• Manage data on members, such as contact info and donation history. Easily share data with other members and committees.
• Segment contacts. You can keep separate lists of volunteers (or different types of volunteers), different tiers of membership, or any criteria you choose.
• Donation management. Create donation forms, track donations over time.
• Event planning. Set up online registrations, keep track of different pricing tiers, track attendance compared to other events.
• Automate email campaigns. This may include welcome emails, your newsletter, special notices about events, and other communications.

These are just some tasks that a CRM can automate and simplify for your nonprofit.

Why Your Nonprofit Needs a CRM

If you've considered a CRM at all, you might think of it as something that might be nice to have, but that's not essential. However, when you really consider what a CRM can do, you'll probably want to start using one as soon as possible.

Saves Time

Time is one of your most precious assets. You can do everything a CRM does manually, but it takes much longer. For example, if you organize data using Excel Spreadsheets, your team will spend hours filtering, sorting, and sifting through data. A CRM automates tasks such as importing lists of contacts. It also makes it easier to collaborate.

Increase Donations

When used properly, a CRM can help you boost donations. You can organize donor info, track the effectiveness of fundraising events and campaigns, and learn what kind of appeals net the best results. Over time, you'll be able to run more targeted campaigns and get more donations while expending less effort.

Provides a Process and a Framework

Data is helpful and essential for running your organization. However, it can be overwhelming and even confusing when you accumulate lots of data and aren't sure how to organize it. A CRM provides a framework, so your data is properly formatted and everything is manageable and consistent. You can easily find what you're looking for and understand what it means.

Makes Collaboration Easier

Teamwork is essential for any organization. Not only does a CRM make it easy to share data, but it also helps to bridge the gap when team members leave the organization. Nonprofits often experience a high amount of turnover. With a CRM that meticulously tracks and organizes data, it's easy to onboard new members and gets them up to speed.

How to Choose a CRM

Once you decide that you need a CRM, how do you choose one that's right for your needs? Here are some key factors to consider.

• The number of users. How many users will be using the CRM? When comparing CRMS, check their pricing structure as some charge per seat.
• Features. Consider the type of data you need to collect and manage. Do you need a system that integrates with other software you're currently using, such as fundraising software? You'll want to be sure that the CRM you choose has the capabilities you require.
• Mobile-friendly. As more people access the internet via mobile devices, you should seek a CRM that's mobile-friendly. It's convenient to be able to share information, download data, or make edits on the go.
• Ease of use. There can be a steep learning curve with some CRMs. A simple and intuitive CRM is best as it can be used easily by everyone, not only tech-savvy users. You should also look at what's involved with setting up and using the CRM. You, or someone on your team, may be able to do it by following instructions. Some CRMs offer training that comes with a cost.
• Your budget. You'll find a wide range of options for CRMs, starting with free plans. With some CRMs, you can start with a free plan and upgrade as your organization grows. While you need to consider your budget, you should also look at a CRM as an investment rather than an expense. Consider the time it will save you and the potential for growing your nonprofit.
• Training and Support. What type of training and support does the company offer? Is this included in the plan or do you have to pay extra?
• Aligns with your values. This requires research beyond simply reading about features and costs. However, it's worthwhile to work with a company whose values are consistent with your own. Keep in mind that people are increasingly discerning about donating their money and supporting causes. Members and prospective members are likely to check out the vendors with whom you associate.

Features to Look For in a CRM

As noted, you need to find a CRM that has the features you need. Here are some features that can help a nonprofit run more efficiently. 

• Contact Management
• Interaction / Relationship Tracking 
• Lead Management
• Workflow Automation
• Email Integration
• Document Management
• Quotes / Proposal Management
• Prospect / Pipeline Management
• Reporting and analytics
• Forecasting
• Social Media Management

10 CRMs to Consider

You have many choices when it comes to CRMs. The following are some you may want to consider.

1. Blackbaud — Creates cloud software for many purposes, including fundraising, marketing, analytics, and more.
2. Little Green Light — Donor management software for nonprofits.
3. Salesforce for Nonprofits — Salesforce, known for its many business software products, has a Nonprofit Cloud solution with features for fundraising, member management, program management, grantmaking, and more.
4. Salsa Labs — CRM and nonprofit engagement software that offers donor management, fundraising, event, and marketing automation tools.
5. CiviCRM — An open source CRM used by many nonprofits. Lets you manage many tasks such as email, donations, memberships, events, and more.
6. Bloomerang — Donor management software that integrates with many applications and offers pricing for small, medium, and large organizations.
7. HubSpot CRM — HubSpot's free CRM is used by many businesses and organizations. You can also upgrade to a premium plan if you need to manage more contacts and access more features.
8. DonorPerfect — Software designed especially to help nonprofits grow and raise more money. Offers many training tools such as webinars and onboarding.
9. Kindful — Another CRM for nonprofits that includes fundraising tools, tracking, donor communications, and many integrations with email, accounting, and other tools.
10. AMO — Made especially for associations, this software is easy to use, mobile-friendly, and makes it simple to set up event registrations, dues collection, and other features important for nonprofits. Pricing is based on the number of contacts. AMO is powered by ArcStone, which offers many complimentary services such as market research, web design, content creation, hosting, and more.

A CRM will make a big difference in how your organization functions. It will help you get more accomplished in less time, develop stronger relationships with members, boost donations, and help you connect with staff and volunteers. You may need a little time to learn how everything works and get your team familiar with it, but once everything is up and running, you'll be glad you took the plunge.

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