Charities use CRM to increase revenue

Charities use CRM to increase online donations

User experience company Nomensa compared the online donation processes of charitable organisations Cancer Research UK, Macmillan Cancer Support and Marie Curie Cancer Care, and revealed online donating accounts for only 7 per cent of their total donations.

The report highlighted 47 per cent of users who start an online donation fail to complete it because the online journey is not intuitive or engaging. Business software solutions company m-hance advises charitable organisations to implement customer relationship management (CRM) technology to increase revenue and improve online experience.

According to m-hance when CRM technologies are integrated into the organisations website, charities can gain a 360 degree view of their supporters by analysing historic donations, managing details of donors and recording frequency of contact. Combining social media applications with CRM enables organisations to further interact with existing and perspective donors via websites such as Facebook and LinkedIn.

“This research suggests that charities still remain overly reliant on traditional fundraising methods and are missing out on substantial revenues by failing to maximise the potential of increasing online donations,” said managing director of m-hance Andrew Hayward. “This is particularly worrying considering the economic downturn has placed even greater pressure on charitable organisations to maintain and grow their revenues, despite being faced with greater competition from other charities for donations.”

Hayward adds, “Taking advantage of CRM functionality can be cost effective if implemented via a cloud computing application. It’s important that charitable organisations select a supplier with proven experience delivering CRM solutions to improve productivity and boost then return-on-investment form their campaigns.”

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