Using your CRM to deliver value

Most people I know think of CRM as a way to capture value.

Of course that's true. Collecting data, signing up new members, managing volunteers and contributions —CRM is great for all of that.

But one of its most powerful uses is in delivering value.

I've hinted the last couple of days about the importance and meaning of delivering value. Here are some ideas to leverage your CRM in making that happen:

• Instead of sending one long monthly email newsletter to everybody on your list, use the information in your CRM to target specific content to people who are likely to care about it. Every second they spend reading your email is a cost; be sure the value they get is more than that cost.

• Streamline new-member onboarding with a series of email or snail mail communications that targets their sector, their interests, and their demographic.

• Offer a member dashboard for logged-in users, where they can not only see —and edit — their own information, but also see the content that will motivate them to increase their engagement.

• Make it easy for people to share information about the good work you're doing. A one-click “share this” integration with Twitter or other social media allows them to spend just a few seconds of their time while getting a sense of pride and belonging by participating in your work.

• Track, and make use of, behaviors that will tell you what their interests are: email links they clicked on, event breakout sessions they selected, campaigns they did or did not engage in, etc.

Here's the thing:

Yes, your CRM is a great tool for capturing information and engagement.

But more importantly, it’s a fantastic opportunity to make sure that your organization’s value is both well delivered and well received.

All the best,
A.