More than a relationship, it’s a journey

Constituent Relationship Management is a lifelong journey with your supporters

A single donation is great, but to be truly successful you need to take your supporters on a journey that lasts a lifetime. Blackbaud’s Constituent Relationship Management (CRM) solutions give you the tools you need to build strong relationships and lifelong supporters, by analyzing best prospects, keeping in touch with supporters; developing online communities, showing appreciation – all while getting the most out of your investments.

Click on the individual steps to learn more about how CRM empowers your organization to complete the journey.

CRM Supporter Journey at a Glance:

Step 1: Analyze and Identify

With the intense competition for donors, nonprofits can’t afford to under- or overestimate a prospect’s capacity and affinity to your organization. By taking the time to develop a three-dimensional view of your individual constituents, you’ll eliminate risk. In fact, once you develop a profile of your best prospects, you should know what to ask, when to ask, and how to ask because you’ll understand what it is about your mission that engages each of the donor’s you’ve qualified.

Acquisition management and identification doesn’t get any easier. Our solutions can help with:

Explore, your online resource for knowledge sharing and best practices in prospect research, created by Blackbaud.


Step 2: Segment and Target

Mining your prospect data is a key to success. Modeling factors in the strength of each individual’s relationship with your organization, such as whether they volunteer regularly, purchase season tickets every year, or sit on your board of directors. Modeling helps you identify and rank the best prospects in your database, regardless of whether they’ve already given to your organization. This enables you to better understand your donors’ and non-donors’ relationships with your organization. Once you have the information, you can target your efforts accordingly by turning that knowledge and your creativity into fundraising results.

Complex segmentation and campaign success are enabled through:

  • Data accuracy
  • Custom modeling
  • Segmentation services

Take our new online assessment to find solutions for identifying your best prospects!


Step 3: Engage and Communicate

Times are changing. Supporters are giving via multiple channels (direct mail, web sites, etc). It’s now more critical than ever to have a solid vision of the future or you run the risk of losing supporters. Developing a strategy that enables your organization to acquire new donors online and offline and subsequently incorporate them into your multi-channel, direct marketing program may be the key to future fundraising success.

There’s more than one way to a supporter’s heart. Our integrated multichannel approach to reaching and connecting includes:

  • Direct Marketing and eMarketing Communications
  • Website and Online Communities
  • Peer-to-peer and Friends Asking Friends event fundraising

eMarketing Solutions

Direct Mail Solutions

As reported in the 2011 donorCentrics Internet and Multichannel Giving Benchmarking Report, “It takes the existence of a robust direct mail program to drive up the retention and long-term value of new donors acquired online. Without the ability to become multichannel givers by renewing their support via direct mail, this group of donors would be worth far less.” Download the 2011 donorCentrics™ Internet and Multichannel Giving Benchmarking Report.


Step 4: Appreciate & Retain

All across the fundraising landscape, donor retention is falling. Is my organization harvesting, creating, or destroying value? To ensure success, you need to refocus you energies on your individual donors—to understand why each of them cares about your mission.

People give their hard-earned money for a reason; it is up to you to uncover those reasons and engage donors in the manner they prefer. Building a strategy that makes constituents feel appreciated (and even more tied to your mission) will allow you to appreciate and retain loyal donors through:

  • True Constituent Management
  • Major and Planned Giving Moves Management
  • Personalized Communications

To learn more about Moves Management and the best way to use technology to enable your major and planned giving plans, read "Embracing Technology for Moves Management Success".


Step 5: Measure & Manage

Measuring your success and managing relationships give you a better understanding of your donors. We can help you quickly identify opportunities and challenges; evaluate past strategies to get the most out of future plans; share information with members of your organization; compare your performance with similar peer organizations; and, ultimately, raise more money to support your mission.

  • Peer-to-peer benchmarking
  • Program and mission delivery
  • Financial Management

The Blackbaud Index

Curious to know how others are performing? View the Blackbaud Index of Online Giving to see the moving average of year-over-year percent changes in revenue. The Index represents the most comprehensive and timely sources of charitable giving available. Learn more


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