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Valuing Your Most Precious Resource: Supporter Data

One of the most common challenges faced by UK charities is the proper and efficient handling of the volumes of supporter data they’ve collected, especially since the introduction of the EU General Data Protection Regulation. With the possibility of a revision to the Electronic Communications Directive, it will become even more crucial to not only understand consent in all its forms but have a system in place to manage the individual contact and privacy preferences of donors.

The bottom line is this: if the rules of data protection are not followed, enforcement action can be taken which can damage your charity’s reputation, as well as place your credibility with supporters at great risk. With so many legislation changes, how can a UK charity ensure that all supporter data and preferences are properly tracked, confirmed and honoured?

CRM can help you with the Management of Supporter Data

CRM, or customer relationship management is both an approach and a tool for the management of donor information and preferences. CRM software for charities can help ensure that donor data is not only organised, but is managed in such a way as to comply both with data regulations and meet the privacy preferences of each supporter.

Isn’t a Donor Database Enough?

There is actually quite a bit of difference between a donor database and CRM software. Although both methods do allow donor data to be organised and donor-charity relationships to be managed, on its own a donor database is outdated. It cannot, for example, easily integrate with email marketing tools you may already be using. A donor database is also not able to be supported by a large network of charity professionals and consultants; instead, it is reliant on the resources provided by a single charity.

CRM software for charities has the same functionality that a donor database does, but with the added ability to integrate with and use a variety of tools and technologies your charity may already have in place. And, it does this in an easy and affordable manner without the need for a lot of human input.

How CRM Software Protects Supporter Data

Because CRM software allows for the placing of donor data in a single location, there is far less risk of that data being lost or accessed by unauthorised individuals. As well, the ability of CRM software to accept data obtained from other sources crucial, because it ensures that data and preferences need only be submitted one time to be recorded and organised.

In only needing to submit data one time, donors can be assured their data will go to a single and secure location. For the charity, the use of CRM software to obtain donor information and preferences can result in the drastic reduction or complete elimination of duplicate data which can be very time-consuming and costly to process.

CRM Helps Enhance your relationships with Donors

It takes time to build, nurture and maintain your relationships with supporters. In knowing that their information and privacy preferences are being protected with a CRM system, your supporters’ trust and loyalty will increase. And because your CRM will allow you to comply with regulations, you can be assured that the good work your charity is doing can continue unimpeded.