By Bob Alves
With the sluggish economy still taking its toll on associations and other nonprofits, many organizations are focused on taking the proper steps to increase member and donor and retention, participation, and operational efficiency. Here are some technology best practices, which demonstrate how associations can get smart by going back to the basics and doing more with less.
Implement a data-driven organizational strategy, and transform data management from a cost center to a revenue generator. According to Wes Trochill, president of Effective Database Management, at the heart of this strategy is dependable data, and data will only be dependable if it resides in a reliable database, one that is well-managed and understood by not only the IT staff but also everyone who uses it. Eliminating redundancy and shadow databases is key for effective data management. Don't forget to test early and often; pursue success, not perfection, when putting data to work.
Associations and other nonprofits should consider opening up their databases and consolidating them into a single system. Organizations should also query their database and use the answers to refine their member and donor outreach efforts. It doesn't matter whether it's the executive director, who provides the vision of what will be important to the community in the future and, therefore, what data should be captured; the chief technology officer, who has overall responsibility for the nonprofit's information management systems; or the membership, who would undoubtedly benefit by knowing as much about members as possible, implementing a data-focused strategy will significantly help with day-to-day operations.
Integrate the constituent relationship management (CRM) system and the content management system (CMS). Historically, nonprofits have kept these functions separate due to the different types of data managed and the ease in which this information can be accessed and shared. However, by converging these functionalities, associations and other nonprofits can use demographic data to better tailor their website and other content based on members' individual interests.
Organizations can expose data from the CRM to the CMS, allowing users to modify their own profiles. Nonprofits can then record this information, as well as event registrations or donations from the website, directly into the database. This also prevents staff time from being wasted with rekeying these transactions or correcting mistakes created due to multiple systems. Today, the competition for the time, money, hearts, and minds of constituents is ever increasing. By integrating the CRM system and the CMS (and using their web presence to the fullest) organizations can effectively stay connected to members and show their value by extending important self-service capabilities.
Turn to workflow automation tools to instantly launch business processes that would otherwise consume hours of staff time and attention. An automated workflow not only helps to reduce operational overhead and the need for extra resource but also facilitates better decision-making with real-time information delivery. Associations can quickly evaluate business changes and respond with corresponding data changes, emails, text messages, faxes and reports, dedicating greater attention to issues central to their constituents.
Organizations should first look at their unique workflow requirements, and think about what applications or tools can best fulfill users' needs. Nonprofits can easily access and piece together demographic, transactional, activity, and channel-preference and motivational data. They can optimize their management processes, communications, and appeals at the very same time.
Simplify e-Commerce and online processes, and focus on developing programs that leverage this data. In an environment where the provisioning and delivery of real-time services are a standard expectation, the processing and handling of transactions quickly is a necessity. As the driver of so many interactions between an organization and its constituents, the database must efficiently and effectively manage these online interactions.
Get personal with your members and allow them to manage their dues and other financial transactions online. Make the payment process as easy and smooth as possible. Be prepared to change e-commerce rules and processes to keep up with emerging trends and new industry standards.
Evaluate, select and implement the right software solution. For those executives who are being called upon to make enterprise-level software and systems decisions as economically sound as possible, while still fully addressing the current and future needs of their associations, identify three or four possible vendors through tradeshows, industry directories, and referrals from similar organizations. Invite the vendors in for a high-level organizational review and demonstrations, and have each department discuss two or three items that are most important to them to determine the best fit.
Rather than struggling over their data and technology infrastructure, associations should get back to the basics. Organizations can streamline operations, maximize efficiencies and contain costs, to not only survive but also thrive after the economic downturn.
Bob Alves is chairman and CEO of Advanced Solutions International. He can be reached at 703-739-3100 or balves@advsol.com.