Integration is Key to Communicating With Constituents

At one time, having a static Web site was all a nonprofit organization needed to communicate with its supporters and the public. Times have changed.

Sure, there are still plenty of static Web sites out there, but we’re also seeing more nonprofits with dynamic, interactive sites with plenty of compelling content. In fact, organizations are generating an increasing volume of electronic content — information pertinent to donors, advocates, program recipients, volunteers, staff and other constituents.

So how are these organizations managing and updating these content-rich Web sites, usually on a daily basis? If you answered, “By keeping our webmaster busy 24-7,” think again. More than likely, they’re using a content management system, an efficient and convenient way to simplify the publication of Web content using online tools, workflow controls, templates and publishing schedules, as well as personalization, file-sharing and reporting features. A CMS solution allows development, marketing and public-affairs staff to create and post content without engaging technical staff for publication. That means staff can focus on your organization’s mission, not technology.

If your organization already is using a CMS solution, you’re halfway there. If you’re really serious about fully leveraging the Internet for relationship management, fundraising and advocacy, then it’s time to take your online strategy to the next level by providing a truly personalized experience for your constituents.

A single, integrated CMS-CRM (constituent relationship management) solution allows organizations to meet the growing needs of donors, prospects and advocates by offering additional information based on a combination of an individual’s interests, past engagement and the organization’s goals. You can automatically display information about a specific campaign to relevant donors, display giving history to authenticated members or automatically promote advocacy alerts to specific constituents on topics they care about.

From your constituents’ perspective, they’ll notice the difference between a Web site with lots of content versus one with compelling content specifically tailored to their demographics, activity history and preferences. Such personalization says, “We understand you. We pay attention. We acknowledge what you’ve done for us, and we’ll notice if you do more.”

From your perspective, a single, integrated CMS-CRM solution offers you the ability to gather information about your constituents every time they click on a link or fill out a form. Every constituent action in the CMS automatically can be documented in his or her record so you can use that information to engage them more effectively in the future.

Tying your Web site visitors’ previous activity and interests to the content and interaction opportunities on your site is the next generation of nonprofit online marketing. Actually, the next generation is already here.

Tom Krackeler is vice president of product management at Convio Inc. www.convio.com