Technology? Who Needs It? YOU Do! Here’s Why.

Most people don’t want to give you anything. In fact, of the 6 billion people on earth, 5,999,985,000 (give or take a few thousand) don’t want to help your cause.

So doesn’t it make sense to treat the few who do extremely well? And on top of that, do as much as you can to save some time and money? That’s where technology comes into play. Technology has the ability to improve every aspect of your operations, but you must understand where to rely on it the most.

Examining a gift horse.
Some say not to look a gift horse in the mouth. But if your business revolves around receiving gifts, you should probably examine as many of them as you can. Who’s behind these gifts? And how many ways do they interact with your organization?

Donors, prospects, members, patrons, alumni, etc. — it’s pretty likely that many of your constituents fall into more than one category, but you don’t want to treat them like they are more than one person. Separate systems have a tendency to cause data silos. So the ideal solution is to manage all your interactions with supporters within one database.

What beekeepers understand.
Keeping bees for the purpose of collecting honey has been around for thousands of years. But it wasn’t until the 19th century that beekeepers discovered a way of collecting the honey without destroying the entire colony. Until then, after every collection, they had to start over.

Successful fundraising, like beekeeping, revolves around the ability to cultivate and manage relationships with your constituents instead of looking for new ones time and time again. Technology can help you with this by providing you with the means of tracking valuable biographical information and ensuring that each touch you have with your supporters is helping the cultivation process.

When blindfolded, it doesn’t matter where you want to go. You won’t get there.
Piñatas are a ton of fun. You wrap a neighbor’s dad’s tie around your face, spin in circles, pick up a broom handle, swing wildly, and go after the loot. But wouldn’t it be a lot easier if you weren’t blindfolded?

What is making your organization successful? How will you get to where you want to go? The ability to capture and access this information easily and use it for insight and action is critical. It also means you don’t have to swing wildly in the dark. You spend a lot of time entering information into your database. Getting it out should be a piece of cake.

Sarbanes-Oxley isn’t a prep school in the Hamptons.
Passed in 2002, the Sarbanes-Oxley Act served as a wake-up call to more than the for-profit world. And while the majority of the bill only applies to publicly traded corporations, several states are considering similar legislation to be applied to the nonprofit world. As nonprofits are increasingly scrutinized, your ability to ensure your funds are managed correctly is critically important.

More and more, supporters want to designate their donations and see proof that their gifts were used for the intended purposes. Your technology must be able to accommodate this trend. It’s not going away.

Your competitors are in line, online.
I simply adore pandas. In fact, when I don’t feel like working, I’m watching worldwide “panda cams” from the comfort of my office. Have you ever Googled “Save the Pandas”? If so, you are exposed to approximately 50,000 Web sites. Is one of them yours? Hopefully not, unless your mission, too, revolves around these cuddly little darlings.

My point is that the Internet is the bee’s knees! Studies show that online gifts average almost three times the amount of those from alternate fundraising methods. And with most Americans spending a considerable amount of time online, you cannot afford to function without an Internet strategy. Your Web site is often the first impression you will make on a supporter. Is it up-to-date and compelling? Can you personalize content to the visitor? You should be able to learn and capture as much about your supporters from your Web site as they do about you. If not, you’re at the end of the line.

Fundraising uphill. Both ways. In the snow.
Who hasn’t heard tales about wearily trekking miles to school, battling inclement weather, wearing only one boot with a hole in it? While these stories might have been greatly exaggerated over the years, it’s true things were done differently in the past. Don’t get me wrong, there are benefits to doing things the tried-and-true, old fashioned ways — even when it comes to fundraising. But if your technology doesn’t allow you to grow and explore new methods of fundraising, it’s not worth the investment.

Recurring giving, online giving, matching gifts, auctions, giving circles, team fundraising, etc., are amazing, cost-effective opportunities to attract a new generation of loyal donors. And the technology solution you choose needs to be able to not only help you successfully facilitate these programs with ease, but also help ensure you’re getting your share of the action.

Fill a room with enough fireflies, and it will light up.
As a child, I spent a lot of time chasing fireflies around the yard. Why? Because fireflies are cool. And free. But trying to reduce energy costs by harnessing their power is a waste of time. You need to find other ways to save resources. Rather than go for the cheapest solution out there, go for the one that is going to not only save you time and money, but also help your organization grow.

Technology is an investment and the solution you use should drive efficiency within your organization. Are you able to automate tasks? Can you integrate with other frequently used applications? Do you have fast access to the information you need to make strategic decisions? The proper use of time, money and staff will allow you to better deliver on your mission and grow in the process.

Why robots will never rule the world.
Technology aside, there is a human element to fundraising that is imperative to success. There’s also drive, ambition and a belief in your mission. The most important thing technology can do is help your staff, processes and the people you serve all work together seamlessly, providing the best experience for everyone.

April Parker is a product marketing manager at Blackbaud.