Beyond CRM Data: Fundraising Strategies for the Future

Presentation Summary: If you’re in a fundraising leadership position, you’ll find this session interactive and fast-paced, as it covers a lot of strategic ground while also using examples rooted in current and relevant stories. Our presenters represent fundraising leadership with an eye to technology strategy. We will provide concrete examples and speak to sectors as varied as cancer research and Indigenous Canadian education.

For years the most important data to our fundraising organizations lived in our customer relationship management (CRM) databases. While CRM data will continue to play a pivotal role in our future relationship development efforts, there are now data sets and data signals that are playing an increasingly important role in our fundraising strategy.

For example, new AI-driven donation forms are using anonymous data signals to dynamically create suggested giving matrixes on donation forms. New customer data platforms (CDPs) are sitting behind our website content systems, and serving up curated journeys to anonymous website audiences based on clicking and scrolling behavior. Most of this data will never make it into our CRM systems!

What does this mean for our future fundraising campaigns? How will we be able to market differently? What will this do to our segmentation strategies?

Technology will play a role in guiding this fundraising leadership audience.