As we emerge from the pandemic crisis, many firms are reassessing their long-term software needs due to shifts in capabilities, donor behaviours, new marketplace norms and are asking –
How can we increase our digital capacity and achieve mission-focused results moving forward?
Teams must ensure they are aware of the impacts of a full system transition, training, and/or integration costs – and first, assess their needs before proceeding to determine which systems they will investigate. When we conduct brand audits, we often discover that teams report they are not optimizing the full potential of their existing systems. The next step then is exploring existing internal processes and how current systems could support emerging needs to assess the true need for change. As part of this first step, we want to ensure your team has assessed the capabilities of the current technology, identified clear technology gaps (vs. training, reporting, etc.), and whether software configurations or customized solutions are options to close these gaps. Even if this offers short-term solutions, it can help ensure a shorter time-to-market while you manage longer-term strategy development and identify all your future software needs. Teams can ask themselves to clearly define how they are:
- Managing donor and volunteer information across systems (including compliance and security).
- Managing fundraising campaigns (these can be as basic as email systems and customized online donation forms to designing a new fundraising campaign website). Technologies can range from donation processing, search engine optimization, customized branded templates to campaign websites.
- Marketing these fundraising campaigns (these can include leveraging social media platforms, social media monitoring, email marketing integration/automation, App development, Google AdWords grant management, campaign or project management tools, managing digital marketing content, etc.).
- Tracking fundraising and marketing data (These can include integrating data manipulation, migration, and insights from platforms like Google Analytics, Tableau data visualization, CRM system reports, Financial systems, etc.).
At brandrewire.ca we specialize in marketing and communications and helping cause-driven brands to work seamlessly with IT, Finance, and Fund Development to ensure a robust understanding of today’s multiple technology stacks and cloud-based solutions. So it is no surprise that a marketing strategy or brand audit can highlight questions such as:
- Do we need technology or are we struggling with existing organizational systems, technology, data management, and strategy?
- Do we need a new CRM system or can we adapt our current platforms with those that offer flexible fundraising or marketing plug-ins? Are there new needs we want to develop a pilot/proof-of-concept for that will require a specific Fundraising add-on to meet our needs (e.g. Online auctions, Crowdfunding, etc.)
NTEN’s recent NFP survey indicated the median technology budget as a percentage of the total operating budget ranges from 1% to 2.2%, and while large systems like Microsoft Dynamics 365, Salesforce, Blackbaud offer a breadth of services within a single platform, the majority of smaller and mid-sized non-profits have, over time, utilized lower-cost, cloud-based software systems that they are struggling to integrate. Trust us, you are not alone! Staff expertise over time has often shifted, as have the upgrades platforms have made with technological advances. Investigate if the platforms you are already using have free online training programs to develop staff expertise and technical consulting experts or preferred vendors if the team needs help with software design, implementation, and customization. Often even bringing in external expertise to help with data migration and clean-up can benefit an organization’s ability to optimize its digital outreach. If your team has decided an investment in new technology is needed, there are hundreds of software solutions available, along with free resources like TechSoup’s RFP Resources to help teams explore new solutions.
It has become vital that those leading IT, Marketing & Fundraising are clear on the mission, vision, and strategic priorities as they work together to develop future solutions. Feel free to connect with us to discuss how a brand audit can map out your current digital footprint and support your strategic plan moving forward.