b'DAYTODAY ACROSS THE STREETBeth FisherUpdate, Improve, AutomateChanging your CRM system can lead to better relationshipsF or over 17 years, our mission utilized thean alternative solution. While it can seem like a same customer relationship managementgiant undertaking, the real question is can you (CRM) system. A CRM system has oneafford to continue operating the way you always job: managing all your organizations relationshipshave and expect increased results?with customers (donors) and prospects (potential2.Reorganizing your departmental structure. Is donors). The goal isyour staff motivated? Are they sitting in the also singular: im- right seat on the bus? Once we implemented a proving business re- new solution, it confirmed we did not have lationships to growyeses across the board. Today we do, and our your business.donors can tell the difference. I purposely uti-lize for profit3.Automate, automate, automate. Before our language to make aCRM conversion, all tasks were manual. From point. In our worlds,writing thank-yous on (paper!) receipts to send-unless we subscribeing invites in the mail, valuable time was lost on to a continuousthese processes. By automating necessary improvement men- actions, it frees up time to spend with donors. tality, one in which4.Targeted communication. Without a clear way working smarternot harderis paramount,to see your donor preferencesi.e. why they we run the risk of serving fewer people, not manu- give, how they want to receive communication facturing fewer widgets. That is unacceptable to you spend more time sending information us, as is status quo. Helping people is our businessthey dont want. Segmentation within the rightits our one job. Collectively, we must besystem is a game changer. unapologetic in our fundraising and communica-tion strategies both internally and externally. 5.Strategize and execute. Where and when are Below are five ways Mel Trotter Ministries hasyou losing donors? Do you have a plan in place Beth is a business leader whoimplemented process improvement within ourto refill the demographic pipeline? What about has worked with over 900Advancement Department and things to considera refreshed monthly sustainer program? Chang-organizations to help implementwithin yours:ing to a new platform provided us the insight process improvement solutions.and tools for strategic planning and execution. She has just under 30 years of1.Convert to a new CRM system. If your current experience in leadership, development and change manageplatform is not providing visibility into yourRelationships are everything. If you dont love the ment. She now serves as thedonor activity and accountability within yourCRM system that is managing yours, I pray these chief advancement officer forteam, or does not allow for workflow and mar- considerations will help you get back to the busi-Mel Trotter Ministries. Contactketing automation, I highly suggest investigatingness of changing lives. \x03her at bethfisher@meltrotter.org or www.fisherstrategic.com.54 WWW.CITYGATENETWORK.ORG SEPTEMBER/OCTOBER 2022'