Social CRM will never replace traditional fundraising - but it will change the way we do it, says Steve Thomas

Many commentators (me included) have predicted the impact of the online social revolution. Businesses and governments are embracing the opportunity, yet online fundraising still only amounts to 10 per cent of UK voluntary income. What is holding us back in the non-profit sector where, ironically, our supporters are more engaged and committed to our causes?

Social CRM can be described as monitoring and engaging in online exchanges and developing these into meaningful relationships. Simply broadcasting tweets or posting appeals on Facebook isn't social CRM. Ken Burnett’s principles of relationship fundraising – written before the advent of the web – still apply, especially in the online world where integrity is everything.

What's stopping us doing social CRM?

1. Regarding social media as just another channel

Social media is so accessible that it is intrinsic to the communication of your entire organisation. Supporters don't distinguish between service delivery, campaigns or appeals – they are all part of one relationship; and so fundraisers should be wary of exploiting social media without regard for the bigger picture. If fundraisers can resist using social media just for appeals, and instead recognise that supporters engage for a much wider set of reasons, then deeper and stronger relationships will be built which, over time, will lead to greater propensity to give.

2. Reluctance to become 'digital first'

Does your CEO blog? Do they do it themselves? In our experience this is the best indicator that your organisation will successfully develop a digital culture. This change has to include senior management and only happens when led from the top. Engaging personally with supporters online builds trust, as well as providing the example and permission for everyone else to follow.

3. Using disconnected strategies and technologies

Social media highlights the need for a comprehensive approach to CRM. If you engage using disconnected tools and separate departmental plans, the impact of your work is seriously reduced. Today, accessible and affordable technologies exist to help join up your relationships and achieve that elusive 360-degree supporter view. However, technology will fail to deliver unless you give equal attention to people and process by embracing digital and social in each departmental plan.

So, how can you do social CRM better?

Here are some ideas based on the timeless but vital principles of relationship fundraising:

Understand and communicate your case for support

• Test messages from the recipient's perspective. Why should they care?
• Use online communities as a research tool – ask open questions 
• Try online polls or quizzes to test ideas and see which ones work best

Identify and empower advocates – they amplify your message

• Follow the online buzz – use a monitoring tool to track key topics
• Set aside 20 minutes every day to respond to online questions and concerns
• Encourage opinion formers to speak (tweet, blog etc.) on your agenda

Remember that people give to people

• Personalise e-communications both to and from a real, named person
• Always say a personal, and prompt, thank you
• Use blogs to connect supporters with the people that deliver your services

Don't forget to ask (politely and repeatedly)

• Send e-appeals up to three times, excluding those who already opened
• Include a clear call to action – such as a button that links to an online donation form
• Create content that can be easily shared with and re-used by colleagues – such as footers, web parts or hashtags

For social CRM to work, we must be open and patient. It's a three-stage process – Attention – Conversation – Conversion – which doesn't work if you skip straight to the end part where the money comes in!

Steve Thomas is managing director at Purple Vision