So what about other organizations that don’t have “customers” but instead have members, contributors, or donors? Whatever term used to describe this group of people, they are like customers since it is money or other resources from them that sustains the organization. They give money for something in return, which could be anything from personal satisfaction to status or even the ability to play golf. The competition may not be blatant as sales organizations selling to customers, but it is still there.
Sales organizations are competing on the surface to get customers to purchase their product or service. There is also the “hidden competition” where they compete for available money that is budgeted to be spent. Businesses always move around money in the budget to cover other expenses. Therein lies the need for a good CRM application and strategy to help manage the relationships with all of the people involved in this process.
If organizations that sell to customers are taking a strategic approach to how they manage the relationships, shouldn’t other organizations? A charitable organization is competing with other charitable organizations, and also businesses, for money. Some even compete for other resources, including a person’s time.
So, one way or another, everyone has customers when it comes to CRM. The theory is the same. There still is a “marketing” element to gain their interest. There still is a “sales” process to get them to make the contribution or make a commitment. There still is a “customer service” element that keeps them committed to the cause. The elements are the same; it is the strategy that is different.
