A Strategic Plan of Improving the Quality of a Donor's Experience Essay

Improving the corporate donor renewal rates within our nonprofit is a challenging, yet reachable goal. I believe instilling a donor relations committee to service our donors with high quality and exceptional service is key to both keeping and recruiting our chapters current and future members. Attention must be given to what prompts donors to maintain and increase their support as well as what might inhibit an increase in donor involvement. (Stoldt, G.C., Dittmore, S.W., Branvold, S.E. 2012).Determining the motivating factors behind our donor base can be understood in multiple facets to gain a clear understanding of the needs of the donors. Gaining an insight into the motivation of donors can be determined by introducing a Customer Relationship Management (CRM) plan into our strategy. Customer Relationship Management includes the followingFinding customersGetting to know themCommunicating with themEnsuring their satisfactionRetaining themUtilizing the CRM tool, we will then be able to strengthen our customer relationship by determining the key information that has the ability to push us past our competition. Once we have concrete data in relation to our customers behavior, we can then create databases that are specific to hold information related to each customers needs, wants, and their pattern of giving. Creating a database that holds strategic information as related to each customer will allow for a customer service approach that is sure to build relationships, open lines of communication and trust, in addition to creating a loyalty to our company.Complementing the CRM tool, we could also implement the Recency, Frequency, and Monetary analysis (RFM) into a donor management plan. The RFM analysis will offer us a more detailed look into our customers equity upon their donation. The data collected will show us how many donations the donor has made in addition, the data will show the size of the amount donated. Utilizing this donor specific data, we as a non-profit can better utilize our resources and funds targeting those donors who we believe will offer...

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