Fundraising CRM Systems

I once watched a major gift officer spend ninety minutes in a couple's living room and barely mention the organization he represented. He asked about their lives. Their careers. Their family. What kept them up at night. What gave them hope. The conversation wandered through one donor's childhood – growing up poor in rural Appalachia, a teacher who changed her trajectory by believing in her when no one else did. She talked about education with the kind of passion that only comes from lived experience. He didn't learn any of this from a wealth screening report or a donor database. He learned it by listening. Six months later, she made a transformational gift to fund scholarships for first-generation college students from rural communities. The ask wasn't hard. He simply invited her to do what she already wanted to do – in a way that aligned with what he'd learned about her values. That's what listening does. It creates the foundation for everything else. In the immortal words of Jerry Panas, "The true art of asking lies in listening." I've been in this work for more than thirty-five years. And over those decades, one pattern has become unmistakable: the major gift officers who consistently produce results – not one-time wins, but sustained, long-term generosity – share a common set of instincts. Chief among them is this: they lead with questions, not asks. But here's the uncomfortable truth. Most of our fundraising systems are designed to do the opposite. We assume we know what donors care about and broadcast it back to them through one-way messaging. We build systems for efficiency and scale – not for listening. And donors can tell. They know when they're being heard and when they're being sold. The difference is visceral. When you listen, donors lean in. When you talk at them, they pull away. This isn't just good fundraising technique. It's the donor's return on investment. When people ask "what's in it for the donor?" – this is part of the answer. The feeling of being valued. Of mattering. Of genuine connection. For many donors, that experience is as meaningful as the impact their gift creates. Listening is one of a fundraiser's most important skills. It's one of what I refer to as the Seven Behaviors – disciplines that define exceptional major gift work and that I believe must become the foundation of all fundraising. Not just for the top one percent. For every donor. These seven behaviors are at the heart of my upcoming book, 𝗔 𝗕𝗲𝘁𝘁𝗲𝗿 𝗪𝗮𝘆 𝘁𝗼 𝗙𝘂𝗻𝗱𝗿𝗮𝗶𝘀𝗲: 𝗧𝗿𝗲𝗮𝘁 𝗘𝘃𝗲𝗿𝘆 𝗗𝗼𝗻𝗼𝗿 𝗟𝗶𝗸𝗲 𝗮 𝗠𝗮𝗷𝗼𝗿 𝗗𝗼𝗻𝗼𝗿. The book argues that the technology now exists to operationalize these seven behaviors at scale, and that the future belongs to organizations that commit to extend these behaviors across their donor base and begin treating every donor with the dignity and respect they deserve – or, to put it simply, to treat every donor like a major donor. More to come... #aBetterWay

Your donor meetings are backwards. You prepare the presentation. Practice the pitch. Perfect the ask amount. Then wonder why it feels transactional. Here's how the best major gift officers flip it: 𝗧𝗵𝗲𝘆 𝗽𝗿𝗲𝗽𝗮𝗿𝗲 𝗾𝘂𝗲𝘀𝘁𝗶𝗼𝗻𝘀, 𝗻𝗼𝘁 𝗮𝗻𝘀𝘄𝗲𝗿𝘀 → What originally sparked your interest in [cause]? → What does success look like to you? → What concerns keep you up at night? → Who else should know about this? → What would make this gift meaningful? 𝗧𝗵𝗲𝘆 𝗯𝗿𝗶𝗻𝗴 𝗽𝗿𝗼𝗯𝗹𝗲𝗺𝘀, 𝗻𝗼𝘁 𝘀𝗼𝗹𝘂𝘁𝗶𝗼𝗻𝘀 "We're struggling with X. Based on your experience, what would you do?" 𝗧𝗵𝗲𝘆 𝘁𝗮𝗸𝗲 𝗻𝗼𝘁𝗲𝘀 𝗹𝗶𝗸𝗲 𝗷𝗼𝘂𝗿𝗻𝗮𝗹𝗶𝘀𝘁𝘀 Not just what donors say. How they say it. What makes them lean in. 𝗧𝗵𝗲𝘆 𝘀𝗰𝗵𝗲𝗱𝘂𝗹𝗲 𝗳𝗼𝗹𝗹𝗼𝘄-𝘂𝗽 𝗯𝗲𝗳𝗼𝗿𝗲 𝗮𝘀𝗸𝗶𝗻𝗴 "I want to think about our conversation. Can we meet again in two weeks?" 𝗧𝗵𝗲𝘆 𝗹𝗲𝗮𝘃𝗲 𝗺𝗮𝘁𝗲𝗿𝗶𝗮𝗹𝘀 𝗯𝗲𝗵𝗶𝗻𝗱, 𝗻𝗼𝘁 𝗱𝘂𝗿𝗶𝗻𝗴 The conversation is about connection. The folder is homework. The counterintuitive truth: The less you pitch, the more you raise. One MGO changed her approach: Started treating donors like consultants, not prospects. Her close rate went from 30% to 75%. Average gift size doubled. Because donors don't want to be sold. They want to be heard. Your next meeting agenda should be 80% questions, 20% answers. What questions do you wish you'd asked?

My nonprofits in the community - are you planning a donor survey in the next two months? Here are some examples of how you can ensure that the data does not sit silently in your work folders but actually lets it help you take meaningful actions. Example 1: Say your survey question is: "How likely are you to continue donating to our organization in the next year?" ● Data says: If 60% of donors say they are "very likely" to continue donating, but 30% are "somewhat likely" and 10% are "unlikely," this indicates a potential drop-off in donor retention. ● Turning that data into action: Focus retention efforts on the "somewhat likely" group. Create a targeted campaign that re-engages these donors by highlighting recent successes, impact stories, or new initiatives they might care about. Additionally, reach out to the "unlikely" group to understand their concerns and see if any issues can be addressed. Example 2: Say your survey question is: "Which of the following areas do you believe your donation has the most impact?" ● Data says: 50% of respondents say their donation has the most impact on "Education Programs," while only 10% say "Healthcare Initiatives." ● Turning that data into action: Understand the why and promote the success and need for your "Healthcare Initiatives" more prominently, aiming to increase donor awareness and support in this underfunded area. Example 3: Say your survey question is: "What is your primary reason for donating to our organization?" ● Data says: If the top reason to engage is "Alignment with my values" (40%) followed by "Transparency in how funds are used" (35%). ● Turning that data into action: Emphasize your organization's values and transparency in all communications. Regularly update donors on how their funds are being used with clear, detailed reports, and align your messaging with the core values that resonate with your donor base. Example 4: Say your survey question is: "How satisfied are you with the level of communication you receive from our organization?" ● Data says: If 70% of donors are "satisfied", 20% are "neutral," and 10% are "dissatisfied," there's room for improvement in communication. ● Turning that data into action: Understand the "neutral" and "dissatisfied" groups to pinpoint where communication may be lacking. This could involve increasing the frequency of updates, personalizing communications, or providing more opportunities for donor feedback and engagement. Sit with the data you collect. Read the numbers. Read the stories. Read the hopes, barriers, and interests of those humans in your data. The best possibility of a survey is to make the humans in that data feel included and belong by listening and acting on their perspectives. Co-create change with your community in those surveys. #nonprofits #nonprofitleadership #community #inclusion

AI is only as powerful as the problems it solves. For nonprofits, one of the most fundamental challenges is knowing how much to ask for, and when. Ask too high, and you risk discouraging a gift. Ask too low, and you leave potential impact on the table. That’s why we’ve taken Intelligent Ask Amounts to the next level for GoFundMe Pro partners. Grounded in deep user research and powered by GoFundMe’s AI models, this improved version gives nonprofits the ability to dynamically optimize campaigns for what matters most: one-time revenue, conversions, recurring gifts, or a balanced mix. The ask amounts adapt in real time to donor behavior and campaign goals—helping nonprofits drive more sustainable giving. The best part? These improvements are to a product that has already delivered results. For example: the National Civil Rights Museum used Intelligent Ask Amounts during key giving moments and saw a 62% increase in average gift size on December 31st year-over-year, along with other strong gains. (I’ll link the case study with more details in the comments!) What makes me proud isn’t just the AI, it’s the teamwork behind it. Three product pods, Applied Science, Research, CX, Legal, Marketing, Comms and more all came together to turn a complex fundraising challenge into a solution that’s both powerful and practical. Because at the end of the day, innovation is only meaningful when it helps nonprofits raise more with less friction—so they can focus on their mission. 👉 Learn more here: https://gfme.co/47CvtSc 

AI can give you back time to focus on the things that actually matter in your charity ✨ If you work in a #nonprofit, chances are your day is filled with: ✉️ Endless emails 📅 Back-and-forth scheduling 📝 Meetings that generate more notes than actions 📊 Reports that take hours to pull together Here’s where #AI can actually help you right now - no hype, just real tools charities are already using to make the day to day less painful: Emails 📫 Microsoft Copilot, Google Gemini or ChatGPT can draft supporter updates, thank-you notes, or funding bid cover letters. You still keep the human touch, but the first draft is done in seconds. Scheduling 📆 Tools like #Copilot in Outlook or #Gemini in Workspace can scan calendars and suggest meeting times across multiple agencies, then auto-generate an agenda. Note taking 📝 Meeting assistants like Sembly AI will transcribe your board meeting, pull out action points, and email a neat summary to your team. Reports 👩💻 Instead of staring at a blank Word doc, Copilot can turn monitoring notes into a structured funder report, which you edit and polish. Been working in the open? Feed all those blog posts and LinkedIn updates into Perplexity or Claude. Data analysis 📊 Excel with Copilot or Gemin in Sheets will look at your housing, service, or fundraising data and spit out trends and charts. No pivot tables required. Content 🤳 Whether it’s social media posts or training slides, AI tools like Gamma or Canva can turn text into polished materials quickly. This isn’t about chasing shiny tech. It’s about reducing repetitive admin so your team can spend more time with service users, volunteers, and communities. If you’re not sure where to start, pilot one small use case. Draft an email. Summarise a meeting. Generate a chart. Build confidence step by step. 👉 The charities already using AI day-to-day aren’t waiting for “the perfect moment.” They’re experimenting, learning, and saving hours every week. Where could AI save you time this month? ❓ PS Any tools, approaches or pitfalls I missed? Leave your comments 👇

Welcome to the Future of Fundraising. I’ve talked extensively about the challenges fundraising organizations face not being able to personally engage with the majority of their donor base. One question my team and I still get asked regularly is “how is autonomous fundraising different from a segmented, multi-point marketing campaign?” Email and text marketing are essential fundraising tools that allow organizations to quickly share updates with supporters and promote time-sensitive events or campaigns. These campaigns do have their place, but they lack the ability to adapt to the individual preferences needed to meaningfully engage a donor. While segmentation and automation tools that personalize names or donation amounts exist, they do little to mask the fact that the communication is, in fact, a mass broadcast. In contrast, Autonomous Fundraising uses Virtual Engagement Officers (VEOs) to treat each donor communication as 1:1 and unique, the same way human relationship managers do. But unlike their human counterparts, VEOs are not challenged by scale because they tap into the power of Large Language Models (LLMs). LLMs are advanced AI systems that understand and produce messaging that feels natural and conversational, much like how we communicate with one another. They power the VEO’s ability to understand the context of past interactions, giving history, and more to generate personalized content based on that data and circumstances. Whether it’s a birthday message, stewardship note, or tailored ask, LLMs craft messages that resonate with the donor on a personal level. As a former major gift officer, I find what’s equally important about LLMs is that they "listen" and “remember” donor engagements over time. This creates a meaningful back-and-forth that builds stronger connections between donors and organizations. This extends all the way through to capabilities like multi-lingual communication, giving the VEO the ability to reach out and respond to donors in their preferred language, breaking down previous barriers to inclusion and participation. When we first introduced fully autonomous fundraising, we were told that the opt-out rate would be extremely high, somewhere between 5-10% because donors would not want to interact with AI. However, in practice, we’ve found the complete opposite. In marketing, direct mail has a 0.5-2% response rate, SMS has a 1.5% opt-out, and email .25%. In comparison, of the 17,000+ communications the VEO has sent, there is just a .12% opt out. The truth is, people don’t opt out of personal communications. We know 1:1 engagement is the best way to bring donors closer to the missions of our organizations. Increasing donor retention by even a few percentage points can have an exponential impact on the lifetime value of an organization’s donor base, which translates to long-term sustainability of an organization and its ability to fulfill its mission.

About 12-18 months ago I posted about how AI will be a layer on top of your data stack and core systems. It feels like this trend is picking up and becoming a quick reality as the next evolution on this journey. I recently read about Sweep’s $22.5 million Series B raise (in case you're wondering, no, this isn't a paid ad for them). If you're not familiar with them, they drop an agentic layer straight onto Salesforce and Slack; no extra dashboards and no new logins. The bot watches your deals, tickets, or renewal triggers and opens the right task the moment the signal fires, pings the right channel with context, and follows the loop to “done,” logging every step again in your CRM. That distinction matters for CX leaders because a real bottleneck isn’t “more data,” it’s persuading frontline teams to actually act on signals at the moment they surface. Depending on your culture and how strong of a remit there is around closing the loop, this is a serious problem to tackle. You see, when an AI layer lives within the system of record, every trigger, whether that is a sentiment drop, renewal milestone, or escalation flag, can move straight to resolution without jumping between dashboards or exporting spreadsheets. The workflow stays visible, auditable, and familiar, so adoption happens almost by default. Embedding this level of automation also keeps governance simple. Permissions, field histories, and compliance checks are already defined in the CRM; the agent just follows the same rules. That means leaders don’t have to reconcile shadow tools or duplicate logs when regulators, or your internal Risk & Compliance teams, ask for proof of how a case was handled. Most important, an in-platform agent shifts the role of human reps. Instead of triaging queues, they focus on complex conversations and relationship building while the repetitive orchestration becomes ambient. This means that key metrics like handle time shrink, your data quality improves, and ultimately customer trust grows because follow-ups and close-outs are both faster and more consistent. The one thing you will need to consider is which signals are okay for agentic AI to act on and which will definitely require a human to jump on. Not all signals and loops are created equal, just like not all customers are either. Are you looking at similar solutions? I'd be interested to hear more about it if you are. #customerexperience #agenticai #crm #innovation

One simple Salesforce configuration transformed how my client manages volunteers. The Problem: Google Forms is a quick and easy way to collect data, but for long-term data management, it often creates more work than it saves. A client of mine used it to gather volunteer contact info and consent forms, but the data ended up isolated from their Salesforce system. This meant duplicate effort, manual updates, and missed opportunities to use that information effectively. The Solution: Salesforce Experience Cloud is a great alternative for organizations that want to collect data directly into their CRM. Here’s how I approached this: 1. Start with a Custom Object - I created a custom object in Salesforce to store volunteer information and consent forms. This keeps the data structured and easy to manage. 2. Build a Public-Facing Site - Using Experience Cloud, I built a simple, branded site where volunteers could fill out their details and consent forms. 3. Leverage Salesforce Flows - The site is powered by a Flow behind the scenes. When a volunteer submits their information, Salesforce automatically creates a record in the custom object. No administrative intervention required. The Benefits: --Volunteer data is no longer siloed. It’s stored directly in Salesforce alongside other organizational data. --Manual data entry is eliminated, reducing errors and saving time. --The system is scalable and reusable for future campaigns. Why It Matters: Solutions like this don’t just save time—they lay the foundation for better data management, reporting, and insights. If you’re a Salesforce admin or CRM professional, consider how Experience Cloud and Flows might help you reduce silos and automate processes for your organization. Here's a screenshot of what the Flow looks like inside Salesforce:

Ever wonder if there’s a way to personalize outreach without spending hours on research? With Relationship-Centric Outreach (RCO) + AI, that’s now possible. Here’s how it works: 1️. Start with AI-Enhanced Research Instead of guessing what matters to your clients, use AI to gather real insights: - Understand their core needs and values. - Identify specific pain points based on data. 2️. Humanize the Approach AI can tailor your intros, referencing recent news or shared interests, but remember to add a genuine human touch: - Lead with a personalized, authentic opener. - Keep it professional yet relatable. 3️. Keep Emails Concise and Value-Focused No one has time for lengthy emails—so keep it brief: - Limit emails to 150 words max. - Highlight clear value: “Our AI tool helped companies cut costs by 30%—think we could help you, too?” 4️. Automate Follow-Ups Thoughtfully Follow-ups don’t need to be pushy; automate them with added value: - Include case studies, articles, or other resources. - Keep it light and informative. 5️. Build Long-Term Relationships with AI Insights Your CRM isn’t just for storing data; it’s a goldmine for relationship-building: - Track all interactions, and let AI suggest optimal touchpoints. - Stay relevant and avoid over-communicating. Why share this? RCO + AI helps you connect without overwhelming your clients—building relationships that last. PS: Curious how to start? Drop a comment, and I’ll share some tips! #B2BMarketing #SalesOutreach #LeadGeneration #B2BSales

Many organizations are sitting on a treasure trove of insights they're barely using. 🗝️💡 It's not just about collecting data; it's about actively engaging with it. Your existing data holds the power to keep your donors engaged but also predict and disengagement. How? By: 1. 𝐔𝐭𝐢𝐥𝐢𝐳𝐢𝐧𝐠 𝐄𝐱𝐢𝐬𝐭𝐢𝐧𝐠 𝐃𝐚𝐭𝐚: Dive into the data you already have. Patterns of past behaviors, interactions, and preferences are waiting to be discovered and acted upon. 2. 𝐏𝐫𝐨𝐚𝐜𝐭𝐢𝐯𝐞 𝐄𝐧𝐠𝐚𝐠𝐞𝐦𝐞𝐧𝐭: Analyze engagement metrics and communication responses to identify early signs of donor withdrawal. Tailor your outreach to rekindle their interest before they consider leaving. 3. 𝐏𝐞𝐫𝐬𝐨𝐧𝐚𝐥𝐢𝐳𝐞𝐝 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐢𝐞𝐬: Implement segmentation and predictive analytics to customize your communications. Show your donors they're not just another name in the database but a valued member of your community. 4. 𝐌𝐚𝐱𝐢𝐦𝐢𝐳𝐢𝐧𝐠 𝐃𝐚𝐭𝐚 𝐈𝐧𝐬𝐢𝐠𝐡𝐭𝐬: Leverage tools and techniques like RFM (Recency, Frequency, Monetary value) analysis and machine learning to turn raw data into actionable strategies for retaining your donors. The reality is, you already possess a wealth of data that can transform your approach to donor stewardship. The challenge lies in effectively mining and applying these insights to foster deeper, more meaningful relationships with your supporters. By harnessing the power of the data at our fingertips, we can make every supporter feel like a hero to our cause. 🙌