The member dilemma is clear. You want to recruit and grow your member base but if you do, you need a way to manage the membership. Tools to manage members come with a price–sometimes a large one. But some of those expensive options can provide greater efficiencies.
After all, spreadsheets weren’t meant for managing member lists. Not in the long term at least.
But should you buy for your future needs or your current ones? Should you get software that does what you need it to today or something you can grow into?
Those questions are only the beginning of the considerations you’ll have when switching to a Chamber Relationship Management (CRM) system or more commonly known as a Customer Relationship Management system.
The technology research process can be confusing and time-consuming. And worst of all, after a few different demos, they may all start to blend together.
Additionally, you may not know what you need to be asking, especially if you’ve never used a platform like that before.
As a former marketing director of a CRM company, I’ll walk you through the many things you should think about when auditioning software that is as critical to your administrative process as a CRM.
Why Does a Chamber Need a CRM?
If all you want to do is track names and payments, maybe a spreadsheet could work. But the value behind today’s CRMs lies in their efficiencies and integrations. If you have Apple products, you understand the value in this. Your laptop, phone, and other devices all have access to the same data and Siri can connect usage patterns to impact actions (or suggestions) across all devices. It’s efficient and works without glitches.
The same can be said for a multi-faceted CRM.
A Centralized Database for Easier Management and Less Error
A CRM can not only help you do things more efficiently but it can also ensure that all your membership data is available to all areas No more managing multiple spreadsheets and ensuring they’re all up-to-date. With a CRM, you have one database that provides info to your member emails, event system, directory, etc.
Today’s CRMs also do more than handle contact info. They can manage and store membership history, communication preferences, event registrations, touchpoints, and reminders.
Enhanced Communications for Building Relationships
Have you ever searched manically through your email knowing you sent something but unable to find it (even with the advanced search feature)? It’s really frustrating. And makes you feel crazy after a while.
With a CRM, you can send targeted emails, newsletters, and event invitations to specific member segments based on their industry, interests, or membership level. A CRM streamlines communication and ensures you’re reaching the right members with the right message. There have been many upgrades in segmentation abilities to CRMs over the past few years.
Membership Renewals Take Less Time
With a CRM, you can automate renewal reminders and simplify the renewal process for a smoother member experience. Track renewal trends and identify potential churn risks to proactively engage with members nearing their renewal date.
CRMs track a lot of data and you may find that once you get over the learning curve you have greater insights into your membership.
Boosting Member Engagement to Improve Retention
Member engagement is one of the most important things you do as a membership organization. If you’re not engaging them, they won’t stick around. While you can’t automate engagement (you’ll lose the authenticity of it), you can automate and streamline actions you want to initiate based on data, such as:
- Personalized Interactions. A CRM helps you understand your members’ needs and preferences better. This allows you to tailor your communication and offerings to create a more personalized and engaging member experience.
- Event Planning & Management. Effectively manage event registrations and check-ins, track attendance, and gain valuable insights into member participation. Use this data to improve future events and cater to member interests. Then add it to your marketing collateral to bring on new sponsors for those events. Investors want to know what to expect.
- Building Stronger Relationships: Track member interactions, record notes from conversations, and log any support inquiries. (You can finally ditch those cocktail napkins you write notes on at events.) This allows you to build stronger relationships with members and provide a higher level of service.
Increase Efficiency & Productivity
With automated workflows, you can automate repetitive tasks like sending welcome emails, birthday greetings, or renewal reminders. This frees up your time to focus on higher-level strategic initiatives.
As mentioned before, the reporting capabilities of a CRM may be something you never realized how much you needed until you have it. You can gain valuable insights into member demographics, engagement trends, and event performance with CRM reporting features.
Use this data to make data-driven decisions and optimize your chamber’s programs and services. Reporting allows you to give members what they want without putting out a survey.
But if you want to survey your members, the CRM can likely help you with that too.
Additionally, CRMs assist with collaboration and transparency. Have you ever realized the information you need is on someone else’s computer or there’s a more updated spreadsheet that you don’t have access to at the moment?
That can be frustrating.
A CRM can help you improve collaboration within your chamber team. With a central platform for member information, everyone has access to the latest data, fostering better communication and streamlined operations.
There are also fewer stresses on you trying to remember who has the latest data. With a CRM, the answer is–everyone.
Picking Out the Perfect CRM
First, know that there is no perfect CRM no more than there is a perfect person. However, just as there may be a perfect person for you, there is a perfect CRM for your needs and goals. But as your chamber grows and your protocols change, what was once perfect may no longer be.
Most CRM companies are adding new features all the time. It’s the nature of SaaS (software as a service) and the technology industry. Stagnant downloads are gone with the 90s. New feature rollouts are completed without you having to initiate them.
Now that you know why you need a CRM, let’s talk about the auditioning process. The more time you spend thinking about what you want, the smoother the audition will be for you.
Make a List (or two)
The first step in auditioning any software is knowing what you need.
What does your current platform or spreadsheet do? What are your absolute must-haves?
Next, make a list of your nice-to-haves, even if you’re not sure there’s a platform that can accomplish those. You don’t have to know the name of the feature(s), just be ready to describe what you’re looking for. That way the salesperson can understand your use needs.
Making this list of dream features and having a conversation about how you work can not only help the vendor understand what you need, it can uncover new efficiencies you may not be aware of.
List everything you use today as part of your member management, communication, and marketing.
Finally, make a list of things you will be doing in the future.
Do you plan to launch more events? Do you want to start using a nurture campaign or drip marketing?
Knowing your goals will help you choose a tool that can make them more easily achievable.
Establish a Budget
What do you have to spend on this new undertaking?
What can you sunset by using it? For instance, a CRM may take the place of other monthly expenses you have or it may free up more time (and time certainly has a cost associated with it).
Speaking of, let’s talk about value because value will play a big role in the selection process.
Assess Value & Features
A former boss of mine used to say when it comes to software, you don’t need to talk about a million features. If you find the one that means everything to the client, and it can help them be more efficient and have fewer headaches, that’s what you focus on.
Some CRMs have more features than you will ever use. But if you know what you need, you’ll have a better understanding of which system is best for you.
It’s also important to realize how the following aspects play into what the CRM is worth to you. After all, it’s not always about the monthly payment.
- Scalability: Consider your chamber’s size and growth goals. Choose a CRM that can adapt to accommodate future member additions and program expansions that are likely over the next several years.
- Functionality: Now’s the time to get out that list (or lists) from earlier. Does the CRM you’re looking at offer the features you need? Look for member management, event planning, communication tools, and reporting capabilities at the minimum. Avoid overpaying for features you’ll never try. Bells and whistles only matter if you use them. This is not a house. There aren’t features you pay for now knowing they will make it easier when you go to sell. But do be open to suggestions from the CRM team (they’ve talked with a lot of chamber pros) and other chamber execs on features that could help you streamline your operations.
- Integration Potential: Next, get out that list of the software you currently use and share it with the CRM vendor. Not only do you want to know if the CRM integrates with existing tools like email marketing platforms or accounting software but you may also be able to get rid of what you’re currently using so that it all works from a centralized platform.
- Training & Support: Assess the level of training and ongoing support offered by the CRM vendor. A smooth onboarding process and readily available support are crucial for maximizing user adoption. When you’re auditioning software, don’t be shy to tell the salesperson your level of comfort with technology. Some people love trying new tech, others fear it. Being open with the vendor on that will help them understand how much to share and what you might need from a support and training standpoint.
- Data Migration: Another important part is understanding how the data migration will work. Some companies will do it for you, others will show you how to do it.
Re-evaluating Your Existing CRM
If you’re already using a CRM, and you think you’re outgrowing your existing one, hold on. It may have features you didn’t even know about.
After all, who has time to read update logs?
Consider these factors to determine if an upgrade is necessary:
- Ask your current vendor to go over new features or explain how you work and get an audit of what you’re using and could be using.
- Ensure your existing CRM meets all industry standards for data protection and member privacy. Knowing this can help impress upon your board the importance of an upgrade.
- Assess whether your current CRM can adapt to your evolving chamber needs. Tell the vendor where you’re headed and ask about customizable solutions that allow you to tailor features and workflows to best serve your members.
Treat the CRM selection process as an investment in your chamber’s future. Schedule demos, ask pointed questions, and share your current methods of work and your immediate goals over the next two years.
By prioritizing features, scalability, and long-term value, you can find the perfect CRM (for your chamber) that empowers you to build stronger member relationships and take your organization to the next level.
