Internal and External Constituent Relationship Management

A complete and effective constituent relationship management (CRM) initiative for a nonprofit organization is multi-faceted. Though the general goal of CRM may be something as apparently simple as “increase fundraising efficiency,” such an aim requires cooperation between several aspects of effective constituent relations. Understanding the differences between these aspects of CRM allows an organization to better distribute the tasks involved n implementing a CRM initiative and help ensure its success.

One such dichotomy exists between internal CRM strategies and external CRM strategies.

Internal CRM

Internal CRM is, in short, the aspect of constituent relationship management which deals with activities taking place inside the organization. This type of CRM involves things such as calculating invoices, maintaining finances, and planning events. The goal of internal CRM is the improvement of accuracy, efficiency, and analysis.

External CRM

External CRM is the counterpart to internal CRM, and encompasses activities which link an organization to its constituents. This includes holding events, opening channels of communication (face-to-face, over the phone, or online), managing public image, and fostering beneficial relationships. External CRM often relies on the data, analysis, and structure supplied by internal CRM efforts to function; its goal is to “put into practice” the information it receives and design techniques to use it well.

To learn more about the benefits of open source CRM software, contact MPower at 800.562.5150.