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How CRM can help mental health charities
Mental health charities serve as essential pillars of support, offering a lifeline to individuals struggling with mental health challenges which can be particularly wide ranging, complex and intense all at the same time. These charities provide a wide array of services, including counselling, community support and more, guiding those in need towards recovery and wellbeing.
However, despite their invaluable contributions, mental health charities often struggle against significant operational hurdles. From navigating complex data management issues to fostering effective communications and resource allocation, these challenges can hinder their ability to deliver timely and quality care to those in need.
Role of a CRM system
Before delving into how a CRM can help mental health charities help solve these challenges, it is important to understand what a CRM (customer relationship management) system is.
A CRM system serves as a centralised platform designed to manage all your data and communications, as well as streamlining and automating various workflows and processes across your operations – including areas like customer service, marketing and resource management.
Data management dilemmas
A study from 2023 revealed that 58% of charities struggle with inefficient data management, often leading to errors and missed opportunities.
There are various reasons for this problem, one of them being that many mental health charities rely on spreadsheets to manage significant amounts of confidential data. This way of storing data often leads to challenges around data security and efficient data management, but can also make reporting and collaboration incredibly difficult.
Solving data management challenges
By nature, a CRM system is designed to centralise all necessary data, such as client records, bookings, referrals and more, within a single hub. Brighton Therapy Centre describes its CRM as the "one system that could cover everything from client records and booking appointments, to automated surveys and data analysis".
Through doing this, CRMs help mental health charities effectively manage their data, transforming how their operations work, and enabling them to streamline operations, and in best case scenarios help them provide their crucial services faster.
Communication challenges
The mental health sector frequently encounters challenges arising from disjointed communication systems, affecting both internal operations and external engagements.
Internally, fragmented communication impedes information sharing and team coordination, affecting the speed and quality of service delivery. Externally, such inefficiencies can disrupt interactions with donors, volunteers and stakeholders, potentially affecting donations and engagement.
For example, a charity relying on disparate communication tools may experience delays in sharing critical information among staff, volunteers and donors. This breakdown can impact donation cycles and internal service alignment, posing obstacles to delivering consistent, high quality care to those in need.
Helping with communication challenges
Adopting a CRM system brings together communication channels, making it easy to send personalised emails, messages, notifications, etc. In doing so, mental health charities can not only keep track of all communications from one location, but can also enjoy improved internal communication and enhanced team collaboration.
Resource and volunteer management
Relying on multiple manual and inefficient processes for managing resources, including volunteers, can significantly impact the operational capacity of mental health charities.
Consider a scenario where a mental health charity tries to manually match volunteer skills and availability with the current client needs. This is not only incredibly time-consuming but can also lead to wrong resource allocation, and unsatisfied volunteers and clients in the long run.
Additionally, many of these charities also depend on professionals who provide services such as counselling to their clients, and without the right system in place, matching professionals with people in need becomes challenging.
Assisting with resource volunteer management
A CRM system can be used to automate and streamline the allocation of resources such as volunteers and professional helpers.
For volunteers and other professionals, the system can support tasks such as recruitment, scheduling, training, and matching individual skills and availability with specific client needs. This automation increases operational efficiency and enhances overall service delivery, ensuring resources are allocated where they are needed most.
Many mental health charities are beginning to reap the benefits of a CRM, one such charity is James Place, a suicide prevention charity for men, who previously found it difficult to report on key data and performance. The charity says: "We have seen improvements across various areas of our organisation as a result, but crucially, this system has streamlined our referral process for therapy."
Outcome monitoring and reporting
Being able to demonstrate impact and secure funding is vital for mental health charities. However, this task is not always as simple as it could be, with many charities struggling because of manual data collection and reporting inaccuracies.
These challenges can hinder their ability to effectively showcase and report on the outcomes of their programmes. Moreover, reliance on manual processes leaves them susceptible to human errors, which can be particularly costly during funding applications.
For instance, a mental health charity which relies on manual reporting may encounter delays and inaccuracies when compiling data on client progress and service outcomes. This can result in incomplete or inconsistent reports, potentially jeopardising its chances of securing critical funding necessary to sustain and expand its services.
Helping with monitoring and reporting
CRM systems offer advanced reporting and analytics capabilities, automating data collection on progress and service outcomes. This allows charities to demonstrate programme effectiveness, increasing their ability to secure more funding and improve the quality of service over time.
One charity states that its new CRM system is "able to provide us with quick processes, reports and dashboards for all departments".
By leveraging these tools, mental health charities can ensure their reporting is precise, comprehensive, and compelling, thereby enhancing their ability to communicate their impact and attract the necessary funding to support their work. This benefit is echoed by another charity which states: "We continually aim to evidence that our service is both safe and effective, and our new system has made that substantially easier."
But what CRM system is the best for mental health charities? Many mental health charities struggle to find CRM systems that cover everything they need; this is where a bespoke approach is often the best route to take.
Understanding bespoke CRM systems
A bespoke CRM system is a customised software solution tailored to meet the unique needs and processes of a specific organisation. Unlike generic, off the-shelf CRM solutions, a bespoke solution is designed from the start to integrate seamlessly with an organisation's existing workflows and goals, providing a personalised experience that reflects the nuances of the sector it serves.
The main benefits of building a bespoke CRM system for your mental health charity are as follows:
UNPARALLED CUSTOMISATION. A bespoke CRM system allows your mental health charity to customise every aspect of the platform according to your specific needs. From managing client interactions to tracking mental health outcomes, the CRM can be designed to support your unique operational requirements. This high level customisation ensures that the system fits perfectly into your charity's processes, providing a sense of ownership and control that off-the-shelf solutions cannot match.
ENHANCED ROI POTENTIAL. Unlike generic CRM systems, a bespoke solution tailored around your mental health charity can significantly increase the return on investment. By precisely aligning features with your operational goals - whether it's improving data management, streamlining reporting, or enhancing client follow-up procedures - the system maximises efficiency and effectiveness. This targeted approach not only boosts productivity but also amplifies the impact of your charity's initiatives.
EVOLVING WITH YOUR CHARITY. As your charity grows and evolves, so too can your bespoke CRM system. It is designed with scalability and adaptability in mind, allowing for the addition of new features, processes and integrations as needed. This flexibility ensures that the CRM remains a valuable asset over time, capable of adapting to the changing needs of your charity and the mental health landscape.
Meeting increasing demand
Mental health charities are facing increasing demand for their crucial services, compounded by economic challenges. A CRM system can act as a valuable tool to help mental health charities improve their operations and enable them to provide faster support for those in need.
"The mental health sector frequently encounters challenges arising from disjointed communication systems, affecting both internal operations and external engagements."
Discounted bespoke CRM systems for charities
In the challenging landscape of charity operations, charities often struggle with the dual pressures of limited budgets and the imperative to effectively manage their relationships with stakeholders.
Customer relationship management (CRM) systems stand out as an indispensable tool for charities seeking to optimise their operations, enhance donor engagement and achieve sustainable growth. Hence it is important that charities can successfully overcome financial constraints and implement tailored, intuitive CRM systems using discounted licensing.
Essence of a CRM system
A charity CRM system serves as a comprehensive solution designed to facilitate the management of interactions and relationships with key stakeholders. These stakeholders include donors, supporters, volunteers, employees and partners.
Rather than relying on multiple spreadsheets and databases, an effective CRM system provides a centralised platform where charities can store critical stakeholder information such as contact details, donation history, communication preferences and GDPR consents.
Budget constraints and CRM
Undoubtedly there are difficult circumstances which charities continue to face due to rapidly increasing costs combined with increased demand for their support. Compounding these challenges, donors and supporters may also experience financial constraints, leading to reduced income for some charities.
Due to these limitations, upgrading technology and investing in infrastructure to enhance operational efficiency often takes a back seat, hindering charities from adopting advanced tools and systems that could streamline their processes, save money and improve their efficiency.
Discounted Microsoft licensing
Recognising the financial challenges faced by charities, Microsoft has taken a proactive approach to support the sector and ensure world-class technology is accessible for charities.
Charities looking to introduce Microsoft Dynamics 365 (CRM) and Power Apps can benefit from discounts of up to 75% on software license costs, as well as access to free licences.
Eligibility criteria
To qualify for discounted Microsoft software, charities must meet the following eligibility criteria:
- Hold recognised, legal charitable status.
- Have a mission to benefit the broader community.
- Adhere to Microsoft's anti-discrimination policy.
- Only assign licences to eligible staff.
- Only use the licences for their organisation and not licence partner, affiliate or sister organisations.
Key benefits
Compared to off the shelf systems, often with high licensing costs, investing in the design and implementation of a bespoke solution can deliver many benefits including:
CUSTOMISED SOLUTIONS. Tailoring Microsoft software to specific requirements ensures that charities only pay for the functionalities they need, both now and in the future.
SCALABILITY. Bespoke systems can easily grow with your charity, adapting to the evolving demands of your operations.
A 360-DEGREE VIEW OF DONORS. An effective CRM system provides real-time, comprehensive insights into donors, including donation history, communications and marketing preferences, enabling personalised interactions and fostering long term support.
A STREAMLINED REFERRAL PROCESS. Managing unique referral processes from start to finish ensures timely and efficient support for those in need, especially when multiple agencies are involved.
EVENT SUPPORT. Efficient handling of event-related activities - such as bookings, donations and reminders - contributes to the overall effectiveness of charity events.
DATA-DRIVEN DECISION MAKING. Access to real-time insights enables strategic planning and informed decision making based on up to date information.
AUTOMATING PROCESSES. Streamlining operations through the automation of labour intensive processes reduces the need for detailed knowledge of steps and workarounds, enhancing overall efficiency.
COMPLIANCE. Securely storing data within the CRM system ensures compliance with data regulation requirements, safeguarding sensitive information.
ENHANCED MARKETING CAPABILITY. Leveraging CRM functionalities enhances marketing strategies, allowing charities to engage in consistent and regular communication with stakeholders, ultimately strengthening relationships and support.
Bespoke CRM in action
The example of the charity James’ Place highlights how a bespoke CRM system can provide systemised processes, improved data visibility, enhanced efficiency and a stable platform for future growth.
James’ Place is a suicide prevention charity for men. Working with multiple health partners, the organisation supports men whose needs have not been met by traditional services. Opening its first centre in Liverpool in 2018 and second in London in 2022, the charity has growth plans to open new centres across the UK in the coming years.
Using the discounted Microsoft Dynamics 365 and Power Platform a scalable custom business solution was designed and implemented with the following key elements:
REFERALS. Referrals are now made via completion of an embedded online customer voice survey, which creates a referral within the system for a member of staff to followup. If the person can be supported by the charity, a meeting is arranged and a care plan is determined, all of which is then tracked within the system right through to discharge.
The embedded customer voice survey is also used regularly to check on the client’s wellbeing and progress.
STAKEHOLDER RECORDS. James’ Place can now manage and link all stakeholder records including clients, referrers, GPs, supporters and mentors. This allows quick and easy access to multiple contacts without manually searching through spreadsheets.
SESSION NOTES. Improving efficiency and productivity, session notes are now tracked directly against a client’s service plan record with the added functionality of being able to link related documents to the record.
TEXT MESSAGING. Within the system, James’ Place IS now able to send text messages to ITS clients -maintaining regular and crucial contact.
REPORTING. Upon implementation, comprehensive training was provided to ensure the charity’s management team could utilise the reporting functionality with Dynamics 365, including dashboards, charts and views - providing key insights and data regarding client support and future planning.
Jane Boland, head of James’ Place Liverpool and clinical lead, says: “We were previously working with a healthcare platform that did not meet our needs. We found it difficult to report on key data and we were not able to report on or identify performance metrics. We had to have our own backup systems and would spend a great deal of admin time getting information into the system.
“We knew that we could be more efficient with the right solution, especially with significant growth plans on the horizon around opening new centres across England.
“We now have a solution that is tailored to our unique processes. We have seen improvements across various areas in the charity as a result, but crucially, this system has streamlined our referral process.
“The feedback from both therapy and admin colleagues has been universally positive. We continually aim to evidence that our service is both safe and effective for the men in our care, and our new system has made that substantially easier.”
CRM is a powerful solution
In the realm of charity operations, where budget constraints can be particularly stringent, leveraging discounted licensing to implement bespoke CRM systems provides charities with a powerful solution.
The result is improved donor engagement, streamlined operations and the ability to achieve long term objectives in a cost effective manner.
"Compared to off the shelf systems, often with high licensing costs, investing in the design and implementation of a bespoke solution can deliver many benefits…"
Making data sharing work successfully in charities
Arguably no sector has felt the weight of the cost of living crisis more than charities. As the public feels the squeeze to their purses it feels like there has been a three-pronged attack. Demand has risen sharply with more people turning to charities for support, running costs have increased dramatically and volunteer numbers have dwindled as more people return to work or work longer hours to make ends meet.
According to the National Council for Voluntary Organisation’s (NCVO) Time Well Spent report published earlier this year, the reduction in people volunteering is continuing to cause major disruption to UK charities. A recent survey from Pro Bono Economics and Nottingham Trent University found that 70% of charities felt their workloads had increased due to recruitment challenges.
For this reason, it’s crucial that charities consider how they can use their resources and data to support their teams, while simplifying and streamlining the work they do. Fortunately, technology can take on some of the strain in helping charities to achieve their missions while data can open up new insights that enhance the work already being done in the sector.
Maximising data
For many years, the way charities used data has been held back due to being siloed in separate departments, meaning that sharing data across the organisation in a safe and secure way was not always possible. Even in larger charities with specialist data teams, resources would be so stretched they couldn’t get the data to all those who needed it.
This shouldn’t be the case anymore. With the flexibility and accessibility of modern systems, every department in a charity can use technology to achieve more with their work, and in turn, it can help them save time.
The important part here is to avoid managers being flooded with every data point available, as this is likely to swamp them. Instead, while different departments might be using the same system, individual customised “portals” can be set up to give each department the information that is relevant to them in a clear and understandable way.
For example, using a specialist customer relationship management (CRM) system, donor relationship managers and fundraising teams can track donations, and identify regular givers who are at risk of disengaging. The donor is then flagged to receive a phone call or automatic customised messaging to try to keep them onboard. This supports more predictable income generation and tailored messaging can be sent at the right moment to improve donor retention.
Donor journeys and activity
The CRM teams can directly see donor journeys and activity in one place - incuding communications, donation history and event attendance, which can be used to make more informed decisions about future planning and maximise the charity’s efforts.
When it comes to reporting on campaign performance, having all the data to hand takes out the guesswork on what is working and what isn’t. Instead of having a report at the end of the campaign to understand how it performed, campaign managers have access to a live dashboard throughout the whole process. This function can be one of the most advantageous. From one place they can track the overall performance of a campaign or drill down into the data to make real-time decisions on their approach and fine tune their fundraising.
Capitalising on these insights and using them to drive good decisions can help smaller charities to work at the same levels that much larger and more established charities do. Simplifying the day-to-day work that goes into getting results allows staff more time to build great donor relationships and allocate resources to where they will have the most impact.
Showing the value of tech
It is easy to see on paper how integrating data and technology into a charity could help, but to get a true understanding of the benefits, you only have to look at the success of charities which have been making the change.
St. Petrocs, an independent charity that supports homelessness in Cornwall, was already embarking on a digitalisation journey to implement a CRM and build an online donor platform when the pandemic hit. However, their systems were still totally separate and data was spread across two different platforms. Their limited online abilities and heavy use of spreadsheets made launching and managing digital campaigns a frustrating process during this period - as their 60 staff members suddenly found themselves working from home.
Overnight, the charity transferred their online presence to one that could integrate with their back of house CRM and the change brought on many small but impactful changes for their employees, volunteers and users.
By having all their data joined up and in one place, small things like knowing each donor’s name made it easier to build stronger relationships and ensured information did not get lost in their previously confusing system. Managers could also identify donors in a more simplified way, without having to wrestle with several spreadsheets.
Setting the standard
Many charities are only just beginning to use technology to improve their offerings and workloads. It can be a big change that requires a lot of work to get started, especially when it comes to establishing new working habits and changing the attitudes of existing staff and volunteers. So integrating data into the team’s day-to-day toolkit should be a step that everyone takes together.
It’s important for those introducing new tools into a workplace to remember that getting to grips with new tech can be a lot of extra work for staff - especially those who have been in their role working a certain way for a long time. Old habits die hard, after all. But, it is important to reassure teams that new tech will help save them time in the long run. This will help with adoption.
Many charities already sit on lots of data, often both digitally and in physical files. When data is scattered it adds a whole new layer of difficulty before getting to useful insights. Simply put, there is no use having all this data if the systems or knowledge to support utilising are not in place.
Getting managers on board with big changes can be one of the hardest tasks during a digital transformation. Launching tonnes of data or analysis at them without proper training is likely to do little more than put them off engaging with the system, so it is vital they lead the charge on the transformation. Focus on taking the time to create “data champions” - people who know the system and its benefits before rolling it out across the whole charity.
Working with new technology provides a great opportunity to upskill staff and volunteers, which can also improve their own personal development. The longer someone works at the charity, they will become more familiar with the platform and eventually their progression and training will be easier to manage. As they become confident using the toolkits, some employees may also have their own ideas of how to further refine working practices.
Open and cooperative approach
An open and cooperative approach is always best when introducing new systems. Ensuring that teams are a part of the discussion during all stages the transformation will help iron out bumps and clear up any questions right from day one or as they crop up.
From simple changes like donor names being synced up across your whole database, right up to delving into the numbers of what makes a successful charity campaign, the benefits from data are huge. At a time when charities are under so much pressure, even the seemingly straightforward changes that could go unnoticed can make all the difference.
Charities remain an undeniably important part of our society, and by equipping them with better tools - staff, volunteers and beneficiaries will feel the positive impact. Charities will be able to maximise their resources and have a bigger impact on the people they support every day.
"When data is scattered it adds a whole new layer of difficulty before getting to useful insights."