Two UK charities have deployed
on-demand customer relationship management (CRM) systems to
improve their operations and fund-raising.
Both poverty relief agency Compassion UK and animal welfare
organisation WSPA UK have installed the
hosted systems from RightNow.
Christian charity
Compassion
UK is using the RightNow system to help boost fundraising.
RightNow will enable the organisation to enhance its dialogue with
existing donors in order to build closer relationships with them,
as well as encourage recommendations to attract new supporters.
Compassion operates more than 4,000 projects in 24 developing
countries. These projects focus on the long-term alleviation of
poverty by providing healthcare, education, vocational training and
social care to one million children through sponsorship of
individual kids.
By deploying RightNow across all of its customer care channels,
Compassion UK will have a single customer view of its sponsors. The
single view will be of particular benefit to Compassion UK
supporter care centre agents, as it will provide them with improved
insight about sponsors as they call or e-mail.
For example, agents will be able to easily view which children
they have sponsored and the projects they are interested in. A
history of the sponsor's previous interactions will also be
accessible, helping agents to engage in a knowledgeable and
personalised dialogue.
RightNow will also enable Compassion UK to execute marketing
e-mail campaigns, measure response rates, as well as segment its
database of donors so that communications can be tailored to
individual preferences and information needs.
The World Society for
Protection of Animals (WSPA) UK has deployed the RightNow
on-demand CRM and web experiences platforms to improve its
operations.
The charity's UK contact agents will now have access to a single
contact history, enabling them to engage in more personalised
interactions with supporters.
While the supporter is on the phone, agents will be able to gain
immediate access to all relevant details, including information on
the individual's recent contact with WSPA UK.
Members of the public visiting WSPA UK's website will also
receive an enhanced customer experience as they will now be able to
find information about the charity and its projects, including WSPA
UK action on its website. The improvement has already delivered a
40% reduction in repetitive e-mails into WSPA UK's supporter
services team.
Prior to the RightNow deployment, all knowledge relating to
individual animal welfare incidents and information about the
charity - other than standard website content - was saved in a
shared computer file on an internal database only accessible to
WSPA UK employees.