There is an amazing amount of powerful, game-changing technology on the scene today. Whether you’re launching a giving day, identifying online ambassadors, or engaging major donors around their social media behavior, in modern fundraising, if you want to do it there is probably a tool for it.
But this embarrassment of riches has its challenges.
First, there is option paralysis. In our efforts to continually improve Groundwork Digital’s services, I just did a search for “social media influencer platforms.” The first page of search results was littered with blog posts promising “25 best…” “40 best…” “57 best … influencer identification platforms!” Even artificial intelligence and machine learning now have multiple players in the nonprofit space with wonderful platforms like Gravyty and QuadWrangle continuing to expand their tool sets and client lists.
Then, once you’ve made a decision and purchased software, do you have the talent to make the most of your investment? This is the issue that we so frequently see in the nonprofit and higher education spaces – amazing tools that are collecting dust on the shelf, because the fundraising teams either don’t know or don’t have time to learn how to use those tools.
Some forward-thinking organizations have hired to manage new technology. The University of Connecticut Foundation is one of those organizations. After recently taking the reins, UConn President and CEO Joshua Newton quickly hired a “Director of Business Intelligence” to “change the way we communicate with and solicit our alumni.”
“Knowing of the micro-targeting and customization in how we are approached as consumers, (the UConn Foundation) wanted to utilize that same approach and technology,” said Newton. “We hired a Director of Business Intelligence from the corporate world. It was a deliberate and intentional move on our part to begin to allow us, and each alum, to have an individualized relationship with the university.”
Hiring a technology expert is something we at Groundwork would recommend every large organization consider. Or, consider restructuring the responsibilities of your current team to better utilize technology your shop owns now or may soon acquire.
Whether you’re hiring or restructuring a position, the following are talents and skillsets present in the right candidate to lead your nonprofit out of the dark ages and into an innovative and more efficient future.
First and foremost, your new technology expert should be a top-level fundraising strategist.
And they need to be more than a digital expert – they need to know multi-channel fundraising. Coordinated and aligned multi-channel fundraising campaigns typically perform best. That’s why your technology expert should know how email, direct mail, digital advertising, phone programs, and social media work together.
A technology expert also needs to be more than an annual giving specialist. Perhaps even more important than online giving software are the increasing set of tools that make major gift work more efficient and effective. This is why your technology expert should be aware of what keeps gift officers and directors of development up at night. The tech expert should understand what is possible in terms of data capture and management and which platforms can make the most of your data as it relates to your most capable donors and prospects.
Next, find an innovator to operationalize your technology.
An “innovator” is someone who can think out of the box and reimagine your current technology suite. The innovator can also recognize how the right new platforms could transform your fundraising shop. This is particularly difficult to do with in-house staff as their ideas and concepts are intertwined with your existing approach. With technology, a fresh perspective can be tremendously helpful.
Finally, you need unbiased ideas and recommendations.
It may seem obvious, but you can’t turn to a tech vendor for tech recommendations. Oddly enough, sometimes the tech vendors are not even the best ones to actually sell you their technology. A vendor only knows your team so well. The full toolset, the politics, the capabilities of your team – all are important factors in selecting new technology and an internal team member or consultant who knows you well is in a far better position to select the right technology based on these factors.
Between CRMs, websites, online giving technology, and a host of other platforms, your organization likely spends well into the six figures and possibly more on technology. This is a good thing, but also a substantial challenge. To make the most of this technology, you need a person or team focused on integrating the technology with your operation. Find someone who is equal parts fundraising pro and technology geek to take the reins of your tech and watch your operation grow because of their presence.
Need help? Groundwork Digital leads technology selection and implementation projects for our clients. Click here to email us and learn more.