Amnesty International UK is deploying customer relationship management (CRM) technology to improve its reach to donors and fundraisers.
The human rights charity wants to expand its membership from 300,000 to one million by 2011, and to overhaul and integrate its external communications.
Tharmalingam Rajukumar, Amnesty’s head of database marketing, says the charity has various databases related to different issues, such as appointing activists or working with groups such as students.
‘Many individuals appear on two or more databases, which means we communicate in unco-ordinated ways,’ he said.
The CRM system from vendor Computer Software Group provides a single source of information on Amnesty supporters and allows more consistent communication, says Rajukumar.
‘It also allows us to deal with people better when they call: we know all the relationships they have with us,’ he said.
Integrated customer systems are vital for charities to function efficiently, says Gartner analyst Chris Pang. ‘Lack of interlinking databases has made promoting their causes very labour-intensive,’ he said.
‘They need automated ways to track responses to mass mail shots, to find out if what they are doing is working or not.’
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