Technology and tools have been called out by professionals in the charity sector as one of the key barriers to improving the supporter experience. This paper will help charity staff to better understand which technology and tools exist, and what they can do to improve the supporter experience.
Fundraisers don’t need to be experts in tech, but having a working knowledge of the latest trends helps you understand the benefits and pitfalls of ‘one-size-fits-all’ versus ‘best-in-class’ tech. It also helps you ask the right questions and stops you being fobbed off by jargon and techy speak.
By reading this paper, you should gain a working understanding of what a technology stack is and feel clearer on the differences between the following technologies:
- Customer Relationship Management system (CRM)
- Data warehouse; Data lake
- Customer data platform (CDP)
- Email marketing platforms
- Marketing Automation Platforms (MAP) also called Cross-channel campaign management tools (CCCM)
- Real-time interaction management tool (RTIM) which are similar to Customer Journey Orchestration Tools (CJO) and Journey Orchestration Engines (JOE)
- Reporting tools; Business Intelligence tools (BI)
- Listening tools
- Customer support software