Choosing a CRM

Choosing a suitable CRM or cloud database is a tricky problem for many organisations! CRM is short for ‘Customer Relationship Management’, though some third sector organisations prefer to use ‘Client’ or ‘Contact’ to sound less commercial. We’re a charity too, and aren't experts on any particular tool. Most important is to approach the (ever-growing) market with a crystal clear understanding of your organisational needs.

Database guidance

Here are some organisations that provide information on CRMs for the third sector. Some also provide bespoke support and training.

1. Charity Digital frequently looks at this topic: All you need to know about CRM systems, An easy guide to choosing a CRM system, and The best CRM systems for 2025 (updated annually).

2. Superhighways provides a wealth of digital advice such as How to choose the right CRM or database.

3. IT for Charities has a guide for smaller organisations: What small charities need to know about CRM.

4. NPC created a free, downloadable report: Choosing an electronic case management system.

5. The Catalyst has a diverse array of ‘recipes’ that take you through other organisations’ approaches to database implementation: Domestic abuse charity's transition from a paper-based system to a CRM.

Understand what you need

Choosing a database is not about the flashiest new tool, or the best discount (although cost can be an important factor). You should be clear on your organisation’s needs, goals, and reasons for wanting to use a database, as well as the functions and uses you want it to have.

• Core Insights makes the great analogy that moving CRMs is like moving houses, and provides Four steps to finding the right database and How to find your dream house.

• The Access Group outlines Everything to consider when switching to a new Charity CRM. They host a platform themselves - many database providers will share tips and guidance as part of their service.

Onboarding your team to a new system

Implementing or updating a system also involves a shift in organisational culture, so that your team, especially frontline staff, truly understands the importance of the data they are collecting. Once they know the ‘why’, they are much more likely to collect what is most useful to you.

Here are some examples of implementation journeys from other third sector organisations, via the 2021 Data4Good Festival and The Data Collective YouTube channels:

• Taking off on a digital & data journey at London’s Air Ambulance.

• Undertaking a CRM transformation to improve data quality and insights at Teach First.

• Getting to the root of data at your organisation - learning from the Wildlife Trusts.

DIY databases

Finally, if you’re feeling brave enough to create or use a bespoke database for your organisation:

• Gsuite/google workspace has a suite of collaborative tools and offers a charity discount.

• AirTable is a platform for building collaborative databases and information structures - there is even an open source template available:

• Experts Tom and Tom created the open source Super Simple CRM, and tell us why - Free CRM available to good home! And why we wanted to do it…

• And a live walkthrough presentation of the same from the 2021 Data4Good Festival.