Name: More Than a Database: Transforming Healthcare Development with Your CRM in 2025
Uploaded: 2025-02-25T20:31:28.439Z
Duration: 48 min 12 s
Description: More Than a Database: Transforming Healthcare Development with Your CRM in 2025

Transcript for "More Than a Database: Transforming Healthcare Development with Your CRM in 2025": Hey, everybody. Welcome to today's webinar. We're so glad that you're here. We have people, jumping in, and, we are super excited for the next, oh, forty five minutes or so that we have together. Jumping into more than a database, transforming health care development with your CRM in 2025. Really glad that you are with us. If you're jumping in, go ahead and just share where you're tuning in from. We'd love to hear that in the chat, so go ahead and share that. And you're gonna notice a few things when you look over at the chat. You're gonna see a spot for, obviously, chatting, engaging, docs. That's gonna have a couple things, our slide deck from today, as well as a quick guide to switching CRMs for health care organizations. That's our free gift to you. You can go ahead and download that, as well as, a spot to include q and a. So we'd love to engage. I'm gonna go ahead and say hello. This is Scott, tuning in. I'm coming in from the Chicago area, and really glad again for, our time together today. I'm gonna go ahead and turn it over to my cohost here to introduce themselves, themselves. Is that the way you say that? Theirselves? Either way, we're gonna power through. I'm gonna toss it to Lisbeth where she can introduce, herself. Yes. So hi, everybody. I'm Lisbeth. I'm coming to you from the Orlando, Florida, area. Nice and, warm year over year today. But I am one of the solutions engineers here at Virtuous. Typically spend my day speaking with different nonprofits, hearing about all the wonderful work that you're all doing. But my background is actually in nonprofit operations. I spent around sixteen years before Virtuous, the nonprofit side overseeing, you know, databases, CRMs, you know, reporting, gift processing, in higher education, but more importantly, it also health care kind of at the end of my career. So excited to be here today to talk to all of you, and I will hand it over to Jonah next. Hey, everyone. So good to be with you all today. I'm Jonah Turner. I am the director of digital over at 5by5 agency in Nashville, Tennessee. I work with a lot of nonprofits, health care organizations, and others, on all of their digital marketing needs, which do include CRM services. And so super excited to be joining with the Virtuous team today to talk to you all about health care fundraising and how CRM can really empower you to do even more than you might be able to do today. Awesome. Yeah. It's Scott, is this a good time to jump into 5by5? Let's do it. Yeah. Sweet. So yeah. So 5by5, just to give you a little bit about who we are, 5by5 is a group of change makers serving change makers. What that means is change makers are people where they are working where life change happens. A lot of that falls into two areas, nonprofit and for profit for good. And those are for profit organizations that have a double bottom line of profit and, purpose. A lot of health care falls into that for profit, but then also falls into that nonprofit or have a nonprofit arm, which I know many of you, are very familiar with as you're joining with us today. But we are a full service marketing agency in the Nashville, Tennessee area. We we serve in a wide variety of, services from market research in house, strategy, creative, digital is which what I oversee, and then also web development and systems development. So really excited to be with you all today. A few of our clients that we've worked with are on the next slide, some in the health care and some in the nonprofit space just to show you some of the friends that we've been able to make along the way. So, yeah, really, really pumped to meet you all and be with you today. That's awesome. Hey. We're super excited. This is what we're gonna be covering today. We wanna give just a little bit of an overview. We are going to be diving into understanding the challenges, in health care development. So really looking at what are some of the difficulties, the things that you all are experiencing in the day to day, what a modern CRM can do for health care fundraising. We're gonna look at the power of CRM plus marketing strategies. What happens when you combine those and have that really empower the way that you engage with donors, the way you look at donor acquisition, and and ongoing? And then we'll have some time for some q and a, and we'll wrap things up. So as we jump in, one of the things that I love about this platform is we do have the ability to take polls. And so we can kinda ask some questions, see where you're coming from, learn more about you. And so we're gonna open up the first one, which is what CRM are you currently using. So you're gonna see that open up. It's gonna say poll. It's gonna have that red dot. Go ahead up there. Click that. Answer the question. We would love to kinda know, where you're coming from today. And so we're gonna leave that poll up for a little while and allow you to kinda answer that, and we would super appreciate that. But as we do, we're gonna jump into understanding the challenges of health care development. Now like, Lisbeth said, she's been in this, for quite a while, kind of an expert. And so we're gonna I'm gonna go ahead and toss it over to her and to Jonah as they kinda dive in today to start us, in understanding some of the challenges. Yeah. For sure. So, really, some of the pain points that we're gonna be covering today, really revolve around this one central question of why is fundraising for health care organizations so challenging. I think we all have experienced this whether you are doing it, as the development team or if you're on the marketing team or a systems team working alongside them. You know that there are a lot of challenges that you face. Some of these are include outdated systems that slow down donor engagement. Some others are these, missed opportunities to connect at the right time. Not being able to connect at the right time is one of the biggest reasons you will miss out on some of those important gifts. And then lack of visibility into donor relationships, knowing how has that relationship been going, at what point is it at in its journey. Did it just start? Has it been going for years? What brought them in the door? Who has the relationship? All of these things can really help you have a better relationship with your donors overall. And then finally, compliance challenges that limit personalized outreach. If you are here, you are probably aware of HIPAA. And we all know that HIPAA compliance can be, a hot topic to talk about when we're talking about data, talking about marketing, to people who, that might fall under, HIPAA. And so there's a lot of challenges that can come alongside that in being able to personalize the types of, communications you have with folks. Yeah. And those are certainly challenges on on my end too, Jonah, when I was kinda doing, my kind of stint in that kind of health care fundraising side of things. So let's go maybe dig in a little bit more into what those problems are and why it matters. Right? So start off with that timeliness of outreach. Right? Usually, there's a lot of manual processes, right, of involved with outreaching to donors. Right? Like, we have to pull queries, reports, download lists, send those out to who's actually making those calls. Right? And that all can take time. But that's actually, you know, a a really big challenge for us in the kind of health care fundraising world. Right? And why does that matter? Well, donor intent fades quickly. Right? Speed actually matters. It all depends. Right? You you remember things emotionally, right, when they happen. But as the days go by, the weeks go by, you're less, you know, engaged, less, you know, involved kind of in that, you know, what that that cause is. Right? So, fast follows are also, really important and they really strengthen the relationships. You know, think about, like, birthdays. Right? When I was at the Healthcare Foundation, we used to run a monthly report of birthdays for that month. You know, use it towards the end of the month, send out an email on the first of the month. But what happens if you're birthing on the thirty first of the month? Right? You're getting that email thirty one days before your birthday. You're kinda probably even wondering, like, why am I getting this email today? So really being able to to do a little bit more personalization around that, outreach can be really helpful. Also, the next problem is converting non donors to donors. Right? Usually, hospitals or health care systems, you have really large, donor pools. Right? You have, different types of people in your donor pools. You might have volunteers, patients, you you know, your major donors, some lapsed donors. You might have some peer to peer donors, tribute donors, a lot of different people, you know, supporting your organization. And you wanna be able to, you know, engage with them more personally. Right? And then also having those data silos can really prevent that targeted outreach. Think about that volunteer information. Sometimes that actually lives out on the hospital side. Right? The foundation doesn't even have, you know, insight as to who is a volunteer, who's kinda dedicating their time to the organization. Right? So being able to effectively segment and message your, you know, your different types of donors, different type of supporters that your patients, your families really helps to convert them into donors. And the next problem is really engaging those disconnected donors. Right? Again, thinking back to those different donor pools, those tribute donors, grateful patients, past supporters, you know, sometimes they only give once and they never give again. Right? Again. Right? So it's really hard to do that continual engagement. Right? And and actually, being able to, you know it's usually a pretty large, you know, large amount of them. Right? You you might have, like, six people in your foundation or, like, 20 people, but you have, like, thousands of patients or thousands of donors. So how can you actually make that meaningful engagement with them at scale? And that's where really your technology plays in. Right? You really want to be able to leverage reengagement strategies, really think about how you can increase that donor retention and lifetime value for all those different kinds of donors there. Alright. And then wealth data. Right? So again, you have those vast sea of donors out there. Right? Again, we used to have 200,000 records in our database. How do I know who to reach out to? Well, wealth data can be really critical for that. Right? It really gives you some visibility into which donors have capacity to give. Right? Who can make a larger impact for the organization? Sometimes, you know, because you don't have that wealth data either integrated in your system or, you know, you're not doing it at all, you might be missing some of those high value giving opportunities that are available for you there. So, why it matters? Right? Again, it really allows fundraisers to prioritize outreach to the right donors. You know, again, thinking about my database, all those 200,000 records that are coming through, we did start engaging some wealth data to try to find some of those, you know, really, you know, high capacity prospects in our system. And we were actually able to find a patient that was actually off our radar. We had no idea that they had any capacity. It will surface to that wealth insight. And we actually engaged with the physician, thinking about what's the best, path for outreach with that with that patient. And they actually made two principal gifts. You know? They made a gift of a million dollars, and they made a $10,000,000 gift. Right? So we would have never have been able to leverage that that impact without the ability to do that wall screening on those donors as well. Right. Thinking about what I just said, partnering with physicians. Right? Physicians are really that key point when it comes to health care fundraising. Right? They are typically the ones that have the relationship with the patient right but usually we struggle right on development side to actually collaborate with them and engage with them on an ongoing basis. And why does that matter the reason why it matters, again, is because they aren't that trusted bridge. Right? They can actually introduce fundraising to those patients, again, build a a more impactful relationship with the patient and the foundation, and allow you to actually cultivate that. Right? Physicians are just like like donors. We should be engaging with them and cultivating them in the same way we do with our patients and with our, donors as well. Right. Grateful patient programs. Right? How can we enhance those with automations? I certainly know that my grateful patient program was very manual and very cumbersome to execute. Right? We had to again, we got a file from the hospital. We were sending out a file to our wealth data. We were then importing that information and figuring out how we can best engage with them. Right? So that all those manual processes, again, slow that engagement, slow that timeliness of outreach. And, really, you might be missing that key, you know, that key, open window to reach out to those patients. And why does it matter? Well, we want automation. Right? Automation can help streamline some of that communication to your supporters, to those patients, being able to create that timely personalized outreach without increasing staff workload. Right? Again, thinking about those small staffs and those large donor, you know, pools, patient pools that you are, dealing with. You can reach out to every single one one one to one, but you can still create that same kind of white glove experience, that same kind of personalized engagement with automations. Alright. And then challenges with dual purpose systems. Right? So you will need a separate system, right, for your fundraising. You know, sometimes you're trying to manage, you know, donor information and patient information in the same system or even in, like, a spreadsheet. Right? You might get, like, patient lists and have that living in a spreadsheet, but you're not really actively able to work on any of those. So that really leads to inefficiencies. You know, you have issues with compliance. Right? Again, think about having a list of patients sitting on someone's desktop. That can certainly create some kind of security risk as well. And then those lost opportunities. Right? So thinking about having a dedicated system, kinda that donor CRM, right, for that fundraising purpose, it really ensures clean, efficient, and compliant donor management as well. Alright. And then lack of visibility into donor relationship with the health care system. Right? So, again, not knowing how is the donor engaging with the health care system as a whole. You don't really have that full picture of that engagement with the organization. Right? Think about those volunteers. That was certainly something that lived on the hospital side when I was in the foundation. We had no idea who's really dedicating their time and that investment into the hospital. Right? So really understanding those donor touch points. Again, those family those patients, those patient families, are they volunteering? Are they advocates for the organization? That really will help you lead to that stronger relationship with that with that patient or donor. And then HIPAA. Right? Our favorite topic when it comes to, you know, health care fundraising is HIPAA. Our favorite topic there is really that compliance consideration. Right? So as you all probably know, there are strict privacy laws that really can help make personalization with donors, and that engagement difficult. Right? So you really want to have a system, right, that or a CRM that is really designed for health care development, insurance compliance, while enabling those strong donor relationships. Right? Maybe thinking about a system that is HIPAA compliant so that way you can be secure that that data is actually, you know, safe. Yeah. Hey. Before we go on, we did get a question I'd love to just bring up here regarding grateful patient. It says, so for grateful patient donors, how soon after, they're in the hospital do you reach out? Well, that's a great question. You know, I think that that's, you know, and I don't know, Jonah, if you have some insight kind of on your strategy there, but I think it really depends on your donor base. Right? Like, you know, I used to work at a cancer hospital. Usually, by the time I got a list, someone had probably just been diagnosed with cancer. Right? So you probably wouldn't wanna do your outreach at that moment because they're going through some emotional, you know, timing. So I think it really depends on your, you know, patient population and really, you know, what makes sense for them. But I, you know, I would not advocate for delaying that too much. Right? Again, you don't wanna wait, you know, six months, a year after they're a patient or been discharged to reach out to them. You kinda wanna start building some of that engagement from the beginning. But I'll see if Jonah has some additional insights kind of from his perspective. Yeah. For sure. I think when we think about organizations, we think about how important it is that, you know, marketing and sales and customer success teams are all working together, and it really comes the to the same conclusion when we're talking about health care and health systems. And these people are the same people. They're moving through your organization or your health system in different ways, and they're interacting with you in different ways, but they're the same person that's gonna be doing that interaction. And so if someone has gone through treatment, has been a patient, and then, you know, they're gonna have bills. They're gonna have, some different types of payment, things that involve their finances that they have to deal with with their health care, that they received. And so it's important for you to understand that full journey that the patient is going on while they're a patient and then after patient so that then you can be really good with your timing about how can you start building that relationship on the donor side. Because if you start asking too soon while they're in the middle of talking about paying bills or negotiating anything there, you might be hitting them at a time where finances are really a touchy subject. And they, you know, they've had this awesome care. They care about this facility. They feel like they had a good experience. But right now, they're just making sure that they get covered and paid, up, and there aren't any holes there. So then once they're through those processes, then it would be a good time to kind of make sure you know kinda when that ends and when that typically, is a different cycle, and then start to engage with them in a new way, making sure that those communications are really tied as best as you can to the maybe the facilities. If you're talking about a new cancer wing or something, making sure that those types of things are getting in front of them so that you know that, okay. This is related to why they feel a connection to this place to begin with. Yeah. That's super helpful. Well, I know we wanna jump into so what does it look like, you know, as we kinda look to use a modern CRM with health care fundraising? We talked about the problems, but we also wanna talk about some of, kind of what the future can look like. So, Jonah, will you kinda dive in here, especially exploring kinda how the right technology can help kinda solve some of these problems? Yeah. For sure. I'm gonna I'm gonna focus on a couple here that are more on the marketing side of things, and then the really difficult HIPAA stuff I'm a throw over to Lisbeth so she can, tackle that. But, yeah, first year's automation. When it comes to any type of donor development, building relationships, there is so much human touch that goes into that, and that doesn't need to go away. People really give to people, at the end of the day, and when they have those relationships, they they're able to really build those relationships into more. What automation allows for is taking away some of that manual work that you were having to do on the day to day with spreadsheets or with paper or with, just making sure that all the data is in the right place and that all your different teams that are involved in this know where, you know, a donor is in their relationship with you all. And automation can really streamline a lot of that. And then smart segmentation can make it to where everybody's got good visibility into who these people are and what spot in the journey they're on. Have they been, someone that's been engaging, but they haven't donated yet? Have they donated, but it's been over a year or two years or three years since their last donation? And getting that data can really help you understand why is that happening and then help you build that relationship in the right way, communicating the right value, focusing on the right thing so that at the end of the day, you're not wasting a ton of time or money on just guessing. These two things really help you communicate in the best way possible. Yeah. And then thinking about that wealth data I was talking a little bit about earlier. Right? So being able to identify and prioritize those high value donors and thinking about that wealth data in a different way. Right? Maybe you're looking for a CRM that has integrated wealth data. Right? So you're not necessarily having to, you know, do the extra leg work, right, of, like, pulling a file, sending it out to that to that vendor, waiting for them to process it, and then reimporting that information. Maybe you're doing that, like, one or one or two every every two years. Information quickly gets stale, right, because it's not necessarily being updated. So maybe thinking about having more of a direct integration with that wolf data so you have more accurate data for all our our supporters in your database. Right? And thinking about that physician collaboration. Right? Tools to connect development teams with doctors. So being able to, again, build engagement and long lasting relationship with the physicians as well. Right? There really are that bridge, that connector for you with those patients. So how can we better engage with them, maybe educate them a little bit more about what the foundation is doing, the work that you're doing, the impact, and maybe they won't be as afraid. Right? And there's always a little bit of fear there, I think, on the physicians. Actually refer, you know, patients over to the foundation because they're concerned. Right? Like, what are they gonna be asking them for money? Like, what are they gonna be doing with this patient? So, again, building that trust with the physician is really important to to ensure that they are getting that partner with you when it comes to fundraising and then looking at compliance first approach. Right? Looking at that HIPAA compliance, around those donor engagement strategies, making sure that system is secure and safe for all that data. Mhmm. Yeah. So we're gonna dive into all these solutions a little more in-depth. And first is improving timeliness of outreach. So asking the right person at the wrong time is a lot of times worse than asking the wrong person. And that is because you had the opportunity, and it was just the not the right time for them. It that kinda goes back to some of what we were talking about with if they're in the middle of treatment or if they have had that, experience and it's just pretty recent and they're still dealing with financial things, or if they are currently in a relationship with another health system where they're giving to a foundation in large amounts, having the knowing the timeliness and knowing when to ask, is what a CRM can really help with. It automates those workflow triggers. It helps with personalized communication at scale, and then it you can integrate knowing what type of interactions are they having with your organization. Maybe they've been giving to others. Maybe they've been, having, you know, they they've been a part of other foundations for a long time, but maybe there's a reason they're looking to make a change. And they've started to explore your website. They've started to click through your emails. They've started to actually start engaging and having that data and having automation set up that can help you now go reach out to them at the right time can really make a big difference. Second, targeting non donors effectively. So when you are dealing with people who haven't donated to you, you've gotta really build a solid relationship with them in order to get that give in order to be able to make and ask at the right time. CRMs can really power a lot of that for you, by giving you AI driven segmentation to find potential donors. There's tools within CRMs that can look at who you currently have in your donor base and be able to say, okay. There's others just like them, or there's other, corporations that are similar to the corporations that have been giving to you. There's other doctors that are like the doctors that have been, you know, supporting the work that the foundation is doing or that the development team is doing. Also, multichannel engagement strategies are so important. If you're just emailing or if you're just sending direct mail, you're only getting a little bit of their attention. And it's really important to be showing up time and time again because there are so many people and organizations out there that are going for their attention as well. If you're in a large city, you probably have multiple health systems and multiple health care organizations that are out there that are doing development activities, and a lot of them are looking at these same people, to get those donations from. And so if you're only hitting them with one touch point, you might be missing out on a lot of opportunity to have you be the one that they remember because they might not be ready to give today. That that's very true. That's true with any industry. People might not be ready to become a customer today, donate today, all of these things. But one day when they are ready, you can be the one that's top of mind if you've had more of a multichannel engagement strategy. And then number three, reengaging tribute donors. So tribute donors are really fascinating, members of your audience as they have given because they've given through someone who cared about your work. They are really giving on behalf of someone. You took care of someone they love, or someone has passed away, and in their, you know, last wishes were, hey. Will you donate to these organizations? Will you donate to this foundation? Will you donate to this health care system? They're doing amazing work, and I wanna make sure they're caring for even more people. And they'll make that donation because they really care about their friend or their family member or the person they know. So then what needs to happen is you need to start building a relationship with them yourselves because, again, people give to people. And a CRM can help you see that that was a tribute donor. It can help you see why they donated. It can help you get all of that data. So then you can start to look at ways to build relationships with them, communicate, automate those communications so that then you start talking to them about the things that they really care about, and you can kinda track their life cycle and see, okay. They were really passionate about this because it was serving, someone who was battling with cancer. And so now we wanna help them see all the other amazing things that we're looking to do in our, cancer wing and and things like that. So finding those ways to increase the communications about the things that they really care about and build that one to one relationship with them is really important, and a CRM can help you do a lot of that. Yeah. That was certainly, you know, the same, kind of on our end too, Jonah. Those Tribute donors are really interesting because I feel it's such a missed opportunity for a lot of health care health care organizations. Because to your point, they don't have that relationship with the organization, but you can, you know, teach them. Right? You can, like, show them what you're doing, like, what, you know, what it would mean to to to invest in your organization. So, really helpful there. So then moving on here to, like, leveraging wealth data. Right? You know, I love, you know, kind of all that prospecting and wealth information, so I can talk about this forever. But really thinking about that built in wealth screening. Right? And not only wealth screening, but also those predictive analytics. Right? So head up to what Jonah was talking to a little bit earlier. Right? Can you think about creating those profiles in your database of, like, who your previous donors are? Right? Who are your previous supporters? And looking for other ones that look like that and might be more open to giving. Right? Having more of that predictive, analytics kinda built into there as well. Right? Because you can have a lot of wealth, but something that you give are giving money away. So really being able to find that intersection, right, of, like, who actually has the capacity, but also the inclination and propensity to give as well. Also being able to then prioritize high impact donors. Right? Again, you have limited staff. Who should we be actually making that one to one outreach for? And Wolfdata can certainly help you do that to really help maximize that fundraising potential. Then, also, we're gonna be thinking about strengthening those physician partnerships. Right? Like, thinking about maybe some workflows to help track referrals from physicians. Right? Again, do you even know what what physicians are referring patients or potential donors to the foundation? Are you tracking how many they're referring over? You should. Right? You should be celebrating with them. Right? Letting them know that, you know, you know, that you're grateful, thanking them the same way that you would thank a donor for being that partner with you in your fundraising, right, towards your mission. Also thinking about those CRM tools, right, for position driven fundraising initiatives. Right? How are they also integrate engaging with the technology? Maybe they should also have some access to the CRM. Right? Being able to add notes, you know, you know, look up information, again, being really that partner to really start start that stronger, internal collaboration and hopefully, you know, increase that, giving around from those patients. And then again, thinking about managing donors separately from, patients. Right? You really need that separate, CRM dedicated to fundraising. You shouldn't be doing that in patient record. You shouldn't be adding any of those notes. You also shouldn't be tracking any patient information, right, the the actual, like, medical information in your CRM. Right? So, really that there should be a separation really that is really informed by your general counsel and your compliance department, right, to tell you what could lead in your CRM, on the fundraising side. But, really, that's meant for that engagement. And you really should think about maybe more integrations. Right? Instead of actually having just one place where all the data is sitting, thinking about some integration that can make some of that, that data transfer easier for you. Right? So really thinking about that clean, efficient donor data in its own CRM there. And then we're also looking at those peer to peer donors. Right? Those are pretty similar donor to those tribute donors you were talking about earlier. Right? Those are also kind of that caveat, right, of those those supporters that are connected to you through somebody else. Right? You have some of those champions out there that are going ahead and leveraging their networks to actually raise money on your behalf. Right? So, again, you wanna also celebrate those donors, being able to provide them an area to do that. But then also, again, provide follow-up to not only the fundraisers, but then who's who those donors are. Right? Again, building that that engagement, you know, showing them, educating them on the work that you're doing at the hospital, why would it be important to support your cause, and then eventually convert some of those into those donors as well aside from that kinda peer to peer. And sometimes you can use some of those AI powered insights into those networks to help you leverage some of that. And, really, that can help open up new funding opportunities. Right? As you're, you know, opening up your your donor database there, you have more people coming in there that you can engage with, communicate with, educate with, and, essentially, your overall donor base as well. Then you wanna make sure that you are enhancing donor visibility across the health care system. Right? Having that unified CRM that tracks all donor interactions aside from just giving. Right? Here, we think that, you know, that that kind of donor engagement is much more than giving. Right? Again, it's giving you their time. Are they advocating for the, you know, the institution in other ways? Are they helping again to fundraise on your behalf? Looking at all those different ways that they are engaging with the organization allows you to connect with them more personally. Right? It actually creates more long lasting, deeper relationships with any of those different supporters. It allows for that longer engagement. And then, again, we're gonna end here with our favorite HIPAA. Right? Making sure that you have a secure CRM to really be compliant with all those the features. Right? Making sure that your automations are HIPAA compliant on the marketing side along with that CRM. Right? Making sure that that security is, you know, at the fur first and forefront of what your, CRM does and really looking at that valid, which is that privacy, but also being able to still personalize. Right? Still being able to do that while while you still have a secure system as well. And that way you can be confident, right, that you're not doing anything that's gonna put the supporter in any kind of, you know, issue or even the organization from that HIPAA perspective. You really wanna make sure that you're engaging in a secure way. Alright. And then this is an example of what a modern CRM can do. Right? So this is an example of a grateful patient automation. Right? It's actually pretty similar to what I used to do at the hospital that I worked in. But thinking about, you know, leveraging technology to actually automate the entire, you know, prospecting and assignments and engagement process when it comes to your grateful patient journey. Right? So if you look at this, this is an example of one of those automation workflows. So the first thing we're doing, right, is adding that data into the system. As soon as that happens, we can start doing some tagging of the record, you know, identifying them as a patient. That way, again, you can easily know that they are patient. You can communicate with them in that way. You can even append things like, you know, wealth data. Right? Then once you have that wealth data, you can actually launch off three different experiences based on what that wealth data looks like. Right? That first column there is made for those major gift prospects and donors. You know, you can actually assign them to someone's portfolio directly through a workflow. Actually, even assign a task to that gift officer. So they're again, in that thinking about that timeliness, they're actually making that outreach as soon as that data goes into your system. And then you can have different, you know, actions. They may use that multichannel kind of experience and SMS taxes. Maybe some letters that are being sent on your behalf, some emails. And then you can have different experiences for a little more annual fund level, you know, supporters, and also for those non donors. Right? And then you can actually have more personalized messaging and content based on who they are. Right? Are they one of those major major gift ones? Right? Maybe you're gonna talk to them about more, like, big level ideas, like, you know, funding a building. And maybe for, you know, your annual fund donors, you wanna have more of that, like, you know, ongoing support kind of language in there. You can have your technology actually do all that segmentation for you, all that engagement and assignment for you, offer within one workflow. Right? So this actually just take my team. I had two people on my team, and this would probably take them, like, a week to go through and do versus having a system that's doing it for you every single night, and no one on the team has to do anything. It may make that engagement phone call. Right? So, CRM can really be your partner, and really providing you with those tools to help make this a lot simpler than it probably is on your end now. I love that. And we're gonna dive into a little bit here coming up around kind of was it like to have a tool like this, but also have a philosophy around your fundraising? Whether you wanna call it a marketing strategy or whatever. But what does it look like when you have those together? Why should you have that? Before we jump into that, though, I do wanna share in the chat a resource that we have. I know as we're talking through, what it looks like to have a modern CRM, sometimes the questions come up in your head around, well, that's great, but the transition sounds like a nightmare or something we don't wanna get into or that can be overwhelming. So we've actually created a quick guide for switching CRMs specifically for health care organizations. So I just put that link in the chat. You can go ahead, click that and get that PDF. We hope that that will be helpful, for you as you sort of maybe have these conversations, think about this. We'd love for that to be a resource. We're gonna jump into so what is the what does it look like to have the power of a CRM and to have the power of the right marketing strategy, the right approach, the right mindset? And and as we talk about it, I think it's important to kind of, discuss, like, why? Why why does this why does this matter? Why should we have this conversation? And the reality is, giving is extremely personal. Right? It is we just we're talking about, people who have, whether gone through a a situation with their health or had a loved one impacted, lost somebody, what whatever it might be. It it's a very personal experience, and giving comes from that and is very personal in and of itself. But historically, most organizations, most nonprofits, they don't have a personal connection with every donor. There's unresponsive kind of just one to many spray to pray spray and pray sort of communication to their donor bases. And the problem with that, is the world that that that we are in has fundamentally changed. And so the world that you fundraise in has fundamentally changed. Your donors living in a world where personal connection, is the norm. And so you see some of the screenshots on the screen here, but when you open up Amazon or Apple News or you log in to Netflix or whatever it might be, you are it's not a one to all kind of experience. It's a very personalized experience for you. And it's not just one way a one way conversation going on. It's a two way kind of behavior driven conversation. And so there's data signals, there's activity, there's things like that that that that, you know, is being listened to and understood so that there can be a further kinda deeper connection, with you, and your donors are experiencing that. And so it's important to understand that to actually connect and actually stand out and actually get the mind share that's needed, you know, as Jonah was talking about, there's competing, you know, organizations competing, whether it is Netflix, Amazon competing for that attention. In order to get that mind share, you have to understand the way that we are used to then engaging digitally and what that looks like. And so for us, we've we believe strongly, in responsive fundraising. We believe that this is a, a better approach that allows you to connect personally at scale and drive generosity. And so when you say, great. What does that mean? Well, here's really the big four motions. First, it's listen. The more that you listen and begin to understand and and really, again, not just kind of have a one way communication, but a two way conversation, so to speak, the more you can actually learn about what matters to a person. Why do they support your organization? Where did they come in from? How do they communicate? What are the things that they respond to or they don't respond to? Listening is such a crucial part of the process, and then you connect. Again, giving is deeply personal, and so your engagement and your connection with your donor should be as well. And so you connect with donors in a way that's responsive, that's contextual, that's collaborative, that, again, understands what you've learned and listened, about the donor, and that allows you to then kind of take those right next steps. And that's where it leads us to suggest. Once you've established that trust, once you said, hey. We know you. We understand you, and we, we know what matters to you, then you have the opportunity to kinda suggest the best next step. Maybe that's giving, maybe that's increasing the gift size, maybe that's volunteering. There's a number of things, but when you listen and you connect and you know the next step to suggest that's right for that donor, specifically. And from there, you use that information to understand even more, to get more personalized, more responsive, and really be able to connect personally at scale with your donors. And, Jonah, I'm curious for you. I know you all work a lot with organizations looking to do this, looking to implement pieces of this. So what have you seen in regard to how this impacts your, donor base? Yeah. For sure. I we follow a very similar, philosophy. When when we're talking about any type of marketing strategy, communication comes, but it really does come when you're talking about donors and fundraising. You're talking about one of the most personal, one of the most impactful things that a person does with their money, where it's not something that's serving them. You know? Like, the product they get, a lot of times, is the just joy of seeing others thrive. That it's not so much a product for themselves, to necessarily enjoy or use or whatever. And so, really, that listening piece is such a key. Getting the right data and using that data, you know, having those conversations, creating ways to collect or start those conversations that are about, like, what are the things you care about? What are you trying to see? What do you get to? Learning all of those type of things really allows you then to craft a strategy that can really move you into communicating in the right way. And so I really love this model for those reasons. And then you've got that CRM that comes in and supports you in doing all of this. Because doing all of that alone without the tools, without all of that, that's where that more than a database mindset comes from. Right? It's because if you're just dealing with this database that sits there and you can maybe collect all this, then you're like, what do I do with this? What you know, now I've got this, but I can't really hear it. It's just sitting there, you know, screaming at a in a void, and and the tools allow you to hear it so much clearer so that then every effort you make is being, done way more purposefully, way more effectively, way more personally. And it is a cycle because then as you learn from everything that you communicated when you asked, you're collecting all of that engagement data. You're learning about how people are, you know, building their relationship with you, and that allows you to, one, listen better and then improve on everything you're doing. And it is cyclical. You're never probably gonna get to a point where you've got, like, the most well oiled machine and it can't get any better. And that's something that I think just knowing that, knowing that there's always ways to improve those relationships, improve your efforts, and how having the right tools just really help you do that, is really important in all of this. Yeah. Yeah. And that's the that's the goal. Right? It's not here's more on your plate, more you have to do, more time, more menial tasks. It's it's how do you leverage technology, to do to to work for you and to be able to build things like automation, like Lisbeth showed and and so many things while maintaining really human still and really personal and really knowing and and understanding. But, again, not not to say and now you have all this extra work, but it's actually really to free you up and to do the things that that matter most. And so we're gonna fire off another poll here. And so go ahead and look up to, the tab above. I'm gonna open that up here. We'd love to know, if you'd like a demo of Virtuous. So if that's, if that's something that would be helpful for you and for your team, to hear from us and our team and to walk through, hey. What does that look like, for your organization to answer some more questions and to, you know, to really be able to dive in specifically to some of the problems that you're looking to, looking to kinda solve, we would love to kinda have that conversation with you and your team. And so I'm gonna leave that up here just for a little bit. Go ahead and fill that out. Let us know. And we actually don't have any q and a waiting, and so if you have any, now is the time. Go ahead and submit those. We'll make sure to get to those before we end today. Again, I'm gonna leave that poll up, but we'd love to toss it to Jonah just to kinda share a little bit about, what 5by5 does and if if you're interested in hearing any more. Yeah. So, thanks, Scott. Yeah. Five by five, as I mentioned, covers a lot of different services in the branding and marketing world, in the customer journey world. And a lot of what we talked about today, can seem overwhelming. I totally get that. I come before I was here. I was in the nonprofit world. Right? And and I understand all the different things on your plate, and trying to balance that. And many of you are probably wearing multiple hats, within this space and the donor development. You're you're working on events and meetings and then also working with your organization's administration to make sure you're staying within whatever parameters you need to be staying in. A lot of different things fighting for priority. And that's one of the things that 5by5 is really, helpful with and when it talk comes to this type of work is, we love to help people prioritize, love to help you with understanding that journey, getting the right insights to point to what that journey is, then developing those strategies and those plans, and then coming alongside and helping you really utilize your CRM, whether that's helping you build it from scratch, you know, getting virtuous and helping you get it set up along with the virtuous team. But then also making sure you're operating with within it, really effectively and prioritizing what those things are because there's a lot of different things it can do, to serve you, and we we know that you have limited time and resources. And so helping you prioritize those things and then actually execute on those things are where we can really, come in handy, and we love, working with, change makers like you all. That QR code takes you to our contact page. If you'd love to re you know, like to reach out, wanna learn more about how we can serve you, we'd love for you to. Awesome. Appreciate that, Jonah. It's been so great. Hey. Also, we're gonna share right now, just a survey, around this, this webinar. We would love to kinda hear your feedback. This just helps us continue to do these in a way that adds the most value for you. So we would love to hear that, hear your responses. So I believe that just fired that you'll see, right above where the chat was. If you don't mind filling that out, that will be awesome. So you can go ahead and do that. And, again, if we can help, on our side at all, I'm gonna share another link in the chat. If you would like to, get a demo and see Virtuous in action or to talk more regarding responsive fundraising, we'd love to do that. So, go ahead and finish up that survey if you don't mind, but we're so glad, to have spent some time with you today. Again, the recording will be sent out. You have access to the slide deck, and I believe there'll be a link as well for the CRM, quick guide conversion checklist for health care organizations. But you can always grab those by clicking docs right now and getting those. We'd be happy to help you with those and any other resources that you all might need. So, Lisbeth, Jonah, thank you so much for taking the time today. I think it has been helpful. I hope it's been helpful for people. And, again, we both virtuous and 5by5, and we're we're really here to serve, here to help, and, here to come alongside some of the amazing organizations and work that you're all doing, and and I know impacting, so many lives. So thank you so much again for being with us, and, we will see you on the next one. Thanks, everybody.