Fundraising CRM and Data Analytics

Lesson 1 • What Is a Fundraising CRM

Defines CRM in the nonprofit context and distinguishes it from commercial CRM. Establishes vocabulary used throughout the course.

Lesson 2 • Key CRM Components and Architecture

Maps the structural elements of a fundraising CRM system. Connects data architecture to fundraising workflows.

Lesson 3 • Selecting and Evaluating a CRM Platform

Provides criteria for assessing CRM platforms against organizational needs. Equips students to participate in procurement decisions.

Lesson 4 • CRM Ecosystem and Integrations

Surveys tools that connect with a CRM, including email, payment, and event platforms. Shows how integrated data enriches donor profiles.

Lesson 1 • Identifying and Resolving Duplicate Records

Teaches methods for detecting and merging duplicate constituent records. Protects data integrity and donor relationships.

Lesson 2 • Donor Privacy and Compliance Principles

Outlines donor privacy rights and data protection obligations relevant to fundraising. Prepares students to build compliant data practices.

Lesson 3 • Data Hygiene and Ongoing Maintenance

Covers routine processes for keeping CRM data current and accurate. Connects hygiene practices to improved campaign performance.

Lesson 4 • Data Governance Frameworks

Introduces policies that define data ownership, access, and accountability. Establishes organizational standards for responsible data stewardship.

Lesson 1 • Principles of Donor Segmentation

Explains why segmentation improves fundraising outcomes and donor experience. Introduces the major segmentation dimensions used in practice.

Lesson 2 • Building Segments in a CRM

Demonstrates how to construct and save donor segments using CRM query tools. Connects segmentation logic to executable campaign lists.

Lesson 3 • RFM Analysis for Donor Scoring

Teaches recency, frequency, and monetary analysis to rank donor engagement. Produces scored segments for prioritized outreach.

Lesson 4 • Lapsed Donor and Retention Segments

Focuses on identifying donors at risk of lapsing and those already lapsed. Supports targeted reactivation and retention strategies.

Lesson 1 • Building and Exporting Campaign Lists

Covers the process of generating solicitation lists from donor segments. Ensures lists are accurate, deduplicated, and properly coded.

Lesson 2 • Gift Entry and Batch Processing

Teaches efficient methods for entering and batching gifts received from campaigns. Connects accurate gift entry to reliable campaign reporting.

Lesson 3 • Tracking Campaign Responses

Demonstrates how to monitor donor responses across channels during a campaign. Enables real-time performance monitoring and mid-campaign adjustments.

Lesson 4 • Campaign and Appeal Structure

Explains how campaigns, funds, appeals, and packages are organized in a CRM. Establishes the hierarchy that enables accurate gift attribution.

Lesson 1 • Interpreting and Presenting Data

Develops skills for translating report data into clear narrative insights. Prepares students to present findings to non-technical stakeholders.

Lesson 2 • Core Fundraising Metrics

Defines the key performance indicators used to measure fundraising health. Provides formulas and interpretation guidance for each metric.

Lesson 3 • Dashboard Design Principles

Covers visual design principles for fundraising dashboards used by leadership. Connects chart selection to the type of insight being communicated.

Lesson 4 • Building Custom Reports

Teaches how to design custom report queries beyond default templates. Enables students to answer specific organizational questions with data.

Lesson 1 • Descriptive Analytics for Fundraising

Uses historical data to summarize past donor behavior and giving patterns. Provides the analytical baseline for predictive work.

Lesson 2 • Wealth Screening and Capacity Rating

Explains how wealth screening tools estimate donor giving capacity. Integrates screening results into CRM records for major gift strategy.

Lesson 3 • Predictive Modeling Fundamentals

Introduces the logic of predictive models and their application in fundraising. Demystifies model outputs for non-technical fundraising professionals.

Lesson 4 • A/B Testing and Experimental Design

Teaches how to design and analyze controlled tests to improve fundraising tactics. Connects experimental results to data-driven decision making.

Lesson 1 • Moves Management Framework

Defines the stages of major donor cultivation from identification to stewardship. Establishes the CRM workflow that supports each stage.

Lesson 2 • Pipeline Reporting for Major Gifts

Demonstrates how to build and read major gift pipeline reports. Enables leadership to forecast revenue and manage fundraiser accountability.

Lesson 3 • Stewardship Tracking and Reporting

Covers how to record and report on donor stewardship activities in the CRM. Connects stewardship data to retention and upgrade outcomes.

Lesson 4 • Prospect Portfolio Management

Covers how gift officers manage assigned prospect portfolios within the CRM. Connects portfolio data to individual fundraiser performance metrics.

Lesson 1 • Building a Data-Driven Fundraising Culture

Identifies the organizational behaviors and leadership practices that support data use. Equips students to champion analytics adoption within their teams.

Lesson 2 • CRM Optimization and Continuous Improvement

Covers methods for auditing and improving CRM configuration over time. Ensures the system evolves with organizational needs and fundraising strategy.

Lesson 3 • Portfolio and Program Performance Review

Teaches how to conduct comprehensive reviews of fundraising program performance. Produces strategic recommendations grounded in CRM and analytics data.

Lesson 4 • Communicating Data to Leadership and Boards

Develops skills for presenting fundraising data to executive and board audiences. Translates complex analytics into strategic narratives that drive decisions.