Integration is Key to Communicating With Constituents
From your perspective, a single, integrated CMS-CRM solution offers you the ability to gather information about your constituents every time they click on a link or fill out a form. Every constituent action in the CMS automatically can be documented in his or her record so you can use that information to engage them more effectively in the future.
Tying your Web site visitors’ previous activity and interests to the content and interaction opportunities on your site is the next generation of nonprofit online marketing. Actually, the next generation is already here.
Tom Krackeler is vice president of product management at Convio Inc. www.convio.com
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