Opportunities & Challenges of the Cloud in the Not for Profit Sector

Silverbear hosted a complimentary seminar on Wednesday 12th July in London, focused on helping Not for Profits make the most of their fundraising and membership approaches.

The seminar, called "Opportunities and challenges of the cloud in the not for profit sector" talked about the advantages of cloud computing and how it can be used to help improve membership communication and engagement, whilst simultaneously reducing expenses and improving efficiency and control.

The Youth Hostel Association (YHA), a Silverbear client, offered their story of how they’ve used Silverbear Membership software to help raise donations, boost the number of volunteers, expand account management, and augment the member experience.

A guest speaker from Microsoft also discussed the benefits of Microsoft Dynamics CRM, and their imminent attractive pricing policy for Not for Profit and Charitable companies. The new pricing option means that world-class CRM platforms are now available via the web, enabling organisations to take membership and fundraising management to a new stage, at the same time as reducing costs.

The seminar tried to help Silverbear, Microsoft and delegates to really understand the challenges and possibilities that were facing Not for Profits. The key challenges were identified as:

- Reduced giving
- Increased customer expectations
- Growing expenses
- Dropping membership numbers
- Online & social media
- Inflexible legacy systems and procedures

With the strategic drivers for change being:

- Developing digital relationships
- Integrated online stratagem
- Personalisation 3.0
- Personalised benefits statement

Developments in Technology and Social Media
Everybody is talking about ‘the cloud’ but what do they really mean? The swing from traditional software models to the Web has steadily gained momentum over the last ten years. A key advantage of moving toward cloud computing is that you eradicate the requirement to have to manage both hardware and software, which becomes the responsibility of the software vendor. In order to offer the highest level of service to all their stakeholders, Not for Profits have to make their business applications more mobile and collaborative.

As YHA described in their presentation, their targets were to:

- Concentrate on customer service
- Enhance their commercial services and offerings
- Enhance their grades of connectivity - starting with systems, yet ending ultimately with customers
- Become more flexible, to be able to adapt to our times

Most of these targets may be achieved by incorporating cloud computing and digital marketing. YHA spoke regarding how Microsoft had studied a total of 30 billion instant messages sent from more than 250 million people in June of 2006, and determined that we are in fact, all connected by only 6.6 degrees of separation. Bearing in mind this analysis was completed in June 2006, a month before Twitter was even launched and when Facebook had only 12 million users (as opposed to more than 500 million today). So we can understand how closely people are now linked and how technology and social media is enabling people to become more engaged and linked with each other, brands and Not for Profit businesses.

This amount of social media connectivity is only going to become more significant in the foreseeable future, and a key message coming out of the seminar was that social media is not leaving any time soon and that associations need to recognise this and accept it, including it in part of their long-term goals and tactics. CRM (Customer Relationship Management) solutions and cloud computing will play a vital role in being able to attain this.

Cloud Computing
Hayley Bass, UK CRM Product Marketing Manager at Microsoft gave an interesting talk about Microsoft Dynamics CRM, and how it allows companies to:

- Increase efficiencies
- Grow their organisation
- Save money
- Drive innovation

Cloud computing means that associations only pay for what they use. These costs are often lower and more predictable, which accelerates the time in which ROI is accomplished. The nature of cloud computing also means that Not for Profits gain the benefits of a more rapidly deployment, zero maintenance problems or costs, increased software security and improved reliability and fault-tolerance. Also, cloud computing lets associations use the latest software from any location (internet pending) and at any time, giving a superior level of flexibility and control to their workforce.

She very much emphasised that there is little point in having the software unless you know what you wish to achieve in your organisation. This related back to the original objective of the seminar which was to really ascertain what the common problems and stumbling blocks Not for Profits are currently facing. Although, as YHA said, CRM solutions are the engine room of change where customer engagement is concerned, it is key to understand what is essentially needed and how it will fit into the organisation in question.

When investing in a software solution, you must invest in a systems and solutions architecture that has a clear and integrated cloud strategy. Plan for your future and reduce your risk by making your investment with technology that is tried, tested and trusted.



Silverbear Membership Management software is part of the range of solutions from Silverbear Ltd. Used within societies and membership organisations throughout the UK, it supports businesses to build, define, examine, inform and communicate with existing and potential members.

Silverbear is helping membership organisations on a daily basis. For more information on Silverbear Membership Management solution and the benefits of membership software, visit their website at www.silverbearmembership.co.uk, email membership@silverbear.co.uk or call 01483 301 333.