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

Choosing a database is not about the flashiest new tool, or the best discount (although cost is probably a 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.

A few organisations have brilliant guides on CRMs for the third sector, and some also provide bespoke support and training. Many database providers will share tips and guidance as part of their service, but be aware that they may come with a sales pitch.

1. DataWise London’s step-by-step guide to Choosing and implementing a database (2024)

2. Charity Digital frequently looks at this topic:

   1. Choosing the right CRM for your organisation (webinar recording, 2021)

   2. All you need to know about CRM systems (2020)

   3. An easy guide to choosing a CRM system (2024) 

   4. The best CRM systems for 2025 (updated annually)

3. Superhighways provides: How to choose the right CRM or database (PDF, 2020)

4. IT for Charities has a guide for smaller organisations: What small charities need to know about CRM (PDF, 2017)

   ThinkNPC created a free, downloadable report: Choosing an electronic case management system (PDF, 2018)

5. IT For Outcomes: Selecting A Database For Monitoring (PDF, 2011)

6. Core Insights makes the great analogy that moving CRMs is like moving houses:

   • How to find your dream house part 3 (article, 2020)

   • Your house (or CRM) should be unique to you! CRMs are like houses (part 4) (article, 2020)

   • Core Insights Online Guides (paid course)

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.