Course Overview

CRM systems are more than databases—they are the backbone of a successful fundraising strategy. This course provides fundraisers with the skills to align CRM capabilities with organisational strategy, harness donor data for segmentation and journeys, and use insights to drive decisions. Delivered in two half-day online sessions, it balances strategy and execution: from designing data-driven journeys and automations, to choosing, integrating, and managing CRM platforms.

The program equips fundraisers with both strategic understanding and practical tools to unlock the value of CRM systems and donor data. Participants will gain confidence in aligning CRM with fundraising goals, applying segmentation frameworks, designing automated journeys, and making evidence-based decisions through dashboards and reports.

What you'll learn

• Align CRM capabilities with organisational fundraising strategy.
• Apply segmentation frameworks and donor insights to shape campaign design.
• Conceptualise automation flows that enhance acquisition and retention journeys.
• Evaluate CRM platform options using structured selection criteria.
• Map integrations between CRM and Finance, Marketing, and other systems.
• Plan and manage a CRM migration, including data cleansing and change management.
• Establish ongoing data governance practices.
• Interpret dashboards and reports to translate data into fundraising actions.

Targeted skills

CRM strategy; Donor segmentation; Journey mapping; Data-driven decision making; Data governance; Platform evaluation

Participant level

Intermediate–Advanced

Who is this course for?

Fundraising and marketing managers, donor engagement specialists, database managers, and fundraisers responsible for strategy, donor acquisition, or retention who want to make better use of CRM and data insights.

Prerequisite knowledge

Basic familiarity with donor data and CRM use in fundraising (not necessarily advanced technical knowledge).

This course won’t explore

This course will not provide hands-on training in specific CRM platforms or system configurations. Platform-specific technical setup is out of scope.

Delivery

2 x 4hr sessions via Zoom,

Meet the facilitator

Read Mike Zeederberg's bio (PDF).

Guidelines for enrollment

Make sure you have a login for the FIA Learning Hub. Click "Sign In" or "Forgot Password" if needed.

You can enrol a staff member if they already have a login.

If you require assistance, please email training@fia.org.au.

CFRE

Full participation in Fundraising Success with CRM and Data Insights is applicable for up to 2.75 continuing education points in Category 1. B – Education of the CFRE International application for initial certification and/or recertification.