Should your CRM include photos of each of your donors?
My uncle is a radiologist. Recently he told me about a 2007 study of radiologists. The study found that including a photo of a patient along with their imaging exam results made doctors more successful.
Here are the results from the study:
- The imaging exam results with photos of the patients resulted in more meticulous readings from the doctors interpreting the images leading to 80% more incidental findings of unexpected abnormalities that had health implications beyond the scope of the original exam. In other words, the photos caused the doctors to look more carefully at the results of the exams without necessarily spending any more time on their reviews. The more careful reviews led to more unexpected findings of more medical issues that needed to be treated.
- Furthermore, 100% of the radiologists texted admitted feeling more empathy toward the patients.
After I read this I began to wonder if, perhaps, fundraising CRM should include photos of each donor by syncing with open API’s that social media like Facebook, LinkedIn and Twitter provide.
Wouldn’t that increase donor empathy, donor-centricity, and overall fundraising effectiveness?
What do you think?