Annual Report 2025/Story: CRM and fundraising – systems, routines, and complementary efforts

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This story describes how the association developed routines, refined reports, and drew lessons from the operational work in the new membership and donor care system that was procured in 2025.

In 2025, the association was able to begin operational work in the new membership and donor care system (CRM) that had been implemented in December 2024. The system is a strategic investment in the association's long-term development and is intended to create better conditions for stronger and more diversified fundraising.

During the year, more parts of the organisation's work were integrated into the system. In addition to membership and donor management, functions for areas such as volunteers were also added, providing a better overview and improved opportunities for follow-up and contact. New reporting functions have also made it easier to track results in connection with campaigns and fundraising efforts.

The CRM system is built on the Salesforce platform, and the solution that was implemented was developed together with the implementation partner Axenon.

Development of routines and fundraising workflows

A central part of our work throughout the year was developing routines and workflows linked to the system. Since the system had not previously been fully tested in our operations, a number of areas for improvement were identified, and we maintained a dialogue with the supplier about the development needs. As the work progressed, several improvement proposals and adjustments were made in order to better adapt the system to the association's needs. The process also helped create a clearer structure for how data is collected, managed, and used in the fundraising work.

The collaboration with Axenon worked well initially, but was later affected by internal challenges on the supplier's side. This meant that some parts of the development work, such as creating new workflows and more audience-adapted communication with donors, members, and volunteers, progressed more slowly than planned. Work on further developing these areas will therefore continue during the coming year.

Improved giving possibilities

One of our major wins during the year is that we have been able to offer simpler and more secure ways of making a donation. Through the new forms on the website, donors can now easily set up direct debit payments, make a one-off donation via Swish, or become association members. The information is automatically registered in the CRM system, which both simplifies administration and reduces the risk of errors.

The improved infrastructure has also made it possible to follow up donations more quickly and to better understand how different fundraising initiatives are performing.

In 2025, the association saw an increase in donations, particularly in connection with campaigns. The number of donors choosing direct debit continues to grow, a trend that was already visible in 2024. At the same time, Swish remains the most commonly used payment method for one-off donations.

Number of new members: 80
Number of new donors: 814
Number of new direct debit donors: 56, of whom 26 became members, 17 became monthly donors, and 13 both pay the membership fee and make monthly donations.

Campaigns and testing of new channels

The fundraising work was also strengthened throughout the year through digital campaigns, including on social media. The campaign Av människor för människor ("By humans, for humans") has been an important part of reaching new target groups and encouraging more people to contribute to the association's work.

At the same time, new channels were also tested, such as banner campaigns on wikipedia.se. These efforts have helped increase the visibility of the association's work and create more points of contact with potential donors.

Thanks to the new CRM system it has become easier to track how different campaigns contribute to the number of new donors and members, providing a stronger basis for developing future fundraising strategies.

An effective CRM system also enables simpler communication around other types of opportunities for donors. That's because because it makes it possible to document, in a secure and accurate way, who has received information, whether they do not wish to receive further material, and so on. Once the CRM system had been activated, we prioritised raising awareness of the possibility of including the association in one's will. A brochure on how to do so was produced, and legal services were procured. This means that in 2026 we will be able to provide anyone who's interested with better information about wills in general, and about how to bequeath funds to Wikimedia Sverige specifically.