The Data Dilemma Solved: Integrate Your CMS and CRM for Greater Impact

A well-integrated CRM should provide a complete view of a contact’s journey—someone who started as a newsletter subscriber, attended an event, became a volunteer, and later donated. But when data is stored in silos—email platforms, spreadsheets, website forms—this holistic view is lost.

Now, imagine your CRM and website working together seamlessly. A visitor submits a form, and their data reliably connects to their CRM record. A donor, volunteer, or member sees personalized content, a tailored homepage, or relevant transaction details. AI tools predict what information they might need next. Your website evolves from a static platform to an interactive, data-driven experience.

This level of integration isn’t out of reach—even for nonprofits. By connecting your website and CRM, you can create more meaningful interactions and build stronger relationships with your audience.

The Problem with Disconnected Data

Even with a CRM, if it’s not integrated with other data sources, you will not have full view of your contacts and how they interact with your organization. Here’s why:

• Data Dead Ends: User-submitted data on your website never reaches your CRM.
• Example: Someone signs up to attend an event on your website, however there is no record of them attending an event in your CRM. If we look at their record in the CRM, it looks like they have not engaged with you, when they actually have. There’s potential for them to be nurtured to take more action since they are already interested in engaging, but that information is siloed, leading to missed opportunities for more precisely targeted campaigns.  
   
• Dreaded Duplicates: Even when data transfers, it may not link to the right contact, creating duplicate records.
• Example: Someone signs up as a volunteer on your website, and a new contact is created in the CRM. Later, they donate through a third-party platform using a slightly different name format. Instead of linking to their existing record, the system creates a duplicate contact—one as a volunteer, one as a donor. As a result, engagement history is fragmented, leading to duplicate emails, missed connections, and lost opportunities for personalization.
   
• Divorced Experiences: CRM data isn’t used to personalize or enhance the user’s website experience.
• Example: Someone donates to you and selects that they are interested in particular programs from a list you provided on the donation form. This data is stored in the CRM. Later, they visit your website, but instead of seeing relevant content—such as upcoming projects or volunteer opportunities aligned with the interests they shared with you—they see generic information. The website doesn’t recognize their past engagement, missing an opportunity to deepen their connection.

Instead of leveraging data for engagement, you spend more time consolidating it. These disconnects undermine the very purpose of using a CRM.

Overcoming the Myths of CMS + CRM Integration

Many organizations hesitate to integrate CMS and CRM due to common misconceptions: 

❌ It’s too difficult and requires extensive custom development. 
✅ While custom solutions exist, many platforms offer built-in or third-party tools that simplify integration.

❌ Integration is expensive and requires ongoing maintenance. 
✅ The cost varies depending on the level of customization needed. Many solutions offer cost-effective, low-maintenance options. If your needs are simple, you can even find free options.  

❌ It won’t be reliable or will require constant data cleaning. 
✅ When done correctly, automation reduces errors and enhances data consistency.

Key Benefits of CMS + CRM Integration

• Stable, Supported Platforms: Use established tools, backed by a large developer community, for rapid prototyping and customization.
• Separation of Concerns: Keep content management in the CMS and data handling in the CRM, allowing each to focus on what it does best while sharing necessary information.
• Improved User Experience: Leverage CMS tools for advanced personalization, dynamic content, and tailored workflows, enhancing user engagement.
• Licensing Benefits: Bypass extra licensing costs by connecting Drupal and Salesforce, enabling users to access content anonymously or through authentication without additional fees.
• Front-End Agility: Customize front-end interfaces with mobile-ready templates and layouts, integrating Salesforce data seamlessly into Drupal.
• Storage Benefits: Store large assets like images and files on web servers, reducing storage costs and referencing them in Salesforce via URLs.
• Faster Time to Market: Using mature tools speeds up website development, and platform-specific integrations allow quicker deployment and updates.

Exploring Integration Options

There are multiple ways to integrate CMS and CRM systems, each offering different levels of automation and customization:

•  Webforms to CRM: Basic HTML forms that push data directly to the CRM, such as contact forms, simple RSVPs, and service requests.
  • Ideal for capturing leads, inquiries, and service requests.
  • Great for organizations with minimal development expertise.
  • DIY option  
       
• Third-Party Integration Tools: Platforms like Zapier, Workato, and Formstack automate data transfers between CMS and CRM for donation forms, event registration, or different application needs, such as applying to be a volunteer or to participate in a program.
  • Useful for organizations seeking quick, low-code solutions.
  • Ideal for donation forms, event registrations, and peer-to-peer fundraising.
  • DIY option with the possibility of needing extra help  
     
• CMS Plug-ins and Modules: Available for platforms like Drupal and WordPress that’s useful for portals, account management, membership management, content access, and directories.  
  • Enables bidirectional data synchronization.
  • Best for organizations that need personalized website experiences driven by CRM data.
  • Likely will need extra help or to hire an expert  

Choosing the Right Approach

When selecting an integration method, consider:

• The complexity of your data needs (one-way vs. two-way sync)
• Your internal capacity (DIY vs. expert assistance)
• Long-term scalability and maintenance costs 
     

Final Thoughts: Take the First Step Toward Integration 

While CMS and CRM integration may seem daunting, the benefits far outweigh the challenges. By strategically choosing the right tools and approach, organizations can streamline operations, improve engagement, and maximize the impact of their digital efforts.

Want to explore CMS + CRM integration for your organization? Start with small, manageable steps and build from there. Let’s talk about your needs and we can come up with a solution together.