1. CURRENT PROBLEMS OF THE ORGANIZATIONS

• Ambitious goals, but few resources.
• Notoriety Insufficient impact. Little implication. The same people always participate and most do not participate.
• Difficulties to attract, retain and retain.

2. CURRENT SITUATION

• From the economic point of view, the Organizations struggle obtain stable funding sources, capable of guaranteeing their permanence. The situation of general economic crisis has reduced subsidies and occasional donations. It has also affected individuals and companies that have disappeared or been forced to cut back their participation.

With tight budgets, organizations are forced to reduce their human resources to the minimum necessary and cover their tasks with few personnel and "multifunction" profiles.

• From the technological point of view, in recent years many tools and applications have appeared, useful in the management of organizations. They cover multiple functionalities, but some are complex and must be used separately. As they are not interconnected, you have to replicate actions in each tool ... That makes work difficult and multiplies time.

With tight budgets, organizations decide not to invest (or spend as little as possible) on tools that could optimize their work. In general, they use specialized tools that are independent (not interconnected) and inexpensive (or free). His perspective focuses on this erroneous sense of savings and deviates from a vision of the most effective management to achieve its objectives, based on the optimization of resources (time, personnel, budget and information). Only a few value investment in proportion to efficiency.

• From the sociological and cultural point of view, people are jealous of our time. We have little free time, but the supply of activities to fill your free time is infinite.

We receive too much information, more than we can assimilate and much that we do not even care about. Before such infoxication we have become selective. We have learned to filter the massive and dispense with the uninteresting. We only dedicate time to what captures our attention and, in one way or another, satisfies our interests.

Nowadays we compete with each other to capture the attention of others and earn their time. The Organizations are not an exception.

Despite the growth of the associative fabric, people participate less and are less involved. Organizations agree that most members do not participate in the activities of the organization to which they belong and, those that do, are few and always the same.

This becomes a problem for the organizations whose survival depends on the payment of quotas: the lack of participation  translates into the loss of members and the loss of income. With less budget it becomes more difficult to achieve your goals, and so a fish is drawn that bites its tail.

To encourage the participation of your members, it is obvious that you must strengthen the link with them, make them participate in your activity, proud of your achievements and keep them motivated to achieve common goals. Communication is the key to achieve it.

The digital world has developed at great speed and today, being present on the internet is no longer an advantage. It is not enough to be online. It is not enough to communicate "to everyone". A new scenario appears in which personalization is essential.

To communicate effectively, it is necessary to capture the attention of our audience with a segmented message. The greater the degree of personalization, the more it connects with the public and the more value it brings, the stronger the link and the more ability to move into action.

Existing technology such as CRM allows the user to get to know the user deeply because of the information he facilitates and because they are intelligent systems, which incorporate information every time he interacts with the Organization. The problem for the most modest organizations is that this technology is unknown, expensive and not very accessible.

So far, segmentationsegmentation has been a privilege enjoyed by few associations. Most do not segment their contacts or, if they do, it is not automated (with the wear and tear involved in manual segmentation). Knowing your audiences is difficult without data about their interaction and without "automatic" segmentation systems.

Without the right tools, effective communication becomes a difficult task for the Organization.

3. CURRENT NECESSITIES OF ORGANIZATIONS

• Optimization of resources (time, personnel, budget and information).
• Get more out of your database.
• Better communication results. Efficient communication, convertible into involvement, participation, engagement..
• Sustainable value proposal