Glossary
Automation & Workflows

If-Then Branching in Nonprofit CRM Workflows

By: Alec Hollingsworth
Updated:  
July 16, 2025

Definition:

If-Then Branching automates nonprofit CRM workflows by triggering specific responses or tasks based on defined conditions or supporter actions.
If-Then Branching in nonprofit CRM workflows refers to the automated logic where a specific action (the 'if' condition) triggers a corresponding follow-up action (the 'then' response) within a CRM system. This creates dynamic, personalized workflows that adapt to supporter behavior or data. For example, if a donor gives over a certain amount, then the CRM can automatically assign them to a major gifts officer. Branching enables nonprofits to efficiently automate communications, segment contacts, and streamline operations based on real-time interactions or data updates—reducing manual work and ensuring consistent engagement with stakeholders.

Key Takeaways

  • Automates repetitive tasks based on donor actions
  • Personalizes follow-ups and communications
  • Improves staff efficiency and supporter experience
  • Reduces manual errors in workflow processes

Why It Matters

It streamlines operations, saves staff time, and ensures timely, relevant donor engagement.

Real World Example

A nonprofit uses Keela's CRM to automate new donor onboarding: If someone makes their first donation, then the system sends a personalized thank-you email and schedules a follow-up call in a week. If the donor's contribution exceeds $500, then the workflow also notifies a major gifts officer to reach out personally. This if-then branching ensures every donor receives the right acknowledgment and stewardship, maximizing engagement and freeing staff from repetitive manual tasks, allowing them to focus on building relationships.

Frequently Asked Questions

What is if-then branching in nonprofit CRM workflows?

It's a logic-based automation where a specific trigger (the 'if') causes an action (the 'then') in CRM processes, like sending emails or assigning tasks.

How does if-then branching benefit nonprofits?

It ensures timely, relevant supporter engagement, reduces manual work, and increases staff efficiency through automated tasks and communications.

Can Keela's CRM automate donor follow-ups using branching logic?

Yes, Keela's CRM allows nonprofits to set up if-then branching in workflows for tailored follow-ups and stewardship based on donor behavior.

Is technical expertise needed to set up if-then workflows in Keela?

No, Keela offers user-friendly tools to set up if-then branching, so staff can automate workflows without coding experience.

Related Terms

Accessibility Compliance
Automation Trigger in a Nonprofit CRM
Average Gift Size
Board Member Profile
Bounce Rate
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