Your Tech Problems Are Usually People Problems

We just dropped a new episode of UnTangled with Emily Goodstein of Greater Good Strategies, and the theme is building on the last couple episodes and an idea that resonates with so many of us: your tech problems are usually people problems.

Nonprofit teams love to point the finger at their platforms: “This CRM can’t do what we need.” “That email tool is too clunky.” “If we just had the new platform, our fundraising issues would be solved.” But we all know the truth: most of the time, the tech isn’t the real problem.

The Cycle of Blame (and Burnout)

When outcomes fall short, it’s easier to blame the software than to look in the mirror. The “let’s just get a new tool” mindset is comforting—but it rarely fixes anything.

Why? Because the dysfunction comes with you. If your teams are siloed, working at cross-purposes, or unclear on goals, a new tool just gives you a shinier, more expensive way to stay disorganized.

Meanwhile, you’ve burned time, money, and staff morale on change management.

As Emily put it on the show: “Tech doesn’t create chaos, it just surfaces chaos that was already there.”

Before You Buy: Do the Real Work

If you want different results, resist the temptation to toss the tech and, instead, go back and make sure you have covered the basics:

1. Inventory your tools. What do you have, what can it do, how is it actually being used, and how connected is it to the rest of your ecosystem? Also, if your data is dirty, no platform will save you. Fix that first.
2. Get clear on core audiences. Who are you really trying to reach? Donors? Advocates? Volunteers? Event attendees? All of the above? Identify priority audiences across the whole organization—not just in silos.
3. Align on the main actions you want. Different teams may want different things from the same people. Align on the one thing you most want each core audience to do. Without this, you’re just creating noise.
4. Build tactics that build on one another. Cross-team collaboration prevents confusing, contradictory messages to your supporters. Don’t let your internal chaos reveal itself to your supporters.
5. Don’t forget stewardship. Recognize and appreciate the actions people take. A critical element to personalization that teams often overlook is the feedback loop of recognition. This is how you build long-term loyalty, not just one-off transactions.

Tools Aren’t Innocent—But They’re Not Guilty Either

Of course, sometimes the tech is genuinely the issue. Maybe the CRM is outdated, or your website is built in a way that blocks real engagement. But in my experience, that’s the exception, not the rule.

Most often, the underperformance isn’t because the tool can’t do the job—it’s because the tool isn’t configured properly, the data is messy, or the people using it aren’t aligned on strategy.

The Real Fix

So here’s my plea: stop chasing shiny objects. Start with systems, strategies, and structures—the people, the workflows, the clarity. Once those are aligned, the tech might finally do what you hoped it would do all along.

And if you need a little more convincing, take 25 minutes to hear me and Emily unpack these ideas in the latest UnTangled episode. It might just save you hundreds of thousands of dollars and many months (or even years) of frustration.

And if you are ready to get into it and solve the underlying issues preventing your organization from achieving the results you want, schedule a call, and let’s do this thing!