crafting a constituent relations technology strategy with civicrm
TRANSCRIPT
Crafting a Constituent RelationsTechnology Strategy with CiviCRM
August 28, 2014
● Introduction● Theory● Practice● What next?
Agenda
Frank J. GómezGinkgo Street Labs
http://ginkgostreet.com1-888-223-6609
@GinkgoFJG(Twitter / Skype / #CiviCRM IRC / GitHub)
Who Is This Guy?
● Free as in beer● Free as in speech● Highly customizable● Built by and for nonprofits● Excellent breadth● No data silos
Why CiviCRM?
THEORYTHEORY
Understanding your supporters for increased engagement.
Theory
Before you decidehow to storestore your data
it’s useful to knowhow it can be usedused
and to think abouthow it will be collected.collected.
Theory
What do you want toknow about your supporters?
● Interests and preferences● Capabilities● History● Roles and relationships
Theory
● Your campaigns● Types of participation● Contact preferences: where, when, how● Personalization (prefixes, pronouns,
nicknames)● Visibility of their data (to your staff, your
volunteers, other supporters)● Currency or means of giving financially
Interests & Preferences
● Volunteer availability● Volunteering interests● Skills or certifications
Capabilities
● How and when did you get their contact info?
● What events have they attended?● What is their giving history and
pattern?● How frequently have they
participated?● How have you contacted them?
History
● Who is the main contact for a partner organization?
● Which contacts are in the same household and thus share membership benefits?
● Which staffers are involved in a particular client's case?
Roles and Relationships
BREAKOUTBREAKOUTLeading constituents up
the ladder of engagement
Theory
SegmentationWhat is it?
Why do we do it?
Theory
You Asked For It...
● Don't treat all supporters the same● Know what they are ready to act on● Target your actions and messaging
Theory - Segmentation
The 3 Steps
● Target your actions● Measure outcomes● Refine and repeat
Theory - Segmentation
BeforeBefore you createa custom field...
How well does it supportcreation of groups?
● Free-text not very useful for segmentation● What is the degree of difficulty of obtaining
the data?
Theory
PRACTICEPRACTICE
SegmentationHow do we do it?
Practice
Constituent Actions
● Contributions● Memberships● Events● Activities
Practice
Practice
Ways to Collect Data ● Events● Volunteer● Donations● Surveys● Phone Banks● Canvassing● Email stats● Campaigns
Practice - Mailing Stats
CiviCRM Contact Record
● Summary (core and custom data)● Activities● Relationships● Groups
Practice
Smart Groups and Groups
Practice – Segmentation
(Static) Groups
● Allow for arbitrary (explicit) group membership● Allows for a group-hierarchy (sub-groups or
implicitly included groups)● Can be used for mailings and access control
lists● Example usages: board members and
committees
Practice – Segmentation
(Dynamic) Smart Groups
● A saved search● Based off of contact properties, so listings are
auto-updated● Sorts your supporters as you learn about them
or their info changes● Can be used for mailings
Practice – Segmentation
Feature TourShow me how CiviCRM does...
Practice
WHAT NEXT?WHAT NEXT?
Try the Demo!
http://demo.civicrm.org
What Next?
More Learning Opportunities
● User Summit – Sept 12 in DC● Developer Training – Sept 13 in DC● Code Sprint – Sept 14-18 in Jefferson, MD● Read the book! http://book.civicrm.org
What Next?
Frank J. GómezGinkgo Street Labs
http://ginkgostreet.com1-888-223-6609
@GinkgoFJG(Twitter / Skype / #CiviCRM IRC / GitHub)
Thank You! Keep in Touch!