1. Increasing Effectiveness Through CRM: A Case Study Connecting Up Conference - 1 May 2012

2. To make the greatest impact on societyrequires first and foremost a greatorganisation, not a single great program.Jim CollinsGood to Great and the Social Sectors 20052 3. The Facts - NFPs NFPs play a key but under-appreciated role in Australiansociety 600,000 NFPs, 60,000 economically significant $41B or 4.3% of GDP Many NFPs simply do not have funds to develop staff Many funders will not fund training and development > 50% NFPs spend less than $4,000 pa on training 56% of NFPs train as required and most learn on thejob Some ppl work in the sector 10-20 years with little or noprofessional developmentSource: CU Summary Report of Nonprofit e-Business in Australia3 2011 4. Training for NFPsff Source: CU Summary Report of Nonprofit e-Business in Australia 2011 Training andASF Mission: Development To strengthen the overall effectiveness of the NFP Opportunitiessector through training and development of the sector4 5. ASF Who We Are ASF was established in 2008 to act as a circuit breaker to this seriousproblem. ASF is Australias only organisation dedicated solely to providingscholarships to enable directors and managers of NFPs to enhance andimprove their skills to increase the efficiency and effectiveness of theirorganisations. Works with Education Providers including universities, private corporationsand education/ training organisations. Has facilitated over 900 scholarships - short executive management trainingprograms, specialised mentoring services and post graduate university degrees& courses. Low cost, near virtual model rely heavily on its IT systems For funders, our leveraged model means that for every $1 invested, $8 inscholarships is realised.5 6. ASF Milestones 2008 2009Business model testing CEO appointedSix founding Partners 10 Education Partners30 scholarships test marketing via 200 NFP 68,000 NFP participant email list participants email list 100 new scholarships offered, $450,000 value 2010 2011 20 Education Partners (12 Universities) 16 Education Partners (9 Universities) 600+ scholarships, $1.6 M value 220+ scholarships, $950,000 value Launched first ever Fulbright Professional Scholarship in Non-Profit Leadership, sponsored 120,000 NFP participant email list by the Origin Foundation 3rd party (ie non ASF) scholarships promotion Received and assessed nearly 1,000 applicationsstartedfor one scholarship offering IT project scoped and funded New rebranding, website, integrated CRM and online application system completed; phase two Secured $200,000 additional scholarships funding funded total $135kfrom Origin Foundation First-ever nation-wide scholarships database6 underway 7. The ProblemChallenges Data collected on Word document Could not process more than 100 applications atonce Third party vendor for email marketingcampaigns Highly labour-intensive manual processes Need to track funding opportunities7 8. The ProblemWhy ASF needed a CRM Manage and automate the increasing volume ofscholarship applications Greater visibility into scholarships andapplications management Funding management and tracking opportunities Central repository Applicants and funders data capture and storage8 9. The ProblemWhy ASF required an integratedsystem Automate scholarships application assessment Reduce manual handling of information9 10. The Solution The Tools Used The worlds Used to manage relationships and leading Opensales Source Commercial CRM Web application Used to manage and for creating online assess scholarship dynamic websitesapplications for teaching and learning Provides the Web Open source Front end of ASF content management system (CMS)10 11. The ASF Journey Total IntegrationNext version underway:Joomla + CRM + Moodle Integrate Applications Integrated user profilesIntegrated applicationsJoomla WebsiteUser managed scholarship andSugarCRM: organisation profiles managementComplexity Opportunities Scholarship Marketing Scholarship RegistrationMoodle for Applications LeverageCRMJoomla WebsiteSugarCRM: Opportunities Scholarship Marketing Scholarship RegistrationPaper ApplicationsIntroduce CRMJoomla WebsiteSugarCRM for OpportunitiesPaper Applications Joomla Website Paper Applications Spreadsheet Opportunity Management11 Time 12. The SolutionImplementation Process1. SugarCRM implementation: contact base,marketing tool, management tool of scholarshipfunding and applications2. Joomla website integration to SugarCRM3. Moodle Learning Management System (LMS)implementation and integration with SugarCRM12 13. The SolutionSecuring Scholarships FundingIdentifyCreate NegotiationWon ProspectsOpportunity CreateCreateOrganisation Scholarship CampaignCreate ContactCreated13 14. The Solution Scholarship Application & AssessmentApplicant selects Scholarship listscholarship and on website registersApplicationScholarshiponline assessment Contact set upScholarship Scholarship set Applicationon Sugar against up Results updatescholarship14 15. The Solution Scholarships SetupApplicant Scholarship selectslist onscholarship websiteand registersApplication Scholarshiponlineassessment Contact set up Scholarship Scholarship on Sugar Application15 set up against Resultsupdatescholarship 16. The Solution Scholarships List on WebsiteApplicant Scholarship selectslist onscholarship websiteand registersApplication Scholarshiponlineassessment Contact set up Scholarship16 Scholarship on Sugar ApplicationResults set up againstscholarship update 17. The Solution Application Online ApplicantScholarship selects list onscholarshipwebsiteand registers Application Scholarship onlineassessmentContact set up ScholarshipScholarship on Sugar Applicationset up against Results scholarship update17 18. The Solution Scholarship Application Results ApplicantScholarship selects list onscholarshipwebsiteand registers Application Scholarship onlineassessmentContact set up ScholarshipScholarship on Sugar Applicationset up against Results scholarship update18 19. The Solution Campaign Tracking in SugarCRM19 20. The Results Big increase in the scholarships offered20 21. The Results The value of scholarships is rising faster than the cost of providing them21 22. The ResultsResults Enables increases in volume of scholarships offered Lower staffing and operating costs due to reduced processing costs More effective marketing and segmentation Greater visibility into scholarships and applications management Increase in confidence of scholarship funders22 23. The Results Mind the Expectation Gap Must have buy in from board, senior execs and staff Demonstrate the benefits of the CRM time saved, costs, efficiencies Proper training for ALL Data migration Daily use Perfectionists BEWARE just get started23 24. Amy LydenChief Executive OfficerAustralian Scholarships Foundation www.scholarships.org.au Tel: 1300 248 675 e: amy.lyden@scholarships.org.autwitter: scholarshipsNP www.facebook.com/Scholarships4NFPs Loaded Technologies Mark Tallis - mark.tallis@loadedtech.com.au24 www.loadedtech.com.au