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STRATEGIC CRMFunding the Future

14th March 2012

Aneesha Moreira – Chief Executive, Action Planning

Azadi Sheridan – Product Manager, Blackbaud Inc.

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• CRM, Single CRM• Whip it up???? Needs content• To Segment or Not To Segment – That Is the Question- Prostate Cancer Care- Save the Children

• Start with the basics- Correct addressees

WHAT IS STRATEGIC?

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A

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• “I think it is helpful when we have emails from clients to have a quick look on Enterprise before calling – you can then see if they are volunteers etc, you can then mention it and it makes us look joined up and that we value our volunteers.”

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• We recently had a client referred to us from the Scottish office who was interested in the course in Glasgow. Whilst searching to see if the client was already entered on Enterprise before entering her details I saw that she was a registered as a donor. When I clicked on her donor history I was amazed at the amount of money she had raised for Breast Cancer Care, over £17,000. As a result when it came to assessing the client over the phone it was good to talk to her in more detail about her fundraising work. The client shared with me that the money raised had come from a personal trek which she was very proud of and that the community where she lives had got together, along with the local Distillers, to raise an enormous amount of money on her behalf for Breast Cancer Care

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• “We need to put our volunteers, our service users and our supporters at the heart of the organisation. Our vision for services and our fundraising marketing strategies need us to join up our approach to our services and our fundraising.” - Director of Finance and Resource

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• • Required one central database to run through the whole organisation

to coordinate and manage its customer data.

• • The Solution has improved reporting and the understanding of donors

by generating better, and in some cases, brand new data, and in turn increase fundraising and levels of staff efficiency.

BREAST CANCER CARE AIMS

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CRM

One complete constituent view for

individuals or organizations

Manage and execute programs

that advance mission

CENTRALISING CRM

Multi-ChannelFundraising

ConstituentManagement

Build donor stewardship

Create a consistent brand and

Constituent journey

Bio Data

Preference

GiftProcessing

Relationships

ActivitiesCommunica-tions

CRM

Mission Delivery

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• Patient Confidentiality• Change for Staff

WHAT ABOUT?

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Plan/Budget

ExecuteCollect/Measure

Analyze

END-TO-END MISSION SUPPORTCONSTITUENTS INTERACT WITH YOU IN A THRIVING COMMUNITY

Front Office

Offline

Back Office

Online

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• Better knowledge and understanding of clients and increased access to information

• New knowledge on multiple service users• Better support for and understanding of volunteers

BENEFITS TO BREAST CANCER CARE

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• It all starts at home:

------Chuck L research into retention:• Correct name format• It all starts at home:

BLACKBAUD RESEARCH

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KEEP ON STRATEGISING