fuze night: crm for causes 101: how investing in relationship management helps you change the world
TRANSCRIPT
CRM FOR
CAUSES:
How investing in Customer Relationship Management helps you change the world
Steven PowerGroup General Manager
Bea AtienzaStrategic Planning Director
CRM FOR CAUSES:How investing in Customer Relationship Management helps you change the world
― What is CRM?― How to build relationships with CRM strategies― Starting points― Discussion time
What is CRM?
MARKETING CRM
AwarenessConsiderationIntentPreference / affinityPurchase
Attracting and nurturing current and future customers, using data (such as demographic, behavioral, past engagements or monetary data) to personalize a communication (1:1), in order to foster loyalty and create habits.
Coordinated activities designed to align people with a brand and its story, in order to elicit a business result.
EngagementRepeat (donations / volunteering)LoyaltyAdvocacy
It’s not just about CRM tools!
Data: The backbone of CRM
“The Whole Customer”
• Construct your data-base so that data can be collected and accessed systematically, based on one or all of these approaches, to drive your tactics to a specific customer 1:1
• Client Pii data• Social media & external data• Digital & transactional data• Lifestyle & behavioral data
Through data-driven CRM SEGMENTATION, you can also engage different audience sub-groups with the appropriate message for each one.
Mass Messaging 1:1 Communication to various audiences
DONORSSPONSOR
SVOLUNTEE
RSPRESS
PARNTERS
GOV’T
‒ Prospects vs. Existing‒ History
(Regency, Frequency)‒ Past Donations
(Monetary)‒ Affluence‒ Geography
‒ Prospects vs. Existing
‒ Recency ‒ Amount‒ Category
‒ Prospects vs. Existing
‒ Recency ‒ Geography‒ Age‒ Preference on
type of volunteer opportunity
‒ Coverage frequency
‒ Publication‒ Media format
‒ Prospects vs. Existing
‒ Recency ‒ Category
‒ Prospects vs. Existing
B 2 BB 2 C
Finding the right tools for the right strategy
CRM is enabled by technology, but shouldn’t be crippled by it.
First step: Data consolidation & cleansing
Tools can help with: Data management – Developing & deploying – Testing & Reviewing
CRM PLANNING FRAMEWORK
Donor Journey Donor Lifecycle Value
STRATEGY
SEGMENTS
TACTICSMESSAGE
S
TEST & LEARN
Why
Who
What
How
BUSINESS OBJECTIV
ES
T E C H N O L O G Y( D a t a / T o o l s )
WELCOMESURPRISE &
DELIGHTREQUEST THANK REPEAT / AFFIRM WIN BACKUP-SELL / CROSS-SELL
Building relationships with CRM strategies
Why build relationships?
E.g. — Converting donors who have made one
donation to a recurring donation plan— Ensuring repeat sponsorships— Eliciting sustained volunteer participation –
foster a sense of belonging— Encouraging referrals
TO BUILD ONGOING CUSTOMER VALUEBecause maximizing current customer engagements is more scalable & profitable than relying on constantly acquiring new customers
Key Tactics & Messaging Framework
SAMPLE DONOR COMMUNICATIONS JOURNEY
Hi! (eDM - Welcome /
Education)
Would you like to share this with
a friend to help?(Social Platform –
Advocacy Referral)
Are you also interested in volunteering
opportunities?(KOL eDM - Cross-sell)
Would you also like to contribute to our annual Xmas appeal to support
…? (Long-form DM – Up-sell)
Here’s some news about how your contribution helps.
(Newsletter – Surprise & Delight)
Your ongoing donation means so
much to us.(eDM - Repeat /
Affirmation)
We’d like to share an update on the cause you
supported last year..
(DM - Win-Back)
Would you be interested in a
recurring donation plan?
(eDM – Up-sell)
Your donation / participation means
so much to us!(Confirmation SMS – Thank
You)
NEW DONORS →
Come & share in our success
(Partner Fundraising Event – Belonging & Up-
sell)
Data collection(Questionnaire – Deeper
segmentation)
“Giving Back” applies to CRM, too.— Relationships must be a two-way street— Consider what value donors &
stakeholders get when you communicate with them
Bring out the organization’s story, progress and plans.
Let them know how their participation contributed / how their donation is performing.
What are the proof points for what the organization is doing?
Include this in the EDM / messaging calendar
Integrate it in Social posts
Where do I begin?
Get going, then get better.
—Start small. Identify your organisations greatest need or opportunity? Put a plan on paper so everyone’s clear.
—Start collecting data systematically.
Think how the data can inform your existing communications, channels, campaigns and executions. And how it can be collected within Privacy / DNC regulations.
—Measure & refine as you go.
—Identify the tools you will need.—Develop a CRM customer journey. To support your overall communications plan
Thank-you – let’s discuss!
Steven PowerGroup General Manager
M: +65 9831 7934 E: [email protected]
Bea AtienzaStrategic Planning Director
M: +65 8299 3880 E: [email protected]
IMAGE CREDITS:https://www.flickr.com/photos/fmsc/7678136856/https://www.flickr.com/photos/donorsforum/8117049491/https://www.flickr.com/photos/fmsc/13975456386/https://www.flickr.com/photos/teachaids/5386042450/https://www.flickr.com/photos/fmsc/7824188210/https://www.flickr.com/photos/fmsc/11343163844/https://www.flickr.com/photos/vernondali/2373669942/https://www.flickr.com/photos/fmsc/12780392035/https://www.flickr.com/photos/fmsc/19673523071/
