next generation membership

& engage

Next Generation

What is Salesforce anyway? 3

Eight game-changing facts 6

Are you ready for the brave new world? 13

What does Salesforce offer associations? 16

How to make the most of Salesforce 25

Ten things you can do next 32

Purple Vision | Next Generation Membership

2

If you are reading this, it probably means you have heard something about Salesforce. You may be wondering if it’s a serious opportunity or just a fad?

Having watched the development of various technologies over recent years, we believe that Salesforce offers compelling advantages for non-profit organisations.

Salesforce is many things, including: – a global technology platform – software as a service – in the cloud – a multi-billion-dollar corporation – a business ecosystem – a philosophy for engagement

But what are the key factors that make a difference to

membership bodies and associations? How can these help you to engage better with members and prospects? Read on …

“The world’s most innovative company”

Forbes


3

1. Salesforce is the world-class CRM solution that powers thousands of successful organisations including Facebook, and Virgin. It was used to power the Obama 2012 election campaign, too.

2. It is suitable for all types of organisation (education, non profit, charity) large and small, across all functions

3. The Salesforce Foundation provides massive discounts and special configurations to suit non-profits

4. Salesforce is built on an open technology platform so it is easier, cheaper and less risky to build and deploy

5. People love using Salesforce because it is user-friendly and intuitive

6. The AppExchange enables you to build in different tools and apps at the touch of a button

7. Salesforce is designed and built for online, social and mobile relationships

8. A range of specialised tools are available that are more effective and less expensive than those from traditional non-profit CRM vendors


4


It’s so clunky and our people just don’t like

that

It simply cannot produce a total view of each member, and this is now essential

I want routine things to be automated so that I don’t have to

always do them myself

Source: Review of management systems in use in UK membership organisations, Purple Vision June 2013

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1. A platform, not a point solution 2. Non-profit pricing and discounts 3. It brings people together 4. Plug in best of breed tools with the AppExchange 5. The cloud is not the same as hosting 6. Social through and through 7. One place for data and intelligence 8. Simple, flexible reporting

Purple Vision | Next Generation Membership 6

1. A platform, not a point solution

Most of us are familiar with the old approach to IT – on-premise servers, closed data architectures, set features and lock-in relationships with software vendors.

Salesforce is different. It is an open platform, not a “black box”. It incorporates powerful foundations of data, social, mobile and web – all deeply integrated, so avoiding the menace of duplication.

On this platform, Salesforce has encouraged an active community of independent partners and developers. This has led to a wide range of services and applications becoming available for all business needs, including association management.

2. Non-profit pricing and discounts

In the year 2000, Salesforce’s CEO Marc Benioff, made an important commitment to give 1% of his company’s product, equity and time to charity. And he has stuck to his promise – any recognised non-profit organisation is eligible to receive 10 free licences with full access to the company’s top-of-the-range CRM solution.

This donation equates to over £10,000 per year and has been accepted by more than 15,000 non-profits globally. In addition, many development partners have followed suit and offer their services at charity discounts of up to 100%.

“We completed a technology rol lout that could easily have taken four years in just over one year with the force.com cloud

platform” Ashoka


Users experience the interface(s) of apps using a web browser – on PC, mobile phone or tablet

Choose a combination of

apps to suit your business needs

Third party developers publish their services as apps on the AppExchange

Salesforce manages underlying services –

servers, upgrades, security, backup

Force.com is the developer toolkit for

building custom applications

Optimised across platforms – data, mobile and web, and in multiple languages and currencies


3. It brings people together

Anyone who has struggled to encourage their team to adopt new software knows that an unfriendly interface with poor usability is the curse of a technology project. Salesforce deals with the data and empowers people to do their jobs.

Perhaps the best thing about Salesforce is that everyone likes it. Back-office techies and front-line users alike all love the way it works, from search and data entry through to self-service dashboard reports and “chatter” private social networking, all optimised for your desktop, mobile phone or tablet.

4. Plug in best of breed tools with the AppExchange

Just like Apple’s App Store or Google Play, the Salesforce AppExchange contains thousands of business applications from approved partners including Eventbrite, Google, Just Giving, and Mailchimp.

In fact, most of the tools you already use are there. The difference with Salesforce is that they are already integrated so, just like your mobile phone, all you have to do is download the app and it works straight away.


5. The cloud is not the same as hosting Salesforce pioneered the concept of SaaS (Software

as a Service), also known as Cloud Computing. Their systems are secure and reliable.

SaaS means that you pay to rent the services you need and log on with a web browser. It feels a lot like using Gmail or Facebook, but it’s your supporter database.

It’s easy to think of this as the same thing as hosting of traditional apps in a data centre but true SaaS is different: ● Multi Tenancy: Just like a serviced office,

thousands of customers share the same software so the cost for maintaining and updating the system is reduced.

● No IT: With SaaS, the provider takes responsibility for upgrades, backups, failovers, bandwidth and lots of other stuff that you don’t need to think about!

● Scalable: SaaS means you can adjust your usage, both up and down, to cope with short-term needs and business changes. You pay for what you use.

6. Social through and through

Salesforce is a new technology for a new generation – an online socially-connected generation. Everything the company does is based on this guiding philosophy.

In the past 18 months, Salesforce has invested over $1bn in new technologies for social media monitoring, customer engagement, collaboration, performance management, social marketing and content automation.

Social tools and

connections are hard-wired into Salesforce, extending its capability way beyond sales, and hence way beyond fundraising. Think supporter care, staff and community collaboration, market research, volunteering, partnerships, and even service delivery.


7. One place for data and intelligence

Salesforce is attractive because it provides a low-risk way to progressively integrate data across the whole organisation.

A growing number of non-profit organisations are adopting Salesforce, with combinations of applications from HR and finance through to membership and events. They realise the benefits in economies of standardisation, reduced complexity, universal information and lower risk.

This means the long-held ambition of a 360-degree or “single customer” view has finally evolved from a fundraiser’s dream to practical reality. No other solution can deliver this in such a comprehensive, flexible and affordable way.

8. Simple, flexible reporting

Perhaps the single biggest complaint about most CRM systems is the difficulty in tracking and using your own data. You take care to follow procedure, loading, coding and cleaning. But when you need the information there is no easy way to analyse or report.

Some people say users need to be more tech savvy but, with Salesforce, you don’t need to be. It’s easy to build your own reports, create personal graphical dashboards, and even schedule them for regular delivery to colleagues by email.


A lot of functionality out of the box VSO

We’ve made about a 1000% return on

investment Choices for Kids

With Salesforce, we’re meeting and exceeding our income goals

Points of Light

Tools like Salesforce

have been a dream come

true for us

Mobile Loaves & Fishes


Invisible Children

readyNew world ?

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“90% of online consumers trust recommendations from people they know; 70% trust unknown users, 27% trust experts, 14% trust advertising”

Erik Qualman – Socialnomics


Prospective members, members and even your competitors and partners are all talking about you. They’re doing it online using social media, in private and in public. They’re using mobiles and tablets: blogging, commenting, reviewing and sharing. And, as they do, they’re shaping the future of your organisation and determining your success

The explosion of social media, together with the growth of mobile internet access, has amplified the voice of every stakeholder. We are empowered to take greater control of the relationships with the organisations and movements we choose to support.

Despite these changes, the model of relationship management in use by most associations remains focused on the organisation rather than the prospect. Who decides what the key messages are? Which people might be interested? When to send communications?

In the past, if a prospective member wanted to find out about the association, they visited your website. If they wanted to chat about your offer or visit you, they called. If they wanted to complain, they wrote you a letter.

Now they do all these things, without you even knowing!

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The old-fashioned, one-way approach is evolving to become a dialogue. A democratic and social activity.

Associations and membership organisations that understand this seek to respond with openness and integrity. They build on the best of what has been achieved in the past to create enhanced relationships that are interactive, personal and responsive.

Membership bodies now face the real and exciting prospect of breaking through to a whole new level of success. If the nature of relationships has changed, it follows

that the tools and techniques to manage them need to change as well.

Salesforce is a unique and exciting set of technologies specifically designed to help organisations become “customer companies”. In plain language, that means actively participating in an online networked world.

If that matters to you and your organisation, Salesforce can help. If that doesn’t matter to your organisation, perhaps you should be asking why?

Traditional Relationships •Monologue •Broadcast •Control •Owning •Segregated •Single channel •My ideas

Social Relationships •Dialogue • Interact •Collaborate •Sharing • Integrated •Multiple channel •Our ideas


“We need to stop interrupting what people are interested in and be what people are interested in.”

Craig Davis - J Walter Thompson

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offer

Membership Associations?

Some apps are not yet available in UK localised format

Limited availability of qualified staff with non-profit experience

B2C configurations (for individual direct fundraising) need careful planning and implementation

Relatively new in non-profit sector

On-going change in online and social technologies

Some developers and partners lack non-profit experience

Proven world-class technology platform

Donated licences worth £10k pa

Flexible, low-risk integration via AppExchange

Large developer community

DIY reporting and dashboards

Ease of adoption/user friendliness

B2B features suit key partnership fundraising (MD/trust/corporate)

Social monitoring and marketing

Extendable to include whole organisation

Single supporter view

Automated supporter journeys

Apps for specialist requirements

Built-in private social network (Chatter)

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By now you may be thinking - “so, what’s the catch?” And you’re right.

The Salesforce 10-user donation is a bit like being given the keys to a jumbo jet. It’s a great gift but can you fly it yourself? Do you even know how to start the engines and taxi to the runway?

Because Salesforce is a platform, what you get is an unconfigured “vanilla” system, with limited functionality to do all the special processes that non-profits need – like event management, financial processing and special interest groups.

Unless you have a developer on your team, you are going to need some help.

To address this, the Salesforce Foundation has developed a set of useful tools called the Non-profit Starter Pack which provides many of the essential data structures and relationship management features to get you up and running.

The Non-profit Starter Pack is free and will be pre-installed for you if you ask for it.


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Chatter

Chatter is the award-winning social collaboration tool that comes out of the box with Salesforce. It operates a bit like Facebook or LinkedIn, and depending on how you choose to set it up it enables you to share comments, files, links, photos and polls with co-workers inside and outside your organisation.

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“”VSO chose Salesforce as its primary platform in 2012, but we have been using Chatter to share ideas, information and stories about our programmes for nearly two years.

We have started to move existing systems across, starting with HR and volunteer management. I was a VSO volunteer and am now a VSO staff member so it makes a lot of sense to have both systems on the same platform.

It’s early days, but Salesforce delivers a lot of functionality out of the box (e.g. links to social media) and development happens quickly so users can see their input appear in a mock-up system within a couple of weeks”


https://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=pPzMbdXFQM78mM&tbnid=1dZ4udWMaEIRoM:&ved=0CAUQjRw&url=https://mainmail.vsoint.org/exchange&ei=VY6fUf1CxKTQBYLtgPgP&bvm=bv.47008514,d.d2k&psig=AFQjCNHpy__jBUyJ5epoDH2eEXSkOVNBGg&ust=1369497471205765


Reports & Dashboards

With Salesforce anyone can build their own reports without needing to be a technical wizard! And then you can save them as dashboards that appear on your home page, or auto-email them to colleagues you choose.

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Events & Courses

If you use MemberNation you can quickly set up your events in Salesforce, with tickets types, speaker info, sessions and graphics, and then create a dedicated event registration page in one click. No need to set it up on your web site as well, just link to it in all your promotional activity.

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We are often asked who is using Salesforce. Small organisations or single departments of a larger

institution find it relatively easy to adopt Salesforce because they are agile and have limited business processes.

International organisations are recognising the enterprise-wide benefits of rationalising their IT strategies.

Pan-organisational introductions of Salesforce are

allowing whole-organisation information and standard processes to be ‘business as usual’.

Some organisations are taking their time and migrating team by team, or department by department. Progressive migration is a longer project. It suits those who want to take time to learn and adapt between roll-out stages. Some even want to use the time to radically overhaul or rationalise processes, and refocus on strategy goals.

How quickly you benefit is down to you!


“Before Salesforce, we were stuck in an inf lexible and expensive

system. Salesforce gave us the bedrock system we needed to

address our changing business needs.”

Chief Financial Officer - SCA Purple Vision | Next Generation Membership

Student Conservation Association (SCA) engages students in hands-on conservation service opportunities. Members protect and restore national parks, marine sanctuaries, cultural landmarks and community green spaces.

SCA had been struggling with an outdated proprietary CRM system that had become difficult to use, costly to maintain, and hampered the organization’s ability to address evolving business needs.

The organisation migrated roughly 70,000 students and 60,000 partners to a solution built on Salesforce to better facilitate its application, matching and placement process. The new system enables students to search for and apply for open positions online. Partners are also able to log on to manage available positions, and review and select student candidates.

SCA used force.com to automate medical risk calculations for candidates, and built-in an AppExchange tool to capture signatures electronically. Today, 30% of forms are cleared using workflow rules, and the rest are auto-scored to determine the required application routing.

Make the most your

For many organisations the Non-profit Starter Pack provides a cost effective and flexible base for core requirements such as relationship tracking, financial processing and membership management.

For more specialist requirements, apps are now available with a full range of features including event management, online self-service and individual direct marketing.

What differentiates Salesforce is its seamless integration with thousands of best-of-breed tools on the AppExchange. By combining these on the Salesforce platform you can assemble a joined-up business system that is effective, easy to use and inexpensive.

No other solution enables you to realise the operational benefits of online tools and multiple channels, as well as delivering a 360-degree supporter view, joined-up customer experience and personalised relationship management.



With confidence in the robustness and efficiency of the Salesforce platform, all you need to do is identify the most appropriate combination of applications and tools.

At Purple Vision we call this process “Signposting”.

It’s similar to tried and tested methods for system specification and procurement but, instead of selecting one vendor at the end of the process, you pick the best solution for your functional requirements.

With Salesforce Signposting, each software tool is chosen to fit your need – with no bespoke programming, no loss of upgradability and no lock-in with any one supplier.

Your vision, goals & strategy

Review existing tools and new

options

Findings & Recommendations

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By Nimble User Established specialists with deep experience of membership solutions Strong product with fully customisable online portal

By Fonteva Comprehensive solution with deep Salesforce experience and capability Key features in communities, online portals and membership management By Salesforce Foundation The original B2C architecture solution; open source and free Limited range of features but an excellent framework for many purposes By Appichar A diverse set of tools and features, making use of third party tools So far, the solution most adapted for use in non-US markets


Select the right member management app to be at the core of your Salesforce system


A whole palette of apps to suit your requirements.

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Global NGO secretariat requiring multi-platform contact and relationship management with integration of Gmail and low admin overhead Sales Cloud + Vertical Response + Cirrus Insight

Membership organisation looking for self service membership management with events and online publishing. Must integrate seamlessly with existing CMS DonorNation + Authorize.net + Drupal + Mailchimp

Fundraising and campaigning charity aiming to monitor, acquire and develop new supporters through social media as well as many small event attendees Nonprofit Starter Pack + Eventbrite + Hootsuite


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Category Includes features for ... Member Management Organisation and Individual, Chapters, Subscriptions, SIG’s, CPD, Awards Conferences and Events Simple and Complex events, bookings, billings, logistics Financial Processing Payment processing, GL integration, DDs & SOs, audit trail, reconciliation Marketing segmentation, merge & export, import, multi-channel, social Openness API, 3rd party apps, documentation, extensibility Reporting structures, dashboards, smart fields Online self service, online communities, web integration E-commerce online shop, SOP, stock control Roadmap Future proofing incl leveraging platform features

We evaluated each of the key all-in-one member solution apps in March 2013. We looked at key features common to each and gave them marks out of ten to allow us to compare their strengths and benefits.

0

2

4

6

8

10

MemberManagement

Conferences andEvents

FinancialProcessing

Marketing

OpennessReporting

Online

E-commerce

Roadmap

Integra

0

2

4

6

8

10

MemberManagement

Conferencesand Events

FinancialProcessing

Marketing

OpennessReporting

Online

E-commerce

Roadmap

MemberNation

0

2

4

6

8

10

MemberManagement

Conferencesand Events

FinancialProcessing

Marketing

OpennessReporting

Online

E-commerce

Roadmap

NimbleAMS

02468

10

MemberManagement


FinancialProcessing

Marketing

OpennessReporting

Online

E-commerce

Roadmap

Supporter360

02468

10

MemberManagement


FinancialProcessing

Marketing

OpennessReporting

Online

E-commerce

Roadmap

NonProfit Starter Pack

1. Visit www.salesforce.com

2. Google Salesforce to see what other people say

3. Review your current technology tools

4. Revisit your strategies - how does CRM fit?

5. Speak to someone who uses Salesforce

6. Browse the AppExchange

7. Explore the education apps available

8. Book a demonstration

9. Call Purple Vision for independent advice

10. Sign up to Purple Vision’s email list to stay informed


Purple Vision has worked for more than ten years advising and supporting hundreds of charities with technology for associations, fundraising and education, including databases, web sites and related business processes. We share our clients’ frustrations when their ambitions for relationship building and supporter stewardship are not matched by effective, joined-up tools.

Technologies are available now that empower fundraising in new ways. The familiar barriers caused by fragmented systems, data silos, manual workarounds and inadequate reporting are already becoming a thing of the past.

With tools like Salesforce you can achieve the long-awaited vision of a 360-degree supporter view – everything you know about each supporter in one place. And to build your relationship with them using multiple simultaneous channels.

We want to help your organisation access this opportunity. If you want to discover more, find us at

www.purple-vision.com.


http://www.purple-vision.com/



Find out more about how Purple Vision can help you with Salesforce today. T: +44 (0)845 458 0250 E: [email protected] W: www.purple-vision.com 3.06 Canterbury Court Kennington Park 1-3 Brixton Road London SW9 6DE




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