ntc 2014 imab tech talk 14.3.11 v3

IMAB Tech Talk#14NTCIMAB

Chris McKinleyKaty JordanSheetal Persaud

Meet the Integrated Marketing Advisory Board

www.imabgroup.net

IMAB Tech Talk Slide 2

http://www.imabgroup.net/

IMAB Tech Talk

What does “technology” mean to you?

IMAB Tech Talk

Technology in terms of integration

Infrastructure & Data

Staff & Facilities Marketing Mix & Integration

Technology

• Data quality• Data integration• Business intelligence• Data management

Objective

Success: Build a marketing mix, using technology that builds relationships with a prospect and turning them into a satisfied donor who will keep coming back to our organization and encourage their friends to do the same.

The Changing Marketing Mix

• Website – donor window• Email – mass marketing

or event driven type of response mechanism

• SEM/O is becoming more important – surgically targeting

• Integrated marketing strategy – involving cross functional teams

Define different levels of technology use

Slide 8IMAB Tech Talk

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Moderate

Website communication

Event management

Volunteer management

Email communication

eCommerce

Project Management

21-100Emails

Phone

Direct Mail

Some cross-channel reinforcement/coordination



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Complex

Team CommunicationWebsite communicationEvent management

eCommerce

Project Management

Email communication

Constituent relationship managementPeer 2 Peer Fundraising

100+ Integrated

Emails

Phone

Mailings

Media

Digital advertising



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How would you rate this organization?

• Separate databases for each department (fundraising, advocacy, membership, major gifts, volunteers)

• Data synchronized manually or through file transfers

• 100+ staff and volunteers

• Multiple office locations

• Chapters throughout US

• Over 90 years in business

• Marketing mix -Email, website, social media, direct mail, Television, Telemarketing, print

• Somewhat coordinated across departments


Staff & Facilities

Marketing Mix & Integration

IMAB Tech Talk

How would you rate this organization?

• One large database of record for all marketing efforts

• Data synchronized through file transfers

• 60 staff members• Multiple office

locations within region

• 50 years in business

• Marketing mix -Email, website, social media, direct mail, Television, Telemarketing, print, public relations

• Integrated fundraising, somewhat coordinated across marketing and volunteer departments


Staff & Facilities

Marketing Mix & Integration

Advanced marketing


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To help uncover what technology improvements are needed, organizations take a

step back and map out constituent journeys…

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Donor Lifecycles – Individual Donor

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..and then with these maps in hand, the need of improved

technology to integrate becomes obvious

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Integration

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Why Marketing & Fundraising Departments Often Need Help with

Integrating Technology mprovements…

• Many balls in the air• Managing multiple communication channels

and medias• Print Media, Social Media, Electronic Media,

etc..• New and changing environment • Bar has been raised. No more single message

methodology• Target the right person with the right

message at the right time

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Online Database

Survey Database

Email Database

Why Marketers & Fundraisers Need Integrated Technology Help

Charity X Bob

Direct Mail

DonorServices

Survey

Call Center

Email

Bob Responds

Direct Mail Database

When Bob responded his information was placed into separate databases based on

what media he had responded to.

Call Center Database

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Technology Solutions

Charity X Bob

Direct Mail

DonorServices

Survey

Call Center

Email

Bob Respond

s

Unified MarketingDatabase

When Bob responded his information was placed

into one database.

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Financial Perspective

Customer Perspective

Internal (Process) Perspective

Learning & Growth Perspective 21

GrowthEfficiency

BrandDonor Service

Workflow Technology

Skill Alignment

Knowledge Management

Mission Effectiveness

Improve ROIIncrease Revenue

Improve Brand Perception

Improve Donor Retention

Implement new CRM

Create Cross-functional teams

Train staff on new CRM

Improve Sharing & Collaboration

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What happens when you invest in improved,

integrated technology and then execute an

integrated relationship management plan?

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Ability to act and utilize advanced technology


What is advanced technology?

• Simple

• Moderate

• Complex



#1: You need better web tools for marketing

26

WebsiteWebsite

CMSCMSTransaction

databaseTransaction

database

CRMCRM

EMSEMS

Updates

Supporter, email & transactional data

Email information

Marketing/Comms Emails sent

USERSUSERS USERSUSERS


CMS

– Lack of CMS makes website updates cumbersome and limited to very few staff

– Those staff sit in Marketing, providing a barrier for other staff to update the website


EMS

– Disconnected from other tools so no email-automation possible

– Disconnected from other tools so personalisation and segmentation is difficult


ECS

Time consuming to create new donation forms and limited number of staff who can do this


Needs for Advanced Marketing

• All web tools in one place• Easy for staff to manage• Variable access for different staff types• More robust and automated data connection to

CRM• Scalability and change in line with online trends

e.g. mobile, social etc...• Ability for additional functionalities like 3rd party

fundraising• Profile management for donors


What could technology look like?

WebsiteWebsite

eCRM, CMS, ECS, EMSeCRM, CMS, ECS, EMS

CRMCRM

Updates

Supporter, email & transactional data Marketing/Comms

Emails sent

USERSUSERS USERSUSERS


What will better web tools enable?

• Variable email streams for different donor types

• Automated email streams• Automatic renewals/reactivation emails• Highly personalised web experience• More data about online interactions

Budget and staffing resources


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Case Study – Incremental Approach

The Situation: Mid-size nonprofit takes incremental approach to implementing cross-

channel marketing for fundraising. Currently using email to reinforce some direct mail appeals. Little

personalization onlineThe Challenge: Small staff, wearing multiple hats,

two database systems (online, offline) for direct response.

The Goal: Improve approach to integrated marketing, balancing staff time and budget to be

most effective.

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Case Study – Status Quo

Online transactions manually keyed into offline donor database

Cross channel efforts require manual match back files and several versions of email

Manual and general personalizationChallenges:-human error

-staff time- no real-time data

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Case Study – Goal

Automated transactional updatesCut down on staff time

Utilize real-time personalization

Challenges:-lack of experience knowledge internally

(data operations and technology)-limited budget

-approval by committee

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Step by Step Approach

Automated Data Sync

Manual File Transfer

Pros Cons

Runs automatically, limited staff time Up front development costs

Not much need for ongoing support Must update when changes occur

No human/manual element Requires DM match back file

Pros Cons

No upfront investment Requires weekly staff time, multiple reports

Automates transactional updates Requires DM match back file

Semi-automated

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Case Study - Conclusion

Organization adopted manual file transfer option.

Process improvements:Weekly file transfer and update

Match back file requested to produce one version of email for DM-recipients

Personalized ask amounts in email and on landing pages

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Case Study – Moderate > Complex

Situation: A 90+ year old organization realizing the need for integrated systems.

Currently utilizing several databases across many locations and departments.

Challenge: Difficult to integrate data across departments and systems. Cumbersome

process across organization – need to prioritize

Goal: one overarching database solution serving all departments.

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Weigh the OptionsAll-Encompassing Database/CRM solution

Multiple systems, one central database

Pros Cons

All data in one place Limited Marketplace; risk

Leverage data instantly, automatically Less cost flexibility

Support and training centralized, only needed for one system

Square Peg, Round Hole – customization necessary

Multi-department/personnel buy in

Pros Cons

Pricing flexibility Data Integration processes

Risk shared among systems; longevity Ongoing updates necessary related to multiple systems

Best in Breed solutions – best functionality

Training on each or multiple systems

Appeal to internal comfort level & and goals

Multiple support contacts, per system

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Multi-year Timeline

This organization decided to pursue an all-in-one CRM solution, with a 5 year implementation timeline

Staff & Budget – Case Study

• $5M organization

• 1,000,000 people

• Moderate – Complex organisation



Disparate geography, disparate data


Constituent relationship management Email

communication

Project Management

Team Communication

eCommerce

Website communication

Event management

Service delivery

Peer 2 Peer Fundraising

Volunteer management

Technology reality


The Vision

• Single technology/CRM platform that would encompass everything


Staff & budget challenges

• Disinterested• Lack of understanding• Lack of time• Not knowing where they wanted to go• Not knowing what’s possible


Agile development towards the vision


Agile versus Waterfall

Pros Cons

Facilitates collaboration Hard to manage timeline and budget

End goals don’t need to be known Time consuming due to collaboration

Takes feedback into account throughout Risk of not using all resources spent

AGILE

Pros Cons

Clear project plan – can launch in a certain timeframe

Rigid and inflexible – do not adapt to changes in needs and feedback

Cleary defined use of resources Extensive needs gathering required

Individuals not as critical May need more post-development work

WATERFALL


Staff and budget

• Don’t know what you don’t know• Can mitigate some issues with tech

migrations by taking an iterative or agile approach

How does your organization compare?



Technology Overhaul

• Where do you see limitations to use of technology?– Infrastructure

– Organizational

– Marketing Mix

• How do internal challenges affect each area?


Overcoming Challenges

• Data and Technology Infrastructure– Weigh your options– Budget – Prepare for today’s reality, tomorrow’s

opportunity• What makes most sense today? How about

in one year? 5 year?



• Organizational– Focus on the vision– Where can manual elements /

redundancies be addressed?– Prove the benefit across departments



• Marketing Mix–Leverage free and low cost tools–Prioritize by biggest impact

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ntc 2014 imab tech talk 14.3.11 v3

Marketing

business marketing

data staff

direct mail

web tools

email amp

social media

integrated

bob responded