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CRM: What It Is, Why It’s Important

and How to Make the Case for It at Your Nonprofit

Webinar 1 - April 17, 2013

Connecting your systems

• CRM planning and software selection

• Systems

Implementation • Optimizing your

current software

Connecting your team

• Bringing people and process together

• Change

management solutions

• Team configuration

and training

Connecting your community

• Social Media strategy

• Building online

communities • Activating

supporters

16 Years Experience, 900 Clients, 1,800 projects

San Francisco, Chicago, New York, Boston

20+ Salesforce.com-certified, 6+ PMP Certified Staff

Exclusively Serving Nonprofits

TeamHeller.com

Helping nonprofits make smart software decisions. An authoritative guide to the software that allows U.S. nonprofits to be more effective.

Idealware.org

Idealist Consulting is dedicated to providing organizations with advanced technical solutions that help them run more effectively.

IdealistConsulting.com

We share information about how nonprofits are using CRM to connect with their supporters and deliver on their mission.

TheConnectedCause.com

Webinar 1

• What CRM is, and what it can mean to nonprofits

• How to understand and organize your CRM needs

• The benefits of a well-planned CRM strategy

• How to build a business case in support of CRM at your organization

• How to get your organization’s and board’s buy-in for a CRM initiative

Today we will cover:

What is CRM?

Insights into CRM for Nonprofits

How nonprofits are approaching Constituent Relationship Management (CRM) to overcome challenges and meet their goals

• The challenges nonprofits are facing in implementing a CRM strategy or system

• How nonprofits believe CRM

will help in strategic areas • Top advice from nonprofits on

moving toward a CRM initiative

The Project and Participants

• Why ─ Understand enterprise NPO’s perception of, and progress with, CRM

• How ─ Structured interviews with execs

• Who ─ CIOs, CDOs, COOs, CMOs

• Where ─ 30 NPOs

• Results ─ paper, articles, blog posts

• Alzheimer’s Association National Office • Alzheimer’s Association National Office • American Heart Association • American Lung Association • Children’s Miracle Network Hospitals • Church World Service • Conservation International • Doctors Without Borders • Environmental Defense Fund • Feeding America • International Rescue Committee • Jewish National Fund • JDRF • The Leukemia and Lymphoma Society • March of Dimes • Mothers Against Drunk Driving • The National Multiple Sclerosis Society • National Park Foundation • National Urban League • Oxfam America • PETA Foundation • Smile Train • U.S. Olympic Committee • WWF-Canada

What is your organization’s definition of CRM?

• CRM as a Strategy (~half-dozen) — An active strategy for cultivating, engaging with and expanding constituent communities

• CRM as a Software System (~1/2) — A database and related business processes

• CRM as Customer Service (~1/3) — A focus on constituent service and managing relationships

• Starts with Strategy

– A pro-active relationship

with the WHOLE Constituent

• The CRM System

– Software(s) Environment

• CRM

• CMS (blurring)

• Point Solutions

• Financials / GL

– Business Processes

– Integrations

– BI / Data Warehouse

• User Ownership

– Buy In, Participation, Training

Heller’s Perspective on CRM

Benefits Summary

CRM: What is it?

Service Strategy

Software System

Solution Sophistication

Engagement Sophistication

A single piece of software that

holds all data and manages all

business practices.

Re-actively meeting the requests of constituents for

information and services.

Pro-actively engaging constituents where they already reside to expand the delivery of the organization’s mission.

Multiple pieces of software working in coordination with business practices to manage information and meet needs.

Data Silos

A single piece of software that holds all data and manages all business practices.

• The most common definition that springs to mind for most people.

• The much-desired “silver bullet”

• Possible for only the smallest or simplest organizations, or those for whom specialized niche software has been specifically developed

• Not realistic for most organizations. A myth to be debunked

Strategy

CRM as Customer Service

Re-actively meeting the requests of constituents for information and/or services.

• Interactions driven by the constituent

• Organization only engages with those constituents who initiate contact

• Organization has limited influence from passive position

• Typically involves fewer organization staff, those charged with responding

Systems – CRM as Software

CRM Vision & Strategy

Pro-actively engaging constituents where they already “reside / congregate ” to expand the reach and delivery of the organization’s mission.

• Interactions initiated and driven by both the constituents and the organization.

• Organization engages with broad number and type of constituents.

• Organization can be more adaptive, responsive and accurate with engagement.

• Can involve more organization staff, each engaged in pro-active outreach appropriate for their responsibility

• Require planning, communication and coordination within the organization.

• More fully engages both internal staff and external constituents in expanding the impact of the organization’s mission.

Strategy

CRM as Strategy

Online Engagement

Donor Mission

Constituent Engagement Strategy ─ Inspires, guides and sets requirements for a client’s CRM needs

Business Intelligence

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Data Integration

Heller’s Vision of CRM

Multiple pieces of software working in coordination with business practices to manage information and meet key business needs. Includes integrations, business intelligence tools and data warehouse solutions.

• The most likely mid- and long-term configuration for most organizations.

• Allows for changes in solutions and/or the organization’s strategies over time.

• Requires upfront planning and ongoing attention.

• Rewards with flexibility and power.

The CRM Environment

Systems – CRM as a System

CRM Slices – A 360 Degree View

Direct Mail & Email

Major Ind & Institutional

Gifts

Online - Advocacy,

Giving, P2P

Social – Facebook, Twitter,

Networks

Our Team – IT, HR

Program Delivery

Mission Beneficiary

Each Slice represents: • A Constituency • A Department or

Business Need • A Group of Users Observations: • Constituents cross

slices • Users access

different slices • Department

needs similar • Business functions

similar

A Successful CRM System Supports…

Big picture: Mission, Goals

& Measurement

Tactics: Who are you working

with? What are you doing?

Doing Your Work: Intuitive,

Supportive

Recording Results: Efficient,

Accurate

Reporting:

What Worked, What Didn’t

Improving: Analysis, Learning, Re-tooling

Online Engagement

Donor Mission

Constituent Engagement Strategy ─ Inspires, guides and sets requirements for a client’s CRM needs

Business Intelligence

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&

Bu

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Data Integration

Heller’s Vision of CRM

Benefits of CRM?

Benefits of CRM: Engaging Your Constituents

• 360 Degree View

• Treating each person as a “whole person”

• A fuller understanding of how they relate to you

• A deeper relationship – opening pathways

• Communications

• Reaching the right people with the right message through the right channel

Benefits of CRM: Information

• A Completerer (sic) Picture

• Of Individuals

• Overall

• Democratizing the Database

• Reports for Everyone

• Access for All

• Access from Anywhere (SaaS, Remote)

Benefits of CRM

• Organizational Efficiency

• Fewer Silos / More Efficiency

• Fewer Databases, Spreadsheets and Softwares (sic-er)

• Better Business Practices

• Improved

• Standardized

• Documented

• Working Together

• In a similar fashion

• Using the same tools

• With the same constituents

• Toward the same goals!

Benefits of CRM

• IT Gains

• TCO - Total Cost of Ownership – Hardware

• Lowered & Easier Support Needs

• Supporting Your Future

• Building Relationships

• Innovation

• Grows With You

Making The Case For CRM

Determining the Need for CRM

• Who will use the system?

• What constituents will they interact with?

• What are they (you!) trying to achieve?

Articulating the CRM Opportunity

• How does having a single system support:

• Constituents ― better service

• Users ― 360-degree view

• Information – Reports, Dashboards, BI

• IT ― single system to support

• Strategy – more of your mission delivered more effectively

Translating General Benefits to Your Organization

Missing the CRM Opportunity

• What happens if you DON’T move towards CRM?

• How’s it look in 1 year, 3 years, 5 years, 10 years if you keep your current strategies and systems?

• What are comparable (and competing) nonprofits doing?

• How are your Programs & Services (and Constituents) impacted by staying with the current approach?

Taking an Inventory

• Strategies

• What’s working? What’s not?

• Plans, Aspirations & Roadblocks

• Systems

• What have you got? How’s it serving you?

Your constituents?

• Ranking - Greatest pain. Greatest opportunity.

• Processes

• What’s working? Biggest bottlenecks?

• People

• Aspirations, Concerns, Appetite for Change

• Communication, Cooperation, Unity

Activating Stakeholders

Management Leadership

• Vision – Developing, Articulating, Maintaining

• Vision & Strategy must guide the project

• Resources – Prioritizing & Allocating

• Stakeholder time to plan

• Staff & Management time to implement

• Money

• Communication & Encouragement

• The going will get tough…

Staff & Users

• WHY

• User Adoption is the PRIMARY INDICATOR of success

• The power and value of CRM is in how Staff & Users engage with CRM, and thereby with Constituents

• HOW

• Involve people early – Ideas, Concerns, Commitment

• Benefits – at the vision level, but also at the day-to-day functional level

• However, be honest about challenges and time commitments and compromises

• Design, Test, Implement, Maintain

Getting the Board on Board

• WHY

• Funding, long term vision

• HOW

• Articulating the Vision & Benefits

• Presentations – big picture

• Enlist a Champion

Past, Present, Future

Why Now? – Looking Back

Many Nonprofits share this timeline…

• Late 90’s / Early 00’s – current core systems established

• Early 00’s – Rise of the Internet & Email – silos!

• Mid 00’s – Many systems + evidence of what works = time to consolidate to CRM.

• But, tech newer so expensive & riskier & less rich

• Late 00’s – the economy… lockdown, no changes

Now

Drivers

Economic stabilization

Old systems got older

Tech has improved & lowered in price

Competition is on the move

+

+

Most orgs are planning (or planning on planning…)

Some orgs out ahead – implementing, even refining

= Time to revive the CRM Vision

+

Looking Forward

• Constituent expectations are rising

• Service – “Treat me as a whole person”

• It’s a demand, and an opportunity.

• Social Investment

• Transparency

• Impact (Outcomes Measurement)

• Competition is Increasing

• Tech changes are driving relationships(Social, then ?)

• More Channels = More Silos

or CRM!

Next Steps

• Attend the next two webinars

• Join our LinkedIn Groupto ask questions

• Subscribe toThe Connected Cause

• Use the CRM Readiness andBusiness Intelligence Worksheets

• Don’t do nothingCRM Worksheet

Business Intelligence Worksheet

Links and Resources

• Get CRMready Series

• TheConnectedCause.com/getCRMready/

• LinkedIn Group

• http://linkd.in/173ZPGw

• The Connected Cause Site

• TheConnectedCause.com

• CRM Readiness Worksheet

• http://bit.ly/100FsUn

• Business Intelligence Worksheet

• http://bit.ly/14wSiT6

CRM Worksheet

Business Intelligence Worksheet