Crafting a Constituent Relations Technology Strategy with CiviCRM

Crafting a Constituent RelationsTechnology Strategy with CiviCRM

August 28, 2014

● Introduction● Theory● Practice● What next?

Agenda

Frank J. GómezGinkgo Street Labs

http://ginkgostreet.com1-888-223-6609

@GinkgoFJG(Twitter / Skype / #CiviCRM IRC / GitHub)

Who Is This Guy?

● Free as in beer● Free as in speech● Highly customizable● Built by and for nonprofits● Excellent breadth● No data silos

Why CiviCRM?

THEORYTHEORY

Understanding your supporters for increased engagement.

Theory

Before you decidehow to storestore your data

it’s useful to knowhow it can be usedused

and to think abouthow it will be collected.collected.

Theory

What do you want toknow about your supporters?

● Interests and preferences● Capabilities● History● Roles and relationships

Theory

● Your campaigns● Types of participation● Contact preferences: where, when, how● Personalization (prefixes, pronouns,

nicknames)● Visibility of their data (to your staff, your

volunteers, other supporters)● Currency or means of giving financially

Interests & Preferences

● Volunteer availability● Volunteering interests● Skills or certifications

Capabilities

● How and when did you get their contact info?

● What events have they attended?● What is their giving history and

pattern?● How frequently have they

participated?● How have you contacted them?

History

● Who is the main contact for a partner organization?

● Which contacts are in the same household and thus share membership benefits?

● Which staffers are involved in a particular client's case?

Roles and Relationships

BREAKOUTBREAKOUTLeading constituents up

the ladder of engagement

Theory

SegmentationWhat is it?

Why do we do it?

Theory

You Asked For It...

● Don't treat all supporters the same● Know what they are ready to act on● Target your actions and messaging

Theory - Segmentation

The 3 Steps

● Target your actions● Measure outcomes● Refine and repeat

Theory - Segmentation

BeforeBefore you createa custom field...

How well does it supportcreation of groups?

● Free-text not very useful for segmentation● What is the degree of difficulty of obtaining

the data?

Theory

PRACTICEPRACTICE

SegmentationHow do we do it?

Practice

Constituent Actions

● Contributions● Memberships● Events● Activities

Practice

Practice

Ways to Collect Data ● Events● Volunteer● Donations● Surveys● Phone Banks● Canvassing● Email stats● Campaigns

Practice - Mailing Stats

CiviCRM Contact Record

● Summary (core and custom data)● Activities● Relationships● Groups

Practice

Smart Groups and Groups

Practice – Segmentation

(Static) Groups

● Allow for arbitrary (explicit) group membership● Allows for a group-hierarchy (sub-groups or

implicitly included groups)● Can be used for mailings and access control

lists● Example usages: board members and

committees

Practice – Segmentation

(Dynamic) Smart Groups

● A saved search● Based off of contact properties, so listings are

auto-updated● Sorts your supporters as you learn about them

or their info changes● Can be used for mailings

Practice – Segmentation

Feature TourShow me how CiviCRM does...

Practice

WHAT NEXT?WHAT NEXT?

Try the Demo!

http://demo.civicrm.org

What Next?

More Learning Opportunities

● User Summit – Sept 12 in DC● Developer Training – Sept 13 in DC● Code Sprint – Sept 14-18 in Jefferson, MD● Read the book! http://book.civicrm.org

What Next?

Frank J. GómezGinkgo Street Labs

http://ginkgostreet.com1-888-223-6609

@GinkgoFJG(Twitter / Skype / #CiviCRM IRC / GitHub)

Thank You! Keep in Touch!