Presentation crm

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Harness the Power of Your Data with CRM June 24, 2010

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Harness the Power of Your Data with CRM

Sponsored by

Presenter: Dean Graham, NPower Pennsylvania


Today’s Speakers

Assisting with chat questions: Becky Wiegand & Stephanie Parker, TechSoup

Kami GriffithsTechSoup

Dean GrahamNPower Pennsylvania


Agenda

• What is CRM• The benefits • What to include• Examples• Getting started • Choosing a tool • Utilizing the database• Q&A


The better your data,the better the story

you can tell…


CRM

Constituent

Relationship

Management


Constituent

Not just donors…• Board Members• Volunteers• Funders• Clients• Staff• Media• Stakeholders


How important is this person to you?• A person who volunteered for your

organization once?• Someone who gave a one time donation of

$50?• Attends a lecture your organization

sponsored?• A client of one of your service programs?

What if this is all the same person?


Relationship

• Relationships are built on shared experience– Recognizing and

leveraging past interactions


Build on what you did together

• Who talked to that donor last? What did they talk about? What does your donor care about?


Management

• How do we capture these relationships?– How many have a

“data entry” person?– Do they have the

relationship?– Move to a

decentralized data entry model


What is CRM?

• A database

• A tool for managing service delivery

• A way to document the work you do

• Support system for relationship building

• An organizational approach to doing business


Coin of the Realm

• Relationships are our most important assets – Clients– Board members– Volunteers– Staff– Stakeholders

• Who owns the relationship?


The Traveling Development Director• Move from

Organization to Organization

• Loss of institutional knowledge

• Ownership of the relationship


Recruit friends/family

Upgrade monthly donation

Signup for monthly giving

Renew single donation

Make single donation

Write a letter

Attend an event

Sign petition

Viral / Tell a friend

Send an epostcard

Subscribe to e-Alerts

Subscribe to eNewsletter

Enter a contest

Visit website

High

Low

The Engagement Ladder

We want to move our constituents up the engagement ladder. How do we do this?

Building Relationships!


Life without a CRM

• Routine program reports are painful to produce

• Using paper and chasing down information on service delivery

• No easy way to see what’s happening “now”• Get used to guessing about service• Separate, disconnected data files• Duplicate data entry and redundant work• Poor communications and information sharing


Life with a CRM

• More accurate and predictable budgeting

• Clearer picture of relationships with funders, donors, and clients

• Helps you know who has done what with whom

• Tool for growth for the organization

• Can stop cycle of “silo-ed” information

• Can help boost your efficiency and effectiveness

• May help create a community impact or service never thought of before


Silo ApproachHow can I really leverage this information?


Goals of a Good CRM System

• Recording of interactions with multiple constituencies– Volunteers, Clients, Board, Staff, Donors,

Funders

• Ability to track the ‘shared experience’• Decentralized data entry – enter the

work you do• Part of the fabric of the organization


Examples


Create a Successful Environment • Identify what success means to you• Establish a need• Start to build buy-in

– Executive and organizational• Collect Requirements

– inputs• Intakes, forms

– outputs• Reports, deliverables

– business processes• Understand when, who, and how


Build Buy-in

LEAD!

• L - Listen to the needs of the users• E – Express your vision of the final

outcomes• A – Align the system to users needs

(WIIFM)• D – Drive the process


Organizational Signs of Success• Executive Buy-in

• Organizational Buy-in

• Active Implementation Participation

• A Leader to Lead

• Reasonable Expectations

• Understand the importance of the Truth

• Ultimately understanding what success looks like for your organization and having professional help will ensure a successful outcome.


Collect Requirements

• Inputs– Intakes, forms

• Outputs– Reports, deliverables

• Business processes– Understand when, who and how


Requirements Approach

• Take stock– What is currently being tracked and by whom– What isn’t being tracked but should be– What is being reported– What is the business process

1.Track what you do2.Track what you want to do3.Track everything you can think of


Choosing the right system

• Features• Cost• Ease of Use• Flexibility• Ease of Implementation• Sustainability• Data Integration• Using a Partner


How will it hold up?

• Is it Sustainable?– What are the carrying costs?

• Cost to implement, TCO

– Can you make changes yourself?– How many people do this work?– How are upgrades delivered? Cost?– What does it take to support this product

• Server based• Cloud based


Integrate Your Data

• Open API• Provide “true” integration with web CMS’s.

– This means information can flow both ways. From the website into the database, but also the other ways

– This provides a way for your constituents to do business with you and that business to be recorded.

• A modern seamless connection from consumer to web to database to reporting

• Communications– eNewsletters, email, meetings, requests for

information, Donations


What to look for…

• System that can capture the “unique” work you do

• Can it integrate with your other systems I.E. website

• Support distributed data capture (cloud based?)• Capture the relationship elements

– Email– Meetings– Interactions

• Provide real time information– reporting and dashboards


Don’t Stop

• Defend the truth– Data quality– System suitability

• Create “Data Entry Standards” documentation


Signs you have a good database• Reflects the work of the organization

– Built what is needed– You continue to review your needs, your

organization changes, your database should too

• Your Data is True– Information is correct, complete, trusted

• You have someone looking out for the above.

• Its being used!


Warning!

• Creating a CRM system, even if done well is:– Long– Requires a large amount staff time– Intrusive to Organization’s Operations

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Questions?

Submit your questions using the chat box.


Continue the Discussion…

• Additional questions can be answered by posting in the Virtual Community Forum:– http://bit.ly/bc1Ztq


Get the Most Out of TechSoup

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– Read helpful articles in our Learning Center– Request donated software, hardware, and

online services– Join our community forums to learn from

your colleagues– Browse upcoming events and conferences


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Kami Griffiths, [email protected], 415-633-9392

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