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Aaron Woods, solutions architect, British Red Cross Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do. www.charitycomms.org.uk
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Breaking down silos for organisational good
Aaron Woods - Solutions Architect, BRC
Contents
- What is CRM?
- The British Red Cross CRM timeline
- How does CRM enter an organisation?
- Politics, who owns the data?
- Process change impact
- Benefits
- Red Cross examples per topic- Group discussion on experience at different organisations
What is CRM?
What is CRM?Massive Charity X
Using pan organisational knowledge, to drive pan organisational processes, which maximises the return for stakeholders.
The British Red Cross CRM Timeline
2007 2009 2011 2012 2013 2014
Direct Marketing
Trust Fundraising
Major Donors
EventsCorporate
Fundraising
Community Fundraising
Legacy Marketing
Legacy Admin
ALMS
The British Red Cross CRM Timeline
2007 2009 2011 2012 2013 2014
Direct Marketing
Trust Fundraising
Major Donors
Events
Corporate Fundraising
Community Fundraising
Legacy Marketing
Legacy Admin
ASCENT
Fundraising Strategy
The British Red Cross CRM Timeline
2007 2009 2011 2012 2013 2014
Direct Marketing
Trust Fundraising
Major Donors
Events
Corporate Fundraising
Community Fundraising
Legacy Marketing
Legacy Admin
ASCENT
Fundraising Strategy
SSC
Comms
Retail
VolunteersFinance
Integration
The British Red Cross CRM Timeline
2007 2009 2011 2012 2013 2014
The British Red Cross CRM Timeline
2007 2009 2011 2012 2013 2014
How Does CRM Enter Your Organisation?
- Bottom up technology obsolescence
- A patchwork quilt of communicators
- Top down strategy
- What happened at the Red Cross
- What has or is happening at your organisation?
PoliticsWho Owns the Data?
- When the spreadsheet data comes out from under that rock
- Retreat and claim ownership
- Options for management:
- Keep the silos- Create usage hierarchy nightmare machine- Trust and monitor
• External facilitation
- What happened at the Red Cross
- What has or is happening at your organisation?
Process Change and Impact- Classification, the source code backbone everyone has to sign up to
- More data entry, more organisational knowledge needed
- More time planning before contact
- Tighter financial processes
- Everyone can see what and how I’m doing
- The counts will change, questions will be asked
- Senior staff must own the benefits, not just sponsor a tech change
- What happened at the Red Cross
- What has or is happening at your organisation?
Benefits of a CRM Strategy- Access to new people to market to
- Demonstrating how well you know your stakeholder, higher ROI
- Knowing what to ask for and when
- Cross marketing opportunities
- Data driven insight driving the investment decisions
- Greater transparency
- What happened at the Red Cross
- What has or is happening at your organisation?
Visit the CharityComms website to view
slides from past events, see what
events we have coming up and to
check out what else we do.
www.charitycomms.org.uk
CRM for charity
communicators:developing excellent customer
experience
Conference
2 December 2014
London
#charityCRM
