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Relationships matter to Mozilla
An intro to MoFo CRM
Constituent RELATIONSHIP ManagementCustomerContributor
Marketing
The R in CRM...
This doesn’t sound like Metrics...
Why is Adam talking about CRM??
My Role
CRM: Looking after your relationships well
CRM Software: helping you look after your relationships well
When you think about CRM...
Think about relationships first, and software second
1. What good CRM looks like…
2. Intro to the MoFo CRM Software project(s)
Part 1 What does a good
CRM look like?
We say thank-you at the right time and make people feel valued.
Good CRM means...
If someone donates $5,000 we don’t email them a week later
asking for $20
Good CRM means...
We can see at a glance which Mozilla Club captains have lapsed, reach out to find out why, and try
to re-engage them.
Good CRM means...
When someone installs Webmaker, we welcome them,
onboard them, and keep in touch with them to help them level-up
their web making skills.
Good CRM means...
We remember to follow up with those MozFest conversations six
months later.
Good CRM means...
If someone cancels a recurring donation, we talk to them and find
out why.
Good CRM means...
When a new contributor submits a patch to our code, we reply to
them quickly and tell them how grateful we are.
Good CRM means...
If someone working on a partnership is on PTO or in
another timezone, you can still check on the history of that partnership, and the state of
current conversations.
Good CRM means...
When staff who manage relationships move on, we don’t
get organizational amnesia.
Good CRM means...
When a Webmaker user has trouble with their account,
they can ask for help, and we always reply.
Good CRM means...
And so on...
Good CRM means...
CRM should not dehumanize our relationships.
It’s the opposite, investing in CRM is a commitment to better serving
the people we care about.
Part 2 A bit about the MoFo
CRM Software Projects
Is this all about Salesforce?
“But isn’t Salesforce horrible to use!?”
Salesforce CRM ● Shared system of record for Mozilla-wide relationships● For managing some processes (Grants, Major Donor
Fundraising, Partnerships)
Salesforce Marketing Cloud ● Shared tool for email broadcast
Other Salesforce Products if they are the best fit
Where we are today
Big things to solve
Where we want to get to
How we go about this
What’s happening next
Good CRM will give you relationship superpowers.
It will be a force multiplier for our existing work.
Asks
My asks when we talk about CRM
Before Whistler
Which relationships do you and your team hold that further our Mission?
Where do you want to grow the number of these, and where do you want to increase the depth of these?
What Relationship Superpowers do you want from CRM?
