Fundraising and the Power of CRM

March 4, 2013

Today’s Speakers

Smita VadakekalamDirector of Professional ServicesHeller Consulting

Steve WernerManager, Sales EngineeringAvectra

About Heller Consulting

16 Years – 900 Clients – 2,000 Projects

San Francisco, Chicago, New York, Boston

30+ People – Smart, Skilled, Committed

100% Nonprofit

Experience

Places

People

Focus

Heller Consulting Service Areas

Needs Analysis and Software Evaluation

Conversion and Implementation

Cleaner Data, Better Business Practices

Leverage Data for Strategic Growth

Strategy

Implement

Optimize

Grow

Our Goal: Empower nonprofits to work efficiently and effectively

Poll

Objectives

• Understand fundraising strategies

• Understand how CRM can make that more effective

• Understand how Avectra’s products support that strategy

Fundraising Yesterday and Today

Strategies

• Direct Mail• Telemarketing• Major Gifts• Planned Giving• Corporate &

Foundation Grants• Email• Websites• Facebook / Twitter,

private networks

Direct Mail Fundamentals

• Direct appeal for money via the mail

• Targeted Segmentation• Seeds other Strategies

Direct Mail – How CRM Supports

• Target based on a wide variety of interactions

• Better reporting

Telemarketing Fundamentals

• Most commonly used with universities

• Very expensive• Seeds other strategies

Telemarketing– How CRM Supports

• Better demographic data

• CRM can show us the critical pieces of information about a donor or prospect during the call

High Touch Fundamentals

• Major Gifts• Foundation &

Corporation Grants• Planned Giving

High Touch– How CRM Supports

• Understand how engaged an individual is with you

• Understand company’s involvement

• Identify prospects

Online Fundamentals

• Email & Websites• Mobile giving

Online– How CRM Supports

• Providing targeted content increases likelihood of giving

• Websites can dynamically render based on constituent data

• Email targeted based on CRM knowledge

Social Fundamentals

• Facebook, Twitter, private networks

• Not as direct as fundraising strategy

Social– How CRM Supports

• Makes people more engaged

• Increases visibility of your organization

Nonprofit Fundraising Survey 2011

Summary

Lots of strategies to try!CRM supports those strategies

Implement Strategy

Analyze/Revise Strategy

Questions?

Resources

Fundraising

Chronicle of Philanthropy - http://philanthropy.comFoundation Center - http://foundationcenter.org/Association of Fundraising Professionals - http://www.afpnet.org

Fundraising & Technology

Heller Consulting – http://www.connectedcause.com

Fundraising & netFORUMhttp://fundraising.avectra.com/solutions/donor-management-fundraising.php

www.teamheller.com • 800-794-0774

www.theConnectedCause.com

RFM Report

Messaging Campaign

Major Gift

Planned Giving

Corporations and Foundations

Moves Management

Website

Social