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Implementing CRM: What Works, What Doesn't
and
How To Make Your Project a
Success!
#12NTCImpCRM
Keith Heller @TeamHeller
Evaluate This Session! Each entry is a chance to win an NTEN engraved iPad!
Or online using #12NTCImpCRM at
www.nten.org/ntc/eval
z
Slide 2 Implementing CRM:
What Works, What Doesn't and How To Make Your Project a Success!
•Introductions
•What is CRM?
•Defining Implementation Success
•In-Depth
-The Implementation Process
-Staffing the Project
-Managing Change
-Supporting User Adoption
-How your CRM relates to other systems
•Q&A
Slide 3
Agenda
Implementing CRM: What Works, What Doesn't and How To Make Your Project a Success!
Slide 4 Implementing CRM:
What Works, What Doesn't and How To Make Your Project a Success!
About Heller Consulting
16 Years – 1,000 Clients – 2,000 Projects
San Francisco, Chicago, New York
30+ People – Smart, Skilled, Committed
100% Nonprofit
Experience
Places
People
Focus
Slide 5
About Heller Consulting
Needs Analysis & Software Evaluation
Conversion & Implementation
Cleaner Data, Better Business Practices
Extend Your Fundraising Manage Your Mission
Select
Implement
Optimize
Grow
Implementing CRM: What Works, What Doesn't and How To Make Your Project a Success!
Slide 6
Data Silos
Implementing CRM: What Works, What Doesn't and How To Make Your Project a Success!
Slide 7
CRM Slices – A 360 Degree View
Implementing CRM: What Works, What Doesn't and How To Make Your Project a Success!
Direct Mail
Major Gifts
Online Giving
Team Raiser /
Advocacy
Our Team
Program Participant
Mission Beneficiary
Each Slice represents a: • Constituency • Department / Biz Need • Group of Users
Observations: • Constituents cross slices • Users access different
slices • Department needs similar • Business functions similar
Slide 8
A Successful CRM Supports…
Implementing CRM: What Works, What Doesn't and How To Make Your Project a Success!
Big picture: Mission, Goals &
Measurement
Tactics: Who are you working with?
What are you doing?
Doing Your Work: Intuitive,
Supportive
Recording Results: Efficient, Accurate
Reporting: What Worked, What Didn’t
Improving: Analysis, Learning,
Re-tooling
Slide 9
Discovery Phase
Implementing CRM: What Works, What Doesn't and How To Make Your Project a Success!
Discovery Results
Interviews
with Staff Sample Reports
& Lists
Existing
Process
Documents
Investigate
Data Set
Draft
Timeline
• Defines scope • Identifies gaps/risks • Project milestones • Refined estimates • Timeline
Cataloging
Systems
Organization Characteristics -Hundreds of employees: national office + dozens of chapters -Multiple, non-integrated, mission-critical systems -Fundraising and programmatic needs were being met by multiple point-solutions Goals -Consolidate around single-platform -Establish integration across fundraising and programmatic units -Establish 360 degree view of constituents -Consolidate business processes / increase productivity
Slide 10
Case Study: Multi-Year Enterprise Project
Implementing CRM: What Works, What Doesn't and How To Make Your Project a Success!
Slide 11
CRM Case Study: Environment at Start
Implementing CRM: What Works, What Doesn't and How To Make Your Project a Success!
• Consolidate to as few systems as functionally possible. • All data will be reflected in a single system within a reasonable period of time. • An agreed upon set of rules will be in place, governing the now-unified system.
Slide 12
Project Objectives
Implementing CRM: What Works, What Doesn't and How To Make Your Project a Success!
• A ‘phased’ approach • Front-loading work effort to establish a solid foundation with the CRM – Core First. • Collaborative design approach
Slide 13
Methodology
Implementing CRM: What Works, What Doesn't and How To Make Your Project a Success!
Slide 14
Project Phases
Implementing CRM: What Works, What Doesn't and How To Make Your Project a Success!
• Each phase works towards specific milestones, including the ‘phase-out’ of applications or datasets.
• Phases will overlap. As one is ‘closing,’ another may be underway to ensure timely project completion.
• Finite Staff Resources • Active Fundraising Seasons & Program Activities • Minimal system downtime • Demonstrating incremental success
Slide 15
Project Schedule Constraints
Implementing CRM: What Works, What Doesn't and How To Make Your Project a Success!
Slide 16
Example Implementation: Phase 1 Complete
Implementing CRM: What Works, What Doesn't and How To Make Your Project a Success!
Slide 17
Example Implementation: Phase 2 Complete
Implementing CRM: What Works, What Doesn't and How To Make Your Project a Success!
Slide 18
Design Approach
Implementing CRM: What Works, What Doesn't and How To Make Your Project a Success!
• Close collaboration among Business Units / future users
• Data migration, CRM design, and online design will need to account for today’s needs, as well as future integration.
Slide 19
Implementation: How?
Implementing CRM: What Works, What Doesn't and How To Make Your Project a Success!
Site Planning & Configuration
Go-Live!
Modifications & Final
Approval
Phase I Phase III Phase IV Finish Line Phase II
Kick off
BP Review/ Assessment
Data Review & Field Mapping
Test Conversion
Data Review & User Acceptance Testing
Core Business Processes
Data Conversion
Team Training
Final Conversion
Discovery &
Planning Design Configuration and Testing Go-Live
Constituent Management
Financial Management
Program Support
Workflow & Responsibilities
Site Launch
Site Design & Implementation Data Migration & Integration
Website Deployment
CRM & Online Deployment / Timeline
Slide 20
How – In 10 Steps - I
Implementing CRM: What Works, What Doesn't and How To Make Your Project a Success!
Aspect A: Staff Processes Aspect B: Data Objectives Achieved
1
Envision goals and workflow: Assess projected use of
the fundraising software What would you want in a
year? (Reports, processes, training)
Identify project manager and team. Bring diverse players together to identify problems, must-haves and wish list items (IT, programs, fundraising, finance). Define what a successful conversion would look like from various perspectives. Outline preliminary timeline.
2
Participate in formal software training. Establish network & infrastructure.
Assess current databases: Where are we now?
(Reports, fields, processes)
Perform obvious pre-conversion cleanup
Further staff, network and data readiness.
3
Conduct test conversion
Test the conversion process, data readiness, and initial assumptions.
Slide 21
How – In 10 Steps - II
Implementing CRM: What Works, What Doesn't and How To Make Your Project a Success!
Aspect A: Staff Processes Aspect B: Data Objectives Achieved
4
Analyze results of test conversion. What do you need to clean up: Before the live
conversion? During the conversion
process? After the conversion?
Ensure the accuracy of the data conversion.
5
Establish key components in test system: Constituent Management Financial Management Lists & Communications Reporting & Dashboards Administration
Test the mission-critical business functions. Determine best practices. Develop workflow diagrams and process documentation. Gain hands-on experience with the software.
6
Test new processes and components
Test newly-identified business functions. Expand hands-on experience with the software.
Slide 22
How – In 10 Steps - III
Implementing CRM: What Works, What Doesn't and How To Make Your Project a Success!
Aspect A: Staff Processes Aspect B: Data Objectives Achieved
7
Conduct process training
Consolidate and enhance formal and hands-on training with small-group training sessions tailored for specific teams of users (e.g., directors, managers, data processors, admins).
8
Live conversion
Convert data!
9
Confirm data and streamline database
Ensure the accuracy of the data conversion. Establish user-security. Input new codes. Conduct priority, post-conversion cleanup projects in system.
10
Implement new workflow plan and processes
Go live on a fully-functional system!
• Project Planning & Change Management
- Time spent up-front to plan carefully and gain the investment of stakeholders is critical to an efficient project and maximizing adoption.
• Technology Alignment and Risk Mitigation
- Fully recognizing dependencies amongst applications and business units is critical.
- Having processes for making choices is essential. They require effective team efforts.
• Vendor Management
- Use the right people for the right activities.
Slide 23
Project Management
Implementing CRM: What Works, What Doesn't and How To Make Your Project a Success!
• Create an Implementation Approach to sequence the project end-to-end
• Consider what anxieties might need mitigation
• Determine what progress will be most meaningful and invoke excitement
• Communicate information that will help staff plan their work
The way the project is carried out has as much impact on adoption as the technological advances.
Slide 24
Plan Thoroughly & Communicate Change
Implementing CRM: What Works, What Doesn't and How To Make Your Project a Success!
• Technology can change quickly and should be aligned and re-aligned with your needs and resources throughout the project.
• A enterprise-wide effort will present hundreds of choices. Having processes for making choices is essential.
• Planning around an organization’s finite resources is critical. Consideration of staff time and skill level is a crucial piece.
Slide 25
Align Technology & Mitigate Risk
Implementing CRM: What Works, What Doesn't and How To Make Your Project a Success!
The Executive Team fulfills the following roles: • Provide strategic vision for project • Determine broader objectives of project • Approve budget requests
Slide 26
Role: Executive Team
Implementing CRM: What Works, What Doesn't and How To Make Your Project a Success!
The Project Manager fulfills the following roles: • Monitor project performance in terms of schedule, budget, and scope • Serve as “single-point-of-contact” for all staff & vendors • Facilitate Project Team • Identify, request, and manage all staff resources • Attend all Planning Meetings • Monitor projects peripheral to CRM project for potential impact on schedule, budget or scope • Confirm each milestone or deliverable on project
Slide 27
Roles: Project Manager
Implementing CRM: What Works, What Doesn't and How To Make Your Project a Success!
The Project Team fulfills the following roles: • Attend Status Meetings • Present relevant project updates to staff on CRM progress • Represent their area of responsibility with authority to make decisions with other members of the Project Team • Be available a few hours weekly (sometimes more!) to give feedback and comments • Gather required information to provide insight on organization-wide issues
Slide 28
Roles: Project Team
Implementing CRM: What Works, What Doesn't and How To Make Your Project a Success!
Slide 29
Example Implementation: Phase 2 Complete
Implementing CRM: What Works, What Doesn't and How To Make Your Project a Success!
Slide 30
Questions?
Implementing CRM: What Works, What Doesn't and How To Make Your Project a Success!
Slide 31 Implementing CRM:
What Works, What Doesn't and How To Make Your Project a Success!
phone: 510-841-4222 website: www.teamheller.com
Evaluate This Session! Each entry is a chance to win an NTEN engraved iPad!
Or online using #12NTCImpCRM at
www.nten.org/ntc/eval