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Moving your organization from spreadsheets to CRM and what that means
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How to Accomplish a Successful Organizational Transformation to CRM and What that Means
From Spreadsheets to CRM
#10ntc.crm
Introductions
To inspire and empower nonprofits to use technology to better serve their communities.
Npower’s MissionWho is NPower PA?
LA
SeattleSince 1999
Portland
Colorado
Arizona
Charlotte
Indiana
Michigan
DC
NY
Atlanta
PASince 2003
Our NetworkWho is NPower PA?
Texas
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Agenda
• Define CRM• Benefits of CRM• Process of getting CRM
– Before– During– After
The better your data,the better the story you can tell…
Warning!
Creating a CRM system even if done well is:• Long• Requires a large amount staff time• Intrusive to Organizations Operations
Wikipedia Definition• Customer relationship management is a broadly recognized, widely-
implemented strategy for managing and nurturing a company’s interactions with clients and sales prospects. It involves using technology to organize, automate, and synchronize business processes—principally sales activities, but also those for marketing, customer service, and technical support. The overall goals are to find, attract, and win new clients, nurture and retain those the company already has, entice former clients back into the fold, and reduce the costs of marketing and client service. [1] Once simply a label for a category of software tools, today, it generally denotes a company-wide business strategy embracing all client-facing departments and even beyond. When an implementation is effective, people, processes, and technology work in synergy to increase profitability, and reduce operational costs
CRM
Constituent
Relationship
Management
Constituent
Its not just donors…• Board Members• Volunteers• Funders• Clients• Staff• Media• Stakeholders
How import is this person to you?
• A person who volunteered for you organization once?
• Someone who gave a one time donation of $50.00?• 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?
ManagementHow 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
The Attention Competition
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?
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Silo ApproachHow can I really leverage this information?
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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
The CRM Project
• Create a Successful Environment
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
Examples of Success
·A CRM that was completed on time and on budget
·A CRM that meets the business needs of the organization
·CRM that you are happy with and understand·A system that is sustainable for the nonprofit·One that you use!
Establish a Need
• Big picture of Organizational Need• Strategic Vision
– Where are you now?– Where do you want to go?– How will you get there?
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.
The CRM Project
• Create a Successful Environment• Define Requirements
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
Determine Project Scope
• Phased Approach?– Low hanging fruit– Quick wins– Build momentum
• Single project– Can your org “Swallow the ocean?”– Get it done while you can
The CRM Project
• Create a Successful Environment• Define Requirements• Evaluate Products
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
The CRM Project
• Create a Successful Environment• Define Requirements• Evaluate Products• Select a Partner
Select a partner
• Experience• Understands your organization• Isn’t an order taker• Documented process• Escalation process• Communication• “Feels Right”
The CRM Project
• Create a Successful Environment• Define Requirements• Evaluate Products• Select a Partner• Manage the Project
Manage the Project
• Project Team– Wide and Tall– Discuss dual role
• Communications– With Partner, Team, Internal and External
Stakeholders
Example Process
Business Process
RequirementsDefinition
Requirements Gathering
Client Review
Solution Development
ApplicationConfiguration Data Migration
Data collectionData analysis
Data CleansingData mappingData loading
Training
Documentation
Go Live!!
Ongoing Support
The CRM Project
• Create a Successful Environment• Define Requirements• Evaluate Products• Select a Partner• Manage the Project• After the Project
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!
Benefits to Affiliated Groups• Funders - Record and understand their systems, track relationships with
in the foundations and the stages of funding requests, and deliverables• Volunteers - Record the work they do, and better understand their
impact so that you can communicate to them the organization’s appreciation
• Clients - Understand, track, report on the services provided and as such build better relationships.
• Donors - 360 degree view of the relationship, track contacts, changes and donations and see every aspect of their contact with the organization.
Questions?
Commitment unlocks the doors of imagination, allows vision, and gives us the "right stuff" to turn our dreams into reality.
- James Womack
Commitment
Evaluation Code: 163
How Was this Session?Call In Text Online
Call 404.939.4909
Enter Code 163 Text 163 to 69866 Visit nten.org/ntc-eval
Enter Code 163
Session feedback powered by:
Tell Us and You Could Win a Free 2011 NTC Registration!
Evaluation Code: 163
How Was this Session?Call In Text Online
Call 404.939.4909
Enter Code 163 Text 163 to 69866 Visit nten.org/ntc-eval
Enter Code 163
Session feedback powered by:
Tell Us and You Could Win a Free 2011 NTC Registration!
