1. In Sickness and In Health: Choosing and Living with Your CRM #14NTCchoices Sarah Bonvallet, Sean Larkin, Matthew Nelson, Lisa Rau, Tim Sarrantonio, Bill Walsh, Almin Surani

2. c c CRM Adoption/Growth Life cycle 1. Making a Decision 2. Getting Started 3. Planning and Preparation – Part 1 4. Planning and Preparation – Part 2 5. Becoming a Data-driven Organization 6. Multi-channel CRM Integration 7. Ongoing / Curation 8. Q & A Slide 1 In Sickness and In Health: Choosing and Living with Your CRM

3. CRM Adoption/Growth Life cycle MAKING A DECISION In Sickness and In Health: Choosing and Living with Your CRM Slide 2

4. In Sickness and In Health: Choosing and Living with Your CRM Slide 3 WHAT IS A CRM? It’s about people

5. In Sickness and In Health: Choosing and Living with Your CRM Slide 4 What data do you need to track?

6. In Sickness and In Health: Choosing and Living with Your CRM Slide 5 When do I need a CRM?

7. CRM Adoption/Growth Life cycle GETTING STARTED In Sickness and In Health: Choosing and Living with Your CRM Slide 6

8. Stage 2: Getting Started – Choosing a Platform Delivery Model – True Software as a Service – Hosted and web-based – Client Server (hosted or not) Software Development Approach – Custom Code – Proprietary Software – Free and Open source Slide 7 In Sickness and In Health: Choosing and Living with Your CRM

9. Stage 2: Getting Started – Places to Start Idealware – A Few Good Constituent Relationship Management Tools, Elizabeth Pope, June, 2013 Most Common CRMs in Use – Salesforce NonProfit Starter Pack – Blackbaud Luminate CRM (with Luminate Online) – CiviCRM Not Common but Should be? – Microsoft Dynamics CRM – StratusLIVE Slide 8 In Sickness and In Health: Choosing and Living with Your CRM

10. Stage 2: Getting Started – Finalizing Points of Integration Content Management System Fundraising Accounting Volunteer Management Grants Program and/or Reporting Databases Slide 9 In Sickness and In Health: Choosing and Living with Your CRM

11. Stage 2: Getting Started – Scope and Architecture Decisions Scope – Enterprise systems are best when used by all – Different departments have different needs – Can roll out in phases Architecture - Frequent Add-ons – Event Management – Online Donations – Mass Email – Analytics Slide 10 In Sickness and In Health: Choosing and Living with Your CRM

12. CRM Adoption/Growth Life cycle PLANNING AND PREPARATION – PART 1 In Sickness and In Health: Choosing and Living with Your CRM Slide 11

13. Stage 3: Planning and Preparation – Part 1 Build the Business Case Define Roles and Responsibilities Plan for Change Slide 12 In Sickness and In Health: Choosing and Living with Your CRM

14. Slide 13 In Sickness and In Health: Choosing and Living with Your CRM Project organization Steering Committee Champions of the project vision Project Management Manages project execution Core Team Designs and builds the solution Subject Matter Experts & End Users Promote and adopt the solution Project Communications Project Governance Project Checkpoints

15. Slide 14 In Sickness and In Health: Choosing and Living with Your CRM Prioritize Requirements by Revenue Source

16. Slide 15 In Sickness and In Health: Choosing and Living with Your CRM Serve as primary point of contact for a design cycle. Helps to facilitate decision-making, supports testing activities Core Team Member(s) Responsible for the specification, testing, and overall quality of custom solutions Business Analyst Participate in business process design and testing. Assist in providing ongoing operational support to end users Subject Matter Expert(s) Supports and learns the solution. Conducts end user training and/or creating courseware. Trainer Resource most knowledgeable about legacy system(s) and responsible for leading the testing of the solution Conversion & Test Lead Embrace, learn, and be an advocate for the system End Users Customer Roles and Responsibilities

17. Slide 16 In Sickness and In Health: Choosing and Living with Your CRM Business Drivers that Impact Timeline Responsibility for work effort Significant organization events Leverage industry standards Level of resistance to change Amount of organizational change expected to occur Dedication of customer project team members Amount of custom solutions Projected roll out of business units

18. Slide 17 In Sickness and In Health: Choosing and Living with Your CRM When is Change Management required? …when any change in an organization’s People, Processes and/or Technology requires members of the organization to work in a different way

19. Slide 18 In Sickness and In Health: Choosing and Living with Your CRM Change Management Management Commitment Correct Resources The Software The Consultants Single biggest cause cited – no Change Management * 1500 Interviews Resulting in…Reasons Implementations Fail

20. Slide 19 In Sickness and In Health: Choosing and Living with Your CRM Example of Change Management Session Objectives Session 1 - the Change Management approach Changing processes, collaboration and behaviors Outcomes and Success Criteria A new competency as a by-product Tools: Readiness Analysis, Impact Groups, Communications Session 2 - Let’s get to work Impact Groups Communication Plan Change Management Example: Change Team – Orientation Sessions

21. Slide 20 In Sickness and In Health: Choosing and Living with Your CRM Change Management Sample outcome: Success Metrics Overarching “high-level” Goals Desired change Possible Measures Measurable success outcome 1.Single source of constituent 'truth' (List consolidation)  Increase # of Constituents in DB  Increase # of organizations in DB  Reduce staff time managing lists  Ease of data access and use (later phase)  Baseline? Target number?  Types of organization? Baselines? Targets?  Which staff? Baselines? Targets?  Survey of satisfaction 2.Reduce number of lists and\or systems supporting list management (List consolidation)  Reduce # of active lists in use  Which lists or data sources to remove? What tests to confirm no loss of function? 3.Improve communication with constituents (frequency vs. messaging) (Broadly used process)  Less time to produce selected repeated mailings  Fewer mailings to deceased  Reductions in mailing overlap  Which mailings? Baselines? Targets?  Baselines? Targets?  How to measure? Baselines? Targets?

22. CRM Adoption/Growth Life cycle PLANNING AND PREPARATION – PART 2 In Sickness and In Health: Choosing and Living with Your CRM Slide 21

23. Planning and Preparation (Part 2) Choosing Partners Budgeting Bridging Databases Slide 22 In Sickness and In Health: Choosing and Living with Your CRM

24. Choosing Partners Learn before you buy Find 2-3 finalists Create a RFP, but don’t fall in love with it Look for an expert not an order taker Have a budget Phase your engagements Ongoing support and long term relationship Find a partner you can trust Slide 23 In Sickness and In Health: Choosing and Living with Your CRM

25. Budgeting 4 Areas of work in a standard CRM deployment with typical budget breakdown Configuration Data Migration Integration Training Slide 24 In Sickness and In Health: Choosing and Living with Your CRM

26. Bridging Databases Fundamentals of Integration Integration requirements to consider Four most common integration approaches Integration approach selection matrix Slide 25 In Sickness and In Health: Choosing and Living with Your CRM

27. Point to Point or “Coded” Slide 26 In Sickness and In Health: Choosing and Living with Your CRM Middleware Application Manual Import / Export

28. Integration Approach Selection Matrix Slide 27 Integration Type Metaphor Level of Customization Available Best Case Data Sync Open API Required Consulting Support Recommended Ongoing IT Support Recommended Point-to- point Steel Bridge High Two Way Yes Middle- ware Floating Bridge High Two Way Yes No Appli- cation Toll Bridge Low Two Way YesNo Manual Import / Export RaftLow One Way NoYesNo In Sickness and In Health: Choosing and Living with Your CRM

29. CRM Adoption/Growth Life cycle BECOMING A DATA-DRIVEN ORGANIZATION In Sickness and In Health: Choosing and Living with Your CRM Slide 28

30. Becoming a Data-Driven Organization Selecting a tool to match your data-driven strategies. When to modify your strategies to work with a tool vs. customizing a tool to work with your strategies? The difficulties of becoming data-driven: "habits" and buy-in, costs, technology options, time to implement, training. Setting measurable goals before taking action: fundraising, advocacy, outreach, etc. Knowing in advance what your tools can do to meet those goals The importance of good data. Avoiding "vanity" statistics. Wrap metrics around organizational mission. Consistently evaluating the measurements that you are using... Is a specific measurement working? Slide 29 In Sickness and In Health: Choosing and Living with Your CRM

31. CRM Adoption/Growth Life cycle MULTI-CHANNEL CRM INTEGRATION In Sickness and In Health: Choosing and Living with Your CRM Slide 30

32. Multichannel CRM Integration WEM: The concept of “Web experience management.” WEM in e-commerce and event management. Website access control based upon constituent data in your CRM. Engagement "scoring.” WEM integration with social media platforms: The difficulty of Facebook… Twitter, Instagram, Pinterest Customizing email content based upon constituent data in your CRM. The other side of the WEM puzzle: Chunking your content for multichannel use. Slide 31 In Sickness and In Health: Choosing and Living with Your CRM

33. CRM Adoption/Growth Life cycle ONGOING / CURATION In Sickness and In Health: Choosing and Living with Your CRM Slide 32

34. Stage 7: Ongoing / Curation Data Hygiene | Why Quality Trumps Quantity 1. Why does data quality matter? 2. How does your data “go bad”? 3. Developing good data standards Slide 33 In Sickness and In Health: Choosing and Living with Your CRM

35. Slide 34 In Sickness and In Health: Choosing and Living with Your CRM Case Study Before CRM integration Donations through PayPal, duplicate entry necessary Constituent interactions left in multiple data silos Passive website visitors led to limited engagement Limited social media usage After CRM integration Seamless integration between website, donations, and database Full 360 o view of constituent interactions in one database Integrated website leads to active engagement with mission Integrated social media presence

36. Slide 35 In Sickness and In Health: Choosing and Living with Your CRM Fully branded donation pages

37. Slide 36 In Sickness and In Health: Choosing and Living with Your CRM Volunteer sign up

38. Slide 37 In Sickness and In Health: Choosing and Living with Your CRM Program management and resource pages

39. Slide 38 In Sickness and In Health: Choosing and Living with Your CRM Newsletter sign up pages

40. Slide 39 In Sickness and In Health: Choosing and Living with Your CRM Event announcement and registration pages

41. Slide 40 In Sickness and In Health: Choosing and Living with Your CRM Dedicated area for constituent login

42. Slide 41 In Sickness and In Health: Choosing and Living with Your CRM

43. CRM Adoption/Growth Life cycle Q & A In Sickness and In Health: Choosing and Living with Your CRM Slide 42

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