1. Harness the Power of Your Data with CRM
June 24, 2010
Sponsored by
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4. Harness the Power of Your Data with CRM
Sponsored by
Presenter: Dean Graham, NPower Pennsylvania

5. Today’s Speakers Dean Graham Kami Griffiths
NPower Pennsylvania
Kami Griffiths
TechSoup
Assisting with chat questions: Becky Wiegand & Stephanie Parker, TechSoup

6. Agenda What is CRM The benefits What to include Examples
Getting started
Choosing a tool
Utilizing the database
Q&A
Key points:
NOT a technology session: focus on process 6

7. the better the story you can tell…
The better your data,
the better the story you can tell…
Alex’s Lemonade… 7

8. CRM
Constituent
Relationship
Management

9. Constituent Not just donors… Board Members Volunteers Funders Clients
Staff
Media
Stakeholders

10. How important is this person to you?
A person who volunteered for your organization once?
Someone who gave a one time donation of $50?
Attends a lecture your organization sponsored?
A client of one of your service programs?
What if this is all the same person?

11. Relationship Relationships are built on shared experience
Recognizing and leveraging past interactions

12. Build on what you did together
Who talked to that donor last? What did they talk about? What does your donor care about?

13. Management How do we capture these relationships?
How many have a “data entry” person?
Do they have the relationship?
Move to a decentralized data entry model

14. 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 14

15. Coin of the Realm Relationships are our most important assets
Clients
Board members
Volunteers
Staff
Stakeholders
Who owns the relationship?

16. The Traveling Development Director
Move from Organization to Organization
Loss of institutional knowledge
Ownership of the relationship

17. Building Relationships!
The Engagement Ladder
We want to move our constituents up the engagement ladder. How do we do this?
High
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
Building Relationships!
Low

18. 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 18

19. 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

20. Silo Approach Accounting Excel info Web Site Intranet
How can I really leverage this information?
Silo Approach
Web Site
Intranet
Excel info
Access Database
Accounting 20

21. 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

22. Examples

23. 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

24. LEAD! Build Buy-in 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

25. 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. 25

26. Collect Requirements Inputs Outputs Business processes Intakes, forms
Reports, deliverables
Business processes
Understand when, who and how

27. 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
Track what you do
Track what you want to do
Track everything you can think of

28. Choosing the right system
Features
Cost
Ease of Use
Flexibility
Ease of Implementation
Sustainability
Data Integration
Using a Partner

29. 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

30. 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, , meetings, requests for information, Donations 30

31. 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
Meetings
Interactions
Provide real time information
reporting and dashboards

32. Don’t Stop Defend the truth
Data quality
System suitability
Create “Data Entry Standards” documentation

33. 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!

34. Warning! Creating a CRM system, even if done well is: Long
Requires a large amount staff time
Intrusive to Organization’s Operations

35. Questions?
Submit your questions using the chat box.

36. Continue the Discussion…
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38. Upcoming Webinars 10 Social Media Tips & Secrets
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40. Thank you. Please complete the post event survey
Thank you! Please complete the post event survey! Kami Griffiths,