CRMready Webinar Series - Part 1 - CRM: What It Is, Why It’s Important and How to Make the Case for It at Your Nonprofit
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The document provides an overview of customer relationship management (CRM) specifically tailored for nonprofits, discussing its importance, implementation challenges, and benefits. It emphasizes the need for nonprofits to adopt CRM strategies to enhance engagement, improve operational efficiency, and better serve constituents. The document outlines key steps and considerations for organizations to successfully implement CRM initiatives, including stakeholder involvement and strategic planning.
CRMready Webinar Series - Part 1 - CRM: What It Is, Why It’s Important and How to Make the Case for It at Your Nonprofit
- 1. Brought to you by Please join the conversation in our discussion group http://linkd.in/173ZPGw
- 2. CRM: What It Is, Why It’s Important and How to Make the Case for It at Your Nonprofit Webinar 1 - April 17, 2013
- 3. 16 Years Experience, 900 Clients, 1,800 projects San Francisco, Chicago, New York, Boston 20+ Salesforce.com-certified, 6+ PMP Certified Staff Exclusively Serving Nonprofits TeamHeller.com Connecting your systems • • • CRM planning and software selection Systems Implementation Optimizing your current software Connecting your team • • • Bringing people and process together Change management solutions Team configuration and training Connecting your community • • • Social Media strategy Building online communities Activating supporters
- 4. We share information about how nonprofits are using CRM to connect with their supporters and deliver on their mission. TheConnectedCause.com Idealist Consulting is dedicated to providing organizations with advanced technical solutions that help them run more effectively. IdealistConsulting.com Helping nonprofits make smart software decisions. An authoritative guide to the software that allows U.S. nonprofits to be more effective. Idealware.org
- 5. Webinar 1 Today we will cover: • What CRM is, and what it can mean to nonprofits • How to understand and organize your CRM needs • The benefits of a well-planned CRM strategy • How to build a business case in support of CRM at your organization • How to get your organization’s and board’s buy-in for a CRM initiative
- 6. What is CRM?
- 7. Insights into CRM for Nonprofits How nonprofits are approaching Constituent Relationship Management (CRM) to overcome challenges and meet their goals • The challenges nonprofits are facing in implementing a CRM strategy or system • How nonprofits believe CRM will help in strategic areas • Top advice from nonprofits on moving toward a CRM initiative
- 8. The Project and Participants • Why ─ Understand enterprise NPO’s perception of, and progress with, CRM • How ─ Structured interviews with execs • Who ─ CIOs, CDOs, COOs, CMOs • Where ─ 30 NPOs • Results ─ paper, articles, blog posts • • • • • • • • • • • • • • • • • • • • • • • • Alzheimer’s Association National Office Alzheimer’s Association National Office American Heart Association American Lung Association Children’s Miracle Network Hospitals Church World Service Conservation International Doctors Without Borders Environmental Defense Fund Feeding America International Rescue Committee Jewish National Fund JDRF The Leukemia and Lymphoma Society March of Dimes Mothers Against Drunk Driving The National Multiple Sclerosis Society National Park Foundation National Urban League Oxfam America PETA Foundation Smile Train U.S. Olympic Committee WWF-Canada
- 9. What is your organization’s definition of CRM? • CRM as a Software System (~1/2) — A database and related business processes • CRM as Customer Service (~1/3) — A focus on constituent service and managing relationships • CRM as a Strategy (~half-dozen) — An active strategy for cultivating, engaging with and expanding constituent communities
- 10. Heller’s Perspective on CRM • Starts with Strategy – A pro-active relationship with the WHOLE Constituent • The CRM System – Software(s) Environment • CRM • CMS (blurring) • Point Solutions • Financials / GL – Business Processes – Integrations – BI / Data Warehouse • User Ownership – Buy In, Participation, Training
- 11. Benefits Summary
- 12. CRM: What is it? Engagement Sophistication Re-actively meeting the requests of constituents for information and services. A single piece of software that holds all data and manages all business practices. Service Software Strategy System Solution Sophistication Pro-actively engaging constituents where they already reside to expand the delivery of the organization’s mission. Multiple pieces of software working in coordination with business practices to manage information and meet needs.
- 13. Data Silos
- 14. CRM as Customer Service Strategy Re-actively meeting the requests of constituents for information and/or services. • Interactions driven by the constituent • Organization only engages with those constituents who initiate contact • Organization has limited influence from passive position • Typically involves fewer organization staff, those charged with responding Systems – CRM as Software A single piece of software that holds all data and manages all business practices. • The most common definition that springs to mind for most people. • The much-desired “silver bullet” • Possible for only the smallest or simplest organizations, or those for whom specialized niche software has been specifically developed • Not realistic for most organizations. A myth to be debunked
- 16. CRM as Strategy Strategy Pro-actively engaging constituents where they already “reside / congregate ” to expand the reach and delivery of the organization’s mission. • Interactions initiated and driven by both the constituents and the organization. • Organization engages with broad number and type of constituents. • Organization can be more adaptive, responsive and accurate with engagement. • Can involve more organization staff, each engaged in pro-active outreach appropriate for their responsibility • Require planning, communication and coordination within the organization. • More fully engages both internal staff and external constituents in expanding the impact of the organization’s mission.
- 17. Heller’s Vision of CRM Constituent Engagement Strategy ─ Inspires, guides and sets requirements for a client’s CRM needs Online Engagement Donor Mission Data Integration Internal Communication Workflow & Business Practices Business Intelligence
- 18. The CRM Environment Systems – CRM as a System Multiple pieces of software working in coordination with business practices to manage information and meet key business needs. Includes integrations, business intelligence tools and data warehouse solutions. • The most likely mid- and long-term configuration for most organizations. • Allows for changes in solutions and/or the organization’s strategies over time. • Requires upfront planning and ongoing attention. • Rewards with flexibility and power.
- 19. CRM Slices – A 360 Degree View Each Slice represents: Mission Beneficiary Direct Mail & Email Major Ind & Institutional Gifts Program Delivery Online Advocacy, Giving, P2P Our Team – IT, HR Social – Facebook, Twitter, Networks • A Constituency • A Department or Business Need • A Group of Users Observations: • Constituents cross slices • Users access different slices • Department needs similar • Business functions similar
- 20. A Successful CRM System Supports… Big picture: Mission, Goals & Measurement Improving: Analysis, Learning, Re-tooling Tactics: Who are you working with? What are you doing? Reporting: Doing Your Work: Intuitive, Supportive What Worked, What Didn’t Recording Results: Efficient, Accurate
- 21. Heller’s Vision of CRM Constituent Engagement Strategy ─ Inspires, guides and sets requirements for a client’s CRM needs Online Engagement Donor Mission Data Integration Internal Communication Workflow & Business Practices Business Intelligence
- 22. Benefits of CRM?
- 23. Benefits of CRM: Engaging Your Constituents • 360 Degree View • Treating each person as a “whole person” • A fuller understanding of how they relate to you • A deeper relationship – opening pathways • Communications • Reaching the right people with the right message through the right channel
- 24. Benefits of CRM: Information • A Completerer (sic) Picture • Of Individuals • Overall • Democratizing the Database • Reports for Everyone • Access for All • Access from Anywhere (SaaS, Remote)
- 25. Benefits of CRM • Organizational Efficiency • Fewer Silos / More Efficiency • Fewer Databases, Spreadsheets and Softwares (sic-er) • Better Business Practices • Improved • Standardized • Documented • Working Together • In a similar fashion • Using the same tools • With the same constituents • Toward the same goals!
- 26. Benefits of CRM • IT Gains • TCO - Total Cost of Ownership – Hardware • Lowered & Easier Support Needs • Supporting Your Future • Building Relationships • Innovation • Grows With You
- 27. Making The Case For CRM
- 28. Determining the Need for CRM • Who will use the system? • What constituents will they interact with? • What are they (you!) trying to achieve?
- 29. Articulating the CRM Opportunity Translating General Benefits to Your Organization • How does having a single system support: • Constituents ― better service • Users ― 360-degree view • Information – Reports, Dashboards, BI • IT ― single system to support • Strategy – more of your mission delivered more effectively
- 30. Missing the CRM Opportunity • What happens if you DON’T move towards CRM? • How’s it look in 1 year, 3 years, 5 years, 10 years if you keep your current strategies and systems? • What are comparable (and competing) nonprofits doing? • How are your Programs & Services (and Constituents) impacted by staying with the current approach?
- 31. Taking an Inventory • Strategies • What’s working? What’s not? • Plans, Aspirations & Roadblocks • Systems • What have you got? How’s it serving you? Your constituents? • Ranking - Greatest pain. Greatest opportunity. • Processes • What’s working? Biggest bottlenecks? • People • Aspirations, Concerns, Appetite for Change • Communication, Cooperation, Unity
- 33. Management Leadership • Vision – Developing, Articulating, Maintaining • Vision & Strategy must guide the project • Resources – Prioritizing & Allocating • Stakeholder time to plan • Staff & Management time to implement • Money • Communication & Encouragement • The going will get tough…
- 34. Staff & Users • WHY • User Adoption is the PRIMARY INDICATOR of success • The power and value of CRM is in how Staff & Users engage with CRM, and thereby with Constituents • HOW • Involve people early – Ideas, Concerns, Commitment • Benefits – at the vision level, but also at the day-to-day functional level • However, be honest about challenges and time commitments and compromises • Design, Test, Implement, Maintain
- 35. Getting the Board on Board • WHY • Funding, long term vision • HOW • Articulating the Vision & Benefits • Presentations – big picture • Enlist a Champion
- 37. Why Now? – Looking Back Many Nonprofits share this timeline… • Late 90’s / Early 00’s – current core systems established • Early 00’s – Rise of the Internet & Email – silos! • Mid 00’s – Many systems + evidence of what works = time to consolidate to CRM. • But, tech newer so expensive & riskier & less rich • Late 00’s – the economy… lockdown, no changes
- 38. Now Drivers Economic stabilization + Old systems got older + Tech has improved & lowered in price + Competition is on the move = Time to revive the CRM Vision Most orgs are planning (or planning on planning…) Some orgs out ahead – implementing, even refining
- 39. Looking Forward • Constituent expectations are rising • Service – “Treat me as a whole person” • It’s a demand, and an opportunity. • Social Investment • Transparency • Impact (Outcomes Measurement) • Competition is Increasing • Tech changes are driving relationships (Social, then ?) • More Channels = More Silos or CRM!
- 40. Next Steps • Attend the next two webinars • Join our LinkedIn Group to ask questions • Subscribe to The Connected Cause • Use the CRM Readiness and Business Intelligence Worksheets CRM Worksheet Business Intelligence Worksheet FREE CRM Readiness Assessment • Take advantage of the Free CRM Readiness Assessment (Details will be in your inbox) • Don’t do nothing
- 41. Links and Resources • Get CRMready Series • • LinkedIn Group • • Business Intelligence Worksheet FREE CRM Readiness Assessment • http://bit.ly/100FsUn Business Intelligence Worksheet • • TheConnectedCause.com CRM Readiness Worksheet • CRM Worksheet http://linkd.in/173ZPGw The Connected Cause Site • • TheConnectedCause.com/getCRMready/ http://bit.ly/14wSiT6 Call us now to schedule your FREE CRM Readiness Assessment 800-794-0774
- 42. ADDED BONUS FREE CRM Readiness Assessment As an added bonus for attending all three webinars in the Get CRMready series, we’ll help your team take the next step with a FREE one-hour CRM planning session with our team of nonprofit CRM experts. In your personalized one-hour consultation we’ll: • • • • • Consider your systems and how (if!) they meet your strategic objectives Discuss your key business processes, and how they may impact successful adoption of CRM Investigate your organization’s readiness for change, and how to get prepared Explain the most common timelines and approaches to CRM implementation Discuss commonly required resources, including budgets and staff time & skills From the consultation, your CRM Readiness Assessment Report will include: • • • • • • High-level CRM Design articulating your current systems environment, a suggested CRM Systems Map to aim at, and an example of a phased approach to getting there Overview of your processes, outlining what works well and what should be addressed first Realistic estimates of what you can expect to pay and what staff roles and time you’ll want to commit for optimum success Suggested timeline should you plan to move forward Step-by-step outline of how to prepare your organization for change List of next steps for your organization Call us now to schedule your FREE assessment 800-794-0774