Increasing Effectiveness Through CRM:                 A Case Study     Connecting Up Conference - 1 May 2012
“To make the greatest impact on society    requires first and foremost a great    organisation, not a single great program...
The Facts - NFPs     NFPs play a key but under-appreciated role in Australian      society     600,000 NFPs, 60,000 econ...
Training for NFPs    ff                                       Source: CU Summary Report of Nonprofit e-Business in Austral...
ASF – Who We Are     ASF was established in 2008 to act as a “circuit breaker” to this serious      problem. ASF is Austr...
ASF Milestones                           2008                                                 2009        Business model ...
The Problem                    Challenges     Data collected on Word document     Could not process more than 100 applic...
The Problem            Why ASF needed a CRM     Manage and automate the increasing volume of      scholarship application...
The Problem        Why ASF required an integrated                  system     Automate scholarships application assessmen...
The Solution         The Tools Used      The world’s           Used to manage                             relationships a...
The ASF Journey                                     Total Integration                                                     ...
The Solution          Implementation Process1. SugarCRM implementation: contact base,marketing tool, management tool of sc...
The Solution            Securing Scholarships Funding      Identify      Create                                   Negotiat...
The Solution     Scholarship Application & Assessment                                Applicant selects             Scholar...
The Solution           Scholarships Setup                      Applicant     Scholarship       selects        list on     ...
The Solution     Scholarships List on Website                          Applicant         Scholarship       selects        ...
The Solution     Application Online                                           Applicant                          Scholarsh...
The Solution     Scholarship Application Results                                             Applicant                    ...
The Solution     Campaign Tracking in SugarCRM19
The Results     Big increase in the scholarships                 offered20
The Results     The value of scholarships is rising faster         than the cost of providing them21
The Results                            Results     Enables increases in volume of scholarships offered     Lower staffing ...
The Results             Mind the Expectation Gap     Must have buy in from board, senior execs and staff     Demonstrate t...
Amy Lyden                        Chief Executive Officer                    Australian Scholarships Foundation            ...
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#CU12: Increasing effectiveness through CRM - Amy Lyden at Connecting up 2012

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The Australian Scholarships Foundation (ASF) recently implemented a CRM which incorporated an automated online scholarship application processing system. In this presentation, Amy will share ASF’s experience in evaluating what was needed, researching possible solutions, choosing and implementing the solution and examining the results.

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#CU12: Increasing effectiveness through CRM - Amy Lyden at Connecting up 2012

  1. 1. Increasing Effectiveness Through CRM: A Case Study Connecting Up Conference - 1 May 2012
  2. 2. “To make the greatest impact on society requires first and foremost a great organisation, not a single great program.” Jim Collins “Good to Great and the Social Sectors” 20052
  3. 3. The Facts - NFPs  NFPs play a key but under-appreciated role in Australian society  600,000 NFPs, 60,000 economically significant  $41B or 4.3% of GDP  Many NFPs simply do not have funds to develop staff  Many funders will not fund training and development  > 50% NFPs spend less than $4,000 pa on training  56% of NFPs train “as required” and most learn “on the job”  Some ppl work in the sector 10-20 years with little or no professional development Source: CU Summary Report of Nonprofit e-Business in Australia3 2011
  4. 4. Training for NFPs ff Source: CU Summary Report of Nonprofit e-Business in Australia 2011 Training and ASF Mission: Development To strengthen the overall effectiveness of the NFP Opportunities sector through training and development of the sector4
  5. 5. ASF – Who We Are  ASF was established in 2008 to act as a “circuit breaker” to this serious problem. ASF is Australia’s only organisation dedicated solely to providing scholarships to enable directors and managers of NFPs to enhance and improve their skills to increase the efficiency and effectiveness of their organisations.  Works with Education Providers including universities, private corporations and education/ training organisations.  Has facilitated over 900 scholarships - short executive management training programs, specialised mentoring services and post graduate university degrees & courses.  Low cost, near virtual model – rely heavily on its IT systems  For funders, our leveraged model means that for every $1 invested, $8 in scholarships is realised.5
  6. 6. ASF Milestones 2008 2009  Business model testing  CEO appointed  Six founding Partners  10 Education Partners  30 scholarships test marketing via 200 NFP  68,000 NFP participant email list participants email list  100 new scholarships offered, $450,000 value 2010 2011  20 Education Partners (12 Universities)  16 Education Partners (9 Universities)  600+ scholarships, $1.6 M value  220+ scholarships, $950,000 value  Launched first ever Fulbright Professional Scholarship in Non-Profit Leadership, sponsored  120,000 NFP participant email list by the Origin Foundation  3rd party (ie non ASF) scholarships promotion  Received and assessed nearly 1,000 applications started for one scholarship offering  IT project scoped and funded  New rebranding, website, integrated CRM and online application system completed; phase two  Secured $200,000 additional scholarships funding funded – total $135k from Origin Foundation  First-ever nation-wide scholarships database6 underway
  7. 7. The Problem Challenges  Data collected on Word document  Could not process more than 100 applications at once  Third party vendor for email marketing campaigns  Highly labour-intensive manual processes  Need to track funding opportunities7
  8. 8. The Problem Why ASF needed a CRM  Manage and automate the increasing volume of scholarship applications  Greater visibility into scholarships and applications management  Funding management and tracking opportunities  Central repository  Applicants and funders data capture and storage8
  9. 9. The Problem Why ASF required an integrated system  Automate scholarships application assessment  Reduce manual handling of information9
  10. 10. The Solution The Tools Used  The world’s Used to manage relationships and leading Open “sales” Source Commercial CRM  Web application Used to manage and for creating online assess scholarship dynamic websites applications for teaching and learning Provides the “Web  Open source Front end” of ASF content management system (CMS)10
  11. 11. The ASF Journey Total Integration Next version underway: Joomla + CRM + Moodle Integrate Applications •Integrated user profiles •Integrated applications Joomla Website •User managed scholarship and SugarCRM: organisation profiles managementComplexity • Opportunities • Scholarship Marketing • Scholarship Registration Moodle for Applications LeverageCRM Joomla Website SugarCRM: • Opportunities • Scholarship Marketing • Scholarship Registration Paper Applications Introduce CRM Joomla Website SugarCRM for Opportunities Paper Applications Joomla Website • Paper Applications • Spreadsheet Opportunity Management11 Time
  12. 12. The Solution Implementation Process1. SugarCRM implementation: contact base,marketing tool, management tool of scholarshipfunding and applications2. Joomla website integration to SugarCRM3. Moodle Learning Management System (LMS)implementation and integration with SugarCRM12
  13. 13. The Solution Securing Scholarships Funding Identify Create Negotiation Won Prospects Opportunity Create Create Organisation Scholarship Campaign Create Contact Created13
  14. 14. The Solution Scholarship Application & Assessment Applicant selects Scholarship list scholarship and on website registers Application Scholarship online assessment Contact set up Scholarship Scholarship set Application on Sugar against up Results update scholarship14
  15. 15. The Solution Scholarships Setup Applicant Scholarship selects list on scholarship website and registers Application Scholarship online assessment Contact set up Scholarship Scholarship on Sugar Application15 set up against Results update scholarship
  16. 16. The Solution Scholarships List on Website Applicant Scholarship selects list on scholarship website and registers Application Scholarship online assessment Contact set up Scholarship16 Scholarship on Sugar Application Results set up against scholarship update
  17. 17. The Solution Application Online Applicant Scholarship selects list on scholarship website and registers Application Scholarship online assessment Contact set up Scholarship Scholarship on Sugar Application set up against Results scholarship update17
  18. 18. The Solution Scholarship Application Results Applicant Scholarship selects list on scholarship website and registers Application Scholarship online assessment Contact set up Scholarship Scholarship on Sugar Application set up against Results scholarship update18
  19. 19. The Solution Campaign Tracking in SugarCRM19
  20. 20. The Results Big increase in the scholarships offered20
  21. 21. The Results The value of scholarships is rising faster than the cost of providing them21
  22. 22. The Results Results Enables increases in volume of scholarships offered Lower staffing and operating costs due to reduced processing costs More effective marketing and segmentation Greater visibility into scholarships and applications management Increase in confidence of scholarship funders22
  23. 23. The Results Mind the Expectation Gap Must have buy in from board, senior execs and staff Demonstrate the benefits of the CRM – time saved, costs, efficiencies Proper training for ALL Data migration Daily use Perfectionists BEWARE – just get started23
  24. 24. Amy Lyden Chief Executive Officer Australian Scholarships Foundation www.scholarships.org.au Tel: 1300 248 675 e: amy.lyden@scholarships.org.au twitter: scholarshipsNP www.facebook.com/Scholarships4NFPs Loaded Technologies – Mark Tallis - mark.tallis@loadedtech.com.au24 www.loadedtech.com.au
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