Presents

How to create meaningful
constituent relationships
December 3, 2013
The Connected Cause is a place for experts in the nonprofit
online space to share perspective, offer guidance and
promote ...
Today’s Experts

Jenn Smith
Vice President, Digital
Agency

Chris Goodman
SVP, Strategic Planning and
Marketing

For 17 ye...
About Heller Consulting & our expertise

17 Years Experience, 900 Clients, 1,800 projects
San Francisco, Chicago, Austin, ...
Let’s talk a little about great relationships…
 Make a great first
impression
 Be a good listener

 Keep in touch
 Tel...
What gets in the way of creating great
relationships?

Internal

Resources

External

Technology
It’s time to change our approach.
Isolated approach
• Siloed Systems
• Same constituents
in different systems
• Miscommunication,
missed opportunity,
poor r...
A better approach
• Step back from data
and systems
• Put your Constituents
at the center
• How do we want to
relate to ou...
The ideal approach
• Interactions and
initiatives are guided
by an overall
strategy

Online
Engagement

• Systems are alig...
Getting to the ideal approach

Plan
Define
goals

Get
buy-in

Match
tech &
resources
to goals
Define Goals
Internal

Relationship (outward)

Know your benchmarks

Understand how reaching your
goals serves your consti...
Make a plan
Internal

Relationship (outward)

What steps do you need to take
internally to be successful?

How frequently ...
Get buy-in
Internal

Relationship (outward)

Make sure everyone is on-board
with goals and plan.

Solicit feedback and opi...
Match tech & resources to goal
Internal

Relationship (outward)

A strong CRM makes it all easier;
know specifically what ...
Follow this cycle to keep building great relationships

Plan

Execute/
Test

Repeat!

Evaluate

Revise
Preview of Tomorrow’s Presentation
Tomorrow – Tools and Technology
• Components of integrated solutions that support
relationship-focused strategies
–
–
–
–
...
Questions
Further Reading
• The Connected Cause has several whitepapers available
that cover the topics of CRM and Softwar...
Tomorrow – Tools and Technology
**REMINDER**
Tomorrow at noon (central time) Chris Goodman of
2DIALOG will review integrat...
TheConnectedCause.com
@TheConnectCause

TheConnectedCause

Host: Bryan Giese - info@theConnectedCause.com

Jenn Smith
jsmi...
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How To Create Meaningful Constituent Relationships Webinar featuring 2Dialog and Heller Consulting - Part 1 - Relationship Centric Strategies

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Day 1 of the How To Create Meaningful Constituent Relationships Webinar featured Heller Consulting who spoke about creating strategies to help you deepen your nonprofits relationships with their constituents. Here's the full webinar, for your viewing pleasure: <a />video on Vimeo</a>

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  • Presenter: JennInternal: Relationships are built between a single supporter and a single organization. But each organization has multiple departments, goals, and tools often times with competing priorities.Internal challenges are NOT to be taken lightly. You can have all the technology in the world and can be blessed with generous resources, but if you are not communicating and cooperating internally, this WILL get in your way as you try to develop a relationship-centered approach for connecting with your supporters. Resources: Each department has limited people and resources and to accomplish their goals.Finding up-to-date information to create an organization-wide view of constituents (without pulling resources from each department) can be a challenge.Managers can become protective of resources and cooperation starts to fade.External: Communications from each department are all distributed across multiple channels – often with little coordination.Each channel may have it’s own lists, requirements, benchmarks and analytics and multiple departments use the same channels. Duplicate or misaligned messaging erodes constituent relationships.Channel communications are only getting more robust and numerous - Print and Direct Mail,Broadcast – TV, Radio, Internet,Websites and Mobile,Email,Social Networks. Managing these effectively helps you control your message and develop better relationships with your constituents. Technology:Isolated departments select their own tools and processes they need to complete their immediate tasksBest practices, processes and tools across departments quickly get out of syncConstituent relationships and communication and marketing strategies become weak, and available technology is not used to it’s capabilityOrganization wide initiatives must accommodate lowest common denominator strategies that can be implemented across all departments with minimal issues
  • How To Create Meaningful Constituent Relationships Webinar featuring 2Dialog and Heller Consulting - Part 1 - Relationship Centric Strategies

    1. 1. Presents How to create meaningful constituent relationships December 3, 2013
    2. 2. The Connected Cause is a place for experts in the nonprofit online space to share perspective, offer guidance and promote best practices for using today’s technology effectively. Our goal is to provide a comprehensive source of collaborative thought leadership for the nonprofit industry. TheConnectedCause.com @TheConnectCause TheConnectedCause
    3. 3. Today’s Experts Jenn Smith Vice President, Digital Agency Chris Goodman SVP, Strategic Planning and Marketing For 17 years Heller Consulting has focused exclusively on building technical and strategic solutions for nonprofits to connect their systems, team, and community. With 40 years nonprofit technology experience, the 2DIALOG solution holistically supports the multichannel needs of nonprofit organizations to help improve the fundraising experience. TeamHeller.com 2Dialog.com
    4. 4. About Heller Consulting & our expertise 17 Years Experience, 900 Clients, 1,800 projects San Francisco, Chicago, Austin, 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
    5. 5. Let’s talk a little about great relationships…  Make a great first impression  Be a good listener  Keep in touch  Tell the truth  Exchange great stories  Ask for help and return the favor
    6. 6. What gets in the way of creating great relationships? Internal Resources External Technology
    7. 7. It’s time to change our approach.
    8. 8. Isolated approach • Siloed Systems • Same constituents in different systems • Miscommunication, missed opportunity, poor relationships
    9. 9. A better approach • Step back from data and systems • Put your Constituents at the center • How do we want to relate to our constituents and staff? • How do we want them to relate to us? • How can we do more together?
    10. 10. The ideal approach • Interactions and initiatives are guided by an overall strategy Online Engagement • Systems are aligned, one record per constituent Donor Mission • Each effort within the strategy is related to and influenced by the other parts
    11. 11. Getting to the ideal approach Plan Define goals Get buy-in Match tech & resources to goals
    12. 12. Define Goals Internal Relationship (outward) Know your benchmarks Understand how reaching your goals serves your constituents Define your KPI’s Know how you’ll continue to engage and build a relationship after a goal is met Understand how to measure against those KPI’s Articulate less measurable, but relationship-centered goals Think beyond obvious goals (10,000 new fans on Facebook)! Ask why.
    13. 13. Make a plan Internal Relationship (outward) What steps do you need to take internally to be successful? How frequently will you engage with your constituents? On what channels? Identify your obstacles and how you can address them. What value will you offer to your constituents? How will you help them? Think all the way to the end: What happens when you are successful? Know specifically how to ask them for help, input, etc. Once you’ve gathered data, what will you do with it, how will it change your approach? Understand how your organization can leverage data to better build these relationships.
    14. 14. Get buy-in Internal Relationship (outward) Make sure everyone is on-board with goals and plan. Solicit feedback and opinions – even for something “beta”. Establish and set realistic expectations for success. Communicate your vision and goals and how to be involved. Openly communicate with leadership and staff the vision, goals and plan. Accept feedback. Listen! But don’t get too distracted by what people say they want. KIT Forever! Keep communication open through all phases of the work – not just beginning and end.
    15. 15. Match tech & resources to goal Internal Relationship (outward) A strong CRM makes it all easier; know specifically what you want/need to get out of your data to reach your goals. Know where your constituents already are and communicate via chosen methods/channels Worth repeating: Work towards integrated data to avoid silos. Keep it personal – find the tools that will allow you the most flexibility/efficiency in terms of connecting with your constituents Determine how new solutions can help with goals, not now to just implement new solutions Understand how goals can be achieved with technology vs. content, marketing or communications You don’t have to be everywhere or do everything – choose, and make your choices based on data Allow resources to shift as your constituents change
    16. 16. Follow this cycle to keep building great relationships Plan Execute/ Test Repeat! Evaluate Revise
    17. 17. Preview of Tomorrow’s Presentation
    18. 18. Tomorrow – Tools and Technology • Components of integrated solutions that support relationship-focused strategies – – – – – – – – – CRM Ecommunications Integrated Payment Gateways Peer-to-peer fundraising Advocacy Events Dynamic Content Reference code tracking and analytics Segmentation
    19. 19. Questions Further Reading • The Connected Cause has several whitepapers available that cover the topics of CRM and Software Solutions written by Heller Consulting and Idealware.org Heller Consulting Heller Consulting Heller Consulting Idealware.org Integrated Suites For Nonprofits The New World of Donor Management Apps for Nonprofits Insights into CRM for Nonprofits A Consumers Guide to Donor Management Systems
    20. 20. Tomorrow – Tools and Technology **REMINDER** Tomorrow at noon (central time) Chris Goodman of 2DIALOG will review integrated technology solutions that will best support your relationshipfocused strategies.
    21. 21. TheConnectedCause.com @TheConnectCause TheConnectedCause Host: Bryan Giese - info@theConnectedCause.com Jenn Smith jsmith@TeamHeller.com Chris Goodman cgoodman@2DIALOG.com
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