What I've Learned About Non-Profit CRMs

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The presentation I gave to the Baltimore Tech & Social Change meetup on March 7, 2013.

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What I've Learned About Non-Profit CRMs

  1. 1. What I’ve learned about CRMs for non-profits (abridged edition!) Ryan W. Ozimek March 7, 2013 Tech & Social Change Baltimore Meetup @PICnetFriday, March 8, 2013
  2. 2. Everyone caffeinated? @PICnetFriday, March 8, 2013
  3. 3. Thanks to all 3 of you for attending @PICnetFriday, March 8, 2013
  4. 4. Barely made it out of DC @PICnetFriday, March 8, 2013
  5. 5. Who am I? @PICnetFriday, March 8, 2013
  6. 6. Hi, I’m a CEO. Word. @PICnetFriday, March 8, 2013
  7. 7. Our crew @PICnetFriday, March 8, 2013
  8. 8. Websites @PICnetFriday, March 8, 2013
  9. 9. Engagement tools @PICnetFriday, March 8, 2013
  10. 10. Mass email services @PICnetFriday, March 8, 2013
  11. 11. Who’s in the audience? @PICnetFriday, March 8, 2013
  12. 12. Accidental techies rule @PICnetFriday, March 8, 2013
  13. 13. A few public service announcements @PICnetFriday, March 8, 2013
  14. 14. This won’t be a stats course... @PICnetFriday, March 8, 2013
  15. 15. ...but we can get really geeky. @PICnetFriday, March 8, 2013
  16. 16. I do not work for Salesforce.com @PICnetFriday, March 8, 2013
  17. 17. I’m on a mission to save your sanity @PICnetFriday, March 8, 2013
  18. 18. Welcome to data therapy @PICnetFriday, March 8, 2013
  19. 19. I’m unabashedly super biased @PICnetFriday, March 8, 2013
  20. 20. 5 ways I’m very biased • open source evangelist • open data, open data schemas supporter • less is more (especially in the tech world) • accidental techies rule • make it affordable or talk to someone else @PICnetFriday, March 8, 2013
  21. 21. One more important thing before we start @PICnetFriday, March 8, 2013
  22. 22. The ladder of engagement @PICnetFriday, March 8, 2013
  23. 23. 5 step ladder of engagement • Happy bystanders (Listen) • Spreaders (Share) • Donors (Money) • Evangelists (Solicit) • Instigators (Create) Thanks to Beth Kanter! @PICnetFriday, March 8, 2013
  24. 24. Agenda (to be hacked by you!) • What’s a CRM? • Why hop onto the CRM bandwagon? • What to look for in today’s CRM options? • How to get started? • CRM options to consider? • A tour of a CRM tool • Beyond the CRM @PICnetFriday, March 8, 2013
  25. 25. Agenda (to be hacked by you!) • What’s a CRM? • Why hop onto the CRM bandwagon? • What to look for in today’s CRM options? • How to get started? • CRM options to consider? • A tour of a CRM tool • Beyond the CRM @PICnetFriday, March 8, 2013
  26. 26. A short story... by me @PICnetFriday, March 8, 2013
  27. 27. A short story • We wanted to provide a fuller online communication solutions for our organizations • from attracting new donors on websites • to executive reporting on iPads @PICnetFriday, March 8, 2013
  28. 28. A short story • Diverse organizations meant we needed a robust service offering • Advocacy groups • Social service organizations • Associations • Religious groups • Socially responsible businesses @PICnetFriday, March 8, 2013
  29. 29. A short story • Diversity of services needed • petitions • write your representatives • online donations • event registrations • volunteer sign-up • ...more! @PICnetFriday, March 8, 2013
  30. 30. Wouldn’t it be nice to have a 360˚ of all this data? @PICnetFriday, March 8, 2013
  31. 31. What to do? @PICnetFriday, March 8, 2013
  32. 32. CRM! @PICnetFriday, March 8, 2013
  33. 33. What is a CRM? @PICnetFriday, March 8, 2013
  34. 34. What does CRM abbreviate? • Customer relationship management • Constituent relationship management @PICnetFriday, March 8, 2013
  35. 35. What does a CRM provide? • Safe harbor for your most precious data • Smart, organized data structure • Workflow and process management • Business intelligence and reporting • Dashboards and key performance indicators @PICnetFriday, March 8, 2013
  36. 36. Agenda • What’s a CRM? • Why hop onto the CRM bandwagon? • What to look for in today’s CRM options? • How to get started? • CRM options to consider? • A tour of a CRM tool • Beyond the CRM @PICnetFriday, March 8, 2013
  37. 37. Losing data and silos @PICnetFriday, March 8, 2013
  38. 38. Avoid the data silos • Email marketing • CRM • Fundraising service • Spreadsheets • Outlook email • Someone’s yellow stickies @PICnetFriday, March 8, 2013
  39. 39. 360-degree view of supporters @PICnetFriday, March 8, 2013
  40. 40. Access from everywhere @PICnetFriday, March 8, 2013
  41. 41. Agenda • What’s a CRM? • Why hop onto the CRM bandwagon? • What to look for in CRM options? • How to get started? • CRM options to consider? • A tour of a CRM tool • Beyond the CRM @PICnetFriday, March 8, 2013
  42. 42. How is it hosted? • local in your offices • on a server somewhere • in the proverbial cloud @PICnetFriday, March 8, 2013
  43. 43. How can you extend it? • Applications • Developer community • User community @PICnetFriday, March 8, 2013
  44. 44. Built/customized for NPOs? @PICnetFriday, March 8, 2013
  45. 45. Integration opportunities? • email services • donation processing • event registrations • auction management • volunteer management • ...??? @PICnetFriday, March 8, 2013
  46. 46. Agenda • What’s a CRM? • Why hop onto the CRM bandwagon? • What to look for in today’s CRM options? • How to get started? • CRM options to consider? • A tour of a CRM tool • Beyond the CRM @PICnetFriday, March 8, 2013
  47. 47. Take inventory @PICnetFriday, March 8, 2013
  48. 48. Think about data needs • fundraising • advocacy • membership • case management • grants • ...?? @PICnetFriday, March 8, 2013
  49. 49. Find a consulting buddy @PICnetFriday, March 8, 2013
  50. 50. Agenda • What’s a CRM? • Why hop onto the CRM bandwagon? • What to look for in today’s CRM options? • How to get started? • CRM options to consider? • A tour of a CRM tool • Beyond the CRM @PICnetFriday, March 8, 2013
  51. 51. Lots of CRM options @PICnetFriday, March 8, 2013
  52. 52. Salesforce @PICnetFriday, March 8, 2013
  53. 53. SugarCRM @PICnetFriday, March 8, 2013
  54. 54. NetSuite @PICnetFriday, March 8, 2013
  55. 55. Salsa @PICnetFriday, March 8, 2013
  56. 56. CiviCRM @PICnetFriday, March 8, 2013
  57. 57. NationBuilder @PICnetFriday, March 8, 2013
  58. 58. Agenda • What’s a CRM? • Why hop onto the CRM bandwagon? • What to look for in today’s CRM options? • How to get started? • CRM options to consider? • A tour of a CRM tool • Beyond the CRM @PICnetFriday, March 8, 2013
  59. 59. Agenda • What’s a CRM? • Why hop onto the CRM bandwagon? • What to look for in today’s CRM options? • How to get started? • CRM options to consider? • A tour of a CRM tool • Beyond the CRM @PICnetFriday, March 8, 2013
  60. 60. How does this fit in my business? @PICnetFriday, March 8, 2013
  61. 61. Avoid the data silos • How to avoid the data silos? • Use tools that build bridges with open data models and open source code @PICnetFriday, March 8, 2013
  62. 62. Bridge builders @PICnetFriday, March 8, 2013
  63. 63. What’s happening here? • Lots of data entry • Task creation and management • Workflows and automation • Decision making tools • Metrics for success @PICnetFriday, March 8, 2013
  64. 64. The CRM is just one part • We need to be thinking of the big picture • As organizations, we set vision, goals, metrics... • ...but we need ways to measure our success • CRM! • We want decision makers to be able to make decisions based on data...in real-time! @PICnetFriday, March 8, 2013
  65. 65. Wouldn’t it be nice... @PICnetFriday, March 8, 2013
  66. 66. A potential tool for the job @PICnetFriday, March 8, 2013
  67. 67. What is Salesforce.com? • Started off as salesforce automation • Multi-tenant service • Strong workflow functionalities • Began allowing for custom objects (tables) • “Database in the sky” (database.com) • API heaven @PICnetFriday, March 8, 2013
  68. 68. Super quick tour @PICnetFriday, March 8, 2013
  69. 69. Super quick tour @PICnetFriday, March 8, 2013
  70. 70. Super quick tour @PICnetFriday, March 8, 2013
  71. 71. Super quick tour @PICnetFriday, March 8, 2013
  72. 72. Super quick tour @PICnetFriday, March 8, 2013
  73. 73. Super quick tour @PICnetFriday, March 8, 2013
  74. 74. Super quick tour @PICnetFriday, March 8, 2013
  75. 75. Let’s get this out in the air • Definitely not open source • Lots of other competing services • “Free” as in “free kittens” @PICnetFriday, March 8, 2013
  76. 76. But the big upside • 100% cloud-based architecture, multi-tenant • Follows best practices • Well-supported code base • Open APIs • Started with a non-profit foundation @PICnetFriday, March 8, 2013
  77. 77. Getting intelligence • Good data in • Setting goals • Setting metrics to meet goals • Building reports • Displaying dashboards @PICnetFriday, March 8, 2013
  78. 78. Good user stories for CRM • Financial transactions • Event registration • Form building • Business intelligence • Reporting • Dashboards @PICnetFriday, March 8, 2013
  79. 79. Wrap it all together with an example, por favor @PICnetFriday, March 8, 2013
  80. 80. Providing multiple on-ramps @PICnetFriday, March 8, 2013
  81. 81. Providing multiple on-ramps • New organization started in Sept 2011 • Sponsored by Auburn Seminary in NYC • “To combat hate and build love in response to violence against Muslim and Sikh Americans.” • “We provide avenues for people of all faiths and walks of life to take strategic social action around shared moral imperatives.” • Needed to hit the ground running @PICnetFriday, March 8, 2013
  82. 82. Providing multiple on-ramps @PICnetFriday, March 8, 2013
  83. 83. Providing multiple on-ramps @PICnetFriday, March 8, 2013
  84. 84. Providing multiple on-ramps @PICnetFriday, March 8, 2013
  85. 85. Providing multiple on-ramps @PICnetFriday, March 8, 2013
  86. 86. Providing multiple on-ramps @PICnetFriday, March 8, 2013
  87. 87. Providing multiple on-ramps @PICnetFriday, March 8, 2013
  88. 88. Providing multiple on-ramps @PICnetFriday, March 8, 2013
  89. 89. Top 5 results for Groundswell • Organization starts on Sept 11, 2011 with 20,000 supporters • Doubles to 40,000 supporters in 2 months • Receives 25,000-35,000 petition actions/month • On pace for 100,000 supporters by year’s end • 5x increase in potential donor pool in just 1.5 years based solely on ladder of engagement principles @PICnetFriday, March 8, 2013
  90. 90. The path... • Compelling story (motivation) • Sign the petition (action) • Give money (financial contribution) • Social networking (sharing) @PICnetFriday, March 8, 2013
  91. 91. Bringing all the tools together • CRM tools like Salesforce, example case • donor gives online • real-time transaction • data stored directly into system • email response auto-generated • drip marketing depending on cycle of donor begins @PICnetFriday, March 8, 2013
  92. 92. Bringing all the tools together • different call to action made on thank you page • pre-built reports show real-time data • dashboard available • scoring and rewards for fundraisers • share the donation online, have donor get more donors • the virtuous cycle continues! @PICnetFriday, March 8, 2013
  93. 93. The End? @PICnetFriday, March 8, 2013
  94. 94. My core technology value > @PICnetFriday, March 8, 2013
  95. 95. Thank you amigos! @PICnetFriday, March 8, 2013
  96. 96. Contact me for more info Ryan Ozimek PICnet Twitter: @cozimek cozimek@picnet.net @PICnetFriday, March 8, 2013

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