Spreadsheets to CRM - Graham

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Moving your organization from spreadsheets to CRM and what that means

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Spreadsheets to CRM - Graham

  1. 1. From Spreadsheets to CRM<br />How to Accomplish a Successful Organizational Transformation to CRM and What that Means<br />#10ntc.crm<br />
  2. 2. Introductions<br />
  3. 3. Npower’sMission<br />To inspire and empower nonprofits to use technology to better serve their communities.<br />Who is NPower PA? <br />
  4. 4. Seattle<br />Since 1999<br />Portland<br />Colorado<br />Texas<br />Arizona<br />Atlanta<br />NY<br />Michigan<br />PA<br />Since 2003<br />Indiana<br />DC<br />Charlotte<br />LA<br />Our Network<br />Who is NPower PA?<br />
  5. 5. Evaluation Code: 163How Was this Session?<br />Call In<br />Text<br />Online<br />Call 404.939.4909<br />Enter Code 163<br />Text 163 to 69866<br />Visit nten.org/ntc-eval<br />Enter Code 163<br />Session feedback powered by:<br />Tell Us and You Could Win a Free 2011 NTC Registration!<br />
  6. 6. Agenda<br />Define CRM<br />Benefits of CRM<br />Process of getting CRM<br />Before<br />During<br />After<br />
  7. 7. The better your data,<br />the better the story you can tell…<br />
  8. 8. Warning!<br />Creating a CRM system even if done well is:<br />Long<br />Requires a large amount staff time<br />Intrusive to Organizations Operations<br />
  9. 9. Wikipedia Definition<br />Customer relationship management is a broadly recognized, widely-implemented strategy for managing and nurturing a company’s interactions with clients and sales prospects. It involves using technology to organize, automate, and synchronize business processes—principally sales activities, but also those for marketing, customer service, and technical support. The overall goals are to find, attract, and win new clients, nurture and retain those the company already has, entice former clients back into the fold, and reduce the costs of marketing and client service. [1] Once simply a label for a category of software tools, today, it generally denotes a company-wide business strategy embracing all client-facing departments and even beyond. When an implementation is effective, people, processes, and technology work in synergy to increase profitability, and reduce operational costs<br />
  10. 10. CRM<br />Constituent<br />Relationship<br />Management<br />
  11. 11. Constituent<br />Its not just donors…<br />Board Members<br />Volunteers<br />Funders<br />Clients<br />Staff<br />Media<br />Stakeholders<br />
  12. 12. How import is this person to you?<br />A person who volunteered for you organization once?<br />Someone who gave a one time donation of $50.00?<br />Attends a lecture your organization sponsored?<br />A client of one of your service programs?<br />What if this is all the same person?<br />
  13. 13. Relationship<br />Relationships are built on shared experience<br />Recognizing and leveraging past interactions<br />
  14. 14. Build on what you did together<br />Who talked to that donor last? What did they talk about? What does your donor care about?<br />
  15. 15. Management<br />How do we capture these relationships?<br />How many have a “data entry” person?<br />Do they have the relationship?<br />Move to a decentralized data entry model<br />
  16. 16. What is CRM?<br />A database<br />A tool for managing service delivery<br />A way to document the work you do<br />Support system for relationship building<br />An organizational approach to doing business<br />
  17. 17. The Attention Competition<br />
  18. 18. Coin of the Realm<br />Relationships are our most important assets <br />Clients<br />Board members<br />Volunteers<br />Staff<br />Stakeholders<br />Who owns the relationship?<br />
  19. 19. The Traveling Development Director<br />Move from Organization to Organization<br />Loss of institutional knowledge<br />Ownership of the relationship<br />
  20. 20. We want to move our constituents up the engagement ladder. How do we do this?<br />Recruit friends/family<br />Upgrade monthly donation<br />Signup for monthly giving<br />Renew single donation<br />Make single donation<br />Write a letter<br />Attend an event<br />Sign petition<br />Viral / Tell a friend<br />Send an epostcard<br />Subscribe to e-Alerts<br />Subscribe to eNewsletter<br />Enter a contest<br />Visit website <br />High<br />Building Relationships!<br />Low<br />The Engagement Ladder<br />
  21. 21. Life without a CRM<br />Routine program reports are painful to produce<br />Using paper and chasing down information on service delivery<br />No easy way to see what’s happening “now”<br />Get used to guessing about service<br />Separate, disconnected data files<br />Duplicate data entry and redundant work<br />Poor communications and information sharing<br />
  22. 22. Life with a CRM<br />More accurate and predictable budgeting<br />Clearer picture of relationships with funders, donors, and clients<br />Helps you know who has done what with whom<br />Tool for growth for the organization<br />Can stop cycle of “silo-ed” information<br />Can help boost your efficiency and effectiveness<br />May help create a community impact or service never thought of before<br />
  23. 23. Silo Approach<br />How can I really leverage this information?<br />Web Site<br />Intranet<br />Excel info<br />Access Database<br />Accounting<br />
  24. 24. Silo Approach<br />How can I really leverage this information?<br />X<br />Web Site<br />Intranet<br />Excel info<br />Access Database<br />Accounting<br />
  25. 25. Goals of a Good CRM System<br />Recording of interactions with multiple constituencies<br />Volunteers, Clients, Board, Staff, Donors, Funders<br />Ability to track the ‘shared experience’<br />Decentralized data entry – enter the work you do<br />Part of the fabric of the organization<br />
  26. 26. The CRM Project<br />Create a Successful Environment<br />
  27. 27. Create a Successful Environment <br />Identify what success means to you<br />Establish a need<br />Start to build buy-in<br />Executive and organizational<br />Collect Requirements<br /> inputs<br />Intakes, forms<br />outputs<br />Reports, deliverables<br />business processes<br />Understand when, who, and how<br />
  28. 28. Examples of Success<br /><ul><li>A CRM that was completed on time and on budget
  29. 29. A CRM that meets the business needs of the organization
  30. 30. CRM that you are happy with and understand
  31. 31. A system that is sustainable for the nonprofit
  32. 32. One that you use!</li></li></ul><li>Establish a Need<br />Big picture of Organizational Need<br />Strategic Vision<br />Where are you now?<br />Where do you want to go?<br />How will you get there?<br />
  33. 33. Build Buy-in<br />LEAD!<br />L - Listen to the needs of the users<br />E – Express your vision of the final outcomes<br />A – Align the system to users needs (WIIFM)<br />D – Drive the process<br />
  34. 34. Organizational Signs of Success<br />Executive Buy-in<br />Organizational Buy-in<br />Active Implementation Participation<br />A Leader to Lead<br />Reasonable Expectations<br />Understand the importance of theTruth<br />Ultimately understanding what success looks like for your organization and having professional help will ensure a successful outcome.<br />
  35. 35. The CRM Project<br />Create a Successful Environment<br />Define Requirements<br />
  36. 36. Collect Requirements<br />Inputs<br />Intakes, forms<br />Outputs<br />Reports, deliverables<br />Business processes<br />Understand when, who and how<br />
  37. 37. Requirements Approach<br />Take stock<br />What is currently being tracked and by whom<br />What isn’t being tracked but should be<br />What is being reported<br />What is the business process<br />Track what you do<br />Track what you want to do<br />Track everything you can think of<br />
  38. 38. Determine Project Scope<br />Phased Approach?<br />Low hanging fruit<br />Quick wins<br />Build momentum<br />Single project<br />Can your org “Swallow the ocean?”<br />Get it done while you can<br />
  39. 39.
  40. 40. The CRM Project<br />Create a Successful Environment<br />Define Requirements<br />Evaluate Products<br />
  41. 41. Choosing the right system<br />Features<br />Cost<br />Ease of Use<br />Flexibility<br />Ease of Implementation<br />Sustainability<br />Data Integration<br />Using a Partner<br />
  42. 42. How will it hold up?<br />Is it Sustainable?<br />What are the carrying costs?<br /> Cost to implement, TCO<br />Can you make changes yourself?<br />How many people do this work?<br />How are upgrades delivered? Cost?<br />What does it take to support this product<br />Server based<br />Cloud based<br />
  43. 43. Integrate Your Data<br />Open API<br />Provide “true” integration with web CMS’s. <br />This means information can flow both ways. From the website into the database, but also the other ways<br />This provides a way for your constituents to do business with you and that business to be recorded.<br />A modern seamless connection from consumer to web to database to reporting<br />Communications<br />eNewsletters, email, meetings, requests for information, Donations<br />
  44. 44. What to look for…<br />System that can capture the “unique” work you do<br />Can it integrate with your other systems I.E. website<br />Support distributed data capture (cloud based?)<br />Capture the relationship elements<br />Email<br />Meetings<br />Interactions<br />Provide real time information<br />reporting and dashboards<br />
  45. 45. The CRM Project<br />Create a Successful Environment<br />Define Requirements<br />Evaluate Products<br />Select a Partner<br />
  46. 46. Select a partner<br />Experience<br />Understands your organization<br />Isn’t an order taker<br />Documented process<br />Escalation process<br />Communication<br />“Feels Right”<br />
  47. 47. The CRM Project<br />Create a Successful Environment<br />Define Requirements<br />Evaluate Products<br />Select a Partner<br />Manage the Project<br />
  48. 48. Manage the Project<br />Project Team<br />Wide and Tall<br />Discuss dual role<br />Communications<br />With Partner, Team, Internal and External Stakeholders<br />
  49. 49. Example Process<br />Client Review<br />Business Process<br />Requirements Gathering<br />ApplicationConfiguration<br />Data Migration<br />Data collection<br />Data analysis<br />Data Cleansing<br />Data mapping<br />Data loading<br />Training<br />Solution Development<br />RequirementsDefinition<br />Documentation<br />Go Live!!<br />Ongoing Support<br />
  50. 50. The CRM Project<br />Create a Successful Environment<br />Define Requirements<br />Evaluate Products<br />Select a Partner<br />Manage the Project<br />After the Project<br />
  51. 51. Don’t Stop<br />Defend the truth<br />Data quality<br />System suitability<br />Create “Data Entry Standards” documentation<br />
  52. 52. Signs you have a good database<br />Reflects the work of the organization<br />Built what is needed<br />You continue to review your needs, your organization changes, your database should too<br />Your Data is True<br />Information is correct, complete, trusted<br />You have someone looking out for the above.<br />Its being used!<br />
  53. 53. Benefits to Affiliated Groups<br />Funders - Record and understand their systems, track relationships with in the foundations and the stages of funding requests, and deliverables<br />Volunteers - Record the work they do, and better understand their impact so that you can communicate to them the organization’s appreciation<br />Clients - Understand, track, report on the services provided and as such build better relationships.<br />Donors - 360 degree view of the relationship, track contacts, changes and donations and see every aspect of their contact with the organization.<br />
  54. 54. Questions?<br />
  55. 55. Commitment unlocks the doors of imagination, allows vision, and gives us the "right stuff" to turn our dreams into reality.<br />- James Womack<br />Commitment<br />
  56. 56. Evaluation Code: 163How Was this Session?<br />Call In<br />Text<br />Online<br />Call 404.939.4909<br />Enter Code 163<br />Text 163 to 69866<br />Visit nten.org/ntc-eval<br />Enter Code 163<br />Session feedback powered by:<br />Tell Us and You Could Win a Free 2011 NTC Registration!<br />
  57. 57. Feel Free to Contact Me<br />Dean Graham<br />NPower PA<br />215-557-1559<br />dean@npowerpa.org<br />dean@deangraham.com<br />Twitter: @dfgraham<br />
  58. 58.
  59. 59. Evaluation Code: 163How Was this Session?<br />Call In<br />Text<br />Online<br />Call 404.939.4909<br />Enter Code 163<br />Text 163 to 69866<br />Visit nten.org/ntc-eval<br />Enter Code 163<br />Session feedback powered by:<br />Tell Us and You Could Win a Free 2011 NTC Registration!<br />
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