CRM for Nonprofits:It’s Strategy, NOT Software      February 19, 2013
Topics• CRM Roots in Nonprofits – History• Creating a CRM Framework• In Practice - Making CRM Work Case Studies• Discussio...
CRM Roots in Nonprofits
CRM Roots in Nonprofits      Donor Management
CRM Roots in Nonprofits  Constituent Management
Creating a CRM Framework1. Set the Destination2. Audit and Understand Current Engagement3. Map the Journey*Source: Gartner...
In Practice:                  Alzheimers AssociationMission:     To eliminate Alzheimer’s disease through the advancement ...
In Practice:             Chicago Symphony OrchestraMission:     To present classical music through the Chicago Symphony Or...
In Practice:             Make-A-Wish Illinois ChapterMission:     Granting wishes to children with life-threatening medica...
Discussion & QuestionsContact InformationAngela Timashenka Geiger             Phil KoesterChief Strategy Officer          ...
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Non-profits SIG presentation for Chicago AMA CRM Event

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  • The story of the Nordstrom experience – customer relationship management – 1996 customer service guide -
  • -NP focused on transactions – management of biographical data, gifts in, and RFM. Donors not managed as individuals managed as segments.
  • Transformation to constituent management – multiple outcomes, multiple engagements, attempts to leverage throughout organization – donors, volunteers, advocates, buyers, members, beneficiaries, etc. Measuring total worth to an org – not just to fundraising – paradigm shift – need for new ways to work within organization, agreed to outcomes/measurements – and a common framework that can be applied across many different functional areas.
  • Non-profits SIG presentation for Chicago AMA CRM Event

    1. 1. CRM for Nonprofits:It’s Strategy, NOT Software February 19, 2013
    2. 2. Topics• CRM Roots in Nonprofits – History• Creating a CRM Framework• In Practice - Making CRM Work Case Studies• Discussion and Questions
    3. 3. CRM Roots in Nonprofits
    4. 4. CRM Roots in Nonprofits Donor Management
    5. 5. CRM Roots in Nonprofits Constituent Management
    6. 6. Creating a CRM Framework1. Set the Destination2. Audit and Understand Current Engagement3. Map the Journey*Source: Gartner – 4/14/10
    7. 7. In Practice: Alzheimers AssociationMission: To eliminate Alzheimer’s disease through the advancement of research; to provide and enhance care and support for all affected; and to reduce the risk of dementia through the promotion of brain healthCRM With a diverse constituency, disparate data, and legacy technology - the challengeChallenge: is in creating, maintaining, and facilitating an experience in alignment with the organizationActions: Clearly defined constituent outcomes; quantitative assumption testing; data and technology strategy/steps supporting outcomesOutcomes: The American Express Project; Subaru ; 360 Data Project; Multi-Channel/Multi – Constituent Engagement
    8. 8. In Practice: Chicago Symphony OrchestraMission: To present classical music through the Chicago Symphony Orchestra to Chicago, national and international audiencesCRM Foster loyalty and increased commitment in a new wayChallenge:Actions: Create unexpected rewards – the “Surprise and Delight” program – which leverages CRM and person-to-person contactOutcomes: Increased renewal rates, very happy patrons, special buzz in Orchestra Hall
    9. 9. In Practice: Make-A-Wish Illinois ChapterMission: Granting wishes to children with life-threatening medical conditions to enrich their lives with hope, strength and joyCRM Recognizing that constituents have the capacity and affinity to play multiple rolesChallenge: within the organizationActions: Identify current constituent groups and their engagement in order to create new segments groups and segment treatmentsOutcomes: TBD – early outcomes have shown that groups such as traditional volunteers (high organizational affinity) are open to other engagements
    10. 10. Discussion & QuestionsContact InformationAngela Timashenka Geiger Phil KoesterChief Strategy Officer Vice President for Sales and MarketingAlzheimers Association – National Chicago Symphony Orchestraageiger@alz.org koesterp@cso.orgRichard Geiger Heather SimpsonPrincipal Chief Development OfficerGeiger Consulting Group Make-A-Wish Illinois Chapterrichardegeiger@gmail.com simpson@wishes.org

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