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
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• Discussion and Questions
Creating a CRM Framework1. Set the Destination2. Audit and Understand Current Engagement3. Map the Journey*Source: Gartner – 4/14/10
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
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
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
Discussion & QuestionsContact InformationAngela Timashenka Geiger Phil KoesterChief Strategy Officer Vice President for Sales and MarketingAlzheimers Association – National Chicago Symphony Orchestraageiger@alz.org email@example.comRichard Geiger Heather SimpsonPrincipal Chief Development OfficerGeiger Consulting Group Make-A-Wish Illinois Chapterrichardegeiger@gmail.com firstname.lastname@example.org