CRM and Website Integration

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Get insight into which CRMs are best for nonprofits and hear the results of a small study about several forestry nonprofits' experience with CRMs.

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CRM and Website Integration

  1. 1. CRM and Website IntegrationLEAF Case Study<br />Brian Cugelman, PhD<br />Online strategy and research consultant<br />Managing Your Relationships<br />Net Tuesdays<br />Toronto, Canada<br />10 May 2011<br />www.AlterSpark.com<br />
  2. 2. Objectives<br /><ul><li>Demonstrate how we helped LEAF move from early thinking to selecting a CRM and integrating it into their website
  3. 3. Share our process, tools and research</li></ul>NOTE: We have excluded and modified confidential information<br />2<br />
  4. 4. Agenda<br />Initial thinking<br />Meeting the key people<br />Project planning<br />CRM project<br />Website project<br />Implementation<br />3<br />
  5. 5. 1. Initial Thinking<br />4<br />
  6. 6. About LEAF<br /><ul><li>LEAF engages citizens in urban forest stewardship through planting, education, and training</li></ul>5<br />(c) 2010 Matthew Higginson/LEAF<br /><ul><li>LEAF is a not-for-profit organization dedicated to the protection and improvement of the urban forest</li></ul>www.yourleaf.org<br />
  7. 7. Challenges<br /><ul><li>Numerous databases lacking integration
  8. 8. Website not taking full advantage of automation and not organized around core transactions
  9. 9. Untapped potential to increase efficiency</li></ul>6<br />
  10. 10. 2. Meeting Key People<br />7<br />
  11. 11. Key people<br /><ul><li>Executive Director
  12. 12. Executive Board
  13. 13. Technical contractors
  14. 14. Key staff
  15. 15. Partners & constituents</li></ul>8<br />Project board<br />
  16. 16. 3. Project Planning<br />9<br />
  17. 17. Our Approach<br />10<br />a. Needs<br />b. Preliminary Analysis<br />c. CRM<br />d. Website<br />e. Integration<br />f. Staff Support<br />
  18. 18. Needs<br /><ul><li>Set up a project board comprising key stakeholders
  19. 19. Facilitated meetings on staff needs and issues
  20. 20. Ensured all staff and board members' views were represented</li></ul>11<br />
  21. 21. Preliminary Analysis<br />People<br /><ul><li>Staff, partners and constituents</li></ul>Technology<br /><ul><li>IT infrastructure
  22. 22. Websites
  23. 23. Databases</li></ul>Process<br /><ul><li>Mandate and strategy
  24. 24. Process mapping and remodelling</li></ul>12<br />
  25. 25. 4. CRM Project<br />13<br />
  26. 26. Key Tasks<br /><ul><li>CRM criteria checklist
  27. 27. User analysis
  28. 28. Process analysis
  29. 29. Then simplifying core processes/tasks
  30. 30. CRM product shortlists
  31. 31. Project board proposals and assessment
  32. 32. Survey of peer organizations
  33. 33. Shortlist
  34. 34. Final selection
  35. 35. Assessment against criteria</li></ul>14<br />
  36. 36. CRM Criteria Checklist (4 categories with over 70 needs)<br />1. Functional Criteria<br /><ul><li>Individual and organization management
  37. 37. Analytics and reporting
  38. 38. Reminders/alerts
  39. 39. Electronic payment system
  40. 40. Bulk email system
  41. 41. Event management
  42. 42. Staff workflows and organizational integration</li></ul>2. Technical Criteria<br /><ul><li>Flexible solution
  43. 43. System integration/interfacing
  44. 44. Specific system integration (or similar functionality)
  45. 45. Design and system integration
  46. 46. Security</li></ul>3. Solution Provider Criteria<br /><ul><li>Long-term company support
  47. 47. Data migration </li></ul>4. Financial Criteria<br /><ul><li>Assess total cost over 5 years
  48. 48. Added costs for on-site CRM hosting</li></ul>15<br />
  49. 49. Process Modelling<br />Formal upfront audit/analysis<br />Facilitated picture drawing exercises with staff<br />Visually model all people, processes, technology <br />This allows wide participation<br />Pictures are converted into UML<br /><ul><li>This provides a big picture view of organizational processes
  50. 50. Now you can identify core processes, increase efficiency, and improve automation</li></ul>16<br />
  51. 51. Generic example of modelling partners<br />17<br />
  52. 52. Generic example of a process between public constituents and staff<br />18<br />
  53. 53. Identifying the Core Processes<br /><ul><li>Constituent management
  54. 54. Bulk mailing/emailing
  55. 55. Volunteering
  56. 56. Donations
  57. 57. Tree orders
  58. 58. Events
  59. 59. Training</li></ul>19<br />
  60. 60. Environmental NGOs CRM Use<br />20<br />From a confidential AltrSpark study of 11 environmental organizations<br />
  61. 61. Shortlist of CRM's<br /><ul><li>Building a shortlist
  62. 62. Surveying peers (11 environmental NGOs)
  63. 63. Comparing against basic criteria
  64. 64. Vetting top systems against specific criteria
  65. 65. Final selection</li></ul>21<br />
  66. 66. CRM Shortlist (Our List)<br /><ul><li>Salesforce
  67. 67. Sumac
  68. 68. Convio
  69. 69. Luxor CRM
  70. 70. CiviCRM
  71. 71. Blackbaud
  72. 72. Community Enterprise
  73. 73. Sugar CRM
  74. 74. Compiere
  75. 75. OpenCRX
  76. 76. Dynamics
  77. 77. Salsa
  78. 78. Gift Tool
  79. 79. Total Info</li></ul>22<br />
  80. 80. CRM Impressions<br />23<br />From a confidential AltrSpark study of 11 environmental organizations<br />
  81. 81. Our CRM Decision<br /><ul><li>Close race between Sumac and SalesForce non-profit edition
  82. 82. Decided on SalesForce with their quick start program
  83. 83. Tailor system based on the analysis
  84. 84. Implementation to follow (During least disruptive time)</li></ul>24<br />
  85. 85. 5. Website Project<br />25<br />
  86. 86. Website Needs<br /><ul><li>Marketing/engagement limitations
  87. 87. Rebranding
  88. 88. Social media integration
  89. 89. Time for a taxonomy change
  90. 90. Numerous improvement</li></ul>Align with CRM for seamless integration<br />26<br />
  91. 91. Solutions<br /><ul><li>New graphic design
  92. 92. Social media integration
  93. 93. Improved marketing capacity
  94. 94. User focused taxonomy
  95. 95. Ready for CRM integration</li></ul>27<br />
  96. 96. Website and CRM Integration<br /><ul><li>All systems based on same processes
  97. 97. Taxonomy used to facilitate integration and user centered design
  98. 98. Automate whenever possible</li></ul>28<br />
  99. 99. 5. Implementation<br />29<br />
  100. 100. Implementation Steps<br />Website relaunch (based on processes)<br />Ready for CRM integration<br />CRM (based on processes)<br /><ul><li>SalesForceQuickStart program
  101. 101. Implement during a non-critical time</li></ul>Staff training and support<br />Ignore this step and your project will fail<br />Support all staff and build their confidence<br />30<br />
  102. 102. Thank You<br />Brian Cugelman, PhD<br />Online strategy and research consultant<br />If you have any questions, get in touch.<br />www.AlterSpark.com<br />brian@alterspark.com<br />+1 (416) 921-2055<br />Toronto, Canada<br />@AlterSpark alterspark alterspark alterspark<br />31<br />

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