In the CRMready Webinar Series, The Connected Cause takes a look at what CRM is, how it can help your nonprofit and details next steps for you to take in order to adopt a new CRM to further your mission. In Part 1 they are joined by Heller Consulting, Idealist Consulting and Idealware to discuss what is CRM, why is it important and how can you make the case for CRM at your nonprofit.

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2. CRM: What It Is,
Why It’s Important
and How to Make the Case
for It at Your Nonprofit
Webinar 1 - April 17, 2013

3. 16 Years Experience, 900 Clients, 1,800 projects
San Francisco, Chicago, New York, Boston
20+ Salesforce.com-certified, 6+ PMP Certified Staff
Exclusively Serving Nonprofits
TeamHeller.com
Connecting
your systems
•
•
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CRM planning and
software selection
Systems
Implementation
Optimizing your
current software
Connecting
your team
•
•
•
Bringing people and
process together
Change
management
solutions
Team configuration
and training
Connecting
your community
•
•
•
Social Media
strategy
Building online
communities
Activating
supporters

4. We share information about how nonprofits are using CRM to connect
with their supporters and deliver on their mission.
TheConnectedCause.com
Idealist Consulting is dedicated to providing organizations with
advanced technical solutions that help them run more effectively.
IdealistConsulting.com
Helping nonprofits make smart software decisions. An authoritative
guide to the software that allows U.S. nonprofits to be more effective.
Idealware.org

5. Webinar 1
Today we will cover:
• What CRM is, and what it can mean to nonprofits
• How to understand and organize your CRM needs
• The benefits of a well-planned CRM strategy
• How to build a business case in support of CRM at
your organization
• How to get your organization’s and board’s buy-in
for a CRM initiative

6. What is CRM?

7. Insights into CRM for Nonprofits
How nonprofits are approaching Constituent Relationship Management
(CRM) to overcome challenges and meet their goals
• The challenges nonprofits are
facing in implementing a CRM
strategy or system
• How nonprofits believe CRM
will help in strategic areas
• Top advice from nonprofits on
moving toward a CRM initiative

8. The Project and Participants
• Why ─ Understand enterprise
NPO’s perception of, and
progress with, CRM
• How ─ Structured interviews
with execs
• Who ─ CIOs, CDOs, COOs,
CMOs
• Where ─ 30 NPOs
• Results ─ paper, articles,
blog posts
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Alzheimer’s Association National Office
Alzheimer’s Association National Office
American Heart Association
American Lung Association
Children’s Miracle Network Hospitals
Church World Service
Conservation International
Doctors Without Borders
Environmental Defense Fund
Feeding America
International Rescue Committee
Jewish National Fund
JDRF
The Leukemia and Lymphoma Society
March of Dimes
Mothers Against Drunk Driving
The National Multiple Sclerosis Society
National Park Foundation
National Urban League
Oxfam America
PETA Foundation
Smile Train
U.S. Olympic Committee
WWF-Canada

9. What is your organization’s definition of CRM?
• CRM as a
Software System
(~1/2) — A database and
related business
processes
• CRM as Customer
Service
(~1/3) — A focus on
constituent service and
managing relationships
• CRM as a Strategy
(~half-dozen) — An active strategy for cultivating,
engaging with and expanding constituent communities

10. Heller’s Perspective on CRM
•
Starts with Strategy
– A pro-active relationship
with the WHOLE Constituent
•
The CRM System
– Software(s) Environment
•
CRM
•
CMS (blurring)
•
Point Solutions
•
Financials / GL
– Business Processes
– Integrations
– BI / Data Warehouse
•
User Ownership
– Buy In, Participation, Training

11. Benefits Summary

12. CRM: What is it?
Engagement Sophistication
Re-actively meeting
the requests of
constituents for
information
and services.
A single piece of
software that
holds all data and
manages all
business practices.
Service
Software
Strategy
System
Solution Sophistication
Pro-actively engaging
constituents where they
already reside to expand
the delivery of the
organization’s mission.
Multiple pieces of
software working in
coordination with
business practices to
manage information
and meet needs.

13. Data Silos

14. CRM as Customer Service
Strategy
Re-actively meeting the requests of constituents for
information and/or services.
• Interactions driven by the constituent
• Organization only engages with those constituents
who initiate contact
• Organization has limited influence from passive
position
• Typically involves fewer organization staff, those
charged with responding
Systems – CRM as Software
A single piece of software that holds all data and manages all business practices.
• The most common definition that springs to mind for most people.
• The much-desired “silver bullet”
• Possible for only the smallest or simplest organizations, or those for whom specialized niche
software has been specifically developed
• Not realistic for most organizations. A myth to be debunked

15. CRM Vision
& Strategy

16. CRM as Strategy
Strategy
Pro-actively engaging constituents where they
already “reside / congregate ” to expand the
reach and delivery of the organization’s
mission.
• Interactions initiated and driven by both
the constituents and the organization.
• Organization engages with broad number
and type of constituents.
• Organization can be more adaptive,
responsive and accurate with engagement.
• Can involve more organization staff, each
engaged in pro-active outreach appropriate
for their responsibility
• Require planning, communication and
coordination within the organization.
• More fully engages both internal staff and
external constituents in expanding the
impact of the organization’s mission.

17. Heller’s Vision of CRM
Constituent Engagement Strategy
─ Inspires, guides and sets requirements for a client’s CRM needs
Online
Engagement
Donor
Mission
Data Integration
Internal
Communication
Workflow &
Business Practices
Business Intelligence

18. The CRM Environment
Systems – CRM as a System
Multiple pieces of software working in
coordination with business practices to
manage information and meet key
business needs. Includes integrations,
business intelligence tools and data
warehouse solutions.
• The most likely mid- and long-term
configuration for most
organizations.
• Allows for changes in solutions
and/or the organization’s strategies
over time.
• Requires upfront planning and
ongoing attention.
• Rewards with flexibility and power.

19. CRM Slices – A 360 Degree View
Each Slice represents:
Mission
Beneficiary
Direct
Mail &
Email
Major Ind &
Institutional
Gifts
Program
Delivery
Online Advocacy,
Giving,
P2P
Our Team
– IT, HR
Social –
Facebook,
Twitter,
Networks
• A Constituency
• A Department or
Business Need
• A Group of Users
Observations:
• Constituents cross
slices
• Users access
different slices
• Department
needs similar
• Business functions
similar

20. A Successful CRM System Supports…
Big picture:
Mission, Goals
&
Measurement
Improving:
Analysis,
Learning,
Re-tooling
Tactics: Who are
you working
with? What are
you doing?
Reporting:
Doing Your
Work: Intuitive,
Supportive
What Worked,
What Didn’t
Recording
Results: Efficient,
Accurate

21. Heller’s Vision of CRM
Constituent Engagement Strategy
─ Inspires, guides and sets requirements for a client’s CRM needs
Online
Engagement
Donor
Mission
Data Integration
Internal
Communication
Workflow &
Business Practices
Business Intelligence

22. Benefits of CRM?

23. Benefits of CRM: Engaging Your Constituents
• 360 Degree View
• Treating each person as a
“whole person”
• A fuller understanding of
how they relate to you
• A deeper relationship –
opening pathways
• Communications
• Reaching the right people with
the right message through the
right channel

24. Benefits of CRM: Information
• A Completerer (sic) Picture
• Of Individuals
• Overall
• Democratizing the Database
• Reports for Everyone
• Access for All
• Access from Anywhere
(SaaS, Remote)

25. Benefits of CRM
• Organizational Efficiency
• Fewer Silos / More Efficiency
• Fewer Databases, Spreadsheets
and Softwares (sic-er)
• Better Business Practices
• Improved
• Standardized
• Documented
• Working Together
• In a similar fashion
• Using the same tools
• With the same constituents
• Toward the same goals!

26. Benefits of CRM
• IT Gains
• TCO - Total Cost
of Ownership – Hardware
• Lowered & Easier
Support Needs
• Supporting Your Future
• Building Relationships
• Innovation
• Grows With You

27. Making The Case
For CRM

28. Determining the Need for CRM
• Who will use the
system?
• What constituents will
they interact with?
• What are they (you!)
trying to achieve?

29. Articulating the CRM Opportunity
Translating General Benefits to Your Organization
• How does having a
single system support:
• Constituents ― better service
• Users ― 360-degree view
• Information – Reports,
Dashboards, BI
• IT ― single system to support
• Strategy – more of your mission
delivered more effectively

30. Missing the CRM Opportunity
• What happens if you DON’T
move towards CRM?
• How’s it look in 1 year, 3
years, 5 years, 10 years
if you keep your current
strategies and systems?
• What are comparable (and
competing) nonprofits doing?
• How are your Programs &
Services (and Constituents)
impacted by staying with the
current approach?

31. Taking an Inventory
• Strategies
• What’s working? What’s not?
• Plans, Aspirations & Roadblocks
• Systems
• What have you got? How’s it serving you?
Your constituents?
• Ranking - Greatest pain. Greatest opportunity.
• Processes
• What’s working? Biggest bottlenecks?
• People
• Aspirations, Concerns, Appetite for Change
• Communication, Cooperation, Unity

32. Activating
Stakeholders

33. Management Leadership
• Vision – Developing,
Articulating, Maintaining
• Vision & Strategy must guide
the project
• Resources – Prioritizing & Allocating
• Stakeholder time to plan
• Staff & Management time to
implement
• Money
• Communication & Encouragement
• The going will get tough…

34. Staff & Users
• WHY
• User Adoption is the PRIMARY INDICATOR
of success
• The power and value of CRM is in how Staff & Users
engage with CRM, and thereby with Constituents
• HOW
• Involve people early –
Ideas, Concerns, Commitment
• Benefits – at the vision level,
but also at the day-to-day functional level
• However, be honest about challenges
and time commitments and compromises
• Design, Test, Implement, Maintain

35. Getting the Board on Board
• WHY
• Funding, long term vision
• HOW
• Articulating the
Vision & Benefits
• Presentations – big picture
• Enlist a Champion

36. Past, Present,
Future

37. Why Now? – Looking Back
Many Nonprofits share this timeline…
• Late 90’s / Early 00’s – current core systems
established
• Early 00’s – Rise of the Internet
& Email – silos!
• Mid 00’s – Many systems +
evidence of what works = time
to consolidate to CRM.
• But, tech newer so expensive
& riskier & less rich
• Late 00’s – the economy…
lockdown, no changes

38. Now
Drivers
Economic stabilization
+ Old systems got older
+ Tech has improved
& lowered in price
+ Competition is on the move
= Time to revive the CRM Vision
Most orgs are planning (or planning on planning…)
Some orgs out ahead – implementing, even refining

39. Looking Forward
• Constituent expectations are rising
• Service – “Treat me as a whole person”
• It’s a demand, and an opportunity.
• Social Investment
• Transparency
• Impact (Outcomes Measurement)
• Competition is Increasing
• Tech changes are driving relationships
(Social, then ?)
• More Channels = More Silos
or CRM!

40. Next Steps
• Attend the next two webinars
• Join our LinkedIn Group
to ask questions
• Subscribe to
The Connected Cause
• Use the CRM Readiness and
Business Intelligence Worksheets
CRM
Worksheet
Business Intelligence
Worksheet
FREE CRM Readiness
Assessment
• Take advantage of the Free
CRM Readiness Assessment
(Details will be in your inbox)
• Don’t do nothing

41. Links and Resources
•
Get CRMready Series
•
•
LinkedIn Group
•
•
Business Intelligence
Worksheet
FREE CRM Readiness
Assessment
•
http://bit.ly/100FsUn
Business Intelligence Worksheet
•
•
TheConnectedCause.com
CRM Readiness Worksheet
•
CRM
Worksheet
http://linkd.in/173ZPGw
The Connected Cause Site
•
•
TheConnectedCause.com/getCRMready/
http://bit.ly/14wSiT6
Call us now to schedule your FREE
CRM Readiness Assessment
800-794-0774

42. ADDED BONUS
FREE CRM Readiness Assessment
As an added bonus for attending all three webinars in the Get CRMready series, we’ll help your
team take the next step with a FREE one-hour CRM planning session with our team of
nonprofit CRM experts.
In your personalized one-hour consultation we’ll:
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Consider your systems and how (if!) they meet your strategic objectives
Discuss your key business processes, and how they may impact successful
adoption of CRM
Investigate your organization’s readiness for change, and how to get prepared
Explain the most common timelines and approaches to CRM implementation
Discuss commonly required resources, including budgets and staff time & skills
From the consultation, your CRM Readiness Assessment Report will include:
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High-level CRM Design articulating your current systems environment, a suggested CRM
Systems Map to aim at, and an example of a phased approach to getting there
Overview of your processes, outlining what works well and what should be addressed first
Realistic estimates of what you can expect to pay and what staff roles and time you’ll
want to commit for optimum success
Suggested timeline should you plan to move forward
Step-by-step outline of how to prepare your organization for change
List of next steps for your organization
Call us now to schedule your FREE assessment
800-794-0774