Spreadsheets to CRM - Graham

1. From Spreadsheets to CRM How to Accomplish a Successful Organizational Transformation to CRM and What that Means #10ntc.crm

2. Introductions

3. Npower’sMission To inspire and empower nonprofits to use technology to better serve their communities. Who is NPower PA?

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6. Agenda Define CRM Benefits of CRM Process of getting CRM Before During After

7. The better your data, the better the story you can tell…

8. Warning! Creating a CRM system even if done well is: Long Requires a large amount staff time Intrusive to Organizations Operations

9. Wikipedia Definition 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

10. CRM Constituent Relationship Management

11. Constituent Its not just donors… Board Members Volunteers Funders Clients Staff Media Stakeholders

12. How import is this person to you? A person who volunteered for you organization once? Someone who gave a one time donation of $50.00? Attends a lecture your organization sponsored? A client of one of your service programs? What if this is all the same person?

13. Relationship Relationships are built on shared experience Recognizing and leveraging past interactions

14. Build on what you did together Who talked to that donor last? What did they talk about? What does your donor care about?

15. Management How do we capture these relationships? How many have a “data entry” person? Do they have the relationship? Move to a decentralized data entry model

16. What is CRM? A database A tool for managing service delivery A way to document the work you do Support system for relationship building An organizational approach to doing business

17. The Attention Competition

18. Coin of the Realm Relationships are our most important assets Clients Board members Volunteers Staff Stakeholders Who owns the relationship?

19. The Traveling Development Director Move from Organization to Organization Loss of institutional knowledge Ownership of the relationship

20. We want to move our constituents up the engagement ladder. How do we do this? Recruit friends/family Upgrade monthly donation Signup for monthly giving Renew single donation Make single donation Write a letter Attend an event Sign petition Viral / Tell a friend Send an epostcard Subscribe to e-Alerts Subscribe to eNewsletter Enter a contest Visit website High Building Relationships! Low The Engagement Ladder

21. Life without a CRM Routine program reports are painful to produce Using paper and chasing down information on service delivery No easy way to see what’s happening “now” Get used to guessing about service Separate, disconnected data files Duplicate data entry and redundant work Poor communications and information sharing

22. Life with a CRM More accurate and predictable budgeting Clearer picture of relationships with funders, donors, and clients Helps you know who has done what with whom Tool for growth for the organization Can stop cycle of “silo-ed” information Can help boost your efficiency and effectiveness May help create a community impact or service never thought of before

23. Silo Approach How can I really leverage this information? Web Site Intranet Excel info Access Database Accounting

24. Silo Approach How can I really leverage this information? X Web Site Intranet Excel info Access Database Accounting

25. Goals of a Good CRM System Recording of interactions with multiple constituencies Volunteers, Clients, Board, Staff, Donors, Funders Ability to track the ‘shared experience’ Decentralized data entry – enter the work you do Part of the fabric of the organization

26. The CRM Project Create a Successful Environment

27. Create a Successful Environment Identify what success means to you Establish a need Start to build buy-in Executive and organizational Collect Requirements inputs Intakes, forms outputs Reports, deliverables business processes Understand when, who, and how

28. Examples of Success <ul><li>A CRM that was completed on time and on budget

29. A CRM that meets the business needs of the organization

30. CRM that you are happy with and understand

31. A system that is sustainable for the nonprofit

32. One that you use!</li></li></ul><li>Establish a Need Big picture of Organizational Need Strategic Vision Where are you now? Where do you want to go? How will you get there?

33. Build Buy-in LEAD! L - Listen to the needs of the users E – Express your vision of the final outcomes A – Align the system to users needs (WIIFM) D – Drive the process

34. Organizational Signs of Success Executive Buy-in Organizational Buy-in Active Implementation Participation A Leader to Lead Reasonable Expectations Understand the importance of theTruth Ultimately understanding what success looks like for your organization and having professional help will ensure a successful outcome.

35. The CRM Project Create a Successful Environment Define Requirements

36. Collect Requirements Inputs Intakes, forms Outputs Reports, deliverables Business processes Understand when, who and how

37. Requirements Approach Take stock What is currently being tracked and by whom What isn’t being tracked but should be What is being reported What is the business process Track what you do Track what you want to do Track everything you can think of

38. Determine Project Scope Phased Approach? Low hanging fruit Quick wins Build momentum Single project Can your org “Swallow the ocean?” Get it done while you can

40. The CRM Project Create a Successful Environment Define Requirements Evaluate Products

41. Choosing the right system Features Cost Ease of Use Flexibility Ease of Implementation Sustainability Data Integration Using a Partner

42. How will it hold up? Is it Sustainable? What are the carrying costs? Cost to implement, TCO Can you make changes yourself? How many people do this work? How are upgrades delivered? Cost? What does it take to support this product Server based Cloud based

43. Integrate Your Data Open API Provide “true” integration with web CMS’s. This means information can flow both ways. From the website into the database, but also the other ways This provides a way for your constituents to do business with you and that business to be recorded. A modern seamless connection from consumer to web to database to reporting Communications eNewsletters, email, meetings, requests for information, Donations

44. What to look for… System that can capture the “unique” work you do Can it integrate with your other systems I.E. website Support distributed data capture (cloud based?) Capture the relationship elements Email Meetings Interactions Provide real time information reporting and dashboards

45. The CRM Project Create a Successful Environment Define Requirements Evaluate Products Select a Partner

46. Select a partner Experience Understands your organization Isn’t an order taker Documented process Escalation process Communication “Feels Right”

47. The CRM Project Create a Successful Environment Define Requirements Evaluate Products Select a Partner Manage the Project

48. Manage the Project Project Team Wide and Tall Discuss dual role Communications With Partner, Team, Internal and External Stakeholders

49. Example Process Client Review Business Process Requirements Gathering ApplicationConfiguration Data Migration Data collection Data analysis Data Cleansing Data mapping Data loading Training Solution Development RequirementsDefinition Documentation Go Live!! Ongoing Support

50. The CRM Project Create a Successful Environment Define Requirements Evaluate Products Select a Partner Manage the Project After the Project

51. Don’t Stop Defend the truth Data quality System suitability Create “Data Entry Standards” documentation

52. Signs you have a good database Reflects the work of the organization Built what is needed You continue to review your needs, your organization changes, your database should too Your Data is True Information is correct, complete, trusted You have someone looking out for the above. Its being used!

53. Benefits to Affiliated Groups Funders - Record and understand their systems, track relationships with in the foundations and the stages of funding requests, and deliverables Volunteers - Record the work they do, and better understand their impact so that you can communicate to them the organization’s appreciation Clients - Understand, track, report on the services provided and as such build better relationships. Donors - 360 degree view of the relationship, track contacts, changes and donations and see every aspect of their contact with the organization.

54. Questions?

55. Commitment unlocks the doors of imagination, allows vision, and gives us the "right stuff" to turn our dreams into reality. - James Womack Commitment

57. Feel Free to Contact Me Dean Graham NPower PA 215-557-1559 dean@npowerpa.org dean@deangraham.com Twitter: @dfgraham