March 2012 Funding the Future conference- Talk co-presented with Action Planning on Strategic CRM.

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STRATEGIC CRM
Funding the Future
14th March 2012
Aneesha Moreira – Chief Executive, Action Planning
Azadi Sheridan – Product Manager, Blackbaud Inc.

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• CRM, Single CRM
• Whip it up???? Needs content
• To Segment or Not To Segment – That Is the Question
- Prostate Cancer Care
- Save the Children
• Start with the basics
- Correct addressees
WHAT IS STRATEGIC?

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A

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• “I think it is helpful when we have emails from clients to have a quick
look on Enterprise before calling – you can then see if they are
volunteers etc, you can then mention it and it makes us look joined up
and that we value our volunteers.”

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• We recently had a client referred to us from the Scottish office who
was interested in the course in Glasgow. Whilst searching to see if the
client was already entered on Enterprise before entering her details I
saw that she was a registered as a donor. When I clicked on her donor
history I was amazed at the amount of money she had raised for
Breast Cancer Care, over £17,000. As a result when it came to
assessing the client over the phone it was good to talk to her in more
detail about her fundraising work. The client shared with me that the
money raised had come from a personal trek which she was very
proud of and that the community where she lives had got together,
along with the local Distillers, to raise an enormous amount of money
on her behalf for Breast Cancer Care

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• “We need to put our volunteers, our service users and our supporters
at the heart of the organisation. Our vision for services and our
fundraising marketing strategies need us to join up our approach to
our services and our fundraising.”
- Director of Finance and Resource

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•
• Required one central database to run through the whole organisation
to coordinate and manage its customer data.
•
• The Solution has improved reporting and the understanding of donors
by generating better, and in some cases, brand new data, and in turn
increase fundraising and levels of staff efficiency.
BREAST CANCER CARE AIMS

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CRM
One complete
constituent view for
individuals or
organizations
Manage and
execute programs
that advance
mission
CENTRALISING CRM
Multi-Channel
Fundraising
Constituent
Management
Build donor
stewardship
Create a consistent
brand and
Constituent journey
Bio Data
Preference
Gift
Processing
Relationships
ActivitiesCommunica-
tions
CRM
Mission
Delivery

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• Patient Confidentiality
• Change for Staff
WHAT ABOUT?

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Plan/Budget
Execute
Collect/
Measure
Analyze
END-TO-END MISSION SUPPORT
CONSTITUENTS INTERACT WITH YOU IN A THRIVING COMMUNITY
Front
Office
Offline
Back
Office
Online

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• Better knowledge and understanding of clients and increased access
to information
• New knowledge on multiple service users
• Better support for and understanding of volunteers
BENEFITS TO BREAST CANCER CARE

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• It all starts at home:
------Chuck L research into retention:
• Correct name format
• It all starts at home:
BLACKBAUD RESEARCH

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KEEP ON STRATEGISING