The document summarizes the key stages and challenges of implementing a new CRM/database system at a charity organization. It discusses issues at each stage such as lack of planning, documentation, testing and training. Solutions included creating implementation groups, dedicated resources, communication plans and phased rollouts. The outcomes were reported to be better insight, relationships, data management and more users engaging with the new system.

1. Implementing a new
database - opportunities
and challenges
Sarah Richardson & James Spears
4 February 2013

2. Questions for you?
• Please raise your hand if you have been
involved in a CRM / Database
implementation project?
• How many of you feel those projects
succeeded?
• On average what % of CRM projects do
you think succeed?

3. • Approximately only 50% of CRM
implementation projects succeed!
(Gartner Research, Forrester 53%, Economist Intelligence unit 44%)
• ‘Did it meet expectations?’
• Are expectations too high or not managed
in the first place?
OR
• Do projects sometimes just fail to deliver?
• These things can be
overcome and you will
succeed. We hope this helps.

4. Background
CLIC Sargent:
• CLIC and Sargent Cancer Care for Children merged in 2005
• £26million turnover (2011/12)
• 450 staff
Database:
• 100,000 active supporters
• Database unable to cope + Services need
Issues:
• Organisational change
• New Senior Management team and other new project members

5. Stages of implementation –
Planning and Resourcing
Issues - Initial lack of understanding by management, Fundraising
database and planning objectives not clear, lack of roles and
responsibilities, no structured additional resource was planned in.
Solutions:
Workshops for staff involved and agencies where applicable
• Outline specifications
• Defined reporting needs
• Project initiation document
Recommendation:
• Scope out resources and roles and responsibilities of everyone
involved in the project early on.

6. Stages of implementation –
Documenting processes and
requirement gathering
Issues – Processes not clearly documented, lack of project plan
Solutions:
• CARE Fundraising Implementation Group created
• Top-level timetable created showing user involvement
• Dedicated resource defined to document processes
Recommendation:
• Insist on a project plan
• Ensure consistency when you are documenting processes and
ensure it is done to a specified standard

7. Stages of implementation –
Technical development
Issues – lack of resource, considerable configuration/bespoke work
of CARE to support users requirements
Solutions:
• CARE Consultants
• New IT infrastructure to support a SQL server database
Recommendations:
• Resource your team appropriately to avoid a heavy reliance on
outside help
• But also accept you will need external support (and budget for
this!)
• Be clear with your supplier about the level of support they can
offer of the core product then guidelines on development areas

8. Stages of implementation –
Communication
Issues – Low staff morale, lack of understanding by staff of status of
the project, 100+ fundraisers across the UK, relatively new senior
management team and other project members
Solutions:
• CARE Fundraising Implementation Group cascaded information
• Better communication between project board and implementation
group
• Internal communications plan initiated*
Recommendation:
• Assign responsibility for implementing a communications plan at an
early stage
• It is better to communicate too much than too little. Be open and no
conversations in the server room!
*Available on request!

9. Stages of implementation – User
testing
Issues – left too late, getting the balance right between
development, configuration and testing, how to manage it (over 100
issues from first phase of testing!)
Solutions:
• Make a plan*
• Phase the testing
Recommendations:
• Assign a team of testers and someone to manage that
• Give yourself time to implement and fix all the issues between
testing
• Beware of the link between testing and training
*Available on request!

10. Stages of implementation – User
training
Issues – no dedicated resource to manage this area or train the
users
Solutions:
• 4 members of the fundraising team took on the role of CARE
Trainer
• A member of the fundraising team took on the organisation of the
training
• Offered face to face and online training
Recommendations:
• Have a dedicated manager of this area and dedicated training
• Get support from your CRM supplier but don’t rely on it, we found
all teams needed standard and bespoke training
• Use support materials
• Use a range of training methods (online and face to face)

11. Stages of implementation –
Actually using it with support…
Issues – a project plan that kept changing, not regular updates on
the project, budget!
Solutions:
• Phased implementation, helped with business as usual
• Planned around teams busy times
• Accepting that not all configuration would be complete by the time
we implement
• A week for roll out followed by a week of dealing with queries
Recommendations:
• Phase the implementation
• Stick to your project plan and budget (if possible!)
• Communication with teams at this stage is really important
• Use a helpdesk to help you manage queries

12. After Implementation
Issues – Keeping people engaged, effectively managing
improvements, lack of strategy, using the system more widely in the
organisation.
Solutions
• CARE Fundraising Policy Group*
• Helpdesk
• Link to services
• Link to case studies
Recommendations:
• Keep the energy
• Plan upgrades and improvement projects in detail
• Create a database strategy linked to your aims
• Encourage other teams
* TOR available on request!

13. Outcomes
• Better Insight
• Better supporter relationships
• Automated data cleaning
• Reporting
• Importing/exporting data
• Easier to use: therefore more people using
it!