The document outlines a case study on integrating CRM with the website of Leaf, a non-profit focused on urban forest stewardship. It details the project planning process, stakeholder engagement, and criteria for CRM selection, ultimately leading to the choice of Salesforce for its capabilities. The implementation steps include a website relaunch and staff training to ensure successful integration and adoption of new systems.

1. CRM and Website IntegrationLEAF Case StudyBrian Cugelman, PhDOnline strategy and research consultantManaging Your RelationshipsNet TuesdaysToronto, Canada10 May 2011www.AlterSpark.com

2. ObjectivesDemonstrate how we helped LEAF move from early thinking to selecting a CRM and integrating it into their website

3. Share our process, tools and researchNOTE: We have excluded and modified confidential information2

4. AgendaInitial thinkingMeeting the key peopleProject planningCRM projectWebsite projectImplementation3

5. 1. Initial Thinking4

6. About LEAFLEAF engages citizens in urban forest stewardship through planting, education, and training5(c) 2010 Matthew Higginson/LEAFLEAF is a not-for-profit organization dedicated to the protection and improvement of the urban forestwww.yourleaf.org

7. ChallengesNumerous databases lacking integration

8. Website not taking full advantage of automation and not organized around core transactions

9. Untapped potential to increase efficiency6

10. 2. Meeting Key People7

11. Key peopleExecutive Director

12. Executive Board

13. Technical contractors

14. Key staff

15. Partners & constituents8Project board

16. 3. Project Planning9

17. Our Approach10a. Needsb. Preliminary Analysisc. CRMd. Websitee. Integrationf. Staff Support

18. NeedsSet up a project board comprising key stakeholders

19. Facilitated meetings on staff needs and issues

20. Ensured all staff and board members' views were represented11

21. Preliminary AnalysisPeopleStaff, partners and constituentsTechnologyIT infrastructure

22. Websites

23. DatabasesProcessMandate and strategy

24. Process mapping and remodelling12

25. 4. CRM Project13

26. Key TasksCRM criteria checklist

27. User analysis

28. Process analysis

29. Then simplifying core processes/tasks

30. CRM product shortlists

31. Project board proposals and assessment

32. Survey of peer organizations

33. Shortlist

34. Final selection

35. Assessment against criteria14

36. CRM Criteria Checklist (4 categories with over 70 needs)1. Functional CriteriaIndividual and organization management

37. Analytics and reporting

38. Reminders/alerts

39. Electronic payment system

40. Bulk email system

41. Event management

42. Staff workflows and organizational integration2. Technical CriteriaFlexible solution

43. System integration/interfacing

44. Specific system integration (or similar functionality)

45. Design and system integration

46. Security3. Solution Provider CriteriaLong-term company support

47. Data migration 4. Financial CriteriaAssess total cost over 5 years

48. Added costs for on-site CRM hosting15

49. Process ModellingFormal upfront audit/analysisFacilitated picture drawing exercises with staffVisually model all people, processes, technology This allows wide participationPictures are converted into UMLThis provides a big picture view of organizational processes

50. Now you can identify core processes, increase efficiency, and improve automation16

51. Generic example of modelling partners17

52. Generic example of a process between public constituents and staff18

53. Identifying the Core ProcessesConstituent management

54. Bulk mailing/emailing

55. Volunteering

56. Donations

57. Tree orders

58. Events

59. Training19

60. Environmental NGOs CRM Use20From a confidential AltrSpark study of 11 environmental organizations

61. Shortlist of CRM'sBuilding a shortlist

62. Surveying peers (11 environmental NGOs)

63. Comparing against basic criteria

64. Vetting top systems against specific criteria

65. Final selection21

66. CRM Shortlist (Our List)Salesforce

67. Sumac

68. Convio

69. Luxor CRM

70. CiviCRM

71. Blackbaud

72. Community Enterprise

73. Sugar CRM

74. Compiere

75. OpenCRX

76. Dynamics

77. Salsa

78. Gift Tool

79. Total Info22

80. CRM Impressions23From a confidential AltrSpark study of 11 environmental organizations

81. Our CRM DecisionClose race between Sumac and SalesForce non-profit edition

82. Decided on SalesForce with their quick start program

83. Tailor system based on the analysis

84. Implementation to follow (During least disruptive time)24

85. 5. Website Project25

86. Website NeedsMarketing/engagement limitations

87. Rebranding

88. Social media integration

89. Time for a taxonomy change

90. Numerous improvementAlign with CRM for seamless integration26

91. SolutionsNew graphic design

92. Social media integration

93. Improved marketing capacity

94. User focused taxonomy

95. Ready for CRM integration27

96. Website and CRM IntegrationAll systems based on same processes

97. Taxonomy used to facilitate integration and user centered design

98. Automate whenever possible28

99. 5. Implementation29

100. Implementation StepsWebsite relaunch (based on processes)Ready for CRM integrationCRM (based on processes)SalesForceQuickStart program

101. Implement during a non-critical timeStaff training and supportIgnore this step and your project will failSupport all staff and build their confidence30

102. Thank YouBrian Cugelman, PhDOnline strategy and research consultantIf you have any questions, get in touch.www.AlterSpark.combrian@alterspark.com+1 (416) 921-2055Toronto, Canada@AlterSpark alterspark alterspark alterspark31