CRM Blueprint For NFPs
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This document discusses implementing a customer relationship management (CRM) system for nonprofit organizations. It addresses key concerns around CRM implementation like data quality and buy-in. It compares CRM to legacy membership systems and outlines a customer management framework. It also provides questions to assess an organization's readiness for CRM and discusses promoting buy-in, creating a business plan, and how a consultant can help with implementation.
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CRM Blueprint For NFPs
- 1. The Blueprint for CRM An Approach for NFP Organisations
- 6. Members have their own view of the relationship SPECTRUM OF RELATIONSHIP I need constant contact I know where you are when I want something Mail Email Phone Social Network Ad hoc Aloof Active Committed
- 7. Members have their own view of the relationship SPECTRUM OF RELATIONSHIP I need constant contact I know where you are when I want something Mail Email Phone Social Network Ad hoc Aloof Active Committed Do you know where each member is on this scale?
- 8. If you donāt have the insight into your members, donors and supporters how do you hope to manage the relationship?
- 11. Acquisition Reactivation Customer Relationship Management "Creating the Customer Relationship" "Reinventing the Relationship" Retention & Growth "Strengthening the Relationship" Typical View of CRM ā Contact Cadenceā
- 15. Applications and Data Member/Customer Data Prospect Data Analytical CRM Operational CRM Collaborative CRM Billing Subs, Purchase & Training Processing Market Data Fulfilment Services Research Data Statutory & mass comms } Management System } CRM }
Editor's Notes
- At this point we might introduce some definitions, although they donāt need to go into the slides
- The Project Team should comprise: Representatives from the business ā the Marketing and Sales users; involve people at the coalface as well as managers and if you have a field sales force and/or branch or distributor channels involve staff from these channels too. If you expect your IT department to deliver a solution for your database strategy then it is wise to involve them from the outset and since there are likely to be implications on working practices and business processes, your HR department should also be represented; not only will they assist in providing some scope to the inter-personal elements, but they will also be useful in helping to manage change in the business once the scheme goes ahead. Ideally involve a board member in your project team. They will become your champion upstairs and will fight your corner when it comes to business case, resources and changes in business processes.