This document discusses the components of a CRM ecosystem and addresses some common misconceptions about CRM. It explains that CRM involves more than just a database - it requires constituent data, comprehensive technologies to analyze that data, centralized processes, and a culture focused on relationships. While the organization currently has a limited database and focuses resources on top donors, implementing a full CRM system could significantly increase contributions from smaller donors by delivering more personalized and relevant communications across multiple channels over time.

1. CRM – The Ecosystem
v.1.0 Nick Metcalfe
CRM – Relationship Marketing is a constituent focused approach to managing an enduring
relationship. This approach involves not only a strategy of engagement over time, but also one of
understanding what resonates, how we can adapt to observed behaviors, and delivering timely and
relevant messages that increase liking and continued interest. Consider any human relationship. You
have friends not just because they are humanoid. They like the things you like, they listen to you, they
intelligently respond to you, and every once in a while they surprise and delight you. But I digress.
Challenge – CRM is a philosophy, centered on the constituent, powered by the necessary technologies
and resources, and measured for the incremental impact it delivers.
CRM in a nutshell
1. So CRM is a database, right?
• Nope. There are four components to a CRM ecosystem. Constituent Data (collecting information and behaviors), Comprehensive technologies (how
can we analyze the data and respond intelligently), Centralized processes (no Wild West) and Culture (philosophy and the right people).
2. OK, so we have a database, so 1 out of 4, right?
• Nope. We have a database of limited information. 70% of the database does not have Development’s key data points.
• The database does not contain any of the email activity that has been delivered to constituents.
3. Why do we need to do CRM? We have donors giving already?
• Our existing resources are indeed focused on the top donors, but for 98% of the database, there is limited stewardship (just too many small donors)
• CRM can deliver 4X the existing small donor contribution dollar base. This is significant for us.
4. So CRM is basically a load of emails?
• No. Relationships span multiple touch points and interactions. Emails, Direct Mail, Events, Social Media etc. They, as a combined effort, represent the
relationship with a constituent. From every Facebook post to sharing links between friends, relationship marketing impacts our constituents.
5. How will be determine the next logical conversation with a constituent?
• Ideally, a Business Intelligence team will assist in the Decision Science to determine the next best conversation, with whom and from which
department. We will move from Department-Focused communications to Constituent-Focused Communications.
11/25/2014