In the CRMready Webinar Series, The Connected Cause takes a look at what CRM is, how to establish reachable goals, and what benefits a CRM implementation can bring to your nonprofit organization. In Part 2 they are joined by Heller Consulting and JDRF who gives a case study on how Heller was able to help them with their CRM implementation and what it meant to their organization and mission.

1. Brought
to you by
Please join the conversation in our discussion group
http://linkd.in/173ZPGw

2. Planning
Ahead
for
CRM
at
Your
Nonprofit
Webinar
2
May
1,
2013

3. 16 Years Experience, 900 Clients, 1,800 projects
San Francisco, Chicago, New York, Boston
20+ Salesforce.com-certified, 6+ PMP Certified Staff
Exclusively Serving Nonprofits | TeamHeller.com
Connecting
your systems
•
•
•
CRM planning and
software selection
Systems
Implementation
Optimizing your
current software
Connecting
your team
•
•
•
Bringing people and
process together
Change management
solutions
Team configuration
and training
Connecting
your community
•
•
•
Social Media strategy
Building online
communities
Activating supporters

4. We share information about how nonprofits are using CRM to connect
with their supporters and deliver on their mission.
TheConnectedCause.com
JDRF
is
the
leading
global
organiza<on
funding
type
1
diabetes
(T1D)
research.
In
2012
alone,
JDRF
funded
more
than
$110
million
in
T1D
research.
JDRF.org

5. Webinar 2
Today we will cover how to:
•
Iden<fy
and
priori<ze
your
CRM
goals
and
objec<ves
•
Inventory
your
exis<ng
systems
and
processes
•
Design
your
organiza<on’s
future
CRM
environment
•
Plan
for
a
phased
implementa<on
of
your
CRM
system
•
Communicate
with
people
about
the
coming
changes

6. TAKING STOCK:
CRM GOALS &
OBJECTIVES

7. The Finish Line = CRM Success
(Resource: CRMready Workbook)
How will you determine if your
CRM project is successful?
• What opportunities can you
capitalize on?
• What problems will be
resolved?
• How will your work improve?
• How will the constituents’
experience improve?

8. CRM Success Indicators
External
• Reach – You’ll touch more people
• Engagement – Relationships will
go deeper
• Results – Your mission is having
a broader, deeper impact and is
being better funded.
Internal
• (Efficiency) – You’ll work smarter
• (Reporting) – You can measure
what’s happening

9. Benefits of CRM: Summary
• 360 Degree View
• Improved Communications
• Democratized Database
• Organizational Efficiency
• Working Together
• IT Gains
• Activating Opportunities
• Supporting Your Future
(See CRMready Webinar 1 for details!)

10. Next Steps…
• Brainstorm your
measures of success
• Articulate them
• Prioritize them
Priorities will then
drive Phases and
Design

11. TAKING STOCK:
SOFTWARE,
SYSTEMS &
PROCESSES

12. Creating a Systems Inventory
• What systems do you currently have?
• What are they doing?
• What are they failing to do?
• Why are they failing?
• Technology – the tool is
insufficient
• Processes – proper use is
unclear / inconsistent
• Skills – people don’t know how to
use it
• Strategy – it’s not clear why we
use the system or what it should
do for us
• What new systems might you need
in the future?

13. CRMready Workbook – Systems Inventory
• Website
CMS
• Giving
• Registra<on
• Email
• Social
• Core
Donor
DB
• Events
• Volunteer
• Lockbox
/
Caging
Fundraising
IT/Admin
• GL
/
Budge<ng
• HR
/
Payroll
• Help
Desk
• Data
Warehouse
/
BI
Online
Mission
• Client/Case
Mgmt
• Partner
Tracking
• Funder
/
Compliance
• Grants
Management

14. CRM Slices – A 360 Degree View
Each Slice represents:
Mission
Beneficiary
Direct
Mail &
Email
Major Ind &
Institutional
Gifts
Program
Delivery
Online Advocacy,
Giving,
P2P
Our Team
– IT, HR
Social –
Facebook,
Twitter,
Networks
• A Constituency
• A Department or
Business Need
• A Group of Users
• Data & Systems
• Business Processes
Observations:
• Constituents cross slices
• Users access
different slices
• Department
needs similar
• Business functions
similar

15. List and Database Census
LIST
PURPOSE
DEPARTMENT
CONTENTS
What
business
objec<ve
does
this
list
/
database
support?
What
kind
of
work
does
it
help
you
get
done?
Which
department(s)
uses
this
list
/
database?
PROBLEMS
/
ISSUES
What
kind
of
people,
transac<ons,
or
ac<vi<es
are
tracked
in
the
list
/
database?
What
kind
of
outputs
do
you
generate
from
this?
(Reports,
mail/email
lists,
le^ers,
etc.)
On
a
scale
of
1
to
5,
rate
how
cri<cal
the
list
/
database
is
to
your
mission.
(1-­‐
mission
cri<cal!,
5
-­‐
not
very
important)
Is
there
anything
problema<c
about
this
list
/
system
right
now?
WHO
MAINTAINS
Who
maintains
the
system?
NUMBER
OF
RECORDS
What
is
the
total
number
of
records
in
the
list
/
database?
SOFTWARE
DATA
OVERLAP
List
the
type
of
sobware
used.
What
data
elements
or
fields
are
in
this
list
/
database
that
also
live
in
another
list/database?
Are
there
any
strategic
ini<a<ves
or
business
objec<ves
that
you
are
not
able
to
achieve,
or
that
are
very
difficult,
because
data
is
in
separate
systems?
If
so,
what
are
they?
OUTPUTS
MISSION
CRITICAL
INTEGRATION
VALUE

16. CRM Case Study: Environment at Start

17. CRMready Workbook – Processes Inventory
• Content
Publishing
• Microsite
Development
• Managing
Mass
Emails
• Integra<on
w
FR
&
GL
• Cons<tuent
Management
• Gib
Entry
• TY
Le^ers
• FR
Repor<ng
Fundraising
IT/Admin
• GL
Reconcilia<on
• Budget
Repor<ng
• Help
Desk
Tickets
• Report
Produc<on
Online
Mission
• Client/Case
Mgmt
• Fee
for
Service
• Partner
Com
&
Coord
• Funder
Repor<ng
• Grant
Stewardship

18. Discovery Phase
Systems
Inventory
Sample
Reports
& Lists
Existing
Process
Documents
Interviews
with Staff
Investigate
Data Set
Biz
Processes
Discovery
Results
•
•
•
•
•
Frames Design
Clarifies Priorities
Defines Phases
Identifies gaps/risks
Resources &
Timeline

19. CRM DESIGN:
DEFINING THE
DESIRED END-STATE

20. Example Implementation: Phase 2 Complete

21. CRM: Thinking Through Design
(Resource: CRMready Workbook)
Which systems:
• Are in your control to change?
• Have overlapping constituents?
• Support the same business
practice?
• Have overlapping users?

22. Heller’s Vision of CRM
Constituent Engagement Strategy
Inspires, guides and sets requirements for a client’s CRM needs
Online
Engagement
Donor
Mission
Data Integration
Internal
Communication
Workflow &
Business Practices
Business Intelligence

23. PLANNING FOR
A PHASED
CRM IMPLEMENTATION

24. About Phases
Why
• It takes time to absorb change –
people, strategies
• It takes time to make change –
technology, processes
• Less business disruption, increased
adoption & results
50% of CRM projects in the commercial
sector are considered FAILURES.
Why? Poor or no adoption. Driven, we think,
by trying to do too much, too quickly.
How
• Know your starting point & target end-state
• 2 or 3 interim phases…
How long?
• Design – 2 to 4 months
• Phase 1 – 3 to 9 months
• Phase 2+ – 3 to 6 months each
• Full CRM – 1 to 3 years

25. CRM: Thinking Through Phases
(Resource: CRMready Workbook)
Which systems
• Would be most easily “retired”?
• Are causing the greatest pain?
• Represent the greatest opportunity
if replaced?
• Are people most willing to part
with? (or throw out!)

26. CRM Case Study: Environment at Start

27. Example Implementation: Phase 2 Complete

28. Example Implementation: Phase 1 Complete
• Moved
to
new
CRM
Plagorm
• Merged
Chapters
into
CRM
• Consolidated
Online
Presence

29. COMMUNICATION

30. Communication Plan – Why?
• Because
we
(people)
FREAK
OUT
about
change.
• Understanding
WHY
we
are
doing
a
project
(vision,
big-­‐
picture,
goals)
is
more
important
than
understanding
WHAT
and
HOW.
• If
we
understand
WHY,
we’re
be^er
with
WHAT
and
HOW.
• Project
success
is
more
dependent
on
Communica<on
then
Technology.

31. Communication - How
• What
will
be
communicated?
– What’s
happened,
what’s
next,
<e
to
big
picture.
– Good
news.
AND
setbacks.
• To
whom?
– All
Stakeholders
–
Summary
– Implementa<on
Team
-­‐
Details
• When?
– Periodically
– At
Milestones
• By
whom?
• Communica<ons
Lead
–
Regularly
&
Milestones
• Execu<ve
Sponsor
–
Milestones
• Buy
In
by
Osmosis
–
consistency,
transparency

32. Simple Communication Plan
Item
Weekly
Project
Update
Frequency
Weekly
DistribuAon
Task
Force,
Consul<ng
Team
Responsible
Owner
Consultant
Project
Manager
Weekly
Standing
MeeAng
Weekly
Task
Force,
Consul<ng
Team
Consultant
and
Internal
Project
Manager
Monthly
Updates
Monthly
All
Stakeholders
(Staff,
Internal
Project
Board,
Vendors)
Manager
Milestone
ReporAng
Every
milestone
or
as
needed
All
Stakeholders
(Staff,
Internal
Project
Board,
Vendors)
Manager
&
Execu<ve
Sponsor

33. Sophisticated Communication Plan
Project Team
Weekly
Monthly
Quarterly
Partner
Coordination
Meetings
Status Meeting
Executive
Scope Review
Written
Project
Updates
Risk
Management
Meeting
Organization-Wide
Status Meetings:
All PM’s, Team
Leads as needed
Update
Meeting: Peer
Review Team
Onsite Status Meeting: PM’s, Executive,
Team Leads, Peer Review
Milestone
Update
Ad hoc via
process with
approval of
Peer Review
Team

34. Next Steps
• Attend the next webinar
• Join our LinkedIn Group
to ask questions
• Subscribe to
The Connected Cause
• Review the JDRF Case Study
JDRF Case Study
FREE CRM Readiness
Assessment
• Take advantage of the Free
CRM Readiness Assessment
• Don’t do nothing

35. Links and Resources
• Get CRMready Series
•
TheConnectedCause.com/getCRMready/
• LinkedIn Group
•
http://linkd.in/173ZPGw
• The Connected Cause Site
• TheConnectedCause.com
• JDRF Case Study
JDRF Case Study
FREE CRM Readiness
Assessment
• http://bit.ly/103A5ny
• Call us now to schedule your FREE
CRM Readiness Assessment
800-794-0774

36. ADDED BONUS
FREE CRM Readiness Assessment
As an added bonus for attending all three webinars in the Get CRMready series, we’ll help your
team take the next step with a FREE one-hour CRM planning session with our team of
nonprofit CRM experts.
In your personalized one-hour consultation we’ll:
• Consider your systems and how (if!) they meet your strategic objectives
• Discuss your key business processes, and how they may impact successful
adoption of CRM
• Investigate your organization’s readiness for change, and how to get prepared
• Explain the most common timelines and approaches to CRM implementation
• Discuss commonly required resources, including budgets and staff time & skills
From the consultation, your CRM Readiness Assessment Report will include:
• High-level CRM Design articulating your current systems environment, a suggested CRM
Systems Map to aim at, and an example of a phased approach to getting there
• Overview of your processes, outlining what works well and what should be addressed first
• Realistic estimates of what you can expect to pay and what staff roles and time you’ll
want to commit for optimum success
• Suggested timeline should you plan to move forward
• Step-by-step outline of how to prepare your organization for change
• List of next steps for your organization
Call us now to schedule your FREE assessment
800-794-0774