This document summarizes a presentation about getting the most from a sophisticated customer relationship management (CRM) system for a synagogue. The presentation discusses using a CRM as a strategy to invest in relationships with the community and achieve goals. It recommends segmenting constituent data to target specific groups and assessing programs through reports on metrics like new memberships and reasons for dropping membership. The presentation also provides examples of individual and family reports that synagogues can generate from their CRM data to better engage constituents.

1. Synagogue Data Membership
Systems Part 2:
How to Get the Most from a
More Sophisticated CRM
Presented by Lisa Colton
President, Darim Online
with Andrea Berry
from Idealware
November 15, 2011

2. Why Does It Matter?
“Synagogues have a ton of data, but do not have
the time to analyze and compile the data to use
it effectively. Without tools … to simplify and
report the most salient data in a useful
manner, lay leaders’ critical business skills go
largely untapped and decision-making devolves
easily back to anecdotal debates at board
meetings and gridlock.” – Measuring
Success

3. AGENDA
• Quick recap of CRM
• What CRM means for your work
• What you want to do (strategy)
• What you need to collect (data)
• What you need to know (reporting)
• How does your data impact (format)

4. CRM
Constituent Relationship
Management Is a strategy, not just a
piece of software. Today we’ll be looking
at what that means for synagogues, and
how to use
the software to support
that strategy.

6. What do you want to do for
and with your community?
You’re in the relationship business.
What does that look like?

7. Investing in Relationships
How does
investing in
relationships
help you
achieve your
mission and
goals?

8. Constituents
Who are they?
Relationship
Where are
you taking the
relationship?
Management
How do you
manage that
process?

9. Using Data: Segmenting Audiences
If people are coded, flagged, or
tagged, you can sort and reach them
with a higher degree of relevance:
• Members and non-members with
children 2-5 years old who are not
currently enrolled in our early
childhood program;
• All people who are in interfaith
relationships for an interfaith
program or intro to Judaism class.
• What are important segments for you
to identify?

10. Types of Segmentation
• Reductive – demographics:
age, income, gender, neighbor
hood
• Attitudinal – psychographics:
Empty
Nesters, Singles, Interfaith
• Behavioral -- School age
kids, cultural vs. religious, 2 FT
jobs
• Lifestage: Getting married or
remarried, getting
divorced, becoming parents
or
grandparents, moving, changi
ng careers, becoming
caregivers, retiring. Status

11. Assessment Reports:
What happened?
• Do you know how successful you are from
year to year on various strategies?
• Do you know the % of member inquiries
that manifest in new memberships within
1 year? What is best predictor?
• Do you know of the people who have
dropped membership in the last year
what were the most common reasons?

12. Volunteer Engagement
• We need _____ skill.
Who can we engage?
• Or, we want to cultivate a
deeper relationship with
this person. Where is a
good fit to invite them to
get involved?
• Do you inventory skills
and interests?
• Do you go back to the
usual suspects over and
over?

13. Reporting
Individual/Family
Reports: Get a
snapshot before a
meeting, or when
someone calls to be
able to engage them
more deeply.
What information
should be there?

14. Types of Reports

15. Types of Reports
How you see the data matters!
Are you able to compare:
- Patterns of giving
- Rates of change in
membership

17. Part Three
November 29, 2-3pm eastern / 11am-12pm pac:
Transitioning to a New Data Management System:
Evaluating, choosing and migrating to a new system.
Plus:
Questions to take to upcoming
conferences to ask vendors.