This document discusses how to integrate digital tools and channels to strengthen communications and customer relationships for organizations. It promotes using a CRM (customer relationship management) system to achieve a 360-degree view of customers across communication channels like email, web, and social media. Integrating these digital channels with a CRM allows organizations to better understand customer behavior and interactions for more personalized and effective marketing.

1. Get digital!
How to integrate digital tools and channels
to deliver stronger communications
and deeper customer relationships

2. Contents
3 Achieve the dream
4 Case study: #nomakeupselfie
6 Digital in a nutshell
8 The ROI of digital
10 Case study: The Kings Fund
12 CRM +
14 CRM + Email
16 CRM + Web
18 CRM + Social
20 Case study: 38 Degrees
Author: Steve Thomas - Purple Vision
Sources quoted in good faith, errors and omissions
excepted. Information correct at time of going to
press.
*email, web, social media, giving …. anything!
2
22
24
26
CRM + Giving
CRM + Automation
Mike’s Story
28 CRM + Everything
30 Case Study: Scope
32 Integrate-ability
34 Case Study: UBS
36 Set your direction
38 About us

3. Achieve the
dream
3
Integrated tools,
channels and insight.
What a dream!
Yesterday’s dream is today’s reality.
Already, other organisations are benefiting
from integrated tools and channels.
So, what’s holding you back from
achieving the ‘digital dream’?
Too busy to do the research and planning?
Someone else supposed to be taking the
lead? No budget and no obvious way to
make the case for one? Don’t have the right
experience so you don’t know where to start?
Besides all that, is this really going to help you
hit your targets for this year?
It’s all just too much!
On the other hand …
Are your traditional channels like direct mail
and events under pressure?
Perhaps your trustees are asking how you are
going to improve your website, so it’s like
others that they’ve seen.
And perhaps your supporters are not really
satisfied with their experience of interacting
with you.
Perhaps you are not satisfied either.
If you know you need to do something
about your digital tools and
integrations, and you can’t put it off
much longer, then you have come to the
right place to get started.

4. Case Study
“No-makeup selfies
raise £8m for Cancer
Research UK in six
days”
The Guardian
You couldn’t miss it – the no makeup
selfie challenge was everywhere in
the spring of 2014.
Women posting bare-faced selfies online
helped Cancer Research UK raise more
than £8m in 6 days.
Thousands of women posted pictures of
themselves wearing no make up onto
social media sites, nominating , cajoling
and persuading their friends to do the
same.
Quoted in The Guardian, Director of
Communications Carolan Davidge said
"We're really grateful to everyone who
donated to Cancer Research UK through
the #nomakeupselfie campaign”, noting
that the donations “would allow the charity
to carry out 10 clinical trials that it would
not have been able to do just the week
before”.
“Why the ‘no make
up selfies’ campaign
raised £2m”
BBC News
4
“‘No make-up selfie’ cancer
campaign total soars to
£2million”
The Telegraph

5. It is this point that is the most critical.
This was money that they did not have the
week before. A campaign that was
unplanned.
CRUK did not start the trend - it grew
organically, making a huge impact on social
media and attracting the attention of national
newspapers and broadcast news.
Of course, the campaign was not without it’s
issues and detractors but there is no denying
it was a successful fundraiser.
But the story could have been very different.
Right at the start, the trend was generic –
show your support for cancer awareness.
The quick actions of the CRUK team,
channelled awareness into action and
delivered, as the headlines tell us, eight
million pounds in just six days
How would your charity be able to
react, act, and after the event, build
relationships with those who
participated in and donated to a
campaign like this?
Sources:
BBC website, 22 March 2014 01:23
The Guardian, 25 March 2014 13:34
Daily Telegraph, 21 March 2014 11:19
Civil Society.co.uk, 21 March 2014
5

6. In a nutshell
6
Multi-channel, multi-platform, 360-degree, interactive
relationships Marketing is always more effective using
multiple channels at the same time, and
digital extends traditional marketing with
all sorts of new and highly effective ways
to reach audiences.
These include text messaging (both SMS and
MMS), social media marketing, online display
advertising, and search engine optimisation
(SEO), as well as old fashioned email, of course!
Mobile includes billions of people.
This the global reach and interactivity of mobile
devices mean that digital is not just another
channel for marketing. It is a whole new
dimension and requires a new approach to
communications and a new understanding of
customer behaviour.
For many years fundraisers have hailed the
elusive “360-degree supporter view” (i.e. a
complete picture of their relationship with every
supporter).
We have never really had the means to achieve
this before, but with digital technologies this is
now a realistic prospect.
Digital marketing is the process of
integrating platforms and customers’
experiences through digital channels.
Digital marketing offers the prospect
of increasing and improving the
interactions and relationships with
current and prospective customers
through, for instance, social
networking sites, instant messaging
systems and mobile applications
(apps).
Dr Aleksej Heinze

7. 7
Charity Digital Trends
87% 87% of the world population
has a mobile phone
9/10 9/10 mobile searches result in
an action i.e. a store visit, a
purchase or a donation
2015 By 2015, mobile internet
usage is expected to exceed
desktop usage
83% 83% of UK charities don’t
have a mobile strategy
300% Mobile commerce grew by
300% between 2011 and
2012
74% 74% of UK charities don’t use
SMS to fundraise
50% 50% of all mobile page views
are on social networks
Source: Give as you Live Digital Donor
Review (2013)

8. 8
The ROI of Digital
The ROI of digital?
if you don’t do it,
you won’t survive
Do you think that sounds like
hype?
What non-profit organisation today
could operate without a decent web
site and email newsletter?
For many, social media is already
the primary channel for supporter
care, service delivery and advocacy.
In the UK voluntary income is still
generated mainly through traditional
channels.
But digital fundraising is the
only area of real growth, with
income up from negligible
levels just a few years ago to
around 20% (£2 billion) in 2013
(and growing fast).
2012
Giving trends
comparison
2013
9% Text giving 11%
5% Phone donations 4%
23% Sponsorships 22%
21.5%
Making a donation
online
21.5%
21% Direct debit 18%
8%
Purchasing from a
charity website
9.5%
37.9%
People supporting 5+
charities
42%
1.4%
People supporting no
charities
2%
18%
Support for children's
charities
16.9%
13.8%
Support for animal
charities
15.1%
Source: Give as you Live Digital Donor Review
(2013)

9. 9
If you’re still not
convinced, see how our
behaviour is changing,
year on year.
Pay particular note to more traditional
channels, like direct debits.
Text giving is up and direct debits are falling.
Digital is displacing the tried and tested.
And how each gender interacts with digital is
having an impact, too.
Compare gender relationships with charity
opportunities – and then compare social
engagement for both genders.
In digital, one size does not fit all.
M
Male and
Female
Charitable
Contributions
F
20% Sponsorship 23%
20% Direct Debit 18%
43.4%
People
supporting 5+
charities
41.8%
2.4%
Support no
charities
1.9%
43.8%
Use Facebook to
interact with
charity
55.9%
31.1%
Use YouTube to
interact with
charity
9.7%

10. Case Study
10
In an average year, The Kings Fund sends
around 700,000 emails.
With each contact receiving as many as 29
separate types of emails, it is not surprising that
many were disengaging.The communications team
knew they needed to be more sensitive to their
contacts needs and provide better targeted
communications. But how?
Saul Harris, Head of Marketing and Corporate
Communications called on Purple Vision to help.
We turned to their data for answers.
They stored contact details (including job title and
organisation) for some 60,000 individuals. Event
purchase and attendance records were available
for some, but preferences not always updated on
the Integra database system. They knew how
many were receiving, opening and responding to
emails from the analytics in their email system
(Cheetah) but this information was stored
separately.
Exporting and combining the data from both the
CRM and email systems delivered a much richer
view of the actions of contacts. But because
supporter relationships are based on more than
just financial activities, typical segmentation
models like recency/frequency/value did not apply.
We needed to identify new measures that would
provide more meaningful analysis and insight.
We identified three new values, appropriate to the
organisation - recency, engagement and quality.
Recency addressed time lapses since most recent
contact. Frequency identified the level of
engagement and finally, a ladder of ‘potential
influence’ was constructed to incorporate the value
that The King’s Fund seeks from its relationships.
Using these measures, we were able to take a
data deep dive and generate eight statistically
discreet groups or segments of the total audience,
ranging from no contact to high and recent
engagement, and of known high quality.
Next we reviewed the historic data by month,
enabling us to identify how contacts moved
between the segments as they engaged (or
disengaged) with the organisation.
Comparing the relative size and stability of each
segment provided clear indications of the success
of marketing activities in engaging contacts at key
stages in their relationship ‘journey’.
As a result of these new insights all contacts now
receive communications that are more appropriate
in terms of quantity, tone and content. What’s
more, the modelling is automatically integrated into
the database system, so an ongoing monthly
‘refresh’ keeps everything up to date!

11. 11
Benefits
● Contacts can be identified and treated
accordingly, with communication via
preferred channels
● At-risk or valued contacts, or those with
potential that has yet to be developed,
can be identified and treated
appropriately
● Money wasted on communication and
time spent on contacts of limited value
(influence) can be reduced
● Future developments can be integrated
into segmentation activity and
communication planning
● Customer engagement has improved
.
“We are very pleased with the
outcomes of this work. Purple
Vision provided a powerful new
way to understand the
behaviours that were
previously hidden to us.
Through the segmentation
process, we now have a much
better understanding of the
value and potential of all our
contacts.
And because the segmentation
rules have been embedded in
our database, we will be able to
refresh and track our progress
in the future.”
Saul Harris
Kings Fund

12. CRM +
12
CRM or Database?
How you think about this is crucial to your
digital success.
To take advantage of digital technology it is
necessary to understand the difference between a
database and a CRM system.
Every fundraiser needs a decent donor database,
but do you know the principles and practices of
CRM (customer relationship management)?
CRM is about proactively managing your
interactions with current and future customers (or
constituents, supporters, contacts depending what
you call them).
Success is as much about your attitude to
supporters as it is about the tools you use.
Having said that, modern online technology means
you can supercharge your CRM (and your
fundraising) by organising your data and
synchronising all the points of contact:
communications, marketing, service delivery,
advocacy and volunteering, as well as fundraising.
In other words, the 360-degree view you’ve
been hearing about for years is finally
coming true.

13. 13
Few traditional fundraising record systems
are actually CRM systems.
That’s not surprising as most were invented before
the era of CRM.
Donor databases like ThankQ, Donor Strategy and
The Raiser’s Edge are essentially highly featured
lists of donors and gifts.
CRM systems like Microsoft Dynamics, Salesforce
and Blackbaud CRM are platforms that enable you
to work with a single set of data across your whole
organisation.
CRM is the only way to achieve the 360-
degree view and unlock the power of your
supporter base.
As you read through the following guidelines, you
may also find it helpful to glance at the integration
table later in the publication.
There we show in detail where tried and tested
integrations exist between some of the most
popular technology tools

14. CRM + [ Email ]
Start with email
End CRM disintegration
If you have ever sent your newsletter or appeals
using an email service that is separate to your
donor database, you will understand the
frustration of the most common form of CRM
disintegration.
File transfers and manual updates cause
inaccuracy, waste time and make
personalisation almost impossible.
Email tools, like Dotmailer or Mailchimp, are
essential for every organisation these days, and
ensuring that your preferred email engine syncs
automatically with your CRM system is the
single most important integration you can make.
Happily, it is also one of the simplest.
14
“There are countless ways
to build lists, but trust is
what builds relationships.”
Hunter Boyle

15. 15
Most email providers recognise this
requirement and connectors are widely
available to ensure automatic integrations of
varying sophistication, including:
● Synchronised mailing lists
● Mirrored campaign segmentation
● Mail merge
● Automatic maintenance of subscriptions and
communication preferences
● Reporting of KPIs like opens, clicks, shares
and goals attained
“Make it simple.
Make it memorable.
Make it inviting to look at.
Make it fun to read.”
Leo Burnett

16. CRM + [ Web ]
16
Make self-service a reality
The starting place for CRM + web
integration is efficiency.
How much time do you waste feeding data into
your database? Or importing files?
For example:
● Do you collect information you need online (like
event attendees)?
● Can your supporters log on and update their
details for themselves?
● Do you know who visits your web site and which
pages they click on the most?
Perhaps you already have some integrations?
Some donor databases come with additional
‘portal’ features (eg. Blackbaud NetCommunity or
thankQ web modules).
These are well worth considering, although most
are limited in scope and don’t integrate fully with
the rest of your website.

17. 17
One of the main advantages of CRM platforms is
that they are built with industry standard data
interfaces, often called APIs.
This means you can get data from (and back into)
your system easily and automatically.
This means you can create a secure link between
your CRM system and your website, so that
supporters can do things for themselves, and you
can track where they have been.
The key to this is that everything is stored online ‘in
the cloud’ (rather than on that server under the
stairs!).
When both your CRM and your website content
management system are online they can
communicate with each other 24/7, securely
through the API.
So, your supporters get what they need
when they need it, without having to come
through you.
“The tools will change, the
platforms will evolve, but
the way in which people
communicate with other
people through digital
networks and electronic
devices has been
fundamentally transformed
….”
Oliver J Blanchard

18. CRM + [ Social ]
18
Back to the future
Facebook, LinkedIn, Twitter, You Tube,
Instagram, Snapchat … the wonderful
world of online social media! .
We all know about it, most of use one platform
or another, but how many of us use it to engage
with our supporters?
And not just to broadcast news - use it as it is
meant to be used: two-way, interactive and
social.
Ten years ago few fundraisers collected email
addresses as well as the old fashioned postal
addresses we had all been using for so long.
Not so today. Before long, social media will be
more prevalent than any other channel. You
cannot afford to ignore it. And because
supporters now owns the conversation, and it
can be very public. The balance of power has
changed.
Social CRM is about engaging with
supporters where they are, on their terms
and in in response to their interests.
To be successful, you need to be honest and
open.
Best practice is to listen first, track issues
and opinions, and then offer valuable
content, respond to questions and engage in
discussions. Blatant promotion, selling and
bluster will meet with disdain.
By its nature, social media exists
through technology. And technology
also offers the means to address the
opportunity.
In practice, social CRM is about designing
business processes, rules, and workflows to
engage supporters in a conversation that
leads to trust, transparency and mutual
benefit.
In other, words, it’s just like old fashioned
fundraising, but its online!
There are all sorts of digital tools available to
help you engage in this new environment,
such as Hootsuite, Sprout Social and
Radian6.

19. 19
And just like email integration, there are ways
to synchronise these with your CRM system.
Managing your social presence in one
location rather than in separate channels will
save you time and enable you to build closer,
richer relationships through a 360-degree
view of all your supporters – online and
offline.
Perhaps the most exciting aspect of
CRM + social is the opportunity to
encourage your supporters to become
online advocates and fundraisers for
you.
This concept, often known as ‘communities’,
‘peer to peer ’or ‘crowd sourcing’, involves
offering a compelling reason to engage – an
issue, a campaign or an event – then trusting
your supporters to go ahead and respond.
A number of tools and services exist to
facilitate this (such as Artez, Luminate or
Global Giving) but it is important to select one
that integrates as closely as possible with
your other office and public systems.
You might be surprised by the quality of what
comes back from social engagement: questions,
concerns (before they become complaints),
answers, ideas, recommendations.
Supporters follow your cause because they
choose to, and that commitment can be mobilised
for more than just the value of their cash
contributions.
Just imagine how an active community of
supporters, together with their personal
social networks, could help your
organisation with campaigning, event
management, volunteering, research,
customer service and recruitment? Oh
yes, and fundraising!

20. The results speak for themselves.
● Over 500,000 38 Degrees members signed the
“Save Our Forests” petition
● 220,000 38 Degrees members shared the
campaign on Facebook
● Over 100,000 38 Degrees members emailed or
called their MPs urging them to stop the forest
sell off
● Hundreds of 38 Degrees members donated to
fund a YouGov poll which found that 84% of
the public wanted the forests kept in public
hands
● Thousands of 38 Degrees members chipped in
nearly £60,000 to pay for ads in national
newspapers to highlight the campaign.
● Over 30 local groups around the country
sprung up to campaign to stop the sell-off
Source:
38degrees.org.uk
20
Case Study
Tree-mendous social
results
Back in October 2010, the government
announced plans to sell off British woodlands in
an effort to plug some of its funding gaps.
More than 500,000 people engaged in a
campaign which generated mass media
coverage and resulted in the government
reversing their decision to sell off woodland.
Non profit campaign group 38 degrees, who
launched the Woodland campaign, operate on a
simple premise. When enough people vote to
support a campaign, it is launched and
promoted.
The campaign to save the trees had only three
simple - social - asks:
1. Sign the petition to show support for a
request to reverse the decision
2. Tell friends and share the campaign socially
3. Write to your local MP to ask them to support
the campaign

21. Conversionprism.com 21

22. CRM + [ Giving ]
22
More than ‘Just Giving’
Your number one criteria in deciding how
you accept money online should be making
it easy for the donor to give.
Try not to focus solely on fee rates of different
providers. If you choose a system with a clunky
user experience that makes it hard or complex to
get through an online transaction, it will cost you
much more in lost donations.
There are hundreds of choices of digital giving
platforms - from affinity shopping to crowd sourcing
and SMS. But your first, and probably most
important, requirement is how to accept cash gifts
online.
The main retail fundraising sites, Just Giving,
Virgin Money Giving and BT MyDonate, dominate
the market for smaller charity giving. And with
good reason – both you and your supporters can
rely on these well-known providers to take care of
your money and ensure it ends up in the right
place.
As well as providing a low friction user experience,
they also offer built-in facilities for gift aid
and direct debit, so you don’t need to worry about
managing these in your back office.

23. 23
There are important considerations for
systems integration.
Beware web agencies (even big ones) that claim
they can handle everything for you.
Our experience is that, typically, they make your
web site look great, and collect the money, but
getting the data back in to your database or CRM
system amounts to handing you a file that you
may or may not know what to do with!
If you want to avoid getting bogged down with
data imports or, worse, re-keying, think carefully
about how you set things up.
Some databases, and some giving platforms,
have pre-built connectors. But these are not
universal, and their suitability depends on your
particular combination of technology tools.
However, there are good reasons to
consider alternatives.
You don’t see a Just Giving button in the middle
of CRUK’s website.
Their user experience is just as good (if not
better) because they deliver a fully branded
sequence of pages supported by relevant content
and images to minimise drop-outs.
But what they also get is all the data about their
supporter. With the retail sites, supporters have
to opt-in and only around 15% say ‘yes’ to this.
And as we all know, it’s the long-term
value of supporters that matters more
than the first gift.
If the brand and data are important to you, there
are a number of “white label” platforms available,
such as Engaging Networks and Heroix, that
enable you to brand their processes.
This means you get the benefit of tried and
tested technology as well as a more integrated
experience.

24. CRM + [
Automation ]
24
Minority Report
Did you ever see the movie Minority Report? Tom
Cruise walks through a future street where the
shop windows recognise him from a retina scan
and offer startlingly personalised ads.
That’s not the future! It’s the here and now
Integrated data systems, coupled to the fact that
mobile devices are now in everyone’s pocket,
make it possible to design and deliver highly
personalised 1:1 experiences.
Of course, taken to extreme this could be totally
repellent. But with imagination and good manners,
subtle and welcome engagement is possible. For
example:
● Recognising who I am when I visit your web site
and delivering relevant content that saves me
time
● Respecting my communication preferences so I
look forward to hearing from you and can
engage where and when I want to
● Helping me get the information I need by
analysing my past actions, listening to my
requests and signposting me to the most likely
answers
● Offering me intelligent support experiences
with choices that make engagement
effortless (the opposite of telephone
queueing systems that have no information
about me)
● Thanking me properly by checking that I got
the service I asked for, and whether it was
what I expected

25. In non-profit organisations where we are interested in
lifetime relationships rather than just the next sale such
marketing automation is a massive opportunity.
25
For years, thought leaders have advocated the
concept of supporter journeys - deliberate pathways
intended to extend and deepen the engagement of
supporters. But for anything more complex than a
short-term welcome or upgrade journey this concept
has remained a pipe dream.
There was simply no way to adequately analyse, track
and respond to the complexity of numerous
disconnected touch points to deliver a lifetime journey.
Now technology exists to support real
journeys.
Tools such as Eloqua, Marketo and Exact Target
enable marketers to combine multiple data sources
and design journeys triggered by everyday actions and
events, rather than traditional push communications.

26. 26
Mike’s Story
Mike has some unwanted clothes
and searches online for his nearest
charity shop.
He finds his local hospice, and
notices he can request a pack of
free bags.
He clicks the link, fills in a request
form.
The following day his bags arrive.
The hospice team staff didn’t have
much to do to deliver the bags –
Mike’s email set off an automated
process – printing a label and
popping the bags in the post with a
pre-filled label and donation slip,
while adding Mike to the CRM
system.
At the weekend, Mike drops the
bag into the shop.
Mike has already given some
details so it is easy to ask him to
sign a Gift Aid declaration and enter
the information directly into the
system.
“Would you like to Gift Aid
your donation today, Mike?”
The next day Mike receives a short
thank you email summarising the
Gift Aid declaration and explaining
what will happen to his donation.
Two weeks later, Mike receives
another email explaining that his
clothing donation has raised £50.
They check he is still happy to
make the donation and add Gift
Aid. He clicks the link in the email
to say yes.
The email is automated – as well
as ensuring they are compliant, it
makes the customer feel good!
Mike’s response is automatically
logged in the CRM system.
Mike has not been added to the
Hospice newsletter list and is not
considered a prospect for appeal
mailings – he did not ask for these.
He did however agree to receive
occasional relevant
communications by text or email.

27. “You must be Mike, I’m Mary –
thanks for popping in. Did you
enjoy the event last week? … “
27
In December, the Hospice holds an
annual Remembrance event for all
those in the community who are
connected with its services.
Mike is not personally invited, but is
encouraged to go by friends who
speak highly of the Hospice and
their experiences.
At the event, Mike makes a small
donation using the envelope inside
the programme.
The following week, Mike is in town
and receives a text.
The message is sent automatically
as it picks up Mike is in town from
his phone’s location information.
Mike, Thank you for your
support this year – in our
shops and with your donation.
If you have any last minute
Christmas shopping needs,
please pop into our High Street
shop where we have festive
cards and gifts! Regards, Mary
– Shop Manager.
The message is timely – Mike
needs more wrapping paper, so he
pops into the shop, telling the
cashier he has just received a text.
Shop Manager Mary receives a
copy of any texts which are
automatically sent out every time
an opted-in prospect is in town,
near the shop. So, she knows it
must be Mike, and that he has
donated clothes and went to the
recent remembrance event.
On the bus on the way home Mike
looks up the website on his mobile
and opts in for the Hospice
newsletter.
He feels valued, and in a small
way, part of its work and his
community.
The Hospice website is responsive
so all forms and content recognise
the screen size of the device,.
adjusting automatically. If the
process was not easy and well
optimised, Mike might have not
bothered.

28. 28
CRM + [ Everything
]
Become digital first
Digital technology is often regarded as the
domain of communications or fundraising,
but in fact you will find similar needs and
frustrations in every part of an
organisation.
Your colleagues in finance, and operations are
almost certainly struggling with the same
technology blockages such as poor data quality,
security issues, user unfriendliness, inadequate
reporting.
With numerous separate systems across your
organisation, these issues are compounded.
But these problems are of no interest to your
constituents. They live in the real world and they
expect their relationship with you to be as good as
those they have come to expect from Amazon,
John Lewis or Expedia.
With a CRM platform you can deliver
against these expectations, without the
limitations of old IT systems.
And, perhaps surprisingly, without the
need for commercial-scale budgets.
World-class technologies are now available at
affordable prices that enable you to join up your
whole organisation in one efficient way.
Working on a single platform you can choose
specialist solutions to help manage volunteers,
grants, retail, finance and even service delivery.
All secure, accessible and synchronised - saving
time and money, empowering online relationships
and releasing everyone to focus on your mission.
Of course, technology is just one part of
the solution.
To make digital work your organisation has
to be willing and able to adopt it.
“Digital first” describes an organisation with the
skills and attitudes necessary to operate in the
digital world. It also points to the commitment your
organisation needs to make.

29. 29
Is it right for you?
● Many non-profit organisations are already on the
road to being Digital First: Tate, National Trust,
Age UK, MacMillan, GOV.UK.
● Digital first isn’t just about developing a new digital
strategy; it’s about re-developing all your strategies
so that they are implicitly digital. And then
carrying them out.
● Digital First means listening and responding to
your stakeholders every day.
● Digital First requires investment in people as well
as technology.
● Digital First is where it is second nature for
everyone in your organisation, from the chair of
trustees to the newest recruit, to every service
user, to work together digitally.

30. Case Study
30
How do you solve a
problem as complex as
data proliferation?
Well known charity Scope support people with
disabilities. Like many other charities their
operations are complex and spread over multiple
locations – offering services, volunteering,
campaigning and more.
The fundraising team is also complex, raising the
funds necessary through a range of activities from
direct mail through to a large network of retail
shops.
The end result of all this activity is a proliferation of
data held in multiple systems – email marketing
tools, the fundraising database, social media tools,
web content management systems, payment
processing tools, via their retail outlets and in the
wider sense of the organisation’s services contact
data and preferences.
With all data being held in different locations for
these individual activities, it is near impossible to
deliver personalisation of content, gain a true
picture of supporters and to look at efficiency
through automation. It’s also difficult to manage
data – a person unsubscribing from one email list
may still be held on others, and so on.

31. 31
We worked with the team at Scope to identify
three potential options for moving forward.
1. Data Warehouse - keep the existing donor
database and work around data issues with a
data warehouse. Although data is still held in
multiple sources it is channelled into a new
warehouse where it can be more easily
analysed as if from a single source and reports
provided. The issue with a proliferation of data
still exists, and all the data sources will require
ongoing attention.
2. Synchronise - add a new component which
acts as a two-way integration to store all the
data and solve reporting issues, synchronising
and updating data from multiple sources so it is
coherently presented for a user.
3. New CRM - replace the existing database and
infrastructure with a more fundamental system
based on current and future requirements of
the whole organisation. This is the most
complex as it involves rationalising the existing
data sources but after the initial investment of
time, will be the most efficient as data will be
held in a single location with only one system
requiring administration and ongoing support.

32. Integrate-ability
Donor Databases CRM Platforms
Raiser’s Edge Integra/
Care NG
ThankQ Integra 3.4 eTapestry Progress Salesforce Blackbaud
CRM
Dynamics
CRM
CiviCRM
CMS - Open source
WordPress         ≈ 
Drupal          
Umbraco          ≈
CMS - Proprietary
Sitecore
         
Episerver
      ≈
Tridion
      ≈  ≈ 
SharePoint
       ≈
Web Tools - Proprietary
Net Community
         
Blackbaud IS
         
Luminate Online ≈         
Heroix ≈  ≈  ≈ ≈ ≈  ≈ 
Engaging Networks ≈      ≈  ≈ 
Artez ≈ ≈ ≈   ≈   ≈ 
Blackbaud Online
Express
         
Raising IT
     ≈   ≈ ≈

33. Key  No known integrations
 Fully synchronisation available
≈ Partial integration available
Donor Databases CRM Platforms
Raiser’s Edge Integra/
Care NG
ThankQ Integra 3.4 eTapestry Progress Salesforce Blackbaud
CRM
Dynamics CRM CiviCRM
Email Marketing Services
Vertical Response  ≈    ≈    ≈
Mailchimp ≈ ≈    ≈  ≈ ≈ ≈
Constant Contact ≈ ≈    ≈    ≈
Camp’ Monitor ≈         ≈
Dot Mailer  ≈    ≈  ≈  ≈
Online Giving Services
Just Giving         ≈ 
Virgin Money Giving         ≈ 
BT My Donate         ≈ 
Social Media
Hootsuite         ≈ 
Tweetdeck         ≈ 
Exact Target        ≈ ≈ ≈
This table is correct to the best of our knowledge and belief. If you know of integrations (full or partial)
which we haven’t covered, please let us know and we will update this resource.

34. Case Study
34
If there’s one thing all
organisations have in common,
its communication challenges.
But multiply that x 146 (the number of hubs UBS
work in), add language challenges, skill barriers, a
mixed availability of technology and you have a
potential minefield.
The solution for United Bible Societies was
Salesforce – and Google Apps.
The UBS journey to Salesforce started a few years
ago when some rationalisation and restructuring
took place – staff reduced by about a third, regional
offices closed and the support team moved
towards being a virtual team.
But the requirement to deliver services remained
firmly in place.
Digital Development Manager for UBS, Hamish
Bruce, started by identifying a set of ‘high fives’ –
goals to rationalise, simplify and unify the way the
team would work together virtually, yet
collaboratively.
1. Single place for client info – UBS wanted to
eliminate data being stored on multiple
spreadsheets and out-of-date CRM tools.
2. Link up communications strategy – real
metrics from campaigns were needed to help
measure the results of communications
strategy and tactics in real terms.
3. Link existing legacy systems – integrate
existing external channels like the website, and
internal channels like communities as well as
rationalise and integrate other tools.
4. Flexible – a system that will grow with the
needs of the organisation was an essential . In
the past UBS found that software vendors
development plans don’t always meet the
organisations timescales, and costs of bespoke
development hampered the pace of growth.
5. Easy to use and to train people to use –
regardless of how good the system is, if people
don’t find it easy to use, it’s not going to work.

35. 35
The results for UBS speak for themselves and the
team now enjoy the benefits of:
● One stop data shop – the team have a one
stop shop for all their customer data using out of
the box and custom created fields, using
Salesforce as the CRM tool.
● Communication deliverables – UBS is still
very email centric. It’s been easy to integrate a
mailing tool into Salesforce and unlike some
systems, there was actually choice (they chose
campaign monitor but vertical response,
Mailchimp as well as others all have integrations
with Salesforce). And all this means that there is
a deep and well integrated way to not only send
to multiple audiences, groups and in multiple
languages, but great engagement statistics too.
This allows them to inform the broader strategy
and develop even better email communications
that resonate with their audiences. The team
are now considering the Salesforce Exact
Target Marketing Cloud to create 1:1 personal
journeys and enrich supporter relationships.
● Automated content updates - with 146
different pages of contact data on the website,
manual updates to contacts were impossible, so
a bit of technical wizardry has integrated
elements of Salesforce with content
management system, WordPress.
● Unlimited options for growth – the
Salesforce App Exchange lists multiple
integrations, add-ons and updates that allow
you to grow your systems at your pace. And not
just for fundraising and communications, either
– HR, finance, project management feature too.
Purple Vision have helped UBS with many aspects
of their Global Digital Strategy and multiple
Salesforce implementations across the world.
We recently partnered with Salesforce Foundation
to deliver a webinar explaining how connected
communications have made a difference for UBS
and how they work internally, as well as for their
customers and service users.
Listen back to this Webinar.
Go to www.joinwebinar.com and enter the
registration number 791749297

36. 36
Set your direction
Your vision, goals
& strategy
Review existing
tools and new
options
Findings &
Recommendations
We can help!
Our Digital Signposting service can help
answer your digital integration questions and find
the best solutions for your organisation – unique
to your needs, and mapped to your future
strategy.
We will help answer questions about how you can
work-around, add-on and integrate your tools to
give you as complete a picture of your supporters,
constituents and stakeholders as possible.
A comprehensive findings and recommendations
report will identify which tools will work best for
you, and how to move forward confidently, based
on your strategic goals.
Of course, you may already be using digital tools.
Most non-profits start using digital tools on a piece
by piece basis, as you need them to perform a
function for you.
But are your choices ‘future-proof’? Is your set up
optimised as well as it could be?
A Digital Health Check will review what you are
using, when and how against your organisations
strategy.
A findings and recommendations report will explain
what you need to do next – or think about doing – to
improve or develop your existing infrastructure.

37. 37
We simplify digital
Our digital expertise includes:
 Building the digital business case
 Selecting the digital tools that work best
with your CRM
 New websites or content management
systems
 Integrating digital tools and CRM
 Digital strategy
 Supporting the internal and cultural shift
to digital thinking
 Training and staff development

38. 38
About us
We’re passionate about
non-profit!
Over the past ten years, we have built a team of
experienced and talented non-profit professionals
to create Purple Vision.
Today, our extensive knowledge helps us support
charities (large, small, global and local),
membership organisations and education providers
to achieve their goals.
We’re independent
Our independence means you can be sure we are
‘on your side’ as we share our knowledge and
insight, and explain the options available to you
honestly.
We draw insight from independent experts and
associates, as well as from our network of leading
global technology partners.
And right where you need us to be
Based in London, we work across the UK and
Europe.
You can find us online too, of course, via
www.purple-vision.com
With information and resources to support
you
Presentations
We publish slides and presentations we
have given on our website
Whitepapers
Our thoughts on a range of topics are
available via our website, with printed copies
available on request
Breakfast Briefings
A series of informal briefings on a range of
topics – visit our events calendar for details.
Round Tables
Bringing our clients together for discreet
discussion and insight sessions on common
issues.

39. 39
CRM & Database
 Supporting existing systems
 Signposting systems, apps and integrations
 Implementing new CRM systems
 Health Checks and support services
packages
Insight & Analytics
 Insight, innovation & impact
 Customer and supporter journeys
 Dashboards, data and segmentation
 Household level geo and socio-demographic
audience profiling
Digital
 Signposting tools, apps and content
management systems
 Digital Integration
 Digital Strategy
 Building the digital business case

40. Purple Vision Ltd
info@purple-vision.com
www.purple-vision.com
+44 (0) 845 0250
3.06 Canterbury Court
Kennington Park
1-3 Brixton Road
London , SW9 6DE
UK