Learn how to integrate these three critical technologies for improved engagement and communication with donors and stakeholders.

1. Solving the
CRM+Website+
Email Equation
With CRM Expert
Isaac Shalev
President, Sage70, Inc.
Thomas Stewart
Director of Analytics
Center for Biological Diversity
April 11, 2018
#18NTCequation
http://po.st/18NTCequation

2. Isaac Shalev
President, Sage70, Inc.
○ Sage70 is a consultancy
devoted to making data
and technology work for
nonprofits
○ 15 years of experience
working with Data, CRM,
and Tech Strategy
○ www.sage70.com

3. Thomas Stewart
Director of Analytics
Center for Biological Diversity
o Our Mission: Saving Life on Earth
o 46 years of experience working with Data
o 4 years in the nonprofit space
o www.biologicaldiversity.org

4. What’s a CRM?

5. What’s a CRM?

6. What Do CRMs Do?
Track interactions between your
organization and its constituents
Contextualize those interactions and
store them in an organized fashion
(donations, event attendance,
meetings, etc.)
Report on all the data collected

7. Reporting
and
Databases
Key
Performanc
e Indicators
Data
Capture
Simple CRM
Consistently…
 Capture data into your
database in every
venue
 Identify KPIs for
critical processes
 Establish regular and
ongoing reviews and
reports

8. Email Marketing
VS

9. Websites
VS

10. The Goal
Track interactions
Contextualize those interactions
Segment based on context
Communicate individually to segments
Offer relevant targeted content,
appeals, and asks

11. CRM
Email
Web

12. The More You Collect, The Less
You Know

13. What’s Your Strategy?
There are technical challenges, but
don’t start there
Not everyone can/should adopt CRM-
driven marketing practices
Align your practices, capabilities, and
reach/scale

14. Segmenting at Center
 Contacts in EveryAction
 Segmented using Activist Codes
 Limit number of emails per contact to 3 per week
 EEO – never segmented
 Appeal – rarely segmented
 Action alters – segmented regionally or state-by-
state. Sometimes by interest.
 Additional segmentation for Distributed Organizing
using Action Kit
 Additional focused emails from Action Kit

15. Advocacy at Center
 Accomplished using both EveryAction and
Action Kit
 EveryAction used for traditional Organizing
 Events and Alerts
 Action Kit used by our Ignite Change advocates
for Distributed Organizing
 Tools:
 Relay for texting
 CallFire for phone banking
 Slack for communication with/among volunteer teams

16. What’s Right For You?
 Donation and Online Fundraising
 Membership
 Website integration
 Volunteers
 Event Management
 Costs and User Licenses
 Training and Support
 Reporting, Reporting, Reporting

17. By a raise of hands…

18. Making it
Connect
 All-in-One
 Packaged/
Native
Integrations
 APIs
 Automation
Platforms
 CMS

19. Content Management System
(CMS)
 Database-driven
website
 Dynamic content
 User
management
 Picture storage
 Joomla/Drupal/
Wordpress

20. It’s a Jungle Out There
 There are hundreds of CRMs, including 50+
for the nonprofit market
 CRMs touch many other systems in your
organization
 Hosted vs SaaS
 Pricing Models
 Training & Support Models
 Consider hiring a guide!

21. Pick (at most) Two!
Integrates w
Others
Feature-Rich
Easy to Use
Platforms

22. All-in-One NonProfit CRMs

23. APIs and Integrations
 Open, closed, or unavailable?
 What does integrated really mean?
 Deep vs Shallow

24. The Future: Automation Platforms
 No-code integration
 Connect any system
 Multi-step Automations

25. Center Current State

26. Center Future State

27. Platform/Enterprise

28. Donor Systems w Packaged
Integrations

29. The Salesforce Platform

30. Comparing Options
All-In-One Packaged Open
Less functionality,
not as robust
Limited
customizability
Affordable
Easy to learn and
manage
More robust, but still
limited
Enables some best-
in-class 3rd-party
options
Depth of
integration?
Reporting is rarely
integrated
Most robust and
flexible
Many “best breeds”
available
Integration quality
and maintenancy
vary
Expensive, hard to
administer/use

31. Salesforce – Free Like a Puppy
 Implementation
 Customization
 Training
 Salesforce Admin
 Ongoing Upgrades
 3rd-Party App Costs

32. 1. Focus, Clarity
and Urgency
2. Strong Executive
Sponsorship
3. Internal
Salesforce
Aptitude
4. Commitment to
Continued
Learning
5. Implementation
Resources
6. Data Migration
and Integrity

33. Any Questions?

34. Isaac Shalev
isaac@sage70.com
(917) 859-0151