Connected Nonprofits and Campuses don’t just connect their marketing programs, they also connect marketing with their broader CRM program. This presentation highlights leading examples from both the nonprofit and university space for how to best connect marketing and CRM.

1. Where Marketing Meets CRM
George Estrada
Chief Information Officer
Center for American Progress
Greg Polit
Director of Informational and Emerging
Technologies
Indiana University

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3. Celebrating 16 Years of Giving Back
1-1-1
Model
Adopted
$85M+
Grants
1% Equity
25K+
Nonprofits & Higher Ed
1% Product
Sharethemodel.org
920K+
Service Hours
1% Time

4. George Estrada
Chief Information Officer
Center for American Progress

5. Issue Segmentation

8. CAP Events

10. Metrics / Analytics

12. Why is this important?

13. It’s not just about the past,
it’s about being able to
pivot towards the future.

14. Greg Polit
Director of Informational & Emerging Technologies
Indiana University

15. Indiana University’s journey towards integrated
Constituent Relationship Management

16. About Indiana University
INDIANA UNIVERSITY 16
• Eight campuses
• 110,000 students
• 580,000 living alumni
• 17,000+ employees
• $2 billion annual operating budget

17. Lifetime engagement strategy
INDIANA UNIVERSITY 17
• Effectively manage university’s relationships with its
constituents
• recruitment
• retention
• student engagement
• alumni and donor engagement
• external relations

18. Current landscape
INDIANA UNIVERSITY 18

19. Lifetime engagement service center
INDIANA UNIVERSITY 19
• LE service center facilitates effective and coordinated
communications between the university’s academic and
administrative units and university's various constituencies:
• Prospective students
• Current students
• Prospective faculty
• Staff
• Alumni
• VIPs

20. Why Marketing Cloud
• Strategy needs a single modern CRM platform
• Current distributed toolset unable to show the 360 degree view
• Marketing automation and analytics
INDIANA UNIVERSITY 20

21. Phase I – Marketing Cloud implementation
INDIANA UNIVERSITY 21
• Move 40+ IU units from current e-distribution tools to
SalesForce Marketing Cloud by the end of summer
2015.
• Establish a baseline CRM structure enabling expansion
into enrollment and other business areas.
• Provide templates and brand consistency guidelines.

23. Improving brand consistency across IU

24. Exact Target Analytics

25. Enterprise data and engagement

26. INDIANA UNIVERSITY 26
•
Where Marketing Meets CRM

27. •
INDIANA UNIVERSITY 27
Where Marketing Meets CRM

28. Questions
INDIANA UNIVERSITY 28
Greg Polit
Director, Informational and Emerging Technologies
IU Communications
e-mail: gpolit@iu.edu
@gpolit