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Planning Ahead for CRM at Your
Nonprofit Webinar 2 May 1, 2013
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
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
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
Webinar 2
• 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
Today we will cover how to:
TAKING STOCK:
CRM GOALS & OBJECTIVES
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?
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
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!)
Next Steps… • Brainstorm your
measures of success • Articulate them • Prioritize them
Priorities will then drive Phases and Design
TAKING STOCK:
SOFTWARE, SYSTEMS & PROCESSES
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?
CRMready Workbook – Systems Inventory
• Client/Case Mgmt • Partner Tracking • Funder / Compliance • Grants Management
• GL / Budge<ng • HR / Payroll • Help Desk • Data Warehouse / BI
• Website CMS • Giving • Registra<on • Email • Social
• Core Donor DB • Events • Volunteer • Lockbox / Caging
Fundraising Online
Mission IT/Admin
CRM Slices – A 360 Degree View
Direct Mail & Email
Major Ind & Institutional
Gifts
Online - Advocacy,
Giving, P2P
Social – Facebook, Twitter,
Networks
Our Team – IT, HR
Program Delivery
Mission Beneficiary
Each Slice represents: • 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
LIST PURPOSE What business objec<ve does this list / database support? What kind of work does it help you get done?
DEPARTMENT Which department(s) uses this list / database?
CONTENTS What kind of people, transac<ons, or ac<vi<es are tracked in the list / database?
OUTPUTS What kind of outputs do you generate from this? (Reports, mail/email lists, le^ers, etc.)
MISSION CRITICAL 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)
PROBLEMS / ISSUES 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 List the type of sobware used. DATA OVERLAP What data elements or fields are in this list / database that also live in
another list/database? INTEGRATION VALUE 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?
List and Database Census
CRM Case Study: Environment at Start
CRMready Workbook – Processes Inventory
• Client/Case Mgmt • Fee for Service • Partner Com & Coord • Funder Repor<ng • Grant Stewardship
• GL Reconcilia<on • Budget Repor<ng • Help Desk Tickets • Report Produc<on
• Content Publishing • Microsite Development
• Managing Mass Emails • Integra<on w FR & GL
• Cons<tuent Management
• Gib Entry • TY Le^ers • FR Repor<ng
Fundraising Online
Mission IT/Admin
Discovery Phase
Discovery Results
Interviews with Staff
Sample Reports & Lists
Existing Process
Documents
Investigate Data Set
Biz Processes
• Frames Design • Clarifies Priorities • Defines Phases • Identifies gaps/risks • Resources &
Timeline
Systems Inventory
CRM DESIGN:
DEFINING THE DESIRED END-STATE
Example Implementation: Phase 2 Complete
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?
Online Engagement
Donor Mission
Constituent Engagement Strategy Inspires, guides and sets requirements for a client’s CRM needs
Business Intelligence
Wor
kflo
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B
usi
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s P
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In
ternal
Com
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Data Integration
Heller’s Vision of CRM
PLANNING FOR A PHASED
CRM IMPLEMENTATION
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
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!)
CRM Case Study: Environment at Start
Example Implementation: Phase 2 Complete
Example Implementation: Phase 1 Complete
• Moved to new CRM Plagorm
• Merged Chapters into CRM
• Consolidated Online Presence
COMMUNICATION
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.
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
Simple Communication Plan
Item Frequency DistribuAon Responsible Owner Weekly Project Update
Weekly Task Force, Consul<ng Team
Consultant Project Manager
Weekly Standing MeeAng
Weekly Task Force, Consul<ng Team
Consultant and Internal Project Manager
Monthly Updates Monthly All Stakeholders (Staff, Board, Vendors)
Internal Project Manager
Milestone ReporAng Every milestone or as needed
All Stakeholders (Staff, Board, Vendors)
Internal Project Manager & Execu<ve Sponsor
Sophisticated Communication Plan
Project Team Organization-Wide
Weekly
Monthly
Quarterly
Partner Coordination
Meetings
Written Project Updates
Status Meetings: All PM’s, Team
Leads as needed
Status Meeting Executive
Scope Review
Risk Management
Meeting
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
Next Steps
• Attend the next webinar
• Join our LinkedIn Group to ask questions
• Subscribe to The Connected Cause
• Review the JDRF Case Study
• Take advantage of the Free CRM Readiness Assessment
• Don’t do nothing
JDRF Case Study
FREE CRM Readiness Assessment
Links and Resources
• Get CRMready Series
• TheConnectedCause.com/getCRMready/
• LinkedIn Group
• http://linkd.in/173ZPGw
• The Connected Cause Site
• TheConnectedCause.com
• JDRF Case Study
• http://bit.ly/103A5ny
• Call us now to schedule your FREE CRM Readiness Assessment 800-794-0774
FREE CRM Readiness Assessment
JDRF Case Study
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