Welcome to CRM & OnlineMarketing for NGO / NFP

Grow an audience online, and better managerelationships with your contacts

Alex CumberlandOperations Manager, Synergy 8

What's a CRM?

We'll also have a brief look at how these pieces fit together:CRM. Website. E-mail Marketing. SMS Marketing.

Events RSVP. Online Payment.

Online Marketing

"Improve your team's ability to effectively manage a relationshipbetween your brand, and its contacts"

CRM SystemsImprove your team's ability to effectively manage arelationship between your brand, and its contacts

“

How should they help?Consider those really amazing supporters and advocates. CRM'sshould help you better understand, and re-produce them.

1. What information do you need in order toimprove conversations and produce advocates?

Discuss:

2. Where does this information come from?

API Integrations vs. Import / Export

API Integration:- Is it two-way? How often?- How are duplicates and conflicts managed- Software pricing changes- API endpoints

Import / Export:- Cost analysis (costs of api vs. import / export)- How are duplicates and conflicts managed- What is a contact record to you?- Unsubscribe & opt. out

CRM ChallengesGetting Accurate Data:- Start with accounting software / billing- Website platform might store users & contacts- Marketing lists- Events rsvp lists

People & Training:- Assign one or two "system champions" within your organization- Be upfront and responsive about resistance

CRM ChallengesFinding the right system:- One system is the goal, but not always realistic- Marketing / Website / Billing / Events- Review your stack & solution

Online Marketing Website. E-mail Marketing. SMS Marketing.CRM. Events RSVP. Online Payment.

Your Website- Converts visitors into leads via form, purchase or sign-up- Ideally form submissions push into the CRM

Online Payment- Use a payment gateway (eWay, SecurePay, Stripe)- Take recurring payment online, make it easy! - Integration with accounting / billing

Online Marketing E-mail Marketing- Easy ROI through monthly campaigns and targeting- Investigate integration with events- Campaigns based on sales, CRM activity and content marketing- Be careful of unsubscribe / opt out!- Integrated with accounting for sales based campaigns

SMS Marketing- Be EXTRA careful of unsubscribe / opt out!- Guaranteed impressions- Integration required for success (targeted campaigns)- Very effective when used with events

Key Take-aways

1. Reduce friction - purchases, donations, sign-up, RSVP.

2. CRM systems aren't effective until they're adopted properly.Try a champion.

3. Integration is ideal, but not always realistic.Review your stack.

Follow me on LinkedIn - Alex Cumberland

Thank YouDon't be a stranger!

A big thanks to Robert King - Integration Kings