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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

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In

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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