Four Nonprofit CRM Strategies

April 3, 2014

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Four Nonprofit CRM Strategies

David Geilhufe, NetSuite

April 3, 2014

Presenters

Becky WiegandInteractive Events Producer

TechSoup

Assisting with chat: Ale Bezdikian, TechSoup

David GeilhufeSenior Director

NetSuite.org

• Introducing TechSoup• Participant Poll – What matters most?• What Is CRM?• Four Strategies• NetSuite.org• Q&A

Today’s Agenda:

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• Which of the following is most important/true of your needs? – We need to know who we know and what we said

to them. – We need to know how our constituents interact

with us and one another.– We need to know which of our constituents have

the most value/biggest financial impact.– I need the infrastructure to accommodate

changing needs and dynamic CRM strategies.

Participant Poll

Four Nonprofit CRM Strategies

David Geilhufe

Senior Director, NetSuite.org

dgeilhufe@netsuite.com

Contacts, Relationships, Revenue, Silos

Tracking meetings, calls and emails

Integrated Quotes/ProposalsDocument ManagementDocument PublishingCertification

Customer PortalProject TrackingService TrackingTime & Expense

Lead trackingSegmentationMass E-Mail

Group CalendaringResource Availability

+

Lead

Prospect

Qualify

MeetQuote

Order

Service Delivery

Repurchase

Suspect

+

+

+

+ +

+

+

+

What Is CRM?Constituent Relationship Management

Institutional memory about interactions with all constituents that is used to further your mission

Potential supporters, volunteers, clients, donors, etc.

Order MgmtBook services

What Is CRM?

What is CRM?

© NetSuite 2010 15

What Is CRM?

© NetSuite 2010 16

Where Are You Today?

It Starts With StrategyFour CRM Strategies

CRM Strategy

What Problem Does CRM Solve?

Depends, what is your strategy?

What is the Strategy?

How do you work with and/or serve constituents?

What is the most important part of your mission vis-à-vis constituents?

What critical organizational/business processes involve your constituents?

What Problems Does CRM Solve?

Institutional memory

Disconnected data silos

No complete view of the constituent

CRM Strategy

Features ≠ Mission Outcomes

Endless possibilities do not drive mission outcomes

Bells and Whistles are useless if you don’t need to make noise

Getting stuck in features lists is confusing

Four CRM Strategies

Contacts

We need to known who we know and what we said to them

Relationships

We need to understand how our constituents interact with us and with one another

Money/ Revenue

We need to understand which constituents are most valuable and/or which constituents have the biggest financial impact

Silos

I need the infrastructure to accommodate changing needs and multiple, dynamic CRM strategies

These are common strategies, but there are many others.

Implementing CRMCRM Isn’t About Software

1. Define the Strategy

2. Document (and Improve) Process

3. Implement Process (in software)

4. Test Process

5. Revise until Process is Accepted

6. Launch Process

Implementing the Software

1. Identify all data required by the process2. Identify where that data is today3. Consolidate data in a single location & standardize data collection4. Configure software to match the documented process

a) The more you conform to software, the less time and money you will spend

5. Load your data6. Run the reports required by your process

Benefits

Better process & constituent experience

More time freed up for your mission from busy work and inefficiency

CRM Strategy: Contacts Four CRM Strategies

ContactsThe Strategy

I’m a small organization with limited resources. I just need to get organized.

The Challenges

I can’t find anything– 50% of nonprofits use post its and excel; data is scattered everywhere

I can’t make a list of constituents– Who gives us money, who we serve, who gets invited to the next event

Everything is out of date or wrong– Five addresses for each constituent, which one is right?

ContactsThe Features

Multi-user, anytime/anywhere access (cloud)

Enter constituents

Search constituents

List constituents

Implementation

Planning and process : minimal

Generally just turn it on and start typing

Accidental techies help, but are not necessary

Generally no need for paid consultants

Contacts: ResultsThe Good

One source of the truth

One organizational contact list

Staff gets used to databases (and will be ready for more later)

The Limitations

Can’t track rich information about constituents

Can’t track relationships

Can’t track activities

Can’t track transactions

Can’t prepare for the future (but moving up isn’t very hard)

CRM Strategy: RelationshipsFour CRM Strategies

RelationshipsThe Strategy

My constituents, their interrelationships, and their activities drive my mission (example: politics, advocacy)

The Challenges

I can’t take action based on a constituent’s relationships– Who is on the board of a funder? Who knows a key constituent?

I can’t take advantage of new technology like social media – Who cares about the same causes as our organization?

I can’t respond to constituents in a timely manner– Follow up and communication gets lost in the shuffle

RelationshipsThe Features

Arbitrary relationships between constituents

Track activities and communications (email, phone, task, notes, files)

Specific support for specific relationships (events, for example)

Implementation

Planning and process: medium

Requires some technical implementation, accidental techies required

Complex process means paid consultants

Relationships: ResultsThe Good

Personalized constituent experience; sense of intimacy with constituents

Broader audience can be mobilized for your mission

Things don’t fall through the cracks through activity tracking

The Limitations

Requires organization commitment to the process & the tool

Can’t track transactions (often)

Garbage in; Garbage out

Requires care & feeding

Can create silos if system does not support other priorities (e.g. events)

CRM Strategy: Money/RevenueFour CRM Strategies

Money/RevenueThe Strategy

My constituents are the source of my revenue, I need to maximize revenue and/or minimize costs (major donor, direct mail, grants, sales, membership, etc.)

The Challenges

I don’t know who my best donors are– Who gave me the most money last year?

I can’t steward high touch relationships (major donors) – Actions fall through the cracks, staff confusion

I can’t determine ROI of proposed actions/ innovations– The campaign costs $5K, but only brought in $2K

Money/RevenueThe Features

Track transactions (donations, services, etc.)

Prebuilt reports that do what you need

Dashboards and Key Performance Indicators (KPIs)

Flexible reporting for the end user

Implementation

Planning and process: medium – high

Look at pre-built fundraising solutions

Paid consultants required + accidental techies

Money/RevenueThe Good

Solid basis for tracking actual and projected ROI

Optimal constituent experience

Raise more money, deliver services more efficiently

The Limitations

Requires organization commitment to the process & the tool

Requires internal data, analysis & reporting capacity

Garbage in; Garbage out

Can create silos if system does not support other priorities (e.g. events)

CRM Strategy: SilosFour CRM Strategies

SilosThe Strategy

Information about constituents is spread across systems that do not share data well and we need a complete view of the constituent.

The Challenges

My silos don’t talk with one another– Half of nonprofits manage 4+ repositories of siloed constituent data

I have five addresses for each constituent, which one is right?

I waste time getting data from multiple locations– Spreadsheets are error prone

SilosThe Features

Role-based system

Platform – should support customization & provide APIs

Segmentation

Scalable from small to very, very large

Implementation

Planning and process: high

Data planning & consolidation are critical to success

Avoid pre-built stand alone solutions (fundraising, for example)

Paid consultants required

Silos: ResultsThe Good

Platform for the future

360 degree view of constituent

No one/ nothing falls through the cracks

The Limitations

Requires significant time and money to implement and maintain

Requires organization commitment to the process & the tool

Requires internal data, analysis & reporting capacity

Every new system is an integration project

Brief NetSuite.org CommercialFour CRM Strategies

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