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Tips for Maintaining Prospect Data in CRM
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10/7/2013 #bbcon 1 Tips for Maintaining Prospect Data in CRM PRESENTED BY CHRIS BRAKENBURY & ALISON MADRIGAL
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bbcon 2013
Transcript of Tips for Maintaining Prospect Data in CRM
10/7/2013 #bbcon 1
Tips for Maintaining Prospect Data in CRM
PRESENTED BY CHRIS BRAKENBURY & ALISON MADRIGAL
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Alison Madrigal Product Marketing Manager, Enterprise CRM Solutions
Blackbaud, Inc.
Chris Brakenbury Director of Prospect Management
The Ohio State University
PRESENTERS
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Chaos Is the Law of Nature
Order Is the Dream of Man
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• Foundation of all successful CRM initiatives
• Direct financial impact
• Supports every area of CRM including
- Direct marketing efforts and results
- Volunteer management
- Recurring giving programs
- Membership programs
- Prospect identification
- Prospect management
IMPORTANCE OF DATA HYGIENE
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• 1.7 million records in BBCRM
• 450,000 living, addressable alumni
• 8,500 assigned prospects
• 150 development officers
IMPORTANCE OF DATA HYGIENE
THE DATA OF OHIO STATE
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VARIETY OF DATA MANAGEMENT WOES
• Invalid data
• Missing data
• Changes partially applied
• Existing data modified to
incorrect value
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• Wasted dollars and other
resources
• Inaccurate and misleading
reports and forecasting
• Decreased system use and
staff adoption
THE PERILS OF UNMANAGED DATA
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BUSINESS RULES & TRAINING
• Policy
• Procedure
• Standards
• Document!
• Communicate!
• Train!
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DATA MANAGEMENT FEATURES
Security • Establish appropriate roles
• Restrict functionality for general users
• Grant increased levels of access to
those with specialized training
Global Data Entry Settings • Create and deploy constituent matching
rules
• Apply matching rules to single records,
manual batch, and imported batches
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DATA MANAGEMENT FEATURES
Audit Tables • Enable auditing for desired tables
• Utilize Constituent Data Review to
review biographical changes to
compare new and old values and roll
back changes if desired
Query • Identify errors and anomalies for
correction
• Browse feature provides quick access
to screens and data
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DATA MANAGEMENT FEATURES
Duplicate Management • Run duplicate constituent reports
• Manage full and incremental merge
processes
Customizations • Address needs that are very specific to
institution
• Allow instantaneous updating of multiple
data points
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LIFE CYCLE OF PROSPECT DATA
Sunset Management
&
Maintenance
Activation
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• What are the critical components of a prospect record?
• What is the minimum data set required for a prospect record?
- Prospect Manager
- Prospect Team members
- Ratings (campaign, lifetime, annual giving, etc.)
- Funding Interest(s)
- Qualification information
- Other relationships
RECORD ACTIVATION
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• At Ohio State, we have a custom prospect request process and form
that fulfills our institution’s criteria for a minimum required data set
- Provides a controlled and traceable means of request, review, and approval
- Updates multiple records and fields from one simple form
CUSTOMIZATION:
REQUEST PROSPECT MANAGEMENT FORM
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CUSTOM REQUEST FORM (PART 1)
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CUSTOM REQUEST FORM (PART 2)
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PROSPECT ASSIGNMENT REQUESTS
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MANAGEMENT & MAINTENANCE:
CLEANUP QUERIES
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• Queries provide an organized manner in which to monitor
“inconsistencies” and update records.
• Keep queries simple: restrict to looking for one issue per query.
• Use the Query “Browse” feature for quick and easy access to relevant
screens and updates.
MANAGEMENT & MAINTENANCE:
CLEANUP QUERIES
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• Control access to critical tasks and functions
- Delete button
- Unutilized features
MANAGEMENT & MAINTENANCE:
SECURITY SETTINGS
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• A standard, routine review of prospect data, in a conversation that
includes the Development Officer, Prospect Management, and
Research (and others)
• A safe and neutral conversation
• Not a performance evaluation
• Can be general in approach, and/or focused on specific focus areas or
institutional priorities
MANAGEMENT & MAINTENANCE:
PORTFOLIO CONSULTATION
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Sunset – n. the final phase or closing period (Collins English Dictionary – Complete and Unabridged © HarperCollins Publishers 1991, 1994, 1998, 2000, 2003)
• Why is “sunsetting” of prospect records important?
- Relationships change or fail to develop
- Clarity of focus (no distractions in portfolios)
- Prevent unwanted records in query results
- Keep Fundraiser pages neat and tidy
SUNSET
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SUNSET: “REPLACE PROSPECT
MANAGER” TASK EXTENSION
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• Kaizen Principles of Continuous Design
• Recognize that your data needs constant attention
SUMMARY
Assess
Design Implement
Evaluate
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SUMMARY
Assess
Design Implement
Evaluate Assess
Define the goals and priorities for
your organization
Design
Develop methodologies to align
with goals
Implement
Execute your plan
Evaluate
Check and refine your
process
CRM Resource Center:
https://www.blackbaud.com/bbcrm
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QUESTIONS AND ANSWERS
Alison Madrigal Product Marketing Manager
Blackbaud, Inc.
Chris Brakenbury Director of Prospect Management
The Ohio State University
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TWEET ABOUT YOUR SESSION
#PROSPECTDATA #EDUCATION
#BRAKENBURY #MADRIGAL
