In Sickness and In Health Choosing and Living

In Sickness and In Health: Choosing and Living with Your CRM #14 NTCchoices Sarah Bonvallet, Sean Larkin, Matthew Nelson, Lisa Rau, Tim Sarrantonio, Bill Walsh, Almin Surani

CRM Adoption/Growth Life cycle 1. 2. 3. 4. 5. 6. 7. 8. Making a Decision Getting Started Planning and Preparation – Part 1 Planning and Preparation – Part 2 c Becoming a Data-driven Organization Multi-channel CRM Integration Ongoing / Curation Q&A In Sickness and In Health: Choosing and Living with Your CRM Slide 1

CRM Adoption/Growth Life cycle MAKING A DECISION In Sickness and In Health: Choosing and Living with Your CRM Slide 2

WHAT IS A CRM? It’s about people In Sickness and In Health: Choosing and Living with Your CRM Slide 3

What data do you need to track? In Sickness and In Health: Choosing and Living with Your CRM Slide 4

When do I need a CRM? In Sickness and In Health: Choosing and Living with Your CRM Slide 5

CRM Adoption/Growth Life cycle GETTING STARTED In Sickness and In Health: Choosing and Living with Your CRM Slide 6

Stage 2: Getting Started – Choosing a Platform • Delivery Model – True Software as a Service – Hosted and web-based – Client Server (hosted or not) • Software Development Approach – Custom Code – Proprietary Software – Free and Open source In Sickness and In Health: Choosing and Living with Your CRM Slide 7

Stage 2: Getting Started – Places to Start • Idealware – A Few Good Constituent Relationship Management Tools, Elizabeth Pope, June, 2013 • Most Common CRMs in Use – Salesforce Non. Profit Starter Pack – Blackbaud Luminate CRM (with Luminate Online) – Civi. CRM • Not Common but Should be? – Microsoft Dynamics CRM – Stratus. LIVE In Sickness and In Health: Choosing and Living with Your CRM Slide 8

Stage 2: Getting Started – Finalizing Points of Integration • • • Content Management System Fundraising Accounting Volunteer Management Grants Program and/or Reporting Databases In Sickness and In Health: Choosing and Living with Your CRM Slide 9

Stage 2: Getting Started – Scope and Architecture Decisions • Scope – Enterprise systems are best when used by all – Different departments have different needs – Can roll out in phases • Architecture - Frequent Add-ons – Event Management – Online Donations – Mass Email – Analytics In Sickness and In Health: Choosing and Living with Your CRM Slide 10

CRM Adoption/Growth Life cycle PLANNING AND PREPARATION – PART 1 In Sickness and In Health: Choosing and Living with Your CRM Slide 11

Stage 3: Planning and Preparation – Part 1 • Build the Business Case • Define Roles and Responsibilities • Plan for Change In Sickness and In Health: Choosing and Living with Your CRM Slide 12

Project organization s on ati un ic mm Co ct oje Core Team Designs and builds the solution ce an rn ve Go Project Management Manages project execution ct Pr oje Pr Steering Committee Champions of the project vision Subject Matter Experts & End Users Promote and adopt the solution Project Checkpoints In Sickness and In Health: Choosing and Living with Your CRM Slide 13

Prioritize Requirements by Revenue Source Total Raised by Revenue Program Major Gifts Annual Fund Peer to Peer Special Events Corporate Fundraising Grants - Private and Public Matching Gifts Sponsorship In Sickness and In Health: Choosing and Living with Your CRM Slide 14

Customer Roles and Responsibilities Core Team Member(s) • Serve as primary point of contact for a design cycle. Helps to facilitate decision-making, supports testing activities Business Analyst • Responsible for the specification, testing, and overall quality of custom solutions Subject Matter Expert(s) • Participate in business process design and testing. Assist in providing ongoing operational support to end users Trainer • Supports and learns the solution. Conducts end user training and/or creating courseware. Conversion & Test Lead • Resource most knowledgeable about legacy system(s) and responsible for leading the testing of the solution End Users • Embrace, learn, and be an advocate for the system In Sickness and In Health: Choosing and Living with Your CRM Slide 15

Business Drivers that Impact Timeline Responsibility for work effort Significant organization events Leverage industry standards Level of resistance to change Amount of organizational change expected to occur Dedication of customer project team members Amount of custom solutions Projected roll out of business units In Sickness and In Health: Choosing and Living with Your CRM Slide 16

When is Change Management required? …when any change in an organization’s People, Processes and/or Technology requires members of the organization to work in a different way In Sickness and In Health: Choosing and Living with Your CRM Slide 17

Resulting in…Reasons Implementations Fail Change Management Commitment Correct Resources The Software The Consultants * 1500 Interviews Single biggest cause cited – no Change Management In Sickness and In Health: Choosing and Living with Your CRM Slide 18

Change Management Example: Change Team – Orientation Sessions Example of Change Management Session Objectives Session 1 - the Change Management approach • Changing processes, collaboration and behaviors • Outcomes and Success Criteria • A new competency as a by-product • Tools: Readiness Analysis, Impact Groups, Communications Session 2 - Let’s get to work • Impact Groups • Communication Plan In Sickness and In Health: Choosing and Living with Your CRM Slide 19

Change Management Sample outcome: Success Metrics Overarching “high-level” Goals Desired change Possible Measures Measurable success outcome 1. Increase # of Constituents in DB Increase # of organizations in DB Reduce staff time managing lists Ease of data access and use (later phase) Reduce # of active lists in use Which lists or data sources to remove? What tests to confirm no loss of function? Less time to produce selected repeated mailings Fewer mailings to deceased Reductions in mailing overlap Which mailings? Baselines? Targets? How to measure? Baselines? Targets? Single source of constituent 'truth' (List consolidation) 2. Reduce number of lists andor systems supporting list management (List consolidation) 3. Improve communication with constituents (frequency vs. messaging) (Broadly used process) In Sickness and In Health: Choosing and Living with Your CRM Baseline? Target number? Types of organization? Baselines? Targets? Which staff? Baselines? Targets? Survey of satisfaction Slide 20

CRM Adoption/Growth Life cycle PLANNING AND PREPARATION – PART 2 In Sickness and In Health: Choosing and Living with Your CRM Slide 21

Planning and Preparation (Part 2) • Choosing Partners • Budgeting • Bridging Databases In Sickness and In Health: Choosing and Living with Your CRM Slide 22

Choosing Partners • Learn before you buy • Find 2 -3 finalists • Create a RFP, but don’t fall in love with it • Look for an expert not an order taker • Have a budget • Phase your engagements • Ongoing support and long term relationship • Find a partner you can trust In Sickness and In Health: Choosing and Living with Your CRM Slide 23

Budgeting 4 Areas of work in a standard CRM deployment with typical budget breakdown • Configuration • Data Migration • Integration • Training In Sickness and In Health: Choosing and Living with Your CRM Slide 24

Bridging Databases • Fundamentals of Integration • Integration requirements to consider • Four most common integration approaches • Integration approach selection matrix In Sickness and In Health: Choosing and Living with Your CRM Slide 25

Point to Point or “Coded” Application Middleware Manual Import / Export In Sickness and In Health: Choosing and Living with Your CRM Slide 26

Integration Approach Selection Matrix Open API Required Consulting Support Recommended Ongoing IT Support Recommended High Two Way Yes Yes Middleware Floating Bridge High Two Way Yes No Application Toll Bridge Low Two Way Yes No No Manual Import / Export Raft Low One Way No Yes No Best Case Data Sync Metaphor Steel Bridge Level of Customization Available Integration Type Point-topoint In Sickness and In Health: Choosing and Living with Your CRM Slide 27

CRM Adoption/Growth Life cycle BECOMING A DATA-DRIVEN ORGANIZATION In Sickness and In Health: Choosing and Living with Your CRM Slide 28

Becoming a Data-Driven Organization • Selecting a tool to match your data-driven strategies. • When to modify your strategies to work with a tool vs. customizing a tool to work with your strategies? • The difficulties of becoming data-driven: "habits" and buy-in, costs, technology options, time to implement, training. • Setting measurable goals before taking action: fundraising, advocacy, outreach, etc. • Knowing in advance what your tools can do to meet those goals • The importance of good data. Avoiding "vanity" statistics. • Wrap metrics around organizational mission. • Consistently evaluating the measurements that you are using. . . Is a specific measurement working? In Sickness and In Health: Choosing and Living with Your CRM Slide 29

CRM Adoption/Growth Life cycle MULTI-CHANNEL CRM INTEGRATION In Sickness and In Health: Choosing and Living with Your CRM Slide 30

Multichannel CRM Integration • WEM: The concept of “Web experience management. ” • WEM in e-commerce and event management. • Website access control based upon constituent data in your CRM. • Engagement "scoring. ” • WEM integration with social media platforms: • The difficulty of Facebook… • Twitter, Instagram, Pinterest • Customizing email content based upon constituent data in your CRM. • The other side of the WEM puzzle: Chunking your content for multichannel use. In Sickness and In Health: Choosing and Living with Your CRM Slide 31

CRM Adoption/Growth Life cycle ONGOING / CURATION In Sickness and In Health: Choosing and Living with Your CRM Slide 32

Stage 7: Ongoing / Curation Data Hygiene | Why Quality Trumps Quantity 1. Why does data quality matter? 2. How does your data “go bad”? 3. Developing good data standards In Sickness and In Health: Choosing and Living with Your CRM Slide 33

Case Study Before CRM integration After CRM integration • Donations through Pay. Pal, duplicate entry necessary • Constituent interactions left in multiple data silos • Passive website visitors led to limited engagement • Limited social media usage • Seamless integration between website, donations, and database • Full 360 o view of constituent interactions in one database • Integrated website leads to active engagement with mission • Integrated social media presence In Sickness and In Health: Choosing and Living with Your CRM Slide 34

Fully branded donation pages In Sickness and In Health: Choosing and Living with Your CRM Slide 35

Volunteer sign up In Sickness and In Health: Choosing and Living with Your CRM Slide 36

Program management and resource pages In Sickness and In Health: Choosing and Living with Your CRM Slide 37

Newsletter sign up pages In Sickness and In Health: Choosing and Living with Your CRM Slide 38

Event announcement and registration pages In Sickness and In Health: Choosing and Living with Your CRM Slide 39

Dedicated area for constituent login In Sickness and In Health: Choosing and Living with Your CRM Slide 40

In Sickness and In Health: Choosing and Living with Your CRM Slide 41

CRM Adoption/Growth Life cycle Q&A In Sickness and In Health: Choosing and Living with Your CRM Slide 42

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