Overview of TheHopeLine CRM

By Micky Thompson

Thursday, April 22, 2010

BACKGROUND

TheHopeLine CRM

TheHopeLine CRM (Constituent Relationship Management) is an organizational strategy built around the concept of being constituent-centric. TheHopeLine CRM was designed from the

ground-up to connect the “hurt” with the “help.”

BACKGROUND

HELP

HURT

CHALLENGE

Prior to 2007, TheHopeLine faced some challenges:

•Paper-based processes

•Systems were not integrated (7 different systems)

•Management had difficulty measuring organization effectiveness

•Restricted to a single call center (premised-based phone system)

•Limited ability to recruit new volunteers

•Could only answer 27% of all calls (73% not being answered)

SOLUTION

In 2007, TheHopeLine CRM was created to address these challenges:

•Paper-based processesTheHopeLine now scales due to a custom CRM system

•Systems were not integrated (7 different systems) Provide a web-based single-user-login integrated system•Management had difficulty measuring organization effectiveness

TheHopeLine CRM provides “live” and archival reporting •Restricted to a single call center (premised-based phone system) Over 10 call centers working from the same platform•Limited ability to recruit new volunteers

TheHopeLine now has volunteers located in 46 states•Could only answer 27% of all calls (73% not being answered)

We are now answering over 83% of all calls

THEHOPELINE CRM

TheHopeLine Volunteers in December 2006

VOLUNTEERS

TheHopeLine Volunteers by Zip Code

* data represents agent as of March 15, 2010

VOLUNTEERS

CALL CENTERS

Before TheHopeLine CRM

TheHopeLine Call Centers

• Spring Hill, Tennessee

Partner Call Centers

• None

Since TheHopeLine CRM

TheHopeLine Call Centers

• Bloomington, Minnesota• Chattanooga, Tennessee• Harrisburg, Pennsylvania• Sioux Falls, South Dakota• Spring Hill, Tennessee

Partner Call Centers

• Lancaster Bible College• Liberty University• Southwestern Assemblies of God • Teen Challenge Academy• Tennessee Temple University

THEHOPELINE CRM

Before TheHopeLine CRM

• Only handled telephone calls

• 15 volunteers answering calls

• 0 volunteers outside of Spring Hill

• Average call length over 45 minutes

Since TheHopeLine CRM

• Calls, Web Chats, Web Callbacks

• 325 volunteers answering calls

• 95% volunteers outside of Spring Hill

• Average call length under 14 minutes

TheHopeLine Callers by Zip Code

PHONE CALLS

* data as of March 15, 2010

PHONE CALLS

* data represents interactions from March 1, 2007 – March 15, 2010

0

200

400

600

800

1000

1200

1400

1600

1800

New Callers/Month

WEB CHAT

• Web Chat did not exist before TheHopeLine CRM

• Introduced Web Chat in May 2007

• Web Chat allows us to scale our services

• volunteers interact “simultaneously” with 2 or more chatters

• no 800 toll or long distances charges

• unlimited hold queue (web-based, no cost)

WEB CHAT

* data represents interactions from January 1, 2008 – February 28, 2010

-

200

400

600

800

1,000

1,200

1,400

1,600

1,800

Linear (New Online Chat Users/Month) Linear (New Callers/Month)

WEB CALLBACK

• Web Callback did not exist before TheHopeLine CRM

• Introduced TheHopeLine Web Callback in March 2008

• Web Callback helps TheHopeLine control costs

• no 800 toll charge because calls are virtually connected

• unlimited hold queue (web-based, no cost)

• spreads “peak demand” over operational hours

TOPICS

* data represents interactions from Oct. 15, 2009 - March 15, 2010

Top 10 Topics in TheHopeLine CRM

1. Relationship/Dating 27% 6. Relationship/Marriage 3%

2. Relationships/Parents 10% 7. Pregnancy 2%

3. Relationships/Friends 6% 8. Drugs 2%

4. Anxiety/Worrying 5% 9. Cutting/Self Mutilation 2%

5. Depression 3% 10. Relationships/Sexual 2%

Top 10 Total % 62%

Other Topics by Order

11. Homosexuality 20. School 29. Forgiveness

12. Death 21. Work 30. Thank You

13. Grief 22. Alcohol 31. Peer Pressure

14. Suicide 23. Loneliness 32. Health

15. Abuse/Physical 24. Fear 33. Abortion

16. Rape/Incest 25. Finances 34. Masturbation

17. Abuse/Sexual 26. Pornography/Sexual 35. Gambling

18. Self Image 27. Military

19. Anger 28. Eating Disorders

* data represents interactions from Oct. 15, 2009 - March 15, 2010

TOPICS

PARTNER MINISTRIES

HELP

PARTNER MINISTRIES

TheHopeLine Referral Partners

AGLOW International Women’s GroupPrayer Partners

CenterStoneProfessional Crisis Counselors/Suicide Support

Covenant HouseHomeless/Runaway Shelters

Finding BalanceEating Disorders, Self Mutilation, Self Image

Focus on the FamilyLocally based Christian Counseling

God SpeaksWebsite for seekers of God

HeartSupportOnline Christian Support Community

Look to JesusNew Believer Website

Military Missions NetworkEvangelical Network for Military

OptionLineNationwide Christian based Pregnancy Centers

RAINNRape, Incest, Neglect Network

Rusty’s HouseDrug & Alcohol Abuse Support & Intervention

Teen Challenge Substance Abuse Resident Program

TreehouseRegional Teen Counseling Group (MN)

XXX ChurchPornography & Sexual Addiction Support

PARTNER MINISTRIES

• First Officially Connected Partner: Focus On The Family

• “beta test” for extending TheHopeLine CRM externally

• allows us to connect hurting teens “faster” to a partner

• Focus On The Family updates TheHopeLine automatically

PARTNER MINISTRIES

PARTNER MINISTRIES

PARTNER MINISTRIES

PARTNER MINISTRIES

HURT

PARTNER MINISTRIES

REPORTING

Ministry Reports FOF referrals

TheHopeLine Survey Summary Broadcast Messaging Views

TheHopeLine Survey Summary by Agent

TheHopeLine Survey Detail by Agent DMLive Reports

Ministry Topic Type Percentage DMLive Incomplete Interactions

TheHopeLine Referrals Summary

Agents Created/Last Login TheHopeLine Reports

TheHopeLine Male/Female Summary TheHopeLine Topic Type Percentage

TheHopeLine Zip Code Summary TheHopeLine Incomplete Interactions

TheHopeLine Area Code Summary Suggestion Report

Repeat Callers/Chatters

TheHopeLine Resources Offered Radio Affiliate Reports

Callers Repent/Return to Christ Logins by Affiliate

Partnerships Offered Downloads by Affiliate

Books/Bibles sent

RSS Prompts Reporting Administrator Reports

System Error Messages User Information Report

TheHopeLine Comment and Alert Detail Prank Phone Numbers

Agents Who Take Repeat Calls/Chats from The Same Caller/Chatter Prank UserIDs

Prank User Unsubscribed Email Addresses

REPORTING

* data as of April 15, 2010

0

20

40

60

80

100

120

140

New Volunteers/Month

REPORTING

* data as of April 15, 2010

0

50

100

150

200

250

Volunteer Attrition/Month

Last Login Last Interaction

* data represents interactions from March 1, 2008 – September 30, 2009

REPORTING

0

10

20

30

40

50

60

70

80

90

100

Volunteer Trends/Month

Linear (Signup Date) Linear (Last Interaction) Linear (Last Login)

REPORTING

REPORTING

EDUCATION

EDUCATION

THEHOPELINE WEBSITE

Questions?

Thank you!

Overview of TheHopeLine CRM

• Security is always an important concern

• we treat data with the same security as medical (HIPAA)

• data is stored on secured servers and encrypted

• access, authentication and errors are monitored and logged

• volunteers can block chatters and callers at any point

• algorithm that determines outside threats from rogue users

SECURITY

SECURITY

• TheHopeLine Volunteers Density by State

* data represents agent as of March 15, 2010

CALL CENTERS

-

200

400

600

800

1,000

1,200

1,400

1,600

1,800

Total Cumaltive Volunteers/Month

* data represents interactions from March 1, 2007 – March 15, 2010

VOLUNTEERS

WEB CALLBACK

* data represents interactions from March 1, 2008 – March 15, 2010

0

10

20

30

40

50

60

70

80

90

100

New Web Callback Users/Month

PHONE CALLS

* data represents interactions from March 1, 2007 – March 15, 2010

0

5000

10000

15000

20000

25000

30000

35000

40000

Total Cumaltive Callers/Month

WEB CHAT

* data represents interactions from March 1, 2008 – February 28, 2010

0

50

100

150

200

250

300

350

400

450

500

New Web Chat Users/Month

• TheHopeLine Web Chats Density by County

WEB CHAT

* data as of March 15, 2010

BACKGROUND

TheHopeLine is a strategically operated call center dedicated to the mission to reach, rescue

and restore America’s teenagers and young adults.

BACKGROUND

Top 40 radio show designed to meet the needs of teenagers and young adults. Callers 25 and younger

talk with Dawson about their lives deepest needs and issues.

TODAY’S AGENDA

• Background/Definitions

• Challenge/Solution

• Call Centers/Volunteers

• Calls/Chat/Callback

• Topics

• Partner Ministries

• Education

• Reporting

• TheHopeLine.com

• If We Had More Time

• Questions

PARTNER MINISTRIES

Quotes from Kathy Cook, TheHopeLine Director of Partnerships…

Managing our data is key to keeping our partners, our prioritization and our offerings up to date.

• TheHopeLine CRM has become an integral part of our ministry as our number of partners increase and our needs change.

• TheHopeLine CRM has been a critical element in offering tangible support and resources to our callers.

• TheHopeLine CRM has allowed our HopeCoaches to offer our callers an approved partner without the worry of which partner is the best fit.

• TheHopeLine CRM makes adding and managing partners easy.

PARTNER MINISTRIES

PARTNER MINISTRIES

OTHER THINGS IF WE HAD TIME

• The HopeLine CRM helped us discover 20% of callers are repeat

• Automated the application process for volunteers

• Integrated continued education and monitoring volunteers

• Goal to provide self-service portal to connect the “hurt” to “help”

• How we secure the system and treat data as medical (HIPAA)

• The HopeLine CRM automated interaction process for volunteers• Listen• Encourage• Apply Scripture• Pray

TOPICS

Before TheHopeLine CRM

• Assumed Suicide was in Top 5

• Did not know the break-down of topics

• Single source to hurting teens (DMLive)

• No referral partnerships

Since TheHopeLine CRM

• Suicide ranks #14 out of 35

• Now know break-down of topics

• Multiple incoming referral partners

• Developed 16 referral partners