learn four nonprofit crm strategies from netsuite
DESCRIPTION
Nonprofits looking for constituent relationship management systems (CRM) are often enamored by the features and bells and whistles. Successful CRM, however starts with strategy – how does your nonprofit go about achieving your mission? During this free, hour-long webinar, we'll review the basic concepts behind CRM, giving attendees a lay of the land.TRANSCRIPT
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
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
NetSuite.org : Quick Take
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Grantees Partnerships
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http://www.techsoup.org/products/netsuite-mid-market-edition-5-user-package--1-year-initial-subscription--G-48774--Tasks
NetSuite: ERP, CRM & Ecommerce
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Accounting
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