What I've Learned About Non-Profit CRMs

What I’ve learned about
CRMs for non-proﬁts
(abridged edition!)
Ryan W. Ozimek
March 7, 2013

Tech & Social Change Baltimore Meetup

@PICnet

Friday, March 8, 2013

Everyone caffeinated?

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Thanks to all 3 of
you for attending

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Barely made it out of DC

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Who am I?

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Hi, I’m a CEO. Word.

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Our crew

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Websites

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Engagement tools

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Mass email services

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Who’s in the audience?

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Accidental techies rule

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A few public service
announcements

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This won’t be a stats course...

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...but we can get really geeky.

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I do not work for
Salesforce.com

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I’m on a mission to
save your sanity

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Welcome to data therapy

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I’m unabashedly super biased

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5 ways I’m very biased

• open source evangelist
• open data, open data schemas supporter
• less is more (especially in the tech world)
• accidental techies rule
• make it affordable or talk to someone else

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One more
important thing
before we start

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The ladder of engagement

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5 step ladder of engagement

• Happy bystanders (Listen)
• Spreaders (Share)
• Donors (Money)
• Evangelists (Solicit)
• Instigators (Create)

Thanks to Beth Kanter!

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Agenda (to be hacked by you!)

• What’s a CRM?
• Why hop onto the CRM bandwagon?
• What to look for in today’s CRM options?
• How to get started?
• CRM options to consider?
• A tour of a CRM tool
• Beyond the CRM
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A short story...
by me

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A short story

• We wanted to provide a fuller online
communication solutions for our organizations
• from attracting new donors on websites
• to executive reporting on iPads

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A short story

• Diverse organizations meant we needed a
robust service offering
• Advocacy groups
• Social service organizations
• Associations
• Religious groups
• Socially responsible businesses

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A short story

• Diversity of services needed
• petitions
• write your representatives
• online donations
• event registrations
• volunteer sign-up
• ...more!
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Wouldn’t it be
nice to have a 360˚
of all this data?

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What to do?

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CRM!

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What is a CRM?

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What does CRM abbreviate?

• Customer relationship management
• Constituent relationship management

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What does a CRM provide?

• Safe harbor for your most precious data
• Smart, organized data structure
• Workﬂow and process management
• Business intelligence and reporting
• Dashboards and key performance indicators

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Agenda

• What’s a CRM?
• What to look for in today’s CRM options?
• Beyond the CRM
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Losing data and silos

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Avoid the data silos

• Email marketing
• CRM
• Fundraising service
• Spreadsheets
• Outlook email
• Someone’s yellow stickies

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360-degree view of supporters

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Access from everywhere

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Agenda

• What’s a CRM?
• What to look for in CRM options?
• Beyond the CRM
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How is it hosted?

• local in your ofﬁces
• on a server somewhere
• in the proverbial cloud

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How can you extend it?

• Applications
• Developer community
• User community

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Built/customized for NPOs?

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Integration opportunities?

• email services
• donation processing
• event registrations
• auction management
• volunteer management
• ...???

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Take inventory

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Think about data needs

• fundraising
• advocacy
• membership
• case management
• grants
• ...??

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Find a consulting buddy

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Lots of CRM options

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Salesforce

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SugarCRM

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NetSuite

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Salsa

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CiviCRM

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NationBuilder

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How does this ﬁt
in my business?

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Avoid the data silos

• How to avoid the data silos?
• Use tools that build bridges with open data
models and open source code

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Bridge builders

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What’s happening here?

• Lots of data entry
• Task creation and management
• Workﬂows and automation
• Decision making tools
• Metrics for success

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The CRM is just one part

• We need to be thinking of the big picture
• As organizations, we set vision, goals, metrics...
• ...but we need ways to measure our success
• CRM!
• We want decision makers to be able to make
decisions based on data...in real-time!

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Wouldn’t it be nice...

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A potential tool for the job

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What is Salesforce.com?

• Started off as salesforce automation
• Multi-tenant service
• Strong workﬂow functionalities
• Began allowing for custom objects (tables)
• “Database in the sky” (database.com)
• API heaven

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Super quick tour

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Let’s get this out in the air

• Deﬁnitely not open source
• Lots of other competing services
• “Free” as in “free kittens”

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But the big upside

• 100% cloud-based architecture, multi-tenant
• Follows best practices
• Well-supported code base
• Open APIs
• Started with a non-proﬁt foundation

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Getting intelligence

• Good data in
• Setting goals
• Setting metrics to meet goals
• Building reports
• Displaying dashboards

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Good user stories for CRM

• Financial transactions
• Event registration
• Form building
• Business intelligence
• Reporting
• Dashboards

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Wrap it all
together with an
example, por favor

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Providing multiple on-ramps

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Providing multiple on-ramps

• New organization started in Sept 2011
• Sponsored by Auburn Seminary in NYC
• “To combat hate and build love in response to
violence against Muslim and Sikh Americans.”
• “We provide avenues for people of all faiths
and walks of life to take strategic social action
around shared moral imperatives.”
• Needed to hit the ground running
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Top 5 results for Groundswell

• Organization starts on Sept 11, 2011 with
20,000 supporters
• Doubles to 40,000 supporters in 2 months
• Receives 25,000-35,000 petition actions/month
• On pace for 100,000 supporters by year’s end
• 5x increase in potential donor pool in just 1.5
years based solely on ladder of engagement
principles

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The path...

• Compelling story (motivation)
• Sign the petition (action)
• Give money (ﬁnancial contribution)
• Social networking (sharing)

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Bringing all the tools together

• CRM tools like Salesforce, example case
• donor gives online
• real-time transaction
• data stored directly into system
• email response auto-generated
• drip marketing depending on cycle of donor
begins

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Bringing all the tools together

• different call to action made on thank you page
• pre-built reports show real-time data
• dashboard available
• scoring and rewards for fundraisers
• share the donation online, have donor get
more donors
• the virtuous cycle continues!
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The End?

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My core technology value

>

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Thank you amigos!

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Contact me for more info

Ryan Ozimek
PICnet
Twitter: @cozimek

cozimek@picnet.net

@PICnet


What I've Learned About Non-Profit CRMs

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