Integrated Marketing Advisory Board (IMAB), NTC Session, Grizzard, HJC and CDR co-present

1. IMAB Tech Talk
#14NTCIMAB
Chris McKinley
Katy Jordan
Sheetal Persaud

2. Meet the Integrated
Marketing Advisory Board
www.imabgroup.net
IMAB Tech Talk Slide 2

3. Slide 3IMAB Tech Talk
What does “technology”
mean to you?

4. Slide 4IMAB Tech Talk
Technology in terms of integration
Infrastructure &
Data
Staff & Facilities Marketing Mix &
Integration

5. Technology
• Data quality
• Data integration
• Business intelligence
• Data management

6. Objective
Success:
Build a marketing mix, using technology that
builds relationships with a prospect and turning
them into a satisfied donor who will keep
coming back to our organization and encourage
their friends to do the same.

7. The Changing Marketing Mix
• Website – donor
window
• Email – mass marketing
or event driven type of
response mechanism
• SEM/O is becoming
more important –
surgically targeting
• Integrated marketing
strategy – involving
cross functional teams

8. Define different levels of technology use
Slide 8IMAB Tech Talk

9. Slide 9IMAB Tech Talk
Moderate
Website
communication
Event management
Volunteer management
Email communication
eCommerce
Project Management
21-100
Emails
Phone
Direct Mail
Some cross-
channel
reinforcement/coor
dination
Infrastructure &
Data
Staff & Facilities Marketing Mix &
Integration

10. Slide 10IMAB Tech Talk
Complex
Team
CommunicationWebsite communication
Event management
eCommerce
Project Management
Email communication
Constituent relationship
management
Peer 2 Peer Fundraising
100+ Integrated
Emails
Phone
Mailings
Media
Digital advertising
Infrastructure &
Data
Staff & Facilities Marketing Mix &
Integration

11. Slide 11IMAB Tech Talk
How would you rate this organization?
• Separate databases
for each department
(fundraising,
advocacy,
membership, major
gifts, volunteers)
• Data synchronized
manually or through
file transfers
• 100+ staff and
volunteers
• Multiple office
locations
• Chapters throughout
US
• Over 90 years in
business
• Marketing mix
-Email, website,
social media, direct
mail, Television,
Telemarketing, print
• Somewhat
coordinated across
departments
Infrastructure
& Data
Staff &
Facilities
Marketing Mix &
Integration

12. Slide 12IMAB Tech Talk
How would you rate this organization?
• One large
database of record
for all marketing
efforts
• Data synchronized
through file
transfers
• 60 staff members
• Multiple office
locations within
region
• 50 years in business
• Marketing mix -Email,
website, social media,
direct mail, Television,
Telemarketing, print,
public relations
• Integrated fundraising,
somewhat coordinated
across marketing and
volunteer departments
Infrastructure
& Data
Staff &
Facilities
Marketing Mix &
Integration

13. Advanced marketing
IMAB Tech Talk Slide 13

14. Slide 14IMAB Tech Talk
To help uncover what
technology improvements are
needed, organizations take a
step back and map out
constituent journeys…

15. Slide 15IMAB Tech Talk
Donor Lifecycles – Individual Donor

16. Slide 16IMAB Tech Talk
..and then with these maps in
hand, the need of improved
technology to integrate
becomes obvious

17. Slide 17IMAB Tech Talk
Integration

18. Slide 18IMAB Tech Talk
Why Marketing & Fundraising
Departments Often Need Help with
Integrating Technology mprovements…
• Many balls in the air
• Managing multiple communication channels and medias
• Print Media, Social Media, Electronic Media, etc..
• New and changing environment
• Bar has been raised. No more single message
methodology
• Target the right person with the right message at the
right time

19. Slide 19IMAB Tech Talk
Online Database
Survey Database
Email Database
Why Marketers & Fundraisers Need
Integrated Technology Help
Charity X Bob
Direct Mail
DonorServices
Survey
Call Center
Email
Bob
Responds
Direct Mail Database
When Bob responded his
information was placed into
separate databases based on
what media he had
responded to.
Call Center Database

20. Slide 20IMAB Tech Talk
Technology Solutions
Charity X Bob
Direct Mail
DonorServices
Survey
Call Center
Email
Bob
Respond
s
Unified Marketing
Database
When Bob responded his
information was placed
into one database.

21. Slide 21IMAB Tech Talk
Financial
Perspective
Customer
Perspective
Internal
(Process)
Perspective
Learning &
Growth
Perspective 21
GrowthEfficiency
BrandDonor
Service
Workflow Technology
Skill
Alignment
Knowledge
Management
Mission
Effectiveness
Improve ROI
Increase
Revenue
Improve Brand
Perception
Improve Donor
Retention
Implement
new CRM
Create Cross-
functional teams
Train staff on
new CRM
Improve Sharing
& Collaboration

22. Slide 22IMAB Tech Talk
What happens when you
invest in improved,
integrated technology and
then execute an
integrated relationship
management plan?

23. Slide 23IMAB Tech Talk

24. Ability to act and utilize
advanced technology
IMAB Tech Talk Slide 24

25. What is advanced technology?
• Simple
• Moderate
• Complex
IMAB Tech Talk Slide 25

26. IMAB Tech Talk Slide 26
#1: You need better web tools for
marketing
26
WebsiteWebsite
CMSCMS
Transaction
database
Transaction
database
CRMCRM
EMSEMS
Updates
Supporter, email &
transactional data
Email
information
Marketing/Comms
Emails sent
USERSUSERS USERSUSERS

27. IMAB Tech Talk Slide 27
CMS
– Lack of CMS makes website updates
cumbersome and limited to very few
staff
– Those staff sit in Marketing, providing a
barrier for other staff to update the
website

28. IMAB Tech Talk Slide 28
EMS
– Disconnected from other tools so no
email-automation possible
– Disconnected from other tools so
personalisation and segmentation is
difficult

29. IMAB Tech Talk Slide 29
ECS
Time consuming to create new donation
forms and limited number of staff who
can do this

30. IMAB Tech Talk Slide 30
Needs for Advanced Marketing
• All web tools in one place
• Easy for staff to manage
• Variable access for different staff types
• More robust and automated data connection to
CRM
• Scalability and change in line with online trends
e.g. mobile, social etc...
• Ability for additional functionalities like 3rd
party
fundraising
• Profile management for donors

31. IMAB Tech Talk Slide 31
What could technology look like?
WebsiteWebsite
eCRM, CMS, ECS, EMSeCRM, CMS, ECS, EMS
CRMCRM
Updates
Supporter, email
& transactional
data Marketing/Comms
Emails sent
USERSUSERS USERSUSERS

32. IMAB Tech Talk Slide 32
What will better web tools enable?
• Variable email streams for different donor
types
• Automated email streams
• Automatic renewals/reactivation emails
• Highly personalised web experience
• More data about online interactions

33. IMAB Tech Talk Slide 33

35. Budget and staffing resources
IMAB Tech Talk Slide 35

36. Slide 36IMAB Tech Talk
Case Study – Incremental Approach
The Situation: Mid-size nonprofit takes
incremental approach to implementing cross-
channel marketing for fundraising. Currently using
email to reinforce some direct mail appeals. Little
personalization online
The Challenge: Small staff, wearing multiple hats,
two database systems (online, offline) for direct
response.
The Goal: Improve approach to integrated
marketing, balancing staff time and budget to be
most effective.

37. Slide 37IMAB Tech Talk
Case Study – Status Quo
Online transactions manually keyed into
offline donor database
Cross channel efforts require manual match
back files and several versions of email
Manual and general personalization
Challenges:
-human error
-staff time
- no real-time data

38. Slide 38IMAB Tech Talk
Case Study – Goal
Automated transactional updates
Cut down on staff time
Utilize real-time personalization
Challenges:
-lack of experience knowledge internally
(data operations and technology)
-limited budget
-approval by committee

39. Slide 39IMAB Tech Talk
Step by Step Approach
Automated Data Sync
Manual File Transfer
Pros Cons
Runs automatically, limited staff time Up front development costs
Not much need for ongoing support Must update when changes occur
No human/manual element Requires DM match back file
Pros Cons
No upfront investment Requires weekly staff time, multiple
reports
Automates transactional updates Requires DM match back file
Semi-automated

40. Slide 40IMAB Tech Talk
Case Study - Conclusion
Organization adopted manual file transfer
option.
Process improvements:
Weekly file transfer and update
Match back file requested to produce one
version of email for DM-recipients
Personalized ask amounts in email and on
landing pages

41. Slide 41IMAB Tech Talk
Case Study – Moderate > Complex
Situation: A 90+ year old organization
realizing the need for integrated systems.
Currently utilizing several databases across
many locations and departments.
Challenge: Difficult to integrate data across
departments and systems. Cumbersome
process across organization – need to
prioritize
Goal: one overarching database solution
serving all departments.

42. Slide 42IMAB Tech Talk
Weigh the Options
All-Encompassing Database/CRM solution
Multiple systems, one central database
Pros Cons
All data in one place Limited Marketplace; risk
Leverage data instantly, automatically Less cost flexibility
Support and training centralized, only
needed for one system
Square Peg, Round Hole –
customization necessary
Multi-department/personnel buy in
Pros Cons
Pricing flexibility Data Integration processes
Risk shared among systems; longevity Ongoing updates necessary related to
multiple systems
Best in Breed solutions – best
functionality
Training on each or multiple systems
Appeal to internal comfort level & and
goals
Multiple support contacts, per system

43. Slide 43IMAB Tech Talk
Multi-year Timeline
This organization decided to pursue an
all-in-one CRM solution, with a 5 year
implementation timeline

44. Staff & Budget – Case Study
• $5M organization
• 1,000,000 people
• Moderate – Complex organisation
IMAB Tech Talk Slide 44

46. IMAB Tech Talk Slide 46
Disparate geography, disparate data

47. IMAB Tech Talk Slide 47
Constituent
relationship
management Email
communication
Project
Management
Team
Communication
eCommerce
Website
communication
Event management
Service
delivery
Peer 2 Peer
Fundraising
Volunteer
management
Technology reality

48. IMAB Tech Talk Slide 48
The Vision
• Single technology/CRM platform that would
encompass everything

49. IMAB Tech Talk Slide 49
Staff & budget challenges
• Disinterested
• Lack of understanding
• Lack of time
• Not knowing where they wanted to go
• Not knowing what’s possible

50. IMAB Tech Talk Slide 50
Agile development towards the vision

51. IMAB Tech Talk Slide 51
Agile versus Waterfall
Pros Cons
Facilitates collaboration Hard to manage timeline and budget
End goals don’t need to be known Time consuming due to collaboration
Takes feedback into account throughout Risk of not using all resources spent
AGILE
Pros Cons
Clear project plan – can launch in a
certain timeframe
Rigid and inflexible – do not adapt to
changes in needs and feedback
Cleary defined use of resources Extensive needs gathering required
Individuals not as critical May need more post-development
work
WATERFALL

52. IMAB Tech Talk Slide 52
Staff and budget
• Don’t know what you don’t know
• Can mitigate some issues with tech
migrations by taking an iterative or agile
approach

53. How does your organization
compare?
IMAB Tech Talk Slide 53

54. IMAB Tech Talk Slide 54
Technology Overhaul
• Where do you see limitations
to use of technology?
– Infrastructure
– Organizational
– Marketing Mix
• How do internal challenges
affect each area?

55. IMAB Tech Talk Slide 55
Overcoming Challenges
• Data and Technology Infrastructure
– Weigh your options
– Budget
– Prepare for today’s reality, tomorrow’s
opportunity
• What makes most sense today? How about
in one year? 5 year?

56. IMAB Tech Talk Slide 56
Overcoming Challenges
• Organizational
– Focus on the vision
– Where can manual elements /
redundancies be addressed?
– Prove the benefit across departments

57. IMAB Tech Talk Slide 57
Overcoming Challenges
• Marketing Mix
–Leverage free and low cost tools
–Prioritize by biggest impact

58. What did you think?
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