Deborah Lein VP and COO, Greater Public dlein@greaterpublic.org - - PowerPoint PPT Presentation

Deborah Lein VP and COO, Greater Public dlein@greaterpublic.org

How different are we?

Same:

• fundraising sources
• engagement strategies
• data access concerns

Different:

• On-air fundraising

The promise of CRM

Better public service:

• Better analytics across the enterprise
• Improved content services
• Improved customer service

The promise of CRM: fundraising

Major gift-level intelligence:

• Topical interests
• Level of engagement across all activities
• Relationships to other constituents

The promise of CRM: fundraising

Loyal support:

• Increased member acquisition
• Earlier, larger first gifts and faster upgrades
• Improved retention
• Improved pipeline for bequests

The promise of CRM: backroom

Integration and democratization of data:

• Abolish the data priesthood!
• Reduce data entry
• Ensure greater accuracy

Why am I prioritizing CRM?

Two good reasons:

• 1. Board-level strategic priority
• 2. “Cobbler’s children”: our guilty secret

Our own database

CRM immersion

Key project: A Consumers Guide to CRM Systems for Public Media (with iMA and Idealware)

• Independent product review of 9 CRM systems
• Universal needs requirements document for public

broadcasting stations of varying sizes and formats

• Membership, major giving, grantseeking, corporate

underwriting, e-commerce, events, e-mail marketing, customer service, payment processing, systems integration)

CRM immersion

Key project: Building our own CRM

• Main database
• Event management
• Marketing automation
• Webinar platform
• Drupal website

Before you select a CRM platform

A COO’s perspective:

• 1. Understanding what a CRM platform is and isn’t
• 2. Setting priorities
• 3. Documenting critical processes
• 4. Understanding integration
• 5. Understanding pricing models

The CRM platform

The database that houses the topline information from your CRM ecosystem

The CRM platform

A CRM platform is a shallow net: “You can use a shallow net and catch a lot of fish, or a deep net to catch those big guys lurking at the bottom.”

• Idealware

Needs requirements and ranking

Needs requirements and ranking

“Cannot effectively function without this”:

• What literally keeps your train on the tracks?
• What are the most critical “bread and butter”

activities involved?

• Document and walk through with every vendor

A useful tool

The “use case”:

• Real-life scenario
• Focus on needed results, not current process
• Detailed, but written in plain English
• Can represent
• common occurrence
• rare but important “special case”
• wish list

Sample Use Cases (Greater Public)

• 1. Jane is the development director for Station A. She attends the

PMDMC every year. We need to know that Jane has attended the conference annually (contact-level info) AND we need to know that Station A has sent their development director (account-level info).

• 2. Jane leaves Station A and goes to work for Station B. We need to

know her previous PMDMC attendance history (contact-level info from Station A ported into her contact record at Station B). We still need to know that Station A sent her to the conference when she worked there (account-level info for Station A stays the same). We also need it to be clear in her new record at Station B that her conference attendance history was from a previous position -- Station B has not yet sent her to the conference (account-level info for Station B).

Sample Use Cases

• 1. Record matching: e-mail address as unique identifier.

We need the system to match any of the following valid e- mail addresses to the same contact record:

jsmith@kxyz.org jsmith@tricountypublicradio.org jsmith@tricountypublicmedia.org jsmith@localcommunitycollege.edu

Strategic decisions

• Choose a powerful, broad CRM and customize for depth

OR

• Choose CRM that integrates effectively with specialized

tools OR

• Choose a highly specialized platform and add CRM

functionality as you can

Integration

A few things to consider:

• Integration is about functionality, not just

configuration

• There will be additional ongoing cost
• Some functionality may actually be reduced

through integration

Cost

A few things to consider:

• Additional functionality costs money – expect

sticker shock

• Remember that you are replacing more than a

donor database – compare apples to apples

Cost

Considerations, continued:

• Remember that de-centralized data means

MANY more registered users

• Remember that increased data collection

means MANY more individual records

• You don’t have to do it all at once

Great resources

Heller Consulting http://theconnectedcause.com http://theconnectedcause.com/crminsights/ Idealware http://idealware.org (search on CRM)

Our contact information:

Deborah Lein dlein@greaterpublic.org 612-869-8400 greaterpublic.org Jeannie Ericson jericson@integratedmedia.org 404-822-6123 integratedmedia.org