MAXIMIZE CRM July 18, 2018 BRIAN PICKETT Founder , Chief - PowerPoint PPT Presentation

MAXIMIZE CRM July 18, 2018

BRIAN PICKETT  Founder , Chief Consultant at North Peak  Salesforce CRM Services to Nonprofit  Implementation & Rehabilitation  Integration, Development and App Setup  Training & Support  Best Practices  Team  5 Salesforce specialists  10 Salesforce certifications  3 regional user group leaders

AGENDA  Total time: 90 minutes  Presentation (20 minutes)  Breakouts (20 minutes)  Report back (20 minutes)  Presentation (20 minutes)  Questions & Closing Thoughts (10 minutes)

WHAT IS CRM ? “Constituent Relationship Management”  Blackbaud CRM  SugarCRM  Salesforce  Highrise  Microsoft Dynamics  DonorPerfect  Netsuite  LuminateCRM  Your Membership  RoundCorner  MemberClicks  Fonteva  NationBuilder  Causeview

MAXIMIZE …… TO WHAT? Levels of CRM Value

SHARED CONTACT MANAGEMENT  “What’s his phone number?”  “Is she still in charge of _________”  “What’s the name of their new director?”  “How many of our constituents are VPs or greater?”

INSTITUTIONAL RELATIONSHIP MANAGEMENT  “When did we last speak with them?”  “Remind me again what they said to our last proposal?”  “Who is talking to them next? When? About what?”  “Where is our grant proposal? Grant reporting requirements? Last grant report?”

ENGAGEMENT DATABASE OF RECORD  “Who attended our last event?”  Members vs. non-members?  C-level attendees?  “How many constituents responded to our last outreach effort?”  Average response?  Compared to last similar effort?  “Across our members how often are we:”  Communicating personally?  Offering value (event invites, content, other)?  Seeing them engage at events, via content or other means?

AUTOMATE AND ENGAGE  “Schedule a thank-you call for our top 25 most involved constituents.”  “Send a survey to every constituent that has NOT engaged with us in 6 months.”  “Let me know when any of our top 100 constituents is at risk of disengaging.”  “Execute a multi-channel membership renewal campaign involving email, snail mail, phone and social media with different messages based on level of engagement.”

STRATEGIC DESIGN SUPPORT  “What was the ROI (return on investment) of our last member engagement event?  “What activities are renewing members engaged in? Non-renewing members?”  “Which membership renewal effort generated the best result?”  “Did the (change) we make last year increase:  Attendance? Other engagement?  Membership?  Satisfaction?  Revenue?

BREAKOUTS

GROUPS  User Adoption  Executive Buy-in  Engagement Tracking  Engagement Scoring  Prospect Management  Reports  CRM Vendor Relationships (software, consultant, apps)  Other ideas?

REPORT BACK  Summary of what the topic meant to the group  Best practices that surfaced  Unanswered questions

MAXIMIZE …… HOW? It depends…

VARIABLES  Goals, Issues, Opportunities  “What do we want?”  Value  “Why would we do this?”  Experience  “What’s our starting point?”  Resources  “What can we put in?”  Time  Money  Staff Skillset and Willingness  “What is most important?”  Priorities

CONSTANTS  Honest Assessment > Clear Vision  Process-first, Development-next  Roles:  Change Management  Champion(s)  Administrator  Training & Support  Subject Matter Expert  Across the board support  Evolution

CLEAR EXPECTATIONS, GOOD TRAINING, GREAT SUPPORT  Gather Needs > Assess > Prioritize  Communicate  Prototype > Test > Finalize  Communicate  Train > Release > Support  Communicate  Follow-up > Listen > Advise  Communicate

THANK YOU Brian Pickett (858) 952-1007 brian@northpeak.com