Tata AIG General Insurance Company - Insurer Innovation Award 2024
What I've Learned About Non-Profit CRMs
1. 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
20. 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
@PICnet
Friday, March 8, 2013
21. One more
important thing
before we start
@PICnet
Friday, March 8, 2013
22. The ladder of engagement
@PICnet
Friday, March 8, 2013
24. 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
@PICnet
Friday, March 8, 2013
25. 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
@PICnet
Friday, March 8, 2013
27. 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
@PICnet
Friday, March 8, 2013
28. A short story
• Diverse organizations meant we needed a
robust service offering
• Advocacy groups
• Social service organizations
• Associations
• Religious groups
• Socially responsible businesses
@PICnet
Friday, March 8, 2013
29. A short story
• Diversity of services needed
• petitions
• write your representatives
• online donations
• event registrations
• volunteer sign-up
• ...more!
@PICnet
Friday, March 8, 2013
30. Wouldn’t it be
nice to have a 360˚
of all this data?
@PICnet
Friday, March 8, 2013
34. What does CRM abbreviate?
• Customer relationship management
• Constituent relationship management
@PICnet
Friday, March 8, 2013
35. 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
@PICnet
Friday, March 8, 2013
36. Agenda
• 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
@PICnet
Friday, March 8, 2013
41. Agenda
• What’s a CRM?
• Why hop onto the CRM bandwagon?
• What to look for in CRM options?
• How to get started?
• CRM options to consider?
• A tour of a CRM tool
• Beyond the CRM
@PICnet
Friday, March 8, 2013
42. How is it hosted?
• local in your offices
• on a server somewhere
• in the proverbial cloud
@PICnet
Friday, March 8, 2013
43. How can you extend it?
• Applications
• Developer community
• User community
@PICnet
Friday, March 8, 2013
46. Agenda
• 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
@PICnet
Friday, March 8, 2013
50. Agenda
• 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
@PICnet
Friday, March 8, 2013
51. Lots of CRM options
@PICnet
Friday, March 8, 2013
58. Agenda
• 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
@PICnet
Friday, March 8, 2013
59. Agenda
• 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
@PICnet
Friday, March 8, 2013
60. How does this fit
in my business?
@PICnet
Friday, March 8, 2013
61. Avoid the data silos
• How to avoid the data silos?
• Use tools that build bridges with open data
models and open source code
@PICnet
Friday, March 8, 2013
63. What’s happening here?
• Lots of data entry
• Task creation and management
• Workflows and automation
• Decision making tools
• Metrics for success
@PICnet
Friday, March 8, 2013
64. 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!
@PICnet
Friday, March 8, 2013
67. 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
@PICnet
Friday, March 8, 2013
75. Let’s get this out in the air
• Definitely not open source
• Lots of other competing services
• “Free” as in “free kittens”
@PICnet
Friday, March 8, 2013
76. 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
@PICnet
Friday, March 8, 2013
77. Getting intelligence
• Good data in
• Setting goals
• Setting metrics to meet goals
• Building reports
• Displaying dashboards
@PICnet
Friday, March 8, 2013
78. Good user stories for CRM
• Financial transactions
• Event registration
• Form building
• Business intelligence
• Reporting
• Dashboards
@PICnet
Friday, March 8, 2013
79. Wrap it all
together with an
example, por favor
@PICnet
Friday, March 8, 2013
81. 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
@PICnet
Friday, March 8, 2013
89. 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
@PICnet
Friday, March 8, 2013
90. The path...
• Compelling story (motivation)
• Sign the petition (action)
• Give money (financial contribution)
• Social networking (sharing)
@PICnet
Friday, March 8, 2013
91. 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
@PICnet
Friday, March 8, 2013
92. 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!
@PICnet
Friday, March 8, 2013