Nonprofits looking for constituent relationship management systems (CRM) are often enamored by the features and bells and whistles. Successful CRM, however starts with strategy – how does your nonprofit go about achieving your mission? During this free, hour-long webinar, we'll review the basic concepts behind CRM, giving attendees a lay of the land.

1. Four Nonprofit CRM Strategies
April 3, 2014

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4. Four Nonprofit CRM Strategies
David Geilhufe, NetSuite
April 3, 2014

5. Presenters
Becky Wiegand
Interactive Events Producer
TechSoup
Assisting with chat: Ale Bezdikian, TechSoup
David Geilhufe
Senior Director
NetSuite.org

6. • Introducing TechSoup
• Participant Poll – What matters most?
• What Is CRM?
• Four Strategies
• NetSuite.org
• Q&A
Today’s Agenda:

7. TechSoup is a 501(c)(3) nonprofit with a clear
focus: connecting fellow nonprofits, charities,
public libraries, and foundations with tech
products and services, plus learning resources to
make informed decisions about technology.
Who Is TechSoup?

8. Who Is TechSoup?
• Since 1987, TechSoup donation programs have served more than
210,000 charitable organizations.
• We’ve distributed more than 11 million software and hardware
donations and enabled recipients to save more than US$3.75
billion in IT expenses in 60+ countries around the world.
• We reach more than 400,000 nonprofit, library, and philanthropy
subscribers in the United States with our newsletters each year.

9. What’s New at TechSoup?
Consulting Services
Thinking about updating software, investing in new
computers, or deploying a network or server?
TechSoup now offers consulting services to help!
QuickBooks 2014
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Windows 8.1
Support for Windows XP ends in April of 2014,
so make sure you’re ready to upgrade.

11. • Which of the following is most important/true
of your needs?
– We need to know who we know and what we said
to them.
– We need to know how our constituents interact
with us and one another.
– We need to know which of our constituents have
the most value/biggest financial impact.
– I need the infrastructure to accommodate
changing needs and dynamic CRM strategies.
Participant Poll

12. Four Nonprofit CRM Strategies
David Geilhufe
Senior Director, NetSuite.org
dgeilhufe@netsuite.com
Contacts, Relationships, Revenue, Silos

13. Tracking
meetings, calls
and emails
Integrated Quotes/Proposals
Document Management
Document Publishing
Certification
Customer Portal
Project Tracking
Service Tracking
Time & Expense
Lead tracking
Segmentation
Mass E-Mail
Group Calendaring
Resource Availability
+
Lead
Prospect
Qualify
MeetQuote
Order
Service Delivery
Repurchase
Suspect
+
+
+
+ +
+
+
+
What Is CRM?
Constituent Relationship Management
Institutional memory about interactions with all constituents
that is used to further your mission
Potential
supporters,
volunteers,
clients, donors,
etc.
Order Mgmt
Book services

14. What Is CRM?

15. What is CRM?
© NetSuite 2010 15

16. What Is CRM?
© NetSuite 2010 16

17. Where Are You Today?

18. It Starts With Strategy
Four CRM Strategies

19. CRM Strategy
What Problem Does CRM Solve?
Depends, what is your strategy?
What is the Strategy?
How do you work with and/or serve constituents?
What is the most important part of your mission vis-à-vis constituents?
What critical organizational/business processes involve your constituents?
What Problems Does CRM Solve?
Institutional memory
Disconnected data silos
No complete view of the constituent

20. CRM Strategy
Features ≠ Mission Outcomes
Endless possibilities do not drive mission outcomes
Bells and Whistles are useless if you don’t need to make noise
Getting stuck in features lists is confusing

21. Four CRM Strategies
Contacts
We need to known who we know and what we said to them
Relationships
We need to understand how our constituents interact with us and with one another
Money/ Revenue
We need to understand which constituents are most valuable and/or which
constituents have the biggest financial impact
Silos
I need the infrastructure to accommodate changing needs and
multiple, dynamic CRM strategies
These are common strategies, but there are many others.

22. Implementing CRM
CRM Isn’t About Software
1. Define the Strategy
2. Document (and Improve) Process
3. Implement Process (in software)
4. Test Process
5. Revise until Process is Accepted
6. Launch Process
Implementing the Software
1. Identify all data required by the process
2. Identify where that data is today
3. Consolidate data in a single location & standardize data collection
4. Configure software to match the documented process
a) The more you conform to software, the less time and money you will spend
5. Load your data
6. Run the reports required by your process
Benefits
Better process & constituent experience
More time freed up for your mission from busy work and inefficiency

23. CRM Strategy: Contacts
Four CRM Strategies

24. Contacts
The Strategy
I’m a small organization with limited resources. I just need to get organized.
The Challenges
I can’t find anything
– 50% of nonprofits use post its and excel; data is scattered everywhere
I can’t make a list of constituents
– Who gives us money, who we serve, who gets invited to the next event
Everything is out of date or wrong
– Five addresses for each constituent, which one is right?

25. Contacts
The Features
Multi-user, anytime/anywhere access (cloud)
Enter constituents
Search constituents
List constituents
Implementation
Planning and process : minimal
Generally just turn it on and start typing
Accidental techies help, but are not necessary
Generally no need for paid consultants

26. Contacts: Results
The Good
One source of the truth
One organizational contact list
Staff gets used to databases (and will be ready for more later)
The Limitations
Can’t track rich information about constituents
Can’t track relationships
Can’t track activities
Can’t track transactions
Can’t prepare for the future (but moving up isn’t very hard)

27. CRM Strategy: Relationships
Four CRM Strategies

28. Relationships
The Strategy
My constituents, their interrelationships, and their activities drive my mission
(example: politics, advocacy)
The Challenges
I can’t take action based on a constituent’s relationships
– Who is on the board of a funder? Who knows a key constituent?
I can’t take advantage of new technology like social media
– Who cares about the same causes as our organization?
I can’t respond to constituents in a timely manner
– Follow up and communication gets lost in the shuffle

29. Relationships
The Features
Arbitrary relationships between constituents
Track activities and communications (email, phone, task, notes, files)
Specific support for specific relationships (events, for example)
Implementation
Planning and process: medium
Requires some technical implementation, accidental techies required
Complex process means paid consultants

30. Relationships: Results
The Good
Personalized constituent experience; sense of intimacy with constituents
Broader audience can be mobilized for your mission
Things don’t fall through the cracks through activity tracking
The Limitations
Requires organization commitment to the process & the tool
Can’t track transactions (often)
Garbage in; Garbage out
Requires care & feeding
Can create silos if system does not support other priorities (e.g. events)

31. CRM Strategy: Money/Revenue
Four CRM Strategies

32. Money/Revenue
The Strategy
My constituents are the source of my revenue, I need to maximize revenue and/or
minimize costs (major donor, direct mail, grants, sales, membership, etc.)
The Challenges
I don’t know who my best donors are
– Who gave me the most money last year?
I can’t steward high touch relationships (major donors)
– Actions fall through the cracks, staff confusion
I can’t determine ROI of proposed actions/ innovations
– The campaign costs $5K, but only brought in $2K

33. Money/Revenue
The Features
Track transactions (donations, services, etc.)
Prebuilt reports that do what you need
Dashboards and Key Performance Indicators (KPIs)
Flexible reporting for the end user
Implementation
Planning and process: medium – high
Look at pre-built fundraising solutions
Paid consultants required + accidental techies

34. Money/Revenue
The Good
Solid basis for tracking actual and projected ROI
Optimal constituent experience
Raise more money, deliver services more efficiently
The Limitations
Requires organization commitment to the process & the tool
Requires internal data, analysis & reporting capacity
Garbage in; Garbage out
Can create silos if system does not support other priorities (e.g. events)

35. CRM Strategy: Silos
Four CRM Strategies

36. Silos
The Strategy
Information about constituents is spread across systems that do not share data well and
we need a complete view of the constituent.
The Challenges
My silos don’t talk with one another
– Half of nonprofits manage 4+ repositories of siloed constituent data
I have five addresses for each constituent, which one is right?
I waste time getting data from multiple locations
– Spreadsheets are error prone

37. Silos
The Features
Role-based system
Platform – should support customization & provide APIs
Segmentation
Scalable from small to very, very large
Implementation
Planning and process: high
Data planning & consolidation are critical to success
Avoid pre-built stand alone solutions (fundraising, for example)
Paid consultants required

38. Silos: Results
The Good
Platform for the future
360 degree view of constituent
No one/ nothing falls through the cracks
The Limitations
Requires significant time and money to implement and maintain
Requires organization commitment to the process & the tool
Requires internal data, analysis & reporting capacity
Every new system is an integration project

39. Brief NetSuite.org Commercial
Four CRM Strategies

40. NetSuite.org : Quick Take
400+ global grantees
Solutions for fund accounting,
donor management, grant
accounting, volunteer
management, etc.
Corporate Citizenship of
NetSuite (NYSE:N)
Product donations, SuiteVolunteer
pro bono & social solutions
Base donation free, 50-80%
discount beyond base donation
Grantees Partnerships
Background Community

41. http://www.techsoup.org/products/netsuite-mid-market-edition-
5-user-package--1-year-initial-subscription--G-48774--Tasks

42. NetSuite: ERP, CRM & Ecommerce
DonationWhat it Does
Accounting
Fundraising/ CRM
Inventory/ ERP
Project Management
Ecommerce
Timesheets & Expenses
$0 base donation: 5 users, support &
training renewed yearly
50% or 80% discount beyond base
SuiteVolunteers, capacity building &
dedicated account management
Get It Today
Get more information from a social impact
account executive (email donations@netsuite.com)
Visit www.netsuite.org to get the donation
Donations processed through

43. TribeHR : The Donation
DonationWhat it Does
Core employee HRIS
Performance tracking
Applicant tracking & job board
$0 base donation: 10 employees,
group edition
50% or 80% discount beyond base
SuiteVolunteers, capacity building &
dedicated account management
Get It Today
Free Trial: www.tribehr.com
Visit www.netsuite.org to get the donation
Donations processed through

44. LightCMS: Website & Online Store
DonationWhat it Does
Get It Today
Website
Online store
$0 base donation: 25 pages, 3 GB
storage, 1,000 products and support
renewed yearly
50% off unlimited edition
SuiteVolunteers, capacity building &
dedicated account management
Free Trial: www.lightcms.com
Visit www.netsuite.org to get the donation
Donations processed through

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