Enhancing Athletics Donations and Ticket Sales with CRM
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Presentation from Salesforce.org Higher Ed Summit 2017 by: Juan Garcia, University of Texas at Austin In this session, Texas Athletics will demonstrate that using Salesforce and SSB's Central Intelligence data warehouse improves athletics representatives, efficiency, streamlines workflows and reduces training time. Salesforce enables them to focus more on their client relationships, ticket sales opportunities and fundraising activities. The data warehouse cleanses, matches and consolidates constituent information from ticketing, university advancement and athletics donations into one set of data, including transactional information from each system. This provides solid base data for Salesforce and makes reporting within and across sources easy and accessible. Salesforce enables representatives to be much more efficient in the way they interact with constituents. Through use of VisualForce pages and aggregated flags, they can see all ticket sales, event attendance, donations, constituent records and priority points in one place without having to bounce back and forth between multiple systems.
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Enhancing Athletics Donations and Ticket Sales with CRM
- 1. Enhancing Athletics Donations and Ticket Sales Juan Garcia Chief Strategy and Analytics Officer juan.garcia@athletics.utexas.edu
- 2. 360o View of Our Constituents •Bring together constituent data into a single application •Share data to users in an easily accessible presentation layer •Build partnerships with campus colleagues •Improve our service to donors, ticketholders, and fans CRM Objectives for Texas Athletics Improve Positioning in an Increasing Competitive Market Place
- 3. University Development Season Ticketholders 20,000+ Donors 50,000+ Alumni and Donors 660,000+ • Large decentralized athletics department inside of a large decentralized institution • Donors and fan connections across multiple points on campus • Multiple systems inside and outside of athletics collecting donor and fan information Size and Scope of our Environment Records 1,800,000+ Letterwinners 8,000+ Tickets 1,700,000+ Longhorn Foundation Ticket Sales Ticket Operations Data Management T-Association University DevelopmentUniversity Development
- 4. • Salesforce implemented in 2014 • CRM information contained in all systems • Users log in to all four systems to locate information • Challenge to get information into one central system CRM Environment Salesforce Athletics Donation System Ticketing System University Donation System The Business Need
- 5. Multiple Data Collection Points Complex Challenge to Bring Key Data into Salesforce Athletics Ticket System 747,000 Accounts Erwin Center Ticket System 749,000 Accounts Athletics Donation System 214,000 Accounts UT Donation System 75,000 Athletics Accounts
- 6. Ticketing System Transactions Seats Biographical Secondary Mkt Ticket Scans Texas Athletics CRM Data Foundation Management Reporting University Donation System Donations Prospect Biographical Endowment Ticketing System Athletics Donation System Donations Loyalty Points Biographical Transactions Seats Biographical Secondary Mkt Marketing Automation Website Traffic Ticket Scans VisualizationSQL Data Appends Behaviors Segments Demographics Prospect Ratings Central Intelligence Degree(s)
- 7. Salesforce as Data Aggregator Ticket Account Information Ticket Account Comments Ticket Purchase History Ticket Purchase History Ticket Attendance Ticket Order & Product Comments Ticket Activities Ticket Opportunities Donation History Donation History Pledge and Planned Gift History Gift Proposals Donation Contacts and Visits Prospecting and Segmentation Email and Web Activity T-Association Account Data T-Association Profile Data T-Association Alumni Data Salesforce Capture SSB Central Intelligence API Marketing Automation Application Load Source of Data SSB Central Intelligence Load
- 8. Key to Making our CRM Strategy Successful • MDM process identifies and manages sources of records and duplicates • MDM process merges all data sources into one master record • MDM process prepares records for loading into Salesforce, Marketing, and reporting views Master Data Management (MDM) Process Source System Ssb Crmsystem Contact Id Acct Primary Flag Account Id Primary City Primary County Primary State Primary Zip Customer Type Phone Email Address TI Texas_Athletics FF7EA5E7-ABF7 1 666208 Carrollton Denton TX 75007 Public (817) 965-XXXX TI Texas_Athletics_Advantage FF7EA5E7-ABF7 0 166106 Carrollton Denton TX 75007 (817) 965-XXXX TI Texas_Athletics FF7EA5E7-ABF7 0 828833 Carrollton Denton TX 75007 Public (214) 563-XXXX TI Texas_Erwin FF7EA5E7-ABF7 0 50587625 Carrollton Denton TX 75007 INTERNET (817) 965-XXXX TI Texas_Erwin FF7EA5E7-ABF7 0 50588063 Carrollton Denton TX 75007 INTERNET (817) 965-XXXX TI Texas_Erwin FF7EA5E7-ABF7 0 50683677 Carrollton Denton TX 75007 INTERNET (817) 965-XXXX TI Texas_Erwin FF7EA5E7-ABF7 0 50712518 Carrollton Denton TX 75007 INTERNET (214) 498-XXXX TI Texas_Erwin FF7EA5E7-ABF7 0 50725063 Carrollton Denton TX 75007 INTERNET (214) 563-XXXX TI Texas_Erwin FF7EA5E7-ABF7 0 50732566 Carrollton Denton TX 75007 INTERNET (817) 965-XXXX TI Texas_Erwin FF7EA5E7-ABF7 0 50761863 Carrollton Denton TX 75007 INTERNET (817) 965-XXXX TI Texas_VIPDonor FF7EA5E7-ABF7 0 803006220 Carrollton Denton TX 75007 (817) 965-XXXX
- 9. Master Data Management Process
- 10. • External facing staffing work out of SF oOne system to address constituent phone calls • Reduced search times • Reduce use of ticketing systems oLess administrative support on other systems Salesforce as a User Efficiency tool Ticketing System Athletics Donation System University Donation System
- 11. Salesforce as a User Efficiency tool Easy Access to Ticketing Information
- 12. Salesforce as a User Efficiency tool Access to all Commitments and Donations
- 13. Salesforce as a User Efficiency tool Access to Fundraising Activity
- 14. Salesforce as a Prospecting tool Lead Prioritization and Segmentation Data Demographic Wealth Affinity Append and Model Data
- 15. Salesforce as a Prospecting Tool Marketing Automation Online Activity High Value Page Links
- 16. Salesforce as a Prospecting Tool Marketing Automation Email Activity Prospecting DataProspecting Data Prospecting Data Texas Athletics Longhorn Foundation Frank Erwin Center
- 17. Lessons Learned Where would we be without a CRM? • Improved Service to Customer • Improved Issue Resolution • Tracking CRM Activity • Transition Users to One CRM • Focus on Data Quality Changing Culture is a Full-Time Role
- 18. Enhance CRM Capability Measure Value of Data Services Expand CRM Data Optimize Data Quality Next Steps
- 19. Measuring Salesforce Impact Increase Staff Productivity Reduce Customer Service Time Address Calls on First Attempt Reduce Information Search Costs Reduce Time Logging into Transaction Systems Reduce Administration Costs Reduce Resources Adding Information into Salesforce Increase Sales and Fundraising Increase Sales per Staff
- 20. Thank You
Notes de l'éditeur
- Improved service to customer Current representative can pick up where previous representative stopped Improved issue resolution process Time after time Salesforce has had the documentation we need to properly deal with issues Tracking sales and opportunities progress Salesforce is the easiest path for sharing data with users in one system APIs make it easy to bring multiple data sets into one page view Focused data support on data quality Changing culture is a full-time job
- Measure value of new data services Increased levels of customer service Increased staff productivity Increase sales per staff Expand CRM data T-Association alumni relations data Merchandise Concessions Optimize data quality Close the gaps in data quality Work through duplicates