Maximizing the Donor Relationship. Constituent-driven engagement for nonprofits

Transcription

1 Maximizing the Donor Relationship Constituent-driven engagement for nonprofits

2 Nonprofits CRM Facts & Trends Individual donors high Social Media Leads Generation High Retention Rate Low Online fundraising low Mobil Donation High

3 Why CRM Matters Manage individual donor in one place Improve Donor communication through marketing channels Information Easy accessible compile info in on place Analyze consumer insights and generate good data Help deliver highly targeted marketing campaign

4 The Sikh Coalition The Sikh Coalition is a community-based organization that works towards the realization of civil and human rights for all people.

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6 Sikh Coalition s CRM Strategic Goals Utilizing Functional and Marketing Components of a right CRM system to identify and interact with highly profitable donor segments that will maximize the Life Time Value of each individual donor to the Sikh- Coalition

7 Sikh Coalition s CRM Challenges (Technical) All-in-one platform (donor database, online donations, online advocacy, marketing) Not scaleable; limited configuration and and customization abilities No peer-to-peer management capabilities No mobile platform 4 all-in-one components are inter-dependent.

8 Sikh Coalition s CRM Challenges (Technical) Supports causes through events like thons, third party campaigns, virtual events, capital campaigns, ticketed events and general giving. Excellent at peer-to-peer fundraising; easy to use Limited online fundraising capabilities Does not sync with Salsalabs; currently maintaining a separate database Limited event management capabilities

9 Sikh Coalition s CRM Challenges (Technical) Trusted, safe and secure digital platform Excellent at online fundraising No peer-to-peer capabilities Does not sync with Salsalabs; currently maintaining a separate database No other fundraising capabilities

10 Sikh Coalition s CRM Challenges (Technical) Microsoft Excel Not a database, not scaleable; flat files only Currently using for volunteer management Currently using event management Currently using for legal case management

11 Technical strategy for CRM? Best in class software on day one (no developers on staff) Steeped in best practices for both general CRM and nonprofit Cutting edge technology, frequently updated 24/7 support Easily integrated with other applications Vast app dev community; constantly innovating Vast user community

12 CRM Tool Evaluation Goal: A system that stays on the cutting edge of technology, steeped in best practices for nonprofits, that is easily configurable, mobile-enabled, and easily integrated with other applications Open-source CRM (SugarCRM, vtiger, SplendidCRM, XTuple) Enterprise Nonprofit CRM (Blackbaud Raiser s Edge) Enterprise CRM (Salesforce)

13 Why Salesforce? Robust platform Compatible with latest technology with 4 major product releases a year; Cloud-based - no software hassles Salesforce is a platform. Vast community of user groups, consultants, and developers Special nonprofit pricing Several staff members have experience as Salesforce admins and users

14 User Adoption: Optimized UI/UX design; several staff members are super-users and certified admins Why Salesforce? Price: Special negotiated nonprofit pricing of $1200/month for 50 licenses. Scaleable: Used out of the box by 10-user startups to multi-billion $$ global corporations with thousands of users. Billing Flexibility: Subscription-based, but consumption-based for additional storage Channel Integration: Through ET Marketing Cloud, supports , Mobile, Social marketing. Through Classy, supports online and P2P marketing

15 Why Salesforce? Data Integration: Through proprietary tool (Data Loader), supports CSV format (most common), but often used with ETL tools Open/Closed: Balance of managed packages, click-configuration, and customizability Universal Access: Virtually accessible to anyone authorized to utilize it Simplified Management: Heavily invested in UI/UX for user-friendly and intuitive interface and administrative controls.

16 Why Salesforce? Multi-Tenancy: Salesforce.com s multitenant architecture is essentially a shared utility, so it can optimize computing resources across all our customers Service-Level: Succes Services consists of a team of 3,000+ certified experts supported by 32,000+ certified individuals inside our partner ecosystem and benefit from 15 years of cloud experience.

17 The complete CRM solution (NGO Connect) Enterprise-wide solution for fundraising, event management, volunteer management, nonprofit relationship management and program management. Certified Salesforce app available on the app exchange Manages specific nonprofit functionality no founds in base Salesforce i.e. grant management, planned giving, employee matching, tributes, etc.) Product managed by a separate Salesforce partner, focused solely on nonprofit technology, steeped in nonprofit best practices Built on and leverages native Salesforce Available free for Sikh Coalition through negotiation with Salesforce partner

18 The complete CRM solution (Classy) Crowdfunding, peer-to-peer, event registration & website donations all under one roof. Classy is a preferred partner of Salesforce and integrates seamlessly with NGO Connect With Classy, you have complete control over the look & feel of your fundraising. Simple, easy to use, intuitive interface - sites up and running in minutes Built in credit card payment processor Mobile-ready

19 The complete CRM solution (ExactTarget Marketing Cloud) Formerly ExactTarget - Trusted, safe and secure digital platform for marketing, social, and mobile solutions ExactTarget Marketing Cloud, act on demographic, behavioral, and preference data to power targeted customer journeys. Powerful segmentation and personalization tools let you deliver true 1:1 communications. Built-in A/B testing capabilities. Instantly see who s opening, clicking, or forwarding your s and track trends with graphical reporting. Social media listening and publishing - create a social showcase, providing live details about what s happening on social media. Mobile ready - sms, mms, and push solutions

20 5 Key Principles for a CRM Solution 1. Is it scalable? Yes. 2. Is it future friendly? Heavily invested in product development to keep up with new technology and the industry s changing needs. 3. Open community (crowd-source). Not completely. Easy-to-use configuration interface. Customizable too with limitations 4. Self-editing. Easy-to-use configuration interface 5. Transferrable. Data loader can export in to csv (most common format).

21 Information Capture & Alignment of Technology Characterized by the capability of leveraging data to actionable information Workflows Makes customer management processes not only more efficient but also more effective Action Plans Firms that are able to generate intelligence and act on it will derive a competitive advantage - Dashboard and analytics

22 Donor Segmentation Trusted Advisor ( $20,000-50,000) Loyal Supporter ( $ ) Young Professional ($ ) The Student Activist($25-50) The Intern ($ 0-25) Mature Donor Immature Donor

23 Donor Value/Profitability Analysis Acquisition Young Professional Retention Trusted Advisor

24 Name: Jackie 30 Years Old Career: ECommerce Owner Annual Income: $25,0000 Hobbies: Likes Giving So feel A Sense of Belonging Pain Points: Too Busy Too Lonely since works online Frequent Digital Media User: Blogging(Most Frequently); LinkedIn; Online Professional Forum; Facebook; Twitter;

25 Donor Journey Weak Connection with Sikh Coalition

26 Holiday Giving Campaign Target Donor: young professionals For leads generation & retention Matrices of Personalized Digital Campaign Spread Buzz & Increase online interaction How to connect customers online? How can we maximize campaign results How to measure effectiveness Duration:

27 Sales Force Marketing Cloud Integration

28 Campaign Leads Generation KPI

29 With Sales Force Cloud App

30 With Sales Force Cloud App

31 ROI of CRM

32 ROI Calculation ROI Factor Cost Current Annualized Cost: $36,315 Consulting Services $0 Business Processes $0 Vendor Management $0 Procurement & Maintenance $0 Staffing & Training $0 Information Technology $0 Implementation $0 Costing $39,588 Proposed Annualized Cost: $39,588 Current ROI ($480,000 - $36,315)/$36,315 = 12.22% Proposed ROI (20% increase in GR) ($576,000 - $39,588)/$39,588 = 13.54%

33 LTV Calculation By moving away from the spray and pray, we reduce our total marketing spend by $5 per donor By centralizing all CRM activity in one system with automated integrations and file loads, we will be able to reduced one FTE from the IT Admin staff, increasing our profit margin by 5% per donor. Given a sample of 1000 customers making an average contribution of $120 per year, this increases Life Time Value per donor from $17.98 to $37.22

34 Where does that leave us?