I Didn t Know Andar Did CRM!

Transcription

1 I Didn t Know Andar Did CRM! 2012 Southeast Regional Conference Réal R. Bédard Executive Vice President Helix Ltd. What Is CRM? CRM is integrating People, Processes, and Technology To build relationships with constituents 1

2 Technology 20% 50% People Process 30% The Bottom Line Customer Relationships: Keeping Existing Customers Getting New Customers Relationships Personal Relationships Business Relationships Nonprofit Relationships 2

3 Critical First Step Blur The Lines Between Staff and The Organization Eliminate Silos Within The Organization CRM - What It Isn t Event Pledge Volunteer Impact Communications CRM - What It Is Event Pledge Volunteer Impact Communications Andar 3

4 Got Blind-Sided? Don t you know that I ve been involved with your organization for years? Why? 1. Internal Communication 2. Relationship Documentation 3. Call Preparation People & Process!! Solution: Log ALL Communications Information Collection & Summarization Well Defined Process Data Standards! Knowing ALL Aspects of Constituents And Their Relationship With You 4

5 CRM Rule REVIEW Your Constituent s Profile BEFORE You Call DOCUMENT Your Constituent s Profile AFTER You Call Building Relationships Key to Relationship Definition: The way in which two or more concepts, objects, or people are connected, or the state of being connected. Two-way communication is a relationships Key to Building Definition: Construct (something, typically something large) by putting parts or material together over a period of time. Each communication Builds on the prior Building Relationships It s Very Easy It s Very Difficult 5

6 Building Relationships It s Very Easy To log your communications It s Very Difficult To log your communications Communications 6

7 Add Accounts Add Organization Predefined: Type Subject & Code Communications Tracking is the first step Need to summarize meaningful points Constituent Research... Data Collection & Corrections Web Research: Pictures, notes, etc. 7

8 Summarize! RSS News Feed 8

9 External Analytics Import Data From 3 rd Party Search Firms Customizable data Display selected fields on Bio Tabs Competitive Gifts Source: Published Annual Reports Printing Dashboards & Bio Tabs Mass-Print Bio Tabs Flexible & Customizable Using Web Technology 9

10 Expectancy Gifts Tracking of future gifts Bequests Annuities Insurance etc... Non-Financial Web Access For Resource Development & LEs Fast Access - limited graphics & functions CRM: Review before Document after i-access Profile Search View Bio-Tabs Add Communications Complete Surveys i-phones & Androids too! 10

11 Relationship Management Management Defining Your Processes Tasks & Stages Responsibilities Tracking Progress What do you want me to do today? Defining Your Processes 1. Prospect Codes Moves Management Focus Fuzzy steps 2. Plans Task Check list Sequential Tasks Or Automated Workflows Defining Prospecting Activities Prospect = Recruitment = Opportunities Multiple Prospect Codes: Workplace Campaigns Leadership Workplace Giving (ADT) Major Gifts Board Membership 11

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13 MIG & Workplace Giving 13

14 Optional LAI Tracking LAI = Linkage, Ability, Interests Prospect Code Specific! Examples: Interest in making a gift: Low, medium, high Interest in community conversations Ability to be a board member 14

15 Touch Points Prospect code specific Assign point system to touches Andar can automatically assign Formal Measure of the relationship When to ask? Prospect Details One Screen Move State & Next Touch Points LAI Ratings Tracking Parameters Targets 15

16 Reports - Forecast 16

17 Touch Analysis Plan Management Simple Sequential Steps Complex if-then-else scenarios Internal Processes: Steps to setup a workplace e-compaign Processing property gifts Managing events Simple Sequential Plan John Task 1 Task 2 Task 3 Task4 Mary 17

18 Workflow Task 1 Task 2 Task 5 Task 3 Task 4? Task 6? Task 7 Task 8 Executive Management Campaign Progress Overall Staff Monitoring Campaign Pace 18

19 Issue Management Red Yellow Green Very Late Late On Time Churn Reports Individuals Organizations By Leadership levels RUM 19

20 Churn - Leadership Report Segmentation / Ranking Quintiles: 5 Equal Segments 20% Per Segment Create Your Own! Segment By Structure!

21 Ranking: Give Years of Giving Average Employee Gift Per Capita Percentage Participation Total Pledge Amount Total RUM Amount Ranking: Volunteer Volunteer Hours - Member Agencies Volunteer Hours - Non-Member Agencies Volunteer Hours - Our Organization # of Opportunities - Member Agencies # of Opportunities - Non-Member Agencies # of Opportunities - Our Organization Ranking: Advocacy Communications Contact Relationships s Clicked s Read Employees Events Attended Gift Relationships Managed Accounts Recognitions Web Logins Web Pages Visited Social Network Influencer Total Touch Points # Touches 21

22 Loyalty Build New Ranking & Segmentation Based on other Rankings & Segmentation Including Interests Great for EIH 22

23 CRM Everything Should Be In Andar Event Attendance Volunteerism Communications 100% Complete Picture Questions? 23