Evolution. NFP conference #NFPconf

Transcription

1 NFP conference 2015

2 A Rough Guide to CRM Graham Hewitt

3 A Rough Guide to CRM Agenda 1) What to expect from NFP CRM 2) Some aspects of the latest thankq CRM 3) Questions

4 A Rough Guide to CRM Definition Customer relationship management (CRM) is an approach to managing a company s interaction with current and future customers. It often involves using technology to organize, automate, and synchronize sales, marketing, customer service, and technical support. Computer Aided Marketing & Selling (1991) Shaw, Robert, Butterworth Heinemann

5 A Rough Guide to CRM Definition Customer relationship management (CRM) is an approach to managing a company s interaction with current and future customers. It often involves using technology to organize, automate, and synchronize sales, marketing, customer service, and technical support. Computer Aided Marketing & Selling (1991) Shaw, Robert, Butterworth Heinemann

6 A Rough Guide to CRM Adoption issues In 2003, a Gartner report estimated that more than $2 billion had been spent on software that was not being used. According to CSO Insights, less than 40 percent of 1,275 participating companies had end-user adoption rates above 90 percent. Many corporations only use CRM systems on a partial or fragmented basis.

7 A Rough Guide to CRM Adoption issues In 2003, a Gartner report estimated that more than $2 billion had been spent on software that was not being used. According to CSO Insights, less than 40 percent of 1,275 participating companies had end-user adoption rates above 90 percent. Many corporations only use CRM systems on a partial or fragmented basis.

8 Evolution A Rough Guide to CRM Adoption issues In a 2007 survey from the UK, four-fifths of senior executives reported that their biggest challenge is getting their staff to use the systems they had installed. 43 percent of respondents said they use less than half the functionality of their existing systems.

9 Evolution A Rough Guide to CRM Adoption issues In a 2007 survey from the UK, four-fifths of senior executives reported that their biggest challenge is getting their staff to use the systems they had installed. 43 percent of respondents said they use less than half the functionality of their existing systems.

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11 The audience today Who is? Not familiar with thankq CRM Organisation uses thankq CRM Version 8 (or older) Organisation uses Access thankq CRM (Version 10)

12 Research and prospecting Research and prospecting

13 My prospect call backs were organised My prospect call backs were organised

14 Basic Sales and Marketing CRM Generic CRM was built for Sales and Marketing communications Replace the card index Address books Pipeline development Recording meetings and follow up actions Provide visibility across the departments of a business

15 Product v Platform Products Platforms thankq Raiser s Edge Integra Advantage Fundraiser Care Donorflex Donor Strategy Sales and Marketing communication Not transactional systems Long development lead times High budgets Usually IT led projects Most end up as bespoke

16 Product v Platform Top 3 reasons to consider using Fundraising/Membership system: Built in functionality Supplier experience Implementation risk Ivan Wainewright NFP Consultant #5 in 102 more in-depth tips on how to buy Fundraising Software and charity CRM systems

17 Why is NFP CRM different? Specialist functionality

18 Specialist functionality: 4 Key areas Alumni Fundraising Grant Awarding Membership

19 Specialist functionality Business Intelligence Global reach Devices & Media Share Connect Donor Journeys Events Advice & Helpline Telethon Calling Justgiving Integration Income processing Sponsorship Membership Segmentation & Mailing 360 view HMRC Online Gift Aid Social Media Bank Integration DD & SEPA Volunteers Safeguarding clearance checks Website integration Scalable Configuration & Development Deployment

20 Donor and Member Management Transaction processing Donations in, thank you letters out, gift aid tracked. Members in, membership packs out, renewals and benefits tracked. Graduating students in, newsletters and event invitations out. Applications for funding in, feedback letters out.

21 This led to Departmental silos of data Slow adoption of new technologies Lack of integration with other business systems and processes Marketing seen as broadcast only

22 Challenge Within your organisation, is your supporter or member database an authoritative and comprehensive record? Is it just another silo? Does it just help one team? Does the Finance team trust & use the numbers? Do you receive transactions / data from outside of the department? Do you expose your data to other systems? E.g. the website?

23 The audience today Your role or your department? Finance / HR Fundraising / Membership Information Technology Something else

24 The role of IT specialists in your organisation Keeping the infrastructure (network and servers) running Helping users to improve their use of systems Helping users to get reports Helping users to segment the data We don t have internal IT support

25 Why is NFP CRM different? Usability

26 Top reasons for choosing thankq Ease of navigation Ease of searching Reporting Microsoft Office integration The segmentation and mailing process Duplication management and data quality Web integration

27 Why is NFP CRM different? Evolution of IT Strategies

28 March 14, 2013

29 Mobile More Google searches take place on mobile devices than on computers in 10 countries including the US and Japan.

30 Mobile Since April 21, Google has used mobile-friendliness as a ranking signal

31 Why is NFP CRM different? Evolution of IT Strategies Device independence Macs and tablets Mobilisation Cloud v Hosting v Remote Access

32 Why is NFP CRM different? Integration Finance / HR systems Public facing website and private member only areas Ticketing system events, trading, EPOS Bulk Mailchimp, Dotmailer acloud options e.g. collaboration or expense management Justgiving, Virgin Money Giving HMRC integration DD and SEPA Bank integration

33 Software demonstration Software demonstration

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36 Understand your supporters and members How do you analyse your donor / member data? Source:

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38 Advanced features Advanced features

39 Volunteer Matching

40 Security Model

41 Developer Mode(s)

42 Summary HTML5 User interface Device independent Cloud compatible Focus on the usability Integration options

43 Summary HTML5 User interface Device independent Cloud compatible Focus on the usability Integration options

44 Questions Questions

45 Thank You Graham