SINGLE DONOR VIEW FOR CRM SYSTEMS ESTABLISHING A COMPREHENSIVE VIEW OF DONOR INTERACTIONS ACROSS YOUR ORGANISATION

Transcription

1 SINGLE DONOR VIEW FOR CRM SYSTEMS ESTABLISHING A COMPREHENSIVE VIEW OF DONOR INTERACTIONS ACROSS YOUR ORGANISATION

2 Why is Single Donor View important in a CRM environment? CRM is becoming more and more pervasive in not-for-profit organisations. While the intent and purpose of CRM varies from one not-for-profit to another, donor relationships remain the primary focus - the objective being to maximise value from donor interactions and improve their experience with the organisation. The optimal utilisation of CRM, however, requires not just the CRM system data, but also the creation of a Golden Record - utilising all the different data silos holding unique data sets, external to the CRM system. This golden record forms the basis for an integrated Single Donor View, allowing access across multiple systems and providing the ability for all departments to access the golden record anytime, anywhere. The organisation is then empowered by a Single Version of the Truth which otherwise wouldn't be possible by just adding a CRM layer on top of existing data. The ability to create data-orientated strategies, and have technology solutions that transform donor data into actionable intelligence, relies on access to accurate, reliable and consistent centralised real-time data. Most Non-Profits Lack a Master Database The lack of a central store in which information is consolidated and maintained means that donor data - often collected from multiple disparate sources - is incomplete and of poor quality. If the data is not cleansed, updated and integrated, the resulting errors, redundancies and delays can be numerous. In the end, money spent on new data-related initiatives and software packages may be in vain because the data based applications are only as good as the data fed into them. One of the most significant challenges facing CIO s today is the issue of making data valuable to the organisation. One of the most important aspects of making data an asset is being able to create a Single Donor View (SDV) using aggregated datasets. A Single Donor View means that across all applications, databases and donor touch points, a company has a single accurate, consistent and complete view of their donors. The prospect of implementing an integrated donor view across an organisation can be daunting, with many companies being deterred due to the potential scope of the undertaking. Likewise it is also all-too-common for project teams to suffer from boiling the ocean syndrome as they try to solve every conceivable problem in a single engagement. Needless to say, this type of approach seldom succeeds. It is possible, however, to ensure that your implementation is manageable and successful by making clearly defined choices and setting quantifiable objectives. 2

3 Start with a clearly defined goal Visualise your SDV Single Donor View is simply about bringing together all your data and retaining the history of each t ransaction. Consumer businesses need to have a people- centric structure, while b2b needs to reflect company structure first, and then individuals. The transactions can cover donations, subscriptions, events, newsletters, lapsed members, competition entrants or merchandise buyers. Harmonise demographics To make sense of categories and demographics it pays to be disciplined with registration and sign-up forms, and be wary of moving goal posts. Start with the highest value transactions e.g. premium donors or event organisers and build demographics around them. Don t rush to change providers If you have good specialist providers e.g. CRM, , CMS, you don t need to change them; just use web-based services to feed data in and out of SDV. For example, a not-for-profit using BlackBaud, ThankQ, Salesforce and CharityLog would still create an SDV with Neopost Customer Information Management to allow a single version of the truth across all their systems. Treat data as a project Like all complex projects, it helps to have top management support, and a dedicated data-savvy project manager. Work on one brand at a time, get some quick wins and celebrate the pioneer's successes as other brands are joining in the project. Use your SD V t o predict behaviour & cross-sell A SDV provides insight into contributor habits, and allows you to cross promote and package more effectively. Charities can look to acquire donations at a company level, or at a department level. Regional event organisers can identify key sponsors who are more likely to attend. Telemarketing can be targeted at your best prospects, based on past transactions. Bad Data Stops Donations The creation of a central database means that charitable organisations can offer better support and understanding so donors/volunteers and can share information and knowledge accordingly Charities have the potential to recruit clients as donors as a result of broader, more accurate donor data Improve levels of staff efficiency by eliminating time-consuming data entry Reduce complaints from contacts, especially those related to receiving multiple communications Better targeting for fundraising appeals, leading to a reduction in costs as the charity is no longer mailing those people less likely to respond to appeals. 3

4 Traditional Donor Interaction 1.The Donor 2. Files 3. Website history 4. Events / sponsorships 5. External Activities 6. Volunteer Work Purchase History 9. Donor History 10. Gift Aid 11. In-store activity The future of CRM According to leading technology research and advisory company, Gartner Inc., master data management is a critical success factor in creating optimal donor relationship management processes. The firm warns that CRM users who avoid MDM will derive erroneous results that annoy donors, resulting in a 25 percent reduction in potential revenue gains. CRM leaders must understand the benefits of the MDM discipline to CRM and make it part of their CRM strategy, advises Bill O'Kane, research director at Gartner. MDM is critical to enabling CRM leaders to create the 360-degree view of the donor required for an optimised donor experience." Organisations are steadily moving to a more integrated CRM approach that focuses on the donor experience through improved donor engagement across marketing, sales, donor service, e- commerce and all other donor-facing channels. This approach requires an understanding of the donor's entire relationship and interactions with the company at any point during the donor experience. This single or '360-degree' view of the donor requires that all the operational master data pertaining to the donor, and often to product and service as well, be combined from all of the data silos where it currently resides. This data is then checked and cleansed for duplicates while selecting the highest quality values across all data sources for each master data attribute. The result is a single version of the truth for the master data that can then be integrated indifferent ways with remaining data elements specific to transactions and interactions in operational systems. 4

5 Single Donor View 1. Single Donor View 2. Monetise online content 3. New in-store product marketing 4. Event/Sponsor Activities 5. Gift Aid 6. Online shopping cart 7. In-store shopping history 8. Up and cross sell opportunities Loyalty programs 11. Event marketing 12. Auto event/purchase follow-up 13. Fundraising event creation online 14. Let donors see how much they have contributed over the year (time/money) Quality Data Brings Donations Making the data available in a central location Challenges: Donations through multiple channels Different address and name formats Missing Information Missing Donor Information Fragmented view of donor information Poor understanding of Donor journey Missed opportunities for targeting communications to strengthen loyalty Solution: SDV allows you to stay in touch with your supporters and manage their donor experience See your data clearly so you can avoid duplicate communications Improve donor perception and in turn brand perception Add profile and segment donors and turn brand and perception Manage multiple touch points through SDV 5

6 Best Practises for SDV in CRM systems In not-for-profits applying best practices, integration is typically facilitated with the MDM hub acting as a peer to the other mission-critical operational systems (i.e.crm and ERP). A 360 degree single donor view is enabled by a process of proactively protecting the quality of the donor master data through the operational systems (including one or more CRM systems) that house donor master data to check the MDM hub for current instances of the donor data being entered or changed. The end user is then alerted (as appropriate) to prevent the creation of duplicate donors or erroneous master data values. Gartner research experts believe that once this holistic view of donor activity has been accurately configured, then the only limit to its usage is the imagination of business and IT management working in unison. e.g. Buying patterns can be accurately aggregated across product types to enable creative cross-selling and up-selling. Also, the identification and prevention of donor drop-off is facilitated so they can be engaged earlier for retention purposes. Donor segmentation becomes a simpler undertaking - and more accurate - giving organisations a better understanding of their donors and their likely patterns of behaviour. The MDM hub can be used to support these operations as well as to accurately populate analytics platforms to support larger scale donor analysis. MDM also provides the ability to effectively utilise big data sources such as social networks and external data enrichment services. Non-profit-organisations have long made use of commercial data enrichment providers for applications s u c h a s d o n o r s e g m e n t a t i o n, acquisition and prospecting. However, in the past this usage has most often occurred within a single system silo or business function such as marketing or sales, with no coordinated reuse across the organisation. Without an MDM/ Single Donor view solution, attempting to identify a donor will result in the same issues of inaccuracy and expense as those using more traditional data providers with fragmented or unmanaged master data. According to Gartner Inc.; Marketing, particularly in B2C organisations, is taking more ownership of the integrated/360-degree view of the donor, to help drive better engagement and improved donor experience by reducing the amount of time donor-facing staff has to spend determining the next-best action to take with a donor. MDM makes these changes feasible by providing a single point of entry for this data, which is then published automatically to the appropriate operational systems' data stores. 6

7 Conclusion The main benefits to utilising Single Donor View within a CRM system allows Not-for-profits to make more informed decisions and thereby provide a better donor experience and service. It then becomes possible to deliver highly personalised marketing communications based on past donor behaviour, and facilitating cross-sell opportunities. It is commonplace for organisations to hold data across multiple systems in separated silos with limited or no integration. Over time disconnection leads to data discrepancies, hampering an organisations ability to provide effective donor service or targeted marketing campaigns. In general, the more separate databases and IT systems an organisation uses, the more complexity is involved in achieving a Single Donor View through traditional siloed methods. Utilising a Single Donor View solution allows for the most up to date data available anytime, anywhere. Areas in which SDV can benefit charities: 1 Supporter contact management 2 Campaign management 3 Event management 4 Loyalty management 5 Promotions All delivered through an effective Single Donor View solution. How may we help you? The market has shown that projects of this scope, handled purely internally typically fail to meet business needs. We find that this is usually down to a combination of challenges such as time constraints, lack of project expertise, as well as lack of sponsorship for the u n d e r t a k i n g. N e o p o s t C u s t o m e r Information Management are uniquely positioned, through 25 years of experience, to enable organisations like yours to design and implement an effective business case for Single Customer View projects. 7

8 About Human Inference, by Neopost Human Inference, acquired by Neopost in 2012, has been helping governments and businesses to improve their customer relationships for over 25 years, by resolving all their customer data and information quality concerns. This means that: The WWF can identify the major donors and approach them in keeping with the principles of customer intimacy. Center Parcs c a n s e n d y o u a personalised offer, resulting in a 20% higher return on their marketing efforts ING was able to merge seamlessly with Postbank Nutricia realised the basis for even more successful marketing campaigns in just three months And Aegon, ING Lease, SNS Property Finance and many others prevent millions of euros in fraud every quarter More information If you would like to find out more about the value of a single customer view for your organisation, or you are looking for tips and advice, please feel free to contact Neopost Customer Information Management: T: +44 (0) E: UKCIM.sales@neopost.com You can also learn more about our solutions and customer success stories by visiting us online: W: Copyright Human Inference, 2013 All rights reserved. This whitepaper has been wrihen with the greatest care. However, Human Inference cannot be held responsible for any consequences in case (a part of the) content is incomplete or incorrect. 8

9 9