DIY CRM IAR

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(No Transcript)
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DIY CRM IAR
(Do-it-yourself customer relationship management
in a recession)

• Keith Collins Dawn Varley
• 14th May 2009

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Now is the best time to start investing in
bringing your organisation closer together with
your stakeholdersand you dont need to spend
lots of money on new CRM systems, websites or
consultancy to do it!
Todays key message!
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Keith Collins, Systems Director

• Christian Aid, Sue Ryder Care
• Ex-Blackbaud
• Charity administration
• Non-profit databases
• Project management

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Dawn Varley, Associate Consultant

• WaterAid, Christian Aid
• Raisers Edge, Ascent, Integra
• Database management quality
• Response handling business systems
• Project management

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Purple Vision create and lead strategic
communications and customer relationship
programmes

• Strategic CRM
• Database services
• Marketing communications
• Digital marketing

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Who we work with
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Satha Arumanayagam Microsoft www.satha-svaglobal.
com Blogged 28 February 2009 Microsoft
Dynamics community Community.dynamics.com
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Better run businesses continue to invest in
people, processes and solutions that help
maintain, enhance and grow the assets that form
the lifeblood of business i.e. existing and
prospective customers (supporters)
Key messagein different words!
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But how do we do DIY CRM IAR?

• Pragmatic CRM

• Sharpen up your data
• Sharpen up your organisation
• Sharpen up your fundraising

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Pragmatic CRM is an approach that brings
together a wide range of tactics to make CRM more
manageable by focusing on short-term, achievable
aims as part of an ongoing strategy Microsoft
white paper Redefining CRM for the SME market
Pragmatic CRM?
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1. Sharpening Up Your Data

• Better run businesses continue to invest in
  people, processes and solutions that help
  maintain, enhance and grow the assets that form
  the lifeblood of business i.e. existing and
  prospective customers (supporters)
• In times of recession, invest doesnt have to
  mean cold hard cash

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1. Sharpening Up Your Data

• Knowing what you have and what you havent
• Sharpening and refining what you have
• Enhancing what you have and what you want to
  use
• Knowing how to protect promote your data in
  fundraising language - s!

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2. Sharpening Up Your Organisation using your
database

• Identify, examine and eliminate data silos
• Identify, examine and adopt best practice
  processes
• Identify, examine and adopt best practice
  customer care culture

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2. Sharpening Up Your Organisation beyond the
database

• Data team fundraising teametc!
• Share the knowledge (and the CRM love)
• Build the plan
• Know the plan!
• Keep the faith

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3. Sharpening up your fundraising

• Your fundraising strategy in your database
• Database driven relationship management

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Your fundraising strategy in your database

• Buthave you got a fundraising strategy?

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Your fundraising strategy in your database
1. What are your core income streams?
2. What do you actually do to bring in the money?
3. Do you need a more detailed breakdown of each
initiative?
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Your fundraising strategy in your database
other things you should do

• Record expense information
• Link your donations to all levels of your
  fundraising strategy

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Your fundraising strategy in your database why?
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Reflecting your fundraising strategy in your
database a simple 5 step process

• Audit your data can you see your strategy in
  your data?
• Map how the data should look
• Create the new structure in your database
• Clean the data up (e.g. update queries in MS
  Access, Global Change in RE)
• Enforce stricter data entry rules

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Database driven relationship management

• Does your database have hidden talents?

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Database driven relationship management

• Back to basics - good old fashioned relationship
  fundraising!
• Maximising each donors potential
• Recognising and reflecting varying motivations
• Stop wasting money!
• Related concepts stakeholder journeys, moves
  management

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Database driven relationship management

• Relationship fundraisinga donor based
  approach to the business of raising money
• Ken Burnett, The Future of Relationship
  Fundraising, 1996

It is time to get back to basics... John
Major, 1993
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What is moves management?

• The actions you take to bring in donors,
  forge relationships and keep the contributions
  coming are known as Moves, and Moves Management,
  simply put, is the system of policies, procedures
  and practices that directs these actions.
• Blackbaud white paper Embracing Technology
  for Moves Management Success

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DYNAMIC DATA
STATIC DATA
TRANSACTION DATA
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Moves management a real example!
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Moves management with your database

• Identify your different stakeholder groups e.g.
  supporters, trusts, event participants, next of
  kin, corporates, press, commissioning bodies,
• Reflect them in your database
• Develop your moves management programme what do
  you want? What do they want?
• Plan what information you need to track profile
  information, all communications, all gifts,
  organisation-wide?
• Record the information you need to track
  zealously, organisation-wide!
• Develop and enforce organisation-wide policies
  and procedures
• Strategic work planning your moves,
  establishing ratings, differentiating between
  moves

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What can you do next?

• Create a pragmatic plan of action
• Ask whether your database has any hidden talents
• Review your data
• Reflect your fundraising strategy in your
  database
• Bring in external data silos
• Train your users

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• Any Questions?

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