Date: 03/06/2020

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Outline/Runsheet


Using databases to manage people and centralise data

We explore all the aspects you need to consider when choosing and implementing a database.

Sharing their wealth of knowledge and experience, I will be joined by :

 

★ What is a CRM

  • Customer/Client/Constituent Relationship Management (CRM) system
  • Facilitation and communication
  • Specialised sub-sets > eg donor management

 

★ Why use a CRM

  • scale
  • proven effectiveness
  • user expectations
  • competition

 

★ Digital Strategy

  • Sub set of campaign strategy – theory of change
  • What do you want people to do?
  • How are you going to support them to do this?
  • The role of data in facilitation and communication

 

★ People

  •  Volunteers
  •  Action Takers
  •  Donors
  •  Sponsors
  •  Event attendees
  •  Members
  •  Media

 

★ Pathways / user journeys

 

★ Tech Intro

  • no perfect tool
  • some are really good at some things
  • simple vs complex
  • lock-in
    • the nature of CRM
    • technical
  • out of the box vs customisations

 

★ CRM technical approaches

  • cloud
  • off the shelf
  • customisation
  • hybrid / integration on various apps

 

★ Tech Briefing – why

  • briefing vs trial vs referrals
  • its in the details
  • break down complexity
  • sophisticated compromise

 

★ Tech Briefing – intro

  • Functionality brief
    •   must do
    •   like to do
    •   nice to have
  • Consult people in org will use it
  • Budget
  • Research – shortlist
  • Ask for advise – find people who use the tools
  • Ease of use
  • Training and support

 

★ Costs

  • understand their pricing models
  • monthly fees
  • communications – email – sms
  • customisations
  • website
  • integrations
  • training
  • growth

 

★ Data planning

  • Personalisation
  • Empowerment
  • Problems you need a CRM to solve.
  • How are we using the data
    • Communicate – rally – call to act
    • What data do we need
    • Segmenting data
    • Data growth
  • Do yo have the resources to use segmentation?
  • Data audit > import
  • Data hygiene > management > cleaning

 

★ Data Rules

 

★ Data use and abuse

  • IBM and the Nazis
  • External privacy policies (of the tools you are using)
  • Where are the databases? and their laws?
  • Government / court / business access
  • What info are you collecting
  • Inappropriate segmenting – eg radical
  • Who in org controls it
  • Who has internal access (to what) – varied permissions
  • Access agreements
  • User/peoples right to access/delete

 

★ Website integration

  • CRM website
  • External website
  • External tools > data import

 

★ Donations

  • Process payments
    •  credit cards
    •  subscriptions
    • other payments cash/bank transfer
  • Record keeping
  • Receipts / compliance
  • Retention / appreciation
  • Members
  • Volunteer donation drives
  • Merch > snail mail

 

★ Email + SMS campaigns

  • Automation
  • Newsletters
  • Take action

 

★ Events

  • Bookings
  • Free / paid
  • Managing RSVP

 

★ Data reporting

  • Understand trends
  • understand donors and actiontakers
  • goals
  • testing approaches
  • compliance

 

★ Integration support

  • Zapier
  • Manual data migration
  • Callhub and things like that

 

★ CRM Company

  • ethics
  • viability
  • development
  • support

★ Internal Resistance to CRM technology

  • Too busy
  • Bad cost analysis
  • Scared of scale
  • Don’t understand efficiency
  • Control issues
  • Don’t want change
  • Ego – centre


Trainer

Glenn Todd
  • 20 years commercial website development experience
  • Extensive NFP, campaigning and NVDA experience
  • 6 years teaching experience including at RMIT university
  • Winner of 2019 Connectingup NFP Technology Lifetime Service Award
  • Helped launch ICANW, the campaign that won a Nobel Peace Prize
  • More details see glenntodd.net