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How to approach CRM systems to ensure they work for your whole charity | Digital tools and channels conference | 19 October 2017

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How to approach CRM systems to ensure they work for your whole charity | Digital tools and channels conference | 19 October 2017

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Richard Cooper, director of programmes, Technology Trust

Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

Richard Cooper, director of programmes, Technology Trust

Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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How to approach CRM systems to ensure they work for your whole charity | Digital tools and channels conference | 19 October 2017

  1. 1. ww.technology-trust.org How to approach CRM systems to ensure they work for your charity Richard Cooper Director of Programmes TechnologyTrust
  2. 2. ww.technology-trust.org Agenda • AboutTechnologyTrust • What do I mean by CRM? • What drives change? • The data journey • Building a data schema • Different views for different users/uses • Best of breed or one system to do everything
  3. 3. ww.technology-trust.org charitydigitalnews.co.uk tt-exchange.orgtt-mail.org
  4. 4. ww.technology-trust.org What is a CRM system Online Donations Events Direct Mail Beneficiaries VolunteersEmail
  5. 5. ww.technology-trust.org What drives CRM introduction or change • Frontline staff complain: • data entry is convoluted • they have to go through a lot of screens to get what they want • Data quality is poor • Marketing/Fundraising teams export data to Excel to process • i.e. subvert the system • Reporting is out of date and hard to change • Remote access is poor
  6. 6. ww.technology-trust.org Tracking the data journey • Where does it come from? • How did we come by it ? • self-generated • automatically generated • third party • How is it stored? • Who uses it? • What do they use it for? • Will it fall under GDPR? • assume guilty until proven innocent
  7. 7. ww.technology-trust.org Techsoup Partner Platform Techsoup Zendesk/EMS Techsoup NGOSource Techsoup Validation Reports Techsoup O365 Report tt-mail clients DD-Clients Everyclick Lotteries Clients Finance (Xero) Hubspot Marketplace Suppliers CDN Advertisers 101 Sponsors 101 Contributors Charity Commission OSCR Data research project Salesforce Leads/Cases NVM/SFDC Calls TechTrust Clients SFDC Marketing TechSoup External tt-mail signups CDN registrations Marketplace registrations Payaway/AccessPay Datasources – Technology Trust Example
  8. 8. ww.technology-trust.org A data journey Do they/their organisation exist already? Create record Add to campaigns Update existing record Customer service view Reporting Charity Commission & OSCR tt-exchange registration
  9. 9. ww.technology-trust.org What’s a record? Organisation Contacts (4)Qualifications (15) Transactions (5) Calls (2) Emails (4) Items received (3) Campaigns (5) Permissions (1)
  10. 10. ww.technology-trust.org What’s in a record Contact • Name • Address • Phone number • Primary contact? • … Organisation • Name • Address • Phone number • Charity number • Primary activity • Income • … Call • Time • Date • Donor • Reason • Notes • …
  11. 11. ww.technology-trust.org Tagging and classification (Taxonomy) Donor Direct Debit Facebook Supporter Registration Complete Donation tt-exchange registration •O365 •G4NP •Donation • Enables views of the data • Simplifies navigation • Enables campaigns • Enables reporting Governing body
  12. 12. ww.technology-trust.org Tagging and classification • Develop a taxonomy which people can understand • Campaign naming • Demographic division • Permission sets • Why are using the tags you are using? • Plan tagging and classification into the data model • Assume it’s going to change
  13. 13. ww.technology-trust.org Data schema
  14. 14. ww.technology-trust.org Views of the data Call centre Volunteer Donor Fundraiser Donor
  15. 15. ww.technology-trust.org Data quality I may be a new donor But I’m already a beneficiary •How to identify? •Email •Name •Address •…. •Cater for multiple views of the same person • Systems • Processes
  16. 16. ww.technology-trust.org One system or ‘best of breed’? • Rarely will one system meet all needs well • How easy is it to get the data in and out (APIs & synchronisation)? • Managing the logic “Other things being equal, simpler explanations (solutions) are generally better than more complex ones (Occam’s razor)"
  17. 17. ww.technology-trust.org A mix and match approach Salesforce Master Data Store (all systems that retain data above this are copies) Response Marketing (tt-mail) Reporting (Qlik) ETL (ExtractTransform Load) Engine (Qlik & Flow) Donation platform Charity Digital News Signups tt-mail clients ETL (ExtractTransform Load) Engine (Qlik & Flow) Customer service (phone integration) Direct Marketing
  18. 18. ww.technology-trust.org Conclusion • What are your data journeys? • Who uses the data, what does their ‘view’ look like • How do you ensure your data is clean? • Where do you need separate systems and where is the core system ‘good enough’?
  19. 19. ww.technology-trust.org Questions
  20. 20. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
  21. 21. Digital tools and channels: make the most of your digital presence Sponsored by 19 October 2017 London #charitydigital

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