Achieve more for lesssalesforce 1 for non-profits

Building the business case Integrating digital tools and CRM Selecting digital tools that work best for you New websites or content management systems Digital strategy Supporting cultural shift Training and staff development

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IoF National Convention 2013 6

Donations RG

Content Management System

Data import layer

API

Political & media

Online Advocacy

Campaign emails

Petitions

MPs

Off-line capture

Data house

Bulk Email

Donations SG

Retail

Help desk

Opera-tions

HR

Survey

Volun-teers

Fin-ance

Text donation

Social media

monitor and

broadcast

Website

Donor databaseEvents |Trust & Statutory | Stakeholders | Members

• Manual intervention – rekeying of data between different systems, exports/imports etc.

• Duplicated data for bookings, payments, ecommerce, internal communication etc.

• Clunky and ineffective user experiences• Difficult to monitor and report on impact and outcomes• Data split across all operations – difficult to leverage customer

data for communications and marketing• Frustrated, unhappy users

Website

Political & media

Online AdvocacyCampaign emails

Petitions

MPs

Bulk Email

Bulk email

Segmentation

Newsletter Design

Fin-ance

Online FundraisingSupporter Portals | Donor Journeys | Events & P2P |

E-commerce

Data WarehouseContacts | Organisations | Relationships

API Data Tools

Help desk

Volun-teers HRRetail

Operations

Social monitor

and Broadcast

Data Analytics

& ReportingDonor databaseEvents | Trust & Statutory |

Stakeholders | Members

Content Management System

Forms | News | Forums

API

Data Import Layer

Off-line capture

Text donationData house

10Salesforce platform architecture10

Users experience the interface(s) of apps using a web browser – on PC, mobile phone or tablet

Choose a combination of

apps to suit your business needs

Third party developers publish their services as apps on the AppExchange

Salesforce manages

underlying services – servers,

upgrades, security, backup

Force.com is the developer toolkit

for building custom applications

Optimised across platforms – data, mobile and web, and in multiple languages and currencies

Choose from a palette of world-class apps

Salesforce SignpostingSelecting the right app at the core of your Salesforce system

By Affinaquest (USA) Robust solution built by fundraisers for classic high-touch fundraising Strong underlying data design with outstanding reporting features

By Breakeven (Canada) Innovative approach, good for recurring giving and payment processing Flexible and adaptable, especially suited for web and data integration

By Fonteva (USA) Comprehensive solution with deep Salesforce experience and capability Key features in ecommerce, online portals and membership management

By Salesforce Foundation (USA/Global) The original B2C architecture solution; open source and free Limited range of features but an excellent framework for many purposes

By RoundCorner (USA) A substantial and sophisticated CRM tool for larger fundraising charities Features marketing suite for data analytics and segmentation

Choose from a palette of world-class apps

SignpostingExamples

Global NGO secretariat requiring multi-platform contact and relationship management with integration of Gmail and low admin overheadSales Cloud + Vertical Response + Cirrus Insight

Membership organisation looking for self service membership management with events and online publishing. Must integrate seamlessly with existing CMSMemberNation + Authorize.net + Drupal + Mailchimp

Fundraising and campaigning charity aiming to monitor, acquire and develop new supporters through social media as well as many small event attendeesNonprofit Starter Pack + Eventbrite + Hootsuite

Achieve more for lesssalesforce 1 for nonprofits

The global reach and interactivity of mobile devices mean that digital is not just another channel for marketing. It is a whole new dimension and requires a new approach to communications and a new understanding of customer behaviour.

Dr Aleksej Heinze

Source: Give as you Live Digital Donor Review

The Guardian

“Why the ‘no make up

selfies’ campaign raised

£2m”BBC News

“‘No make-up selfie’ cancer

campaign total soars to

£2million”The Telegraph

BBC website, 22 March 2014 01:23The Guardian, 25 March 2014 13:34Daily Telegraph, 21 March 2014 11:19Civil Society.co.uk, 21 March 2014

19

Your vision, goals

and strategy

Review existing tools and new

options

Findings & Recommend-

ations

CRM is a philospphy for proactively managing your interactions with customers (or constituents, supporters, contacts etc.)

Success is as much about your attitude to supporters as it is about the tools you use

Online technology enables CRM by organising your data and synchronising all the points of contact: communications, marketing, service delivery, advocacy and volunteering, as well as fundraising

Few traditional fundraising record systems are actually CRM systems

CRM is the only way to achieve the 360-degree view and unlock the power of your supporter base

Ensuring that your preferred email engine syncs automatically with your CRM system is the single most important integration you can make.

Most email providers recognise this requirement and connectors are widely available to ensure automatic integrations of varying sophistication, including:● Synchronised mailing lists●Mirrored campaign segmentation●Mail merge●Automatic maintenance of subscriptions and preferences●Reporting of KPIs like opens, clicks, shares and goals attained

How much time do you waste feeding data into your database? Or importing files? For example: • Do you collect information you need online (like event attendees)?• Can your supporters log on and update their details for themselves?• Do you know who visits your web site and which pages they click on the most?

Some donor databases come with additional ‘portal’ features. These are well worth considering, although most are limited in scope and don’t integrate with your website.

One of the main advantages of CRM platforms is that they are built with industry standard data interfaces, often called APIs. This means you can create a secure link between your CRM system and your website, so that supporters can do things for themselves, and you can track where they have been.

So, your supporters get what they need when they need it, without having to come through you.

IoF National Convention 2013

How many of us use social to engage with our supporters? Before long, social media will be more prevalent than any other

channel. You cannot afford to ignore it Supporters now own the conversation, and it can be very public.

The balance of power has changed. Social CRM is about engaging with supporters where they are, on

their terms and in in response to their interests. In other, words, it’s just like old fashioned fundraising, but its

online!

IoF National Convention 2013

In practice, social CRM is about designing business processes, rules, and workflows to engage supporters in a conversation that leads to trust, transparency and mutual benefit.

Manage your social presence in one location rather than in separate channels

Encourage supporters to become online advocates and fundraisers for you

‘Communities’, ‘peer to peer ’or ‘crowd sourcing’, involves offering a compelling reason to engage – an issue, a campaign or an event

Trust your supporters to go ahead and respond. You might be surprised by the quality of what comes back

Your number one criteria in deciding how you accept money online should be making it easy for the donor to give.

There are hundreds of choices of digital giving platforms - from affinity shopping to crowd sourcing and SMS. But your first, and probably most important, requirement is how to accept cash gifts online.

Commercial online giving sites provide a low friction user experience, they also offer built-in facilities for gift aid and direct debit, so you don’t need to worry about managing these in your back office

However, there are good reasons to consider alternatives. With the retail sites, supporters have to opt-in and only around 15% say ‘yes’

to this. If the brand and data are important to you, a number of “white label” syetems

are available, such as Engaging Networks and Heroix, that enable you to brand their processes.

Beware web agencies (even big ones) that claim they can handle everything for you.

Some databases, and some giving platforms, have pre-built connectors.

With imagination and good manners, subtle and welcome engagement is possible. For example:• Recognising who I am when I visit your web site and delivering relevant

content that saves me time• Respecting my communication preferences so I look forward to hearing from

you and can engage where and when I want to• Helping me get the information I need by analysing my past actions, listening

to my requests and signposting me to the most likely answers• Offering me intelligent support experiences with choices that make

engagement effortless (the opposite of telephone queueing systems that have no information about me)

• Thanking me properly by checking that I got the service I asked for, and whether it was what I expected

Achieve more for lesssalesforce 1 for nonprofits

Mike, Thank you for your support this year – in our shops and with your donation. If you have any last minute Christmas shopping needs, please pop into our High Street shop where we have festive cards and gifts! Regards, Mary – Shop Manager.

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● Many non-profit organisations are already on the road to being Digital First: Tate, National Trust, Age UK, MacMillan, GOV.UK.

● Digital first isn’t just about developing a new digital strategy; it’s about re-developing all your strategies so that they are implicitly digital. And then carrying them out.

● Digital First means listening and responding to your stakeholders every day.

● Digital First requires investment in people as well as technology.

● Digital First is where it is second nature for everyone in your organisation, from the chair of trustees to the newest recruit, to every service user, to work together digitally.

Achieve more for lesssalesforce 1 for non-profits

any questions?T: +44 (0)845 458 0250E: info@purple-vision.comW: www.purple-vision.comTw: @purple_vision

3.06 Canterbury CourtKennington ParkLondon SW9 6DE