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

1. ww.technology-trust.org
How to approach CRM systems to
ensure they work for your charity
Richard Cooper
Director of Programmes
TechnologyTrust

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

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charitydigitalnews.co.uk tt-exchange.orgtt-mail.org

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What is a CRM system
Online Donations Events Direct Mail Beneficiaries VolunteersEmail

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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• Reporting is out of date and hard to change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

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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

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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

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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

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What’s a record?
Organisation
Contacts (4)Qualifications (15) Transactions (5)
Calls (2)
Emails (4)
Items received (3)
Campaigns (5)
Permissions (1)

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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
• …

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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

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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

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Data schema

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Views of the data
Call centre
Volunteer Donor
Fundraiser
Donor

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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

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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. 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

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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. ww.technology-trust.org
Questions

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. Digital tools and channels: make
the most of your digital presence
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19 October 2017
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