ntc 2014 imab tech talk 14.3.11 v3
DESCRIPTION
Integrated Marketing Advisory Board (IMAB), NTC Session, Grizzard, HJC and CDR co-presentTRANSCRIPT
IMAB Tech Talk#14NTCIMAB
Chris McKinleyKaty JordanSheetal Persaud
Meet the Integrated Marketing Advisory Board
www.imabgroup.net
IMAB Tech Talk Slide 2
Slide 3IMAB Tech Talk
What does “technology” mean to you?
Slide 4IMAB Tech Talk
Technology in terms of integration
Infrastructure & Data
Staff & Facilities Marketing Mix & Integration
Technology
• Data quality• Data integration• Business intelligence• Data management
Objective
Success: Build a marketing mix, using technology that builds relationships with a prospect and turning them into a satisfied donor who will keep coming back to our organization and encourage their friends to do the same.
The Changing Marketing Mix
• Website – donor window• Email – mass marketing
or event driven type of response mechanism
• SEM/O is becoming more important – surgically targeting
• Integrated marketing strategy – involving cross functional teams
Define different levels of technology use
Slide 8IMAB Tech Talk
Slide 9IMAB Tech Talk
Moderate
Website communication
Event management
Volunteer management
Email communication
eCommerce
Project Management
21-100Emails
Phone
Direct Mail
Some cross-channel reinforcement/coordination
Infrastructure & Data
Staff & Facilities Marketing Mix & Integration
Slide 10IMAB Tech Talk
Complex
Team CommunicationWebsite communicationEvent management
eCommerce
Project Management
Email communication
Constituent relationship managementPeer 2 Peer Fundraising
100+ Integrated
Emails
Phone
Mailings
Media
Digital advertising
Infrastructure & Data
Staff & Facilities Marketing Mix & Integration
Slide 11IMAB Tech Talk
How would you rate this organization?
• Separate databases for each department (fundraising, advocacy, membership, major gifts, volunteers)
• Data synchronized manually or through file transfers
• 100+ staff and volunteers
• Multiple office locations
• Chapters throughout US
• Over 90 years in business
• Marketing mix -Email, website, social media, direct mail, Television, Telemarketing, print
• Somewhat coordinated across departments
Infrastructure & Data
Staff & Facilities
Marketing Mix & Integration
Slide 12IMAB Tech Talk
How would you rate this organization?
• One large database of record for all marketing efforts
• Data synchronized through file transfers
• 60 staff members• Multiple office
locations within region
• 50 years in business
• Marketing mix -Email, website, social media, direct mail, Television, Telemarketing, print, public relations
• Integrated fundraising, somewhat coordinated across marketing and volunteer departments
Infrastructure & Data
Staff & Facilities
Marketing Mix & Integration
Advanced marketing
IMAB Tech Talk Slide 13
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To help uncover what technology improvements are needed, organizations take a
step back and map out constituent journeys…
Slide 15IMAB Tech Talk
Donor Lifecycles – Individual Donor
Slide 16IMAB Tech Talk
..and then with these maps in hand, the need of improved
technology to integrate becomes obvious
Slide 17IMAB Tech Talk
Integration
Slide 18IMAB Tech Talk
Why Marketing & Fundraising Departments Often Need Help with
Integrating Technology mprovements…
• Many balls in the air• Managing multiple communication channels
and medias• Print Media, Social Media, Electronic Media,
etc..• New and changing environment • Bar has been raised. No more single message
methodology• Target the right person with the right
message at the right time
Slide 19IMAB Tech Talk
Online Database
Survey Database
Email Database
Why Marketers & Fundraisers Need Integrated Technology Help
Charity X Bob
Direct Mail
DonorServices
Survey
Call Center
Bob Responds
Direct Mail Database
When Bob responded his information was placed into separate databases based on
what media he had responded to.
Call Center Database
Slide 20IMAB Tech Talk
Technology Solutions
Charity X Bob
Direct Mail
DonorServices
Survey
Call Center
Bob Respond
s
Unified MarketingDatabase
When Bob responded his information was placed
into one database.
Slide 21IMAB Tech Talk
Financial Perspective
Customer Perspective
Internal (Process) Perspective
Learning & Growth Perspective 21
GrowthEfficiency
BrandDonor Service
Workflow Technology
Skill Alignment
Knowledge Management
Mission Effectiveness
Improve ROIIncrease Revenue
Improve Brand Perception
Improve Donor Retention
Implement new CRM
Create Cross-functional teams
Train staff on new CRM
Improve Sharing & Collaboration
Slide 22IMAB Tech Talk
What happens when you invest in improved,
integrated technology and then execute an
integrated relationship management plan?
Slide 23IMAB Tech Talk
Ability to act and utilize advanced technology
IMAB Tech Talk Slide 24
What is advanced technology?
• Simple
• Moderate
• Complex
IMAB Tech Talk Slide 25
IMAB Tech Talk Slide 26
#1: You need better web tools for marketing
26
WebsiteWebsite
CMSCMSTransaction
databaseTransaction
database
CRMCRM
EMSEMS
Updates
Supporter, email & transactional data
Email information
Marketing/Comms Emails sent
USERSUSERS USERSUSERS
IMAB Tech Talk Slide 27
CMS
– Lack of CMS makes website updates cumbersome and limited to very few staff
– Those staff sit in Marketing, providing a barrier for other staff to update the website
IMAB Tech Talk Slide 28
EMS
– Disconnected from other tools so no email-automation possible
– Disconnected from other tools so personalisation and segmentation is difficult
IMAB Tech Talk Slide 29
ECS
Time consuming to create new donation forms and limited number of staff who can do this
IMAB Tech Talk Slide 30
Needs for Advanced Marketing
• All web tools in one place• Easy for staff to manage• Variable access for different staff types• More robust and automated data connection to
CRM• Scalability and change in line with online trends
e.g. mobile, social etc...• Ability for additional functionalities like 3rd party
fundraising• Profile management for donors
IMAB Tech Talk Slide 31
What could technology look like?
WebsiteWebsite
eCRM, CMS, ECS, EMSeCRM, CMS, ECS, EMS
CRMCRM
Updates
Supporter, email & transactional data Marketing/Comms
Emails sent
USERSUSERS USERSUSERS
IMAB Tech Talk Slide 32
What will better web tools enable?
• Variable email streams for different donor types
• Automated email streams• Automatic renewals/reactivation emails• Highly personalised web experience• More data about online interactions
IMAB Tech Talk Slide 33
Budget and staffing resources
IMAB Tech Talk Slide 35
Slide 36IMAB Tech Talk
Case Study – Incremental Approach
The Situation: Mid-size nonprofit takes incremental approach to implementing cross-
channel marketing for fundraising. Currently using email to reinforce some direct mail appeals. Little
personalization onlineThe Challenge: Small staff, wearing multiple hats,
two database systems (online, offline) for direct response.
The Goal: Improve approach to integrated marketing, balancing staff time and budget to be
most effective.
Slide 37IMAB Tech Talk
Case Study – Status Quo
Online transactions manually keyed into offline donor database
Cross channel efforts require manual match back files and several versions of email
Manual and general personalizationChallenges:-human error
-staff time- no real-time data
Slide 38IMAB Tech Talk
Case Study – Goal
Automated transactional updatesCut down on staff time
Utilize real-time personalization
Challenges:-lack of experience knowledge internally
(data operations and technology)-limited budget
-approval by committee
Slide 39IMAB Tech Talk
Step by Step Approach
Automated Data Sync
Manual File Transfer
Pros Cons
Runs automatically, limited staff time Up front development costs
Not much need for ongoing support Must update when changes occur
No human/manual element Requires DM match back file
Pros Cons
No upfront investment Requires weekly staff time, multiple reports
Automates transactional updates Requires DM match back file
Semi-automated
Slide 40IMAB Tech Talk
Case Study - Conclusion
Organization adopted manual file transfer option.
Process improvements:Weekly file transfer and update
Match back file requested to produce one version of email for DM-recipients
Personalized ask amounts in email and on landing pages
Slide 41IMAB Tech Talk
Case Study – Moderate > Complex
Situation: A 90+ year old organization realizing the need for integrated systems.
Currently utilizing several databases across many locations and departments.
Challenge: Difficult to integrate data across departments and systems. Cumbersome
process across organization – need to prioritize
Goal: one overarching database solution serving all departments.
Slide 42IMAB Tech Talk
Weigh the OptionsAll-Encompassing Database/CRM solution
Multiple systems, one central database
Pros Cons
All data in one place Limited Marketplace; risk
Leverage data instantly, automatically Less cost flexibility
Support and training centralized, only needed for one system
Square Peg, Round Hole – customization necessary
Multi-department/personnel buy in
Pros Cons
Pricing flexibility Data Integration processes
Risk shared among systems; longevity Ongoing updates necessary related to multiple systems
Best in Breed solutions – best functionality
Training on each or multiple systems
Appeal to internal comfort level & and goals
Multiple support contacts, per system
Slide 43IMAB Tech Talk
Multi-year Timeline
This organization decided to pursue an all-in-one CRM solution, with a 5 year implementation timeline
Staff & Budget – Case Study
• $5M organization
• 1,000,000 people
• Moderate – Complex organisation
IMAB Tech Talk Slide 44
IMAB Tech Talk Slide 46
Disparate geography, disparate data
IMAB Tech Talk Slide 47
Constituent relationship management Email
communication
Project Management
Team Communication
eCommerce
Website communication
Event management
Service delivery
Peer 2 Peer Fundraising
Volunteer management
Technology reality
IMAB Tech Talk Slide 48
The Vision
• Single technology/CRM platform that would encompass everything
IMAB Tech Talk Slide 49
Staff & budget challenges
• Disinterested• Lack of understanding• Lack of time• Not knowing where they wanted to go• Not knowing what’s possible
IMAB Tech Talk Slide 50
Agile development towards the vision
IMAB Tech Talk Slide 51
Agile versus Waterfall
Pros Cons
Facilitates collaboration Hard to manage timeline and budget
End goals don’t need to be known Time consuming due to collaboration
Takes feedback into account throughout Risk of not using all resources spent
AGILE
Pros Cons
Clear project plan – can launch in a certain timeframe
Rigid and inflexible – do not adapt to changes in needs and feedback
Cleary defined use of resources Extensive needs gathering required
Individuals not as critical May need more post-development work
WATERFALL
IMAB Tech Talk Slide 52
Staff and budget
• Don’t know what you don’t know• Can mitigate some issues with tech
migrations by taking an iterative or agile approach
How does your organization compare?
IMAB Tech Talk Slide 53
IMAB Tech Talk Slide 54
Technology Overhaul
• Where do you see limitations to use of technology?– Infrastructure
– Organizational
– Marketing Mix
• How do internal challenges affect each area?
IMAB Tech Talk Slide 55
Overcoming Challenges
• Data and Technology Infrastructure– Weigh your options– Budget – Prepare for today’s reality, tomorrow’s
opportunity• What makes most sense today? How about
in one year? 5 year?
IMAB Tech Talk Slide 56
Overcoming Challenges
• Organizational– Focus on the vision– Where can manual elements /
redundancies be addressed?– Prove the benefit across departments
IMAB Tech Talk Slide 57
Overcoming Challenges
• Marketing Mix–Leverage free and low cost tools–Prioritize by biggest impact
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