1. Implementing CRM:
What Works, What Doesn't
and
How To Make Your Project a
Success!
#12NTCImpCRM
Keith Heller
@TeamHeller

2. Evaluate This Session!
Each entry is a chance to win an NTEN engraved iPad!
Or online using #12NTCImpCRM at
www.nten.org/ntc/eval

3. z
Implementing CRM:
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What Works, What Doesn't and How To Make Your Project a Success!

4. Agenda
•Introductions
•What is CRM?
•Defining Implementation Success
•In-Depth
-The Implementation Process
-Staffing the Project
-Managing Change
-Supporting User Adoption
-How your CRM relates to other systems
•Q&A
Implementing CRM:
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What Works, What Doesn't and How To Make Your Project a Success!

5. About Heller Consulting
Experience 16 Years – 1,000 Clients – 2,000 Projects
Places San Francisco, Chicago, New York
People 30+ People – Smart, Skilled, Committed
Focus 100% Nonprofit
Implementing CRM:
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What Works, What Doesn't and How To Make Your Project a Success!

6. About Heller Consulting
Select Needs Analysis & Software Evaluation
Implement Conversion & Implementation
Optimize Cleaner Data, Better Business Practices
Grow Extend Your Fundraising
Manage Your Mission
Implementing CRM:
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What Works, What Doesn't and How To Make Your Project a Success!

7. Data Silos
Implementing CRM:
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What Works, What Doesn't and How To Make Your Project a Success!

8. CRM Slices – A 360 Degree View
Each Slice represents a:
Mission
Direct Mail • Constituency
Beneficiary
• Department / Biz Need
• Group of Users
Program
Major Gifts Observations:
Participant
• Constituents cross slices
• Users access different
Online slices
Our Team • Department needs similar
Giving
• Business functions similar
Team
Raiser /
Advocacy
Implementing CRM:
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What Works, What Doesn't and How To Make Your Project a Success!

9. A Successful CRM Supports…
Big picture:
Mission, Goals &
Measurement
Tactics: Who are
Improving:
you working with?
Analysis, Learning,
What are you
Re-tooling
doing?
Reporting: Doing Your Work:
What Worked, Intuitive,
What Didn’t Supportive
Recording Results:
Efficient, Accurate
Implementing CRM:
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What Works, What Doesn't and How To Make Your Project a Success!

10. Discovery Phase
Cataloging Existing
Systems Process Discovery
Documents Results
Interviews
with Staff • Defines scope
Sample Reports
Investigate • Identifies gaps/risks
& Lists
Data Set • Project milestones
Draft
• Refined estimates
Timeline • Timeline
Implementing CRM:
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What Works, What Doesn't and How To Make Your Project a Success!

11. Case Study: Multi-Year Enterprise Project
Organization Characteristics
-Hundreds of employees: national office + dozens of
chapters
-Multiple, non-integrated, mission-critical systems
-Fundraising and programmatic needs were being met by
multiple point-solutions
Goals
-Consolidate around single-platform
-Establish integration across fundraising and programmatic
units
-Establish 360 degree view of constituents
-Consolidate business processes / increase productivity
Implementing CRM:
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What Works, What Doesn't and How To Make Your Project a Success!

12. CRM Case Study: Environment at Start
Implementing CRM:
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What Works, What Doesn't and How To Make Your Project a Success!

13. Project Objectives
• Consolidate to as few systems as functionally
possible.
• All data will be reflected in a single system
within a reasonable period of time.
• An agreed upon set of rules will be in place,
governing the now-unified system.
Implementing CRM:
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What Works, What Doesn't and How To Make Your Project a Success!

14. Methodology
• A ‘phased’ approach
• Front-loading work effort to establish a solid
foundation with the CRM – Core First.
• Collaborative design approach
Implementing CRM:
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What Works, What Doesn't and How To Make Your Project a Success!

15. Project Phases
• Each phase works
towards specific
milestones, including
the ‘phase-out’ of
applications or
datasets.
• Phases will overlap. As
one is ‘closing,’ another
may be underway to
ensure timely project
completion.
Implementing CRM:
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What Works, What Doesn't and How To Make Your Project a Success!

16. Project Schedule Constraints
• Finite Staff Resources
• Active Fundraising Seasons & Program Activities
• Minimal system downtime
• Demonstrating incremental success
Implementing CRM:
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What Works, What Doesn't and How To Make Your Project a Success!

17. Example Implementation: Phase 1 Complete
Implementing CRM:
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What Works, What Doesn't and How To Make Your Project a Success!

18. Example Implementation: Phase 2 Complete
Implementing CRM:
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What Works, What Doesn't and How To Make Your Project a Success!

19. Design Approach
• Close collaboration
among Business Units
/ future users
• Data migration, CRM
design, and online
design will need to
account for today’s
needs, as well as
future integration.
Implementing CRM:
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What Works, What Doesn't and How To Make Your Project a Success!

20. Implementation: How?
CRM & Online Deployment / Timeline
Phase I Phase II Phase III Phase IV Finish Line
Discovery
& Design Configuration and Testing Go-Live
Planning
Data Conversion
Final
Data Review & Test Data Review & User Modifications Conversion
Field Mapping Conversion Acceptance Testing & Final
Approval
Kick off Core Business Processes
Team Go-
BP Review/ Workflow & Constituent Financial Program
Training Live!
Assessment Responsibilities Management Management Support
Website Deployment
Site
Site Planning & Data Migration Launch
Site Design & Implementation
Configuration & Integration
Implementing CRM:
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What Works, What Doesn't and How To Make Your Project a Success!

21. How – In 10 Steps - I
Aspect A: Staff Processes Aspect B: Data Objectives Achieved
1 Envision goals and workflow: Identify project manager and
team. Bring diverse players
 Assess projected use of together to identify problems,
the fundraising software must-haves and wish list
 What would you want in a items (IT, programs,
year? (Reports, fundraising, finance). Define
processes, training) what a successful conversion
would look like from various
perspectives. Outline
preliminary timeline.
2 Participate in formal software Assess current databases: Further staff, network and
training. Establish network & data readiness.
infrastructure.  Where are we now?
(Reports, fields,
processes)
 Perform obvious pre-
conversion cleanup
3 Conduct test conversion Test the conversion process,
data readiness, and initial
assumptions.
Implementing CRM:
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What Works, What Doesn't and How To Make Your Project a Success!

22. How – In 10 Steps - II
Aspect A: Staff Processes Aspect B: Data Objectives Achieved
4 Analyze results of test Ensure the accuracy of the
conversion. What do you data conversion.
need to clean up:
 Before the live
conversion?
 During the conversion
process?
 After the conversion?
5 Establish key components in Test the mission-critical
test system: business functions.
 Constituent Management Determine best practices.
 Financial Management Develop workflow diagrams
 Lists & Communications and process documentation.
 Reporting & Dashboards Gain hands-on experience
 Administration with the software.
6 Test new processes and Test newly-identified business
components functions. Expand hands-on
experience with the software.
Implementing CRM:
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What Works, What Doesn't and How To Make Your Project a Success!

23. How – In 10 Steps - III
Aspect A: Staff Processes Aspect B: Data Objectives Achieved
7 Conduct process training Consolidate and enhance
formal and hands-on training
with small-group training
sessions tailored for specific
teams of users (e.g.,
directors, managers, data
processors, admins).
8 Live conversion Convert data!
9 Confirm data and streamline Ensure the accuracy of the
database data conversion. Establish
user-security. Input new
codes. Conduct priority, post-
conversion cleanup projects in
system.
10 Implement new workflow plan Go live on a fully-functional
and processes system!
Implementing CRM:
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What Works, What Doesn't and How To Make Your Project a Success!

24. Project Management
• Project Planning & Change Management
- Time spent up-front to plan carefully and gain the
investment of stakeholders is critical to an efficient
project and maximizing adoption.
• Technology Alignment and Risk Mitigation
- Fully recognizing dependencies amongst applications
and business units is critical.
- Having processes for making choices is essential.
They require effective team efforts.
• Vendor Management
- Use the right people for the right activities.
Implementing CRM:
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What Works, What Doesn't and How To Make Your Project a Success!

25. Plan Thoroughly & Communicate Change
• Create an Implementation Approach to
sequence the project end-to-end
• Consider what anxieties might need mitigation
• Determine what progress will be most
meaningful and invoke excitement
• Communicate information that will help staff
plan their work
The way the project is carried out has as much
impact on adoption as the technological advances.
Implementing CRM:
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What Works, What Doesn't and How To Make Your Project a Success!

26. Align Technology & Mitigate Risk
• Technology can change quickly and should be
aligned and re-aligned with your needs and
resources throughout the project.
• A enterprise-wide effort will present hundreds of
choices. Having processes for making choices is
essential.
• Planning around an organization’s finite
resources is critical. Consideration of staff time
and skill level is a crucial piece.
Implementing CRM:
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What Works, What Doesn't and How To Make Your Project a Success!

27. Role: Executive Team
The Executive Team fulfills the following roles:
• Provide strategic vision for project
• Determine broader objectives of project
• Approve budget requests
Implementing CRM:
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What Works, What Doesn't and How To Make Your Project a Success!

28. Roles: Project Manager
The Project Manager fulfills the following roles:
• Monitor project performance in terms of
schedule, budget, and scope
• Serve as “single-point-of-contact” for all staff &
vendors
• Facilitate Project Team
• Identify, request, and manage all staff resources
• Attend all Planning Meetings
• Monitor projects peripheral to CRM project for
potential impact on schedule, budget or scope
• Confirm each milestone or deliverable on project
Implementing CRM:
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What Works, What Doesn't and How To Make Your Project a Success!

29. Roles: Project Team
The Project Team fulfills the following roles:
• Attend Status Meetings
• Present relevant project updates to staff on CRM
progress
• Represent their area of responsibility with
authority to make decisions with other members
of the Project Team
• Be available a few hours weekly (sometimes
more!) to give feedback and comments
• Gather required information to provide insight
on organization-wide issues
Implementing CRM:
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What Works, What Doesn't and How To Make Your Project a Success!

30. Example Implementation: Phase 2 Complete
Implementing CRM:
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What Works, What Doesn't and How To Make Your Project a Success!

31. Questions?
Implementing CRM:
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What Works, What Doesn't and How To Make Your Project a Success!

32. phone: 510-841-4222 website: www.teamheller.com
Implementing CRM:
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What Works, What Doesn't and How To Make Your Project a Success!

33. Evaluate This Session!
Each entry is a chance to win an NTEN engraved iPad!
Or online using #12NTCImpCRM at
www.nten.org/ntc/eval