how to create meaningful constituent relationships webinar featuring 2dialog and heller consulting -...
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How to create meaningful constituent relationships
December 3, 2013
Presents
The Connected Cause is a place for experts in the nonprofit online space to share perspective, offer guidance and promote best practices for using today’s technology
effectively. Our goal is to provide a comprehensive source of collaborative thought leadership for the nonprofit industry.
TheConnectedCause.com @TheConnectCause TheConnectedCause
Today’s Experts
Jenn SmithVice President, Digital
Agency
For 17 years Heller Consulting has focused exclusively on building technical and strategic solutions for nonprofits to connect their systems,
team, and community.
TeamHeller.com
With 40 years nonprofit technology experience, the 2DIALOG solution
holistically supports the multichannel needs of nonprofit organizations to help
improve the fundraising experience.
2Dialog.com
Chris GoodmanSVP, Strategic Planning and
Marketing
About Heller Consulting & our expertise
Connecting your systems
• CRM planning and software selection
• Systems Implementation• Optimizing your
current software
Connecting your team
• Bringing people and process together
• Change management solutions• Team configuration and training
Connecting your community
• Social Media strategy• Building online communities• Activating supporters
17 Years Experience, 900 Clients, 1,800 projectsSan Francisco, Chicago, Austin, New York, Boston
20+ Salesforce.com-certified, 6+ PMP Certified StaffExclusively Serving Nonprofits | TeamHeller.com
Let’s talk a little about great relationships…
Make a great first impression
Be a good listener
Keep in touch
Tell the truth
Exchange great stories
Ask for help and return the favor
What gets in the way of creating great relationships?
Internal Resources External Technology
It’s time to change our approach.
Isolated approach
• Siloed Systems
• Same constituents in different systems
• Miscommunication, missed opportunity, poor relationships
A better approach
• Step back from data and systems
• Put your Constituents at the center
• How do we want to relate to our constituents and staff?
• How do we want them to relate to us?
• How can we do more together?
The ideal approach
• Interactions and initiatives are guided by an overall strategy
• Systems are aligned,
one record per constituent
• Each effort within the strategy is related to and influenced by the other parts
OnlineEngagement
DonorMission
Getting to the ideal approach
Define goals
PlanGet buy-in
Match tech & resources to goals
Define Goals
Internal Relationship (outward)
Know your benchmarks Understand how reaching your goals serves your constituents
Define your KPI’s Know how you’ll continue to engage and build a relationship after a goal is met
Understand how to measure against those KPI’s
Articulate less measurable, but relationship-centered goals
Think beyond obvious goals (10,000 new fans on Facebook)! Ask why.
Make a plan
Internal Relationship (outward)
What steps do you need to take internally to be successful?
How frequently will you engage with your constituents? On what channels?
Identify your obstacles and how you can address them.
What value will you offer to your constituents? How will you help them?
Think all the way to the end: What happens when you are successful?
Know specifically how to ask them for help, input, etc.
Once you’ve gathered data, what will you do with it, how will it change your approach?
Understand how your organization can leverage data to better build these relationships.
Get buy-in
Internal Relationship (outward)
Make sure everyone is on-board with goals and plan.
Solicit feedback and opinions – even for something “beta”.
Establish and set realistic expectations for success.
Communicate your vision and goals and how to be involved.
Openly communicate with leadership and staff the vision, goals and plan. Accept feedback.
Listen! But don’t get too distracted by what people say they want.
KIT Forever! Keep communication open through all phases of the work – not just beginning and end.
Match tech & resources to goal
Internal Relationship (outward)
A strong CRM makes it all easier; know specifically what you want/need to get out of your data to reach your goals.
Know where your constituents already are and communicate via chosen methods/channels
Worth repeating: Work towards integrated data to avoid silos.
Keep it personal – find the tools that will allow you the most flexibility/efficiency in terms of connecting with your constituents
Determine how new solutions can help with goals, not now to just implement new solutions
Understand how goals can be achieved with technology vs. content, marketing or communications
You don’t have to be everywhere or do everything – choose, and make your choices based on data
Allow resources to shift as your constituents change
Execute/ Test
Evaluate
Revise
Repeat!
Plan
Follow this cycle to keep building great relationships
Preview of Tomorrow’s Presentation
Tomorrow – Tools and Technology
• Components of integrated solutions that support relationship-focused strategies– CRM– Ecommunications– Integrated Payment Gateways– Peer-to-peer fundraising– Advocacy– Events– Dynamic Content– Reference code tracking and analytics– Segmentation
Questions
Further Reading• The Connected Cause has several whitepapers available
that cover the topics of CRM and Software Solutions written by Heller Consulting and Idealware.org
Heller ConsultingIntegrated Suites
For Nonprofits
Heller ConsultingThe New World of Donor Management Apps for Nonprofits
Heller ConsultingInsights into CRM
for Nonprofits
Idealware.orgA Consumers Guide
to Donor Management Systems
Tomorrow – Tools and Technology
**REMINDER**
Tomorrow at noon (central time) Chris Goodman of 2DIALOG will review integrated technology solutions that will best support your relationship-focused strategies.
TheConnectedCause.com@TheConnectCause TheConnectedCause
Host: Bryan Giese - info@theConnectedCause.com
Jenn Smithjsmith@TeamHeller.com
Chris Goodmancgoodman@2DIALOG.com
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