welcome to crm & online marketing for ngo / nfp · marketing for ngo / nfp grow an audience...
TRANSCRIPT
Welcome to CRM & OnlineMarketing for NGO / NFP
Grow an audience online, and better managerelationships with your contacts
Alex CumberlandOperations Manager, Synergy 8
What's a CRM?
We'll also have a brief look at how these pieces fit together:CRM. Website. E-mail Marketing. SMS Marketing.
Events RSVP. Online Payment.
Online Marketing
"Improve your team's ability to effectively manage a relationshipbetween your brand, and its contacts"
CRM SystemsImprove your team's ability to effectively manage arelationship between your brand, and its contacts
“
How should they help?Consider those really amazing supporters and advocates. CRM'sshould help you better understand, and re-produce them.
1. What information do you need in order toimprove conversations and produce advocates?
Discuss:
2. Where does this information come from?
API Integrations vs. Import / Export
API Integration:- Is it two-way? How often?- How are duplicates and conflicts managed- Software pricing changes- API endpoints
Import / Export:- Cost analysis (costs of api vs. import / export)- How are duplicates and conflicts managed- What is a contact record to you?- Unsubscribe & opt. out
CRM ChallengesGetting Accurate Data:- Start with accounting software / billing- Website platform might store users & contacts- Marketing lists- Events rsvp lists
People & Training:- Assign one or two "system champions" within your organization- Be upfront and responsive about resistance
CRM ChallengesFinding the right system:- One system is the goal, but not always realistic- Marketing / Website / Billing / Events- Review your stack & solution
Online Marketing Website. E-mail Marketing. SMS Marketing.CRM. Events RSVP. Online Payment.
Your Website- Converts visitors into leads via form, purchase or sign-up- Ideally form submissions push into the CRM
Online Payment- Use a payment gateway (eWay, SecurePay, Stripe)- Take recurring payment online, make it easy! - Integration with accounting / billing
Online Marketing E-mail Marketing- Easy ROI through monthly campaigns and targeting- Investigate integration with events- Campaigns based on sales, CRM activity and content marketing- Be careful of unsubscribe / opt out!- Integrated with accounting for sales based campaigns
SMS Marketing- Be EXTRA careful of unsubscribe / opt out!- Guaranteed impressions- Integration required for success (targeted campaigns)- Very effective when used with events
Key Take-aways
1. Reduce friction - purchases, donations, sign-up, RSVP.
2. CRM systems aren't effective until they're adopted properly.Try a champion.
3. Integration is ideal, but not always realistic.Review your stack.
Follow me on LinkedIn - Alex Cumberland
Thank YouDon't be a stranger!
A big thanks to Robert King - Integration Kings