How to Articulate a CRM Strategy

Articulate a CRM Strategy

Once your Constituent Relationship Management (CRM) vision has been finalized (and engraved on commemorative coffee mugs) it’s time to validate your vision, to verify that it’s a good business decision and significantly advances your organization’s overall objectives. Successful CRM is really about achieving overall organization objectives through developing and executing well-considered strategies.

To help define your strategy for achieving the CRM vision, consider this excerpt from our Insights Into CRM for Nonprofits paper:

“The goal of a nonprofit’s CRM strategy is to find, attract, and win new constituents, nurture and retain those the organization already has, entice former constituents back into the fold, and reduce the costs (and/or increase the efficiency and efficacy) of communications and providing service to constituents. It then enlists technology, business practices and customer service to support and enhance the constituent experience and, in turn, the mission of the organization.”

Your organization can use these guiding points to examine every department and process you currently employ and articulate how you are going to bring them into alignment with your CRM vision. CRM strategy applies to:

  • How you’ll communicate with your constituents (channels and content).
  • The processes you’ll use in engaging your constituents and working with your colleagues.
  • How you’ll store, connect, analyze and learn from the information generated from these efforts.

Articulate your CRM strategy and let that guide engagement. Your CRM strategy should address these:

  • Start with the End – After you’ve finished, how will you be engaging with your constituents, and with each other? What will that look like practically? (day-to-day, in your annual cycle).
  • Success – How will you know you’ve achieved it? What are the tangible, track-able measurements you can use? The intangibles you expect?
  • Planning for Metrics and Reporting – What’s meaningful to your organization? how will you measure and track your progress?
  • How is this Different? – Articulating this gap often casts an uncomfortable light on our current situation, but also a guiding and promising light on our future.
  • The Business Case – 
Developing a clear business case that outlines how CRM will make an organization smarter and more effective at deliver- ing mission elevates CRM to
its proper place – a strategic priority for your nonprofit,
not simply a systems and technology project.

Developing a clear business case that outlines how CRM will make an organization smarter and more effective at delivering its mission elevates CRM to its proper place – a strategic priority for your nonprofit.

Download The CRM Paper Now!

For more information on how to create a CRM strategy to go along with your CRM vision, download the paper, Making Your CRM Aspiration a Reality now!

Monika McMahon

About Monika McMahon

Monika joined Heller Consulting after spending 8 years in the Boulder technology startup scene. She is an expert in Social and Digital marketing, adopting and implementing new (and old) platforms for organizations ranging from ecommerce, SaaS, and nonprofits. Monika not only understands how these platforms work but how to use them to meet business objectives. When she is not educating and sharing her online talents, she can be found enjoying the music scene in Denver.

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