Taking Stock of Your CRM Goals and Objectives


As we discussed in our CRMready Webinar Workshop, before moving forward with a CRM project, you will want to identify your goals and objectives. It is important to decide ahead of time what your finish line will look like so you are able to determine how and when you’ve succeeded. In our second CRMready video, we invited Lisa Fay of JDRF to talk to us about how they successfully implemented their CRM system.

So, how will you determine if your CRM project is successful?

These are the questions you need to answer to help you determine where your finish line is located:

  • What opportunities can you capitalize on?
  • What will you be able to do then that you can’t do now?
  • What problems will be resolved?
  • How will your work improve? How do you hope? What’s your goal?
  • How will your constituents’ experience of your organization improve?

CRM Success Indicators

Additionally, here are some indicators that show that you’ve been successful with your CRM implementation.


  • Reach – you’ll touch more people with your increased reach.
  • Engagement – relationships will go deeper as you tailor efforts and store donors based on their preferences.
  • Results – more people are involved in more ways and in the ways they want to be involved giving you a more broad impact level and can assist in you being better funded.


  • Efficiency – you’ll work smarter and more efficiently as all of your data is located in one donor record.
  • Reporting – you can quickly and easily measure what is working and what is not working.

The wonder of CRM is that it isn’t about just one group of people. Your CRM will not only house your donors, but also your beneficiaries and any partners you have to help your mission. This system will brings all of this information together. For example, with their new CRM, JDRF is able to reach out to those that have been recently diagnosed to provide better services to them directly.

So, what can you do now? Here are some next steps to help you start with the CRM implementation:

  • Brainstorm your measures of success – think about your audience, both internally and externally and what success will mean to each group. Review the questions above and come up with what your finish line looks like.
  • Articulate your goals – communicate with your organization so everyone is on the same page with the goals you are looking to achieve.
  • Prioritize your goals – the priorities you set will help drive the phases of implementation.

Take some time and really think about your list of what success looks like. Once you are clear on your goals, you can take stock of your current software, systems and processes.

Watch the CRMready webinar now!

For more information and details on CRM implementation, please check out our CRMready webinar workshop where you can qualify for a FREE CRMready assessment and review our case study with JDRF.

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.


  1. Susan Kenna Wright

    “What gets measured, gets done.” I highly recommend selecting 3-5 indicators to measure prior to implementation, shortly after implementation, and again down the road. Knowing these indicators will be followed, assures that the project team will focus on these priorities during design and implementation. Also, what a great way to measure and demonstrate success. You can even used the return on investment indicators as a way to demonstrate organizational effectiveness/efficiency for marketing and fundraising.

    • Bryan Giese

      Measuring also let’s you know what is being used at all. I’ve talked with organizations who say their new fancy system isn’t helping, but after a few interviews, we find out that no one has even been using it. It’s important that measurement is framed as a source of positive feedback, not a way to find out who to punish. Logically, everyone understands this, but sometimes the message gets garbled during communication.

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