Session Notes: Constituent Relationship Management as Strategy - Moving from Lists
Led by Jon Stahl and Tate Hausman
Notes by Cristen Perks
Effective uses of CRM (What people would like out of the ideal CRM):
- CRM as operating system built by direct input from users/constituents.
- CRM as collaborative workspace
- "Trigger" events that initiate proactive human action
- Event driven messaging - sequences initiated based on individual action (e.g. Dell)
--- Predefined sequences of engagement asks
- Cross platform marketing among organizations (danger: privacy issues)
--- Failed example: America Votes 2004 coordinated canvassing (political world is ahead here and is working from a public list)
--- Creates a lot of demand for content
- More aggregation of public data from/about constituents
- Groups coming together to support each others ends/campaigns (coordination)
--- Who gets to control who gets to talk?
--- Even intra-organizational turf issues must be addressed
Example of collaboration: Washington State Priorities for a Healthy Washington
- Must start with objectives
"curriculum based approach"
--providing information on demand
--predict what's going to happen in the future (based on CRM data)
--behavior -> most predictive!
What to track:
--keep track of skills!!
--who people know (relationships)
Tension between silo'd data
--Only collect what you can act on
Transactions vs relationship
How do we figure out what people want and give it to them?
--being of service to our constituents
Online volunteering ("crowd sourcing")
-- e.g. distributed phone banking
1. Privacy and friends (self-organized session)
2. Collaborative lists in WA and beyond (dinner tonight)
3. Network-centric organizing - facilitating other relationships