Constituent Relationship Management (CRM) as Strategy: Moving from Lists - Notes

Submitted by Sarah Pullman on Wed, 2007-10-03 16:50

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)

--expressed interest
--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


"This conference is small enough to really learn from the other attendees, and is very focussed on online social change, and what it takes to make it happen. It's very well facilitated and structured, with constant learning opportunities – and that's why I've returned year after year."
Eric Squair