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Accelerating CRM System Selection APRIL 13, 2021 huronconsultinggroup.com
HURON I 2
Session Objectives
1
CRM Selection
Understand why an accelerated
system selection process will
benefit your institution.
2
Meet Vanderbilt
Learn about Vanderbilt’s
experience expediting the CRM
selection process
3
Getting Started
Discuss techniques to employ
for an accelerated approach for
CRM system selection
© 2021 Huron Consulting Group Inc. and affiliates.
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Your Panel
Alex Faklis Melissa Kwilosz Jill Baltz Jason Reusch
Senior Director Director Assistant Vice Chancellor Senior Director
Huron Consulting Group Huron Consulting Group Vanderbilt University Vanderbilt University
© 2021 Huron Consulting Group Inc. and affiliates.
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Quick Facts:
Founded in 1873 with a $1 million gift from “Commodore” Cornelius Vanderbilt
to establish an institution that would “contribute to strengthening the ties that
should exist between all sections of our common country,” today Vanderbilt
University is globally renowned for its transformative education and research.
The university’s ten schools reside on a parklike campus set in the heart of
Nashville, Tennessee, providing a collaborative culture that empowers leaders
of tomorrow.
Strength In Numbers
From July 1, 2019 – June 30, 2020, Vanderbilt Accomplished…
$6.3B
Size of Endowment
© 2021 Huron Consulting Group Inc. and affiliates.
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Highlights
• Formed in 2002
Best Firms to Work For • More than 3,750 full-time professionals,
2011-2019 including 900+ dedicated to serving the
higher education industry
Consulting Magazine
• Headquartered in Chicago
Best Management Consulting Firms
2016, 2018, 2019, 2020
Forbes
For seven years in a row we have been recognized
by the Human Rights Campaign Foundation for
receiving a perfect score of 100 on the Corporate
Equality Index and the designation as a “Best Place
to Work for LGBTQ Equality.”
© 2021 Huron Consulting Group Inc. and affiliates.
HURON I 6
Constituent Relationship Management (CRM)
Knowing that the core CRM tools for advancement will cover many of your baseline requirements reduces
the complexity of decision making and enables requirements gathering to focus on the value-added features
of CRM, specific to your institution.
Constituent Management
Reporting & Analytics • Bio/demo data
• Standard reports • Prospect Management
• Dashboards • Portfolio Management
• Workflows and Notifications CRM
Communication & Gift Administration
• Gifts and Pledges
Engagement Tracking • Batch Entry
• Campaigns and appeals • Receipting
• Memberships and clubs
• Stewardship
• Interest areas
© 2021 Huron Consulting Group Inc. and affiliates.
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CRM Transformation Benefits
The changing expectations of constituents and the competition for their attention increases the incentive for
your organization to move quickly and achieve these transformational benefits faster.
Optimized Business Processes
Robust Reporting and Data Analytics
Enhanced Constituent Engagement
Continuous Improvement
Transformative Change & Competitive Advantage
© 2021 Huron Consulting Group Inc. and affiliates.
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Share your answers in the
Are you planning for or Zoom poll
in-the-midst of Selection Stages:
advancement CRM • Business Case Development
selection? If yes, how
• Requirements Identification
would you categorize
• Creating RFP or Reviewing Proposals
your selection stage?
• Demos, Evaluations, & Reference Checks
• CRM Decision
© 2021 Huron Consulting Group Inc. and affiliates.
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Traditional System Selection Timeline
The traditional system selection process has historically unfolded in a linear fashion, often with periods of
waiting, perhaps progressing in fits and starts.
Establish Governance
Months
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14
Case for Change and Securing Funding
Create Reqs, Use Cases & Draft RFP
Release RFP &
Evaluate Responses
First Round Demos
& Evaluation
Second Round Demos
Conduct Reference Checks
Conduct Peer Reviews
Comprehensive
Vendor Evaluation
CRM Selection &
Recommendation
Develop and Refine Implementation Roadmap
© 2021 Huron Consulting Group Inc. and affiliates.
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If your leadership team
asked that you select a
new CRM to replace your Share your answers in the
legacy database in two Zoom chat below
months or less, tell us
your one-word reaction.
© 2021 Huron Consulting Group Inc. and affiliates.Vanderbilt Development
and Alumni Relations’
(DAR) Journey: What was the catalyst for DAR’s
CRM replacement?
Conversation with Jill
Baltz and Jason Reusch
© 2021 Huron Consulting Group Inc. and affiliates.“
HURON I 12
“
We realized we needed to
start looking forward, not
backward. It’s not what a
five-year donor history tells
us about the past, but what
it could tell us about the
future.”
J I L L B A LT Z , A S S I S TA N T V I C E C H A N C E L L O R A D VA N C E M E N T
SERVICES
© 2021 Huron Consulting Group Inc. and affiliates.Tell us about the role that
executive sponsorship played in
Executive Sponsorship your accelerated system
selection efforts.
© 2021 Huron Consulting Group Inc. and affiliates.HURON I 14
Executive Sponsorship
Strong sponsors authorize, legitimize, and demonstrate ownership for the change. They possess enough
power and/or influence to initiate resource commitment and reinforce the change at the local level.
Business Case
Establish and communicate the
need for action (the why).
Lead
Use a structured Engage
change approach Communicate the “how” to
stakeholders.
Reward & Recognize EXECUTIVE
Align and apply reward and
SPONSOR
recognition systems to Focus Energy
reinforce change. Concentrate efforts on
direct reports.
Monitor
Check-in regularly and
monitor progress constantly.
© 2021 Huron Consulting Group Inc. and affiliates.What were some of the benefits
Advancement and
of the DAR & IT partnership
Central IT Partnership model for system selection?
© 2021 Huron Consulting Group Inc. and affiliates.“
HURON I 16
This project will continue to
drive a tight collaboration
across our teams.”
JASON REUSCH, SENIOR DIRECTOR
VA N D E R B I LT U N I V E R S I T Y
I N F O R M AT I O N T E C H N O L O G Y
© 2021 Huron Consulting Group Inc. and affiliates.What benefits did you derive
from the expedited selection
process that other institutions
should consider?
Selection Pace
Are there any drawbacks to
moving so quickly?
© 2021 Huron Consulting Group Inc. and affiliates.HURON I 18
Accelerated Selection Benefits
Moving quickly prepares organizations to achieve transformative change at a pace aligned with the current
landscape of technology to meet constituent expectations and build a culture ready for the evolution ahead.
Optimized Business Robust Reporting & Enhanced Constituent
Processes Information Access Experience
• Streamlined business • Increased wealth • Enabled self-service
processes screening frequency functionality for
stewardship
• Improved data integrity • Intensified focus on data
science and analytical • Comprehensive
• Appropriate data access models engagement portal
and privacy
• Enhanced prospecting • Cause-based
• 360-degree constituent activities fundraising opportunities
view
• Targeted constituent
engagement
Culture of Continuous Improvement
© 2021 Huron Consulting Group Inc. and affiliates.How critical was the broader
Implementation Roadmap implementation roadmap for
system selection?
© 2021 Huron Consulting Group Inc. and affiliates.HURON I 20
Implementation Roadmap
Articulating an implementation roadmap early in the process will focus attention on selecting the core
system, rounding out your ecosystem of tools, and identifying gaps to truly enable technology
transformation.
2020 2021 2022
SEPT OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEPT OCT NOV DEC JAN FEB MAR APR MAY JUN
CRM
Implementation
Einstein &
Reporting
Integrations
Events Mgmt.*
Marketing Cloud
Online Giving
Community
Program Mgmt.
Change Mgmt.
Advisory Support
Salesforce
Training
Recommended implementation timeframe * Events Management can be deployed at multiple points throughout the implementation plan. Vanderbilt to determine the optimal time for implementation
Flexible implementation timeframe
Vanderbilt pre-work and planning
© 2021 Huron Consulting Group Inc. and affiliates.How did the pandemic affect the
pace at which Vanderbilt was
Pandemic Silver Lining able to move in its system
replacement efforts?
© 2021 Huron Consulting Group Inc. and affiliates.HURON I 22
How to Go Fast(er)!
Key takeaways for a streamlined but thorough evaluation and selection process.
Strategic Alignment
IT Partnership
Move With Intention
© 2021 Huron Consulting Group Inc. and affiliates.HURON I 23
Strategic Alignment
Understand the goals and strategic direction of Executive Leadership and align the fundraising strategy to
boost support for the transformation process.
❑ Understand Institutional Strategic Priorities
❑ Secure Strong Executive Sponsorship
❑ Develop Purposeful Guiding Principles
© 2021 Huron Consulting Group Inc. and affiliates.HURON I 24
IT Partnership
Partnership, collaboration, and involvement are strategic imperatives for a project like this. The relationship
with IT will be central to overall success and a critical component to larger, enterprise-wide constituent
management strategy.
❑ Build Your Enterprise IT Partnership
❑ Understand IT’s Strategic Direction
❑ Leverage Existing Tools and Resources
❑ Appreciate, Grow, and Share Skillsets
© 2021 Huron Consulting Group Inc. and affiliates.HURON I 25
Move with Intention
Focus the team’s time and efforts on the possibilities ahead to keep energy high. Eliminate distractions
quickly to maintain direction, build support and momentum, and avoid burnout on what is ultimately the
beginning of a much larger project.
❑ Identify Non-Negotiables; Assume The Basics
❑ Crowdsource Experience; Bring In Expertise
❑ Start Business Process Assessment Early to Inform Use
Cases and Requirements
❑ Execute Tasks In Parallel
❑ Engage Stakeholders To Build Excitement
© 2021 Huron Consulting Group Inc. and affiliates.Questions
Jill Baltz Jason Reusch
Alex Faklis Melissa Kwilosz Assistant Vice Chancellor
Director, Customer
Senior Director Director Relations and Project
Advancement Services
Huron Consulting Group Huron Consulting Group Portfolio
Vanderbilt University
Vanderbilt University
APRIL 13, 2021 huronconsultinggroup.comHURON I 27
Huron’s Advancement Experience
Huron has a broad portfolio of offerings to support advancement offices with technology enablement and
constituent engagement.
Build a Business System Assessment &
Case Selection
Articulate the case for Support the system
change, including identifying evaluation and selection
needs and determining ROI process
Implementation Implementation
Roadmap Development Support
Prioritize and properly Provide project management,
sequence your change management, and
implementation roadmap to advisory services. Salesforce
maximize impact implementation and integration
services.
© 2021 Huron Consulting Group Inc. and affiliates.Thank You APRIL 13, 2021 huronconsultinggroup.com
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