Social CRM, part 1

This blog series is all Beth Kanter's fault. We (the two partners of OpenIssue) shared a cab from the Atlanta airport to the hotel when we arrived for the 2010 Nonprofit Technology Conference. We were chatting with her about what kind of work we do, and she asked "do you do social CRM?" She might not have seen the blank stares on our faces since we were in a dark cab, but I'm sure she heard the pregnant, confused silence. As you know, I don't blog much about social media. I use it all the time, but there are much better sources of good information on that - I've been sticking to writing what I know best. But I have to admit, this idea of social CRM piqued my interest. More than that. The truth is, if @kanter asks me about something that is related to social media, it must be important, so I'd better figure it out. And, of course, I'm at least a year behind the curve on this - there has been a lot going on in this space, although, frankly, in my research so far, I haven't found a lot in the technology sphere that would immediately be helpful to nonprofits (especially small to medium-sized ones.) There's some, and I'll talk about that in the next posts in this series. Beth pointed us in the direction of Jeremiah Owyang, who I'd been reading a little for a while, but had lost track of, since I don't follow the social media space carefully. He has a great post on the use cases for Social CRM. It's a really solid post, with an information-packed report attached, as well as some resources. This is a bit high level for me - my job in life is generally to make use cases real using technology. I'm hoping that someone (hint, hint) will write the blog post or report taking off on this work, and articulate the major nonprofit use cases for Social CRM. The report does include some technologies to look at, and I'll be delving into those in future posts. I'm going to take a little chunk off of this, though, and ask some leading questions. And then, I'll do my best over the course of the next few weeks to answer how these would get accomplished via the technological tools that most nonprofits use  or can get access to.
  1. How do you know which of your Facebook fans/Causes members are also a donors (separate from donations through Causes)?
  2. How do you know how many of your twitter followers are also donors?
  3. How do you know what percentage of your donors or constituents are on social media at all (twitter, facebook, myspace, linkedin?)
  4. Can you follow the trail from tweet (or facebook status) to a donation? A tweet to a specific action (like a petition?)
If you've got more questions you'd like to see me address, or you've got some examples of how your nonprofit has answered these questions, please feel free to comment on this post.


Sorry if this is a bit of a shameless plug, but here is my contribution to the discussion anyway: One of the things we've tried to do with Donor Tools is to make it easy to get social donor intelligence right on your donor dashboard. That's why we recently released twitter integration (you can see a donor's tweets on their dashboard, right next to their donations). The donor dashboard page also has buttons to help you make connections with each donor through Facebook, etc., as well as quick links to web searches containing their name and contact info. I think we're just beginning to see these tools develop, but being able to connect giving information with personality information and social intelligence brought in from the web is an insanely powerful tool for nonprofits. And it doesn't require a huge budget to do it, just a little know-how and the right donor tools.

[...] this thoughtful article on social CRM for nonprofits on Zen and the Art of Nonprofit Technology (part 1 and part [...]

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