Barely into 2012, I jumped ahead eight years and began to speculate as to what non-profits are going to look like in 2020. We all know change is on the horizon.  With the endless array of business models now at our fingertips, and the Non-Profit sector becoming increasingly innovative, the possibilities are limitless! Along these lines,  Katherine Pickus makes this interesting comment in her recent article, “Gone are the days when businesses existed to make money and nonprofits focused only on making the world better. Now both organizations are influencing each others’ practices and finding ways to work together…. By taking a new look at what it means to be a business or a nonprofit and applying these learnings in creative new ways, we’re leveraging the unique assets of each to get the best of both worlds.”

It’s no secret that the lines separating corporate and community are blurry. Non profits are quickly realizing they can no longer stay cemented to old school marketing plans and ignore social media, if they want to stay relevant, that is.  Social Enterprise is quickly being adopted as a valuable tool to help build and sustain NPO’s.  That being said, within the social media arena, the question now at the forefront is, ‘how is the change made from the very corporate concept of CRM to SCRM?’ (A very hot topic these days).

The learning process starts by the obvious: including social networks as part of your present CRM strategy, thus maintaining customer relationship across the social Web board!   Although this initiates an ongoing learning process on the part of NPO’s, I really like what Katie Shields says about the clear advantage of non-profits.  “In the business world, a common sentiment about social CRMs is that it is entirely new territory. Corporations, who are used to traditional Madison Avenue, top-down marketing campaigns, find that social CRMs are not their specialty. Here, nonprofits have a clear advantage over their for-profit counterparts!”

Emphasizing the need for change, a report by IBM makes things very clear , … “your organization may be present on social media and it may have a CRM (customer/constituent relationship management) strategy, but if you don’t have a social CRM strategy that combines the strengths of those two, you’re missing a key piece of the puzzle.” 

It’s important to make note that SCRM is an extension of CRM, not a replacement for CRM. Salesforce acknowledges SCRM as a natural extension of CRM itself.  For example.  “Twitter CRM and Facebook CRM are natural extensions of Salesforce CRM.  That’s because all three live in the same place: the cloud.  So if you’re using’s Sales Cloud or Serfice Cloud, you’re already positioned in the best of possible worlds.”

So, here we are – Social meets CRM…So where do we go from here?  How do we barrel forward with SCRM, create strategy and start learning from businesses?  As Social CRM revolves around the co-creation of value with customers, how does a company measure the value created by Social CRM? The answers to these questions and many more will help point you in the right direction.  Of course, my response and solution to these inquiries is, ‘Avectra’ – the key that opens the door to your SCRM experience.

avectra social crmavectra - Social CRMAVECTRA –  Avectra Social CRMincorporates the social interactions of the relationship into an organization’s membership and business strategies to build long-term loyalty, trust, and mutual value – one member engagement at a time. And to realize these benefits and more, today’s smallest, largest and most successful member-based organizations need a comprehensive suite of membership management and social business tools:

Avectra Social CRM represents a fundamental shift in the way an organization identifies, serves and retains its members to how it will define the future success of the organization and its membership initiatives. It signals the end of the era of AMS, and the beginning of the era of Social CRM for Associations!

Chess Media GroupI can’t yet envision where NPO’s will be in 2020… I am sure, however, that SCRM is the right conduit to success; the pathway being brilliantly defined and plotted by Jacob Morgan in his blog, The Evolution of CRM to SCRM.  In it he explains how, “Chess Media Group in collaboration with Mitch Lieberman decided to breakdown how CRM has evolved by taking things back to basics and addressing the questions of: who, what, when, where, why, and how.”  This is a great visual emphasizing the shift from CRM to SCRM being behavioral and interaction based and not technology driven.

You might want to take a look at Katie Shield’s article.  She has some interesting observations:

  • Social = Social Networks. Social networks like Twitter, Facebook, and YouTube amplify the voice of the customer. These networks provide a powerful platform for consumers and potential donors to interact with organizations, brands and companies.
  • C = Customer. (Or donor.) There are already millions of people assembled on social networks. All an organization needs to do is tap into the network. There, they’ll find many of their existing customers/donors and potential customers/donors, served up on a silver platter!
  • R = Relationship. Online relationships between customers and organizations are characterized by quick and easy communication. And, for the most part, all of the communications on social networks are open and transparent, visible to other customers/donors. For example, if Marie Antoinette answered a peasant’s message about bread prices, it would be seen by all of France.
  • M = Management. With communication out in the open, organizations have a much better chance of understanding and engaging with their customers. Social CRM tools help organizations to connect the dots of online conversations with customers and provide a real-time record of your business activity.