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20NTC Session Proposal

That Elusive 360-Degree View: Case Studies on the Way to a Single CRM


For years, nonprofits have discussed the dream of a single CRM: one database offering the elusive, 360-degree view of each supporter. Orgs want to consolidate data siloes, minimize manual staff work, get rid of brittle integrations — and have greater insight, technical freedom, and the ability to offer personalized supporter journeys.

The single-CRM model is both possible and worthwhile! Two pioneering organizations, the ACLU and Wildlife Conservation Society, will share their words of wisdom, their enthusiasm, and their sometimes road-weary stories of what they learned in search of their own single-CRM solutions.

Learning Outcomes

  • Articulate the benefits of a single CRM, including omnichannel campaigns, marketing automation, business intelligence, and becoming a learning organization
  • Identify pros and cons of using a single CRM for all data types: fundraising, advocacy, volunteers, events, grants, online, offline
  • Understand best practices for internally selling and structuring your own search for the single-CRM holy grail


Misty McLaughlin

Principal & Founder

Cause Craft Consulting

Misty McLaughlin is a capacity-builder for all things marketing, comms, advocacy and fundraising. At Cause Craft Consulting and Jackson River, she has midwifed nonprofits and NGOs of all shapes and sizes through critical times of change, from shifting to digital-first ways of thinking and working to creating website ecosystems to crafting team structures and workflows that engage supporters and advance a cause. Prior to joining Jackson River, she spent 8 years founding and leading a user experience consulting practice at Convio, where she helped hundreds of organizations to better understand their audiences and create web presences targeted to their supporters’ needs. She has also lived on the inside of nonprofit digital teams as a content manager and digital strategist for universities. Misty holds a Master’s degree in Information Science, has chaired a tiny nonprofit board on a shoestring budget, and is also a writer, advocate for flexible work cultures, and mother to 2 young sons.

Justin Birdsong

Director of Data Operations & Strategy


Justin Birdsong manages the operations of the ACLU’s enterprise CRM and analytics programs, serving the National Headquarters and 53 nationwide affiliates to support ongoing constituent engagement. Justin’s team leverages data, software, and business support and training to build and optimize a global 360° view of ACLU constituents that enables coordinated, data-driven decision making across communications, fundraising, and advocacy.

Kiva LaTouche

Assistant Director

Wildlife Conservation Society

As Assistant Director for CRM, Kiva handles email marketing for members, ticket sales, and attendance driving efforts. She also oversees the health and data quality of the Wildlife Conservation Society’s growing CRM system of donors, advocates, members, Zoo and Aquarium visitors, and partners. Kiva joined the Wildlife Conservation Society in 2015 after years of working and living in the beautiful cities of Johannesburg, South Africa and Sydney, Australia where she worked with international NonGovernmental Organizations on communications enablement and public relations initiatives.
Outside of work she loves her blue tabby (Diaby), great Karaoke jams (Love Shack), and Pub trivia.

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E147 - E148


March 14, 2019


10:30am – 11:45am



CFRE Credits

NFR - 1.25

Collaborative Notes

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Session Evaluation

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