Towards a taxonomy of reusable CRM requirements for the Not for Profit sector

Abstract

Traditional (or commercial) CRM is a well-defined domain but there is currently no generally accepted definition of what constitutes CRM in the not for profit (NfP) sector. Not for profit organisations are organisations which exist for a social purpose, are independent of the State, and which re-invest all of their financial surpluses in the services they offer or in the organisation itself. This research aims to answer the question “What exactly is CRM as applied to the NfP sector, what are its boundaries and what functions should an NfP CRM information system perform?”

Grounded Theory Method (GTM) within a Design Science framework was used to collect, analyse, categorise, generalise and structure data from a number of NfP organisations and NfP information systems suppliers. An NfP CRM model was constructed from this data in the form of three multi-level taxonomies. The main taxonomy relates to generic and reusable information system requirements both functional and non-functional. Within this taxonomy the high-level categorisations of commercial CRM, namely “Marketing, “Sales” and “Service”, are greatly extended to reflect the special needs of the NfP sector and in particular a much broader definition of “customer”. The two minor taxonomies relate to issues of CRM strategy and CRM systems architecture which need to be considered alongside the system requirements. In addition to and resulting from the taxonomies, an over-arching definition of NfP CRM was developed.

NfP organisations now have a framework that will enable them to know what to expect of CRM systems and from which they can select requirements to build their own specification of information system needs. Using the requirements taxonomy for this task will make the process of requirements analysis and specification easier, quicker, cheaper and more complete than using traditional methods. The framework will also allow NfP system suppliers to know what NfP organisations expect of their systems and will assist them with the specification of new system features. The minor taxonomies will provide NfP organisations with a series of strategic issues and systems architecture options that should be considered when implementing a CRM system.

This research also demonstrates how GTM can be utilised: as the development phase of Design Research, as a general method of domain analysis, and as a tool to develop a taxonomy of reusable information system requirements.