What is CRM?

CRM stands for Constituent Relationship Management.

CRM is a strategy---often supported by technology---for more effectively managing relationships within (and between) key constituency groups.

At Georgetown, for example, our total constituent population features varied segments which include, among others: prospective Students, current Students, Alumni, Faculty, and Staff. Depending on circumstances, the size and scope of each can change.


What is GU360?

GU360, at its core, is a campus-wide CRM system, whose capabilities streamline rich information generated from across our University eco-system into 360-degree relationship profiles that are both actionable and viewable.

By collating key details about how each person, connects to the Georgetown community and forms meaningful affiliations, GU360 will enable Georgetown to further enhance our sense of community and become better stewards of the University's resources through more modern and efficient systems and processes.


I noticed GU360 has a project vision. Why does this type of project need a vision?

Enterprise-wide programs are unique in their complexity, along with requirements for continuous, focused, energy in a constructive direction.

A project vision supplies a codified source of program knowledge to help make these tasks easier. It also serves as a roadmap and a tool for governance, if and when, differences of opinion arise. Finally, from a conceptual standpoint, it is a promise which unifies alignment, targets for accountability and future benchmarks for success.

The Vision Map has 4 key components:

  • Purpose Statement: defines GU360’s purpose and value proposition

  • Guiding Principles: anchors the GU360 decision-making process

  • Key Attributes: defines GU360’s actions or behaviors towards delivering our guiding principles

  • Outcomes: defines GU360’s barometers for success


How might different University sectors be impacted by GU360? For instance, Faculty?

As GU360 is a customizable solution, the interface that applies to your area will, most likely, reflect the specific dynamics surrounding your day-to-to-day responsibilities and requirements.

For Faculty, this will include particular emphasis on the ability to share research accomplishments and interests, along with, engagement possibilities and access to other GU administrative systems-data (GMS, Gmail, class rosters).

Faculty collaboration opportunities share equal importance, as GU360’s search functions are being designed with the goal of making the discovery process in each area responsive and user-focused. This holistic view of the Faculty experience extends to consideration surrounding both grant-tracking and peer-to-peer collaboration.


Who are the consulting companies involved with the project and what do they do?

We have teamed up with Appirio, Affinaquest, and Salesforce Foundation to help execute GU360.

Appirio is a global services company that helps customers create next-generation Worker and Customer Experiences using the latest cloud technologies. They will help us create actionable strategies, deliver results quickly, and adapt to a new experience-driven era. By harnessing the power of one of the world’s largest crowdsourcing communities and thousands of pre-built solution accelerators, these goals are attainable. Appirio remains a trusted partner to some of the world’s largest brands, including Facebook, eBay, Coca-Cola, Home Depot, IBM, Sony PlayStation YP, Cardinal Health and Moen.

Affinaquest is created by fundraising professionals with decades of experience in fundraising software design, and is a powerful Software as a Service (SaaS) platform providing a comprehensive CRM database system based on the rock-solid Salesforce platform. Now in partnership with Salesforce Foundation (salesforce.org), Affinaquest allows non-profit organizations to operate a sophisticated fundraising program, supported by all the necessary data management systems and reporting.

Salesforce is the global leader in CRM. With the creation of Salesforce.org, it offers a powerful, enterprise level suite of products to higher education institutions, to drive more impact and transform the education experience. It provides an application that’s designed to help universities and colleges manage complex constituent roles and relationships. Our engagement with Salesforce is two tiered. We are utilizing both the knowledge and expertise of a Salesforce Project Architect (PA) to build and design high-performance technical solutions for our project, as well as the product solution for higher education from Salesforce.org.