Arriving at effective use of CRM (see “What exactly is a CRM?“) practices will require collaboration between the O&E digital engagement team and the Extension faculty and staff who create and foster valued relationships with partners and constituents across Oregon (basically, all of you, right?).

All of that collaborative work is done by people.

The single greatest factor to allow people to perform better together is trust. In the case of building a CRM practice together across the Extension Service, I’m thinking of trust we will build upon in these areas:

  • Our shared goal to follow through on OSU Extension Service’s organizational mission
  • The urgency of collecting information about partners and constituents in a shared resource — a database
  • Constant vigilance on issues such as the safety and privacy of all information
  • Safeguards on the responsible use of information that is shared among Extension programs
  • Ongoing availability of training and support to help use the CRM in effective ways

The current reality across Extension is the manner in which contact information is used across various programs relies on pieces of contact information saved in different formats, tucked away in different locations, accessible by separate people who communicate sparingly with each other.

Meanwhile, by virtue of their varied interests and involvement with various events we offer, constituents navigate their way through a number of Extension programs, showing up in contact lists owned by different units.

The result is ongoing outreach efforts that land in their mailbox or email In box from disparate Extension program areas. The potential exists for them to become bombarded with messages from Extension… how are we to measure the efficacy of all our outreach time and expense in this current system?

We can do better!

The Navigator team is making plans for our CRM future

The hope, then, is we collaborate to create a new system together.

As our trust — in each other, in our ability to build effective partnerships, and in the awareness how CRM practices save time and build efficiencies — grows, so will our ability to design new online tools to tackle the unique challenges we face as an organization. The Navigator team can’t face these challenges alone! Our planning and design phase relies on your inclusion in understanding where the day-to-day business needs are and how to address them with appropriate, scalable solutions.

And about that training and support

Workshops and training sessions will be recorded for viewing year round.

As we work through the latter half of 2019, the number of opportunities to interact with the O&E digital engagement team for consultations, trainings, and partnerships will steadily increase. We look forward to working with you!

Our conversations will provide hands-on guidance as to how to use a CRM for your program’s unique business needs. We’ll strive to use multimedia with an aim of broadening availability of learning resources to everyone who needs them. We will have recorded webinars and in-person sessions, viewable online at any time.

If you have any questions about how to begin thinking of the CRM as your next tool to streamline communications, our team is ready to hear from you and listen to your unique view of Extension from where you’re at.


About the O&E digital engagement team. In the coming months, many of you will hear from me (Mark Kindred) as I begin a phase of needs assessments, as a step toward producing a long-term CRM strategy. I look forward to talking with you and ensuring my work is in alignment with the business needs of your unit and the long-term vision of the university. The digital engagement team is looking forward to talking with you about how digital engagement is aligned with your work and can provide new benefits.


Meanwhile… Extension Website updates.

New example program pages have launched since our previous blog post. These are great examples of how you can lay out your content for program participants, volunteers, and other people who are involved with or interested in your program.

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