CRM for Extension – Digging Deeper

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Stephen Judd is serving as the eXtension Foundation Customer Relationship Management Fellow. This post is an update on progress on this funded Fellowship from the USDA-NIFA New Technologies for Agricultural Extension (NTAE) Cooperative Agreement.

Once you’ve evaluated your candidate customer relationship management systems (CRM) against the basic functionality outlined in my previous post, it’s time to dig a little deeper and see how the CRM addresses the needs identified in your use cases. You should also have enough information at this point to ensure that the candidate CRMs align with your resources (budgetary and technical.)

Use your use cases

In one of the sample use cases, I stated “Reilly would like to be able to accomplish this using a mobile phone shortly after the interaction or through an email application, without having to log in to a separate interface.” This raises the question of whether a candidate CRM system will enable this type of interaction. Does the CRM have a mobile app or interface? Does the CRM integrate with your existing email application? Is there an additional cost associated the mobile app or email integration?

Another use case stated, “Sam uses the CRM to keep track of current council members, their roles, and term on the council for Sam’s county.” It is unlikely that any candidate CRM will have been designed specifically for tracking Advisory Council members. How could the existing features of the CRM be leveraged to track this information? Would it require custom development work or is it something an administrator could configure easily?

Go through all of your use cases and using the CRM Implications section, identify the features and functionality you have identified a need for. For each of these, assess the candidate CRM systems for their ability to handle. Some prioritization of needs may be necessary if the candidate CRMs aren’t able to provide functionality for certain needs.

Understand costs

Given your budgetary constraints, it’s imperative to understand the costs associated with the candidate CRMs. Many CRMs use a software-as-a-service model where the company hosts and updates the application and charges you licensing fees, based on the number of users (staff) or per contact. It will be important for you to have an idea of the number of users (staff) you intend to use the system and an estimate of the number of contacts (people) you plan to track with the CRM.

Other costs:

  • Hosting – if the CRM is one that you will need to host on your own servers, waht is that cost to your organization?
  • Integration – Is there a cost to integrating with other systems (this could be development or licensing costs)?
  • Administration – people from your organization will need to administer the CRM – dealing with new users, permissions, configuration changes, etc. What will be the cost to the organization of those peoples time?
  • Training – What are the resources required to train staff in the use of the CRM?
  • Development – If you plan to develop a custom CRM or customize one of the candidate CRMs, what will that cost?

Documentation and Training

Implementing a CRM will require training users in its appropriate use. The candidate CRMs should be looked at through the lens of the user and how easy they are to use. Examining the CRM’s documentation and support resources is an important step to determine how much you will need to invest in training and documentation development. If you are considering developing a custom CRM, don’t forget to factor in the cost of creating documentation and custom training.

Existing Data

It is likely that your organization already has a lot of information about the people you interact with that you would like to have available in the CRM. You should assess the candidate CRMs to determine how this information can be imported in bulk. Since you’ll probably have information coming from multiple sources, the ability to identify and eliminate duplicate records will be an important consideration.

Timeframe

Determine how long it will take to implement the candidate CRMs. Like most projects, it will likely take longer than you initially think. Does your project have a deadline? Can the CRM be implemented in phases? Who will be responsible for the implementation?

 

I welcome feedback and questions at stephen.judd@unh.edu 

Previous post: CRM for Extension – Evaluating the Basics

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CRM for Extension – Evaluating the Basics

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Stephen Judd is serving as the eXtension Foundation Customer Relationship Management Fellow. This post is an update on progress on this funded Fellowship from the USDA-NIFA New Technologies for Agricultural Extension (NTAE) Cooperative Agreement.

Virtually all customer relationship management systems (CRM) will have some common core functionality. These features are prerequisites for a CRM to be useful, but the implementations can be different. As an early step in your evaluation, assessing how this core functionality works, how configurable it is, and how it fits with your use cases is important. 

Common functionality

  • Contacts – the people you are keeping track of
  • Accounts – a grouping of contacts, could be a business/company, farm, organization, household, etc.
  • Lists / Campaigns – a set of accounts or contacts that share common attributes or interests
  • Reports – customizable views of the data stored in the CRM
  • Users – the staff who will be interacting with the CRM

People example

A CRM needs to be able to store information about people (contacts.) Typically, a contact will be a single record that has values for various attributes or fields (e.g., first name, last name, email, phone, address.) You should ensure that the provided fields will enable your use cases, or that custom fields can be easily added, given your organizational resources. 

Some attributes may require multiple values, like email. The contact record may have multiple fields – email1, email2, email3 – or it may have a separate record for each email address and allow you to relate them to the contact. Depending on what you know about the contacts you will be storing and how you plan to use the addresses, one method may be better than the other.

Considerations / Questions

  • Object and fields – Does the CRM you are evaluating have the types of objects (contacts, accounts, etc.) you will need, based on your use cases? If not, is there a way to create custom objects or fields, given your organizational resources?
  • Licensing / Pricing – What is the per user cost of the CRM? Is there a limit on contacts that can be stored? Is cost based on the number of contacts?
  • Permissions / Privacy – What information can different users view and edit? Do you need to restrict access for certain users? Can attributes/fields have view/edit restrictions or is it at the object (e.g., contact) level?
  • Types of records – Can there be different types of records and how does that work? You may want certain attributes only for certain types of records, for example, for volunteers you may want the year they started volunteering, but not want that field on other types of contacts.
  • Lists / campaigns – How does the CRM handle creating lists of contacts? Can you send email to these lists directly from the CRM or do you need to export to another system? Is there a cost associated with sending emails? 
  • Interactions – How can you track the interactions with contacts in the CRM? Are these visible to everyone, just the user recording them, or customizable? 
  • Reports – How difficult is it to create reports and run them? Can the report information be exported for use in other programs or visualizations? How is access to reports controlled?
  • Duplication – How does the CRM determine that records are duplicates of each other? Is there an easy way to merge them?
  • Integration – Can the CRM be integrated with other systems you are currently using (e.g., event registration, mass email)? 
  • Bulk data – What is the process to get existing data into the CRM?

Summing up

Given the personas and use cases you’ve compiled, evaluating the basic CRM functionality, as outlined above, will give you a good first pass at the CRM systems you’re evaluating. This will help you determine which ones should be evaluated further, and which are not suitable for your needs.

I welcome feedback and questions at stephen.judd@unh.edu 

Previous post: CRM for Extension – Use Cases

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eXtension Announces Futuring Technology Committee for USDA-NIFA New Technologies for Agricultural Extension Cooperative Agreement

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Through the New Technologies for Agricultural Extension (NTAE) Cooperative Agreement and In partnership with Oklahoma State University, the eXtension Foundation has formed a Futuring Technology Committee to serve as an advisor for several initiatives within the Cooperative Agreement. The committee is led by Dr. Jerry Thomas, Leader for Innovation and Change, Ohio State University. 

The committee will develop a technology trends in Cooperative Extension framework and deliver it through a white paper in 2020. It will also advise eXtension’s Artificial Intelligence Fellow, David Warren, Oklahoma State University, on his work with the Ask Extension project. Ask Extension is a new national initiative that will leverage machine learning and artificial intelligence (AI) to pull together data sources from the Extension ecosystem to answer questions directly and accurately, and connect local citizens with their local Extension professionals, products, and services. 

Additionally, the committee will be sharing insights with the NTAE Communication Leader to assist with reporting on two audience engagement initiatives. Their work will also provide input to eXtension’s first Extension Educational Technology eFieldbook, led by Dr. Rose Hayden-Smith.

Members of the Committee Include:

Bradd Anderson, Missouri University Extension 

Bob Bertsch, North Dakota State University

Lendel Narine, Utah State University

Lindsey Shirley, Oregon State University

Courtney Owens, Kentucky State University

Greg Johll, University of Wisconsin

Kate Venturnini, University of Rhode Island 

Todd Hurt, University of Georgia

Roberto Gallardo, Purdue University

John Diaz, University of Florida

Steve Judd, University of New Hampshire

Jamie Seger, Design Lead, University Innovation Alliance

 

USDA NIFA logo

This work is supported by New Technologies for Agriculture Extension grant no. 2015-41595-24254 from the USDA National Institute of Food and Agriculture. Any opinions, findings, conclusions, or recommendations expressed in this publication are those of the author(s) and do not necessarily reflect the view of the U.S. Department of Agriculture.

 

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Dr. Rose Hayden-Smith named eXtension’s Educational Technology Fellow

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Dr. Rose Hayden-Smith has been appointed as eXtension’s Educational Technology Fellow. This fellowship is made possible by the New Technologies for Agricultural Extension (NTAE) Cooperative Agreement with USDA-NIFA. The purpose of this Fellowship is to catalyze adoption and awareness of new educational technologies and practices among professionals in the U.S. Cooperative Extension Service.

She will lead the offering of online professional development opportunities and serve as editor of Version 1 of the Technology in Extension Education and Organization eFieldbook to be published with eXtension in 2020. The eXtension eFieldbook is a digital platform for aggregating content, tools and engagement available to all professionals in Cooperative Extension. The professional development will be delivered through eXtension’s upcoming FlexLearn social intranet platform, available to the entire Land-Grant university system beginning in 2020.  

Dr. Hayden-Smith will work in alignment with a new Futuring Panel for Technology in Extension Education and Organizations. This panel will be preparing a separate trend report of technology use in the practices of Extension professionals and in Extension organizations. 

Dr. Hayden-Smith has most recently served as a Cooperative Extension advisor in Digital Communications in Food Systems & Extension for the University of California, Agriculture and Natural Resources. She’s the editor of the UC Food Observer, a communications platform in support of UC’s Global Food Initiative.

She previously led the 4-H and Master Gardener programs in Ventura County, where she also served as the first female director of Extension. Hayden-Smith was also the leader for UC ANR’s statewide initiative in sustainable food systems. She is a practicing historian and has published extensively about gardens as a civic enterprise in America.  She was a Kellogg Food and Society Policy Fellow, advocating for a new Victory Garden movement.

Her book, “Sowing the Seeds of Victory: American Gardening Programs of World War 1”, published by McFarland, was released in spring 2014.

About the eXtension Foundation

The eXtension Foundation is a membership-based non-profit designed to be the engine fueling U.S. Cooperative Extension’s advancement in making a more visible and measurable impact in support of education outreach from land-grant universities/colleges located in every state and territory. eXtension provides an array of opportunities for Extension professionals that foster innovation creation, the adoption of innovations at member institutions, and increased impact of Extension programs.

USDA NIFA logo

This work is supported by New Technologies for Agriculture Extension grant no. 2015-41595-24254 from the USDA National Institute of Food and Agriculture. Any opinions, findings, conclusions, or recommendations expressed in this publication are those of the author(s) and do not necessarily reflect the view of the U.S. Department of Agriculture.

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UNL’s Weather Ready Farms Partners with eXtension Through USDA-NIFA Cooperative Agreement

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As part of eXtension’s New Technologies for Agricultural Extension (NTAE) Cooperative Agreement with USDA-NIFA, the eXtension Foundation is partnering with four existing programs aligned with USDA strategic goals across Cooperative Extension in Year 1 to explore new methods and models for program scale and implementation. These initiatives are being documented in a series of eFieldbooks to inform the system of the models, learnings, and outcomes. Professional development opportunities will be created and delivered centered upon these learnings and offered to the entire system beginning in 2020.  

The first program identified by the Catalyst team is Weather Ready Farms from the University of Nebraska-Lincoln. Tyler Williams, Cropping System Extension Educator at the University of Nebraska-Lincoln leads this program. Tyler will also serve as a funded Fellow with eXtension throughout the course of this project.

As one of four topics within the current NTAE Cooperative Agreement, Weather Ready Farms will expand to additional geographies and conditions. Williams, along with an action team will develop documentation to assist with professional development of Extension educators and seek expansion opportunities through assisted market research.

About Weather Ready Farms

Weather Ready Nebraska is a portfolio of Extension engagement programs developed to increase resiliency by identifying vulnerabilities and prioritizing actions. Included are initiatives that emphasize climate and weather literacy, scenario planning to overcome impactful conditions like drought or flooding, and an innovative credential dubbed Weather Ready Farms.

Weather Ready Farms is an emerging certification  program designed to improve or increase resilience towards the impacts of extreme weather on Nebraska’s farms. Participants learn through a year-long program consisting of in-person and online material about improving resilience towards the impacts of extreme weather on Nebraska’s farms. Certified producers successfully undergo separate phases including assessment, education, and verification. 

Since the formation of Weather Ready Farms in 2017, researchers and educators from the University of Nebraska – Lincoln designed a self-assessment framework to be used as an initial assessment of whole-farm risk to weather-related losses. This self-assessment was pilot-tested by four producers, representing over 4000 acres of row crops, in the spring of 2019. Through feedback from the pilot-test, the framework is currently under revision to better address farm-to-farm variation. 

The potential for impact, and collaboration with partners, is illustrated by the substantial variety and scale of weather-related losses on farms in Nebraska and the surrounding region. In 2017, the USDA Risk Management Agency issued over $2.1 billion in indemnity payments to the 12 North Central Region States due to weather-related losses in agriculture.

Support For This Initiative and Implications for the System

Through funding by eXtension’s NTAE Cooperative Agreement, Weather Ready Farms will receive direct support from a third-party marketing firm specializing in agriculture that will conduct market research and an audience engagement initiative that establishes baseline measures for reach and utilization of Extension information, identifies new markets, measures growth in reach and utilization of Extension resources and information, and determines best practices for using technology to engage target markets. 

The results and learnings from this initiative will be captured in an eFieldbook led by Tyler Williams and provided to the entire Land-Grant University system. An eFieldbook is a digital, curated, peer-reviewed collection of program resources that provide multimedia communication and interaction between and among experts, individuals, teams, partners, and other content contributors. Professional development opportunities will be delivered to the entire system through eXtension’s new FlexLearn platform to provide information and support for replicating this model across the system. FlexLearn will be available for the entire system in Spring, 2020. 

Additionally, eXtension’s Partnership Development Specialist, Megan Hirschman, will provide direct support to the Weather Ready Farms program by exploring public and private-sector partnerships that build capacity for this program, and further efforts to expand the reach of row crop producers in the state of Nebraska to engage with this program. 

This initiative will run through August 2020. Three other program initiatives have been selected for 2019-2020 aligned with USDA strategic goals including a mass media campaign supporting pollinator stewardship efforts in Texas in partnership with the National Pesticide Safety Education Center and Texas A&M AgriLife Extension, and a food sovereignty initiative in partnership with the College of Menominee Nation.

Topic areas and programs were identified by a three-member Catalyst team consisting of former  senior Extension leaders that address USDA strategic goals. The Catalyst Team includes:

  • Scott Reed, Former Vice Provost University Outreach & Engagement, and Director of Extension at Oregon State University
  • Fred Schlutt, Former Director of Cooperative Extension at the University of Alaska-Fairbanks
  • Jimmy Henning, Faculty, Plant & Soil Sciences Department, and Former Director, Cooperative Extension Service, University of Kentucky

About the eXtension Foundation

The eXtension Foundation is a membership-based non-profit designed to be the engine fueling U.S. Cooperative Extension’s advancement in making a more visible and measurable impact in support of education outreach from land-grant universities/colleges located in every state and territory. eXtension provides an array of opportunities for Extension professionals that foster innovation creation, the adoption of innovations at member institutions, and increased impact of Extension programs.

USDA NIFA logo

This work is supported by New Technologies for Agriculture Extension grant no. 2015-41595-24254 from the USDA National Institute of Food and Agriculture. Any opinions, findings, conclusions, or recommendations expressed in this publication are those of the author(s) and do not necessarily reflect the view of the U.S. Department of Agriculture.

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NPSEC and Prairie View A&M University Extension partner with eXtension through USDA-NIFA Cooperative Agreement for Mass Media Pollinator Stewardship Effort

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Advancing the role of integrated pest management, including effective use of pesticides, is critical to controlling the spread of harmful pests and diseases. It is estimated that 40 percent of global crops are lost to agricultural pests each year.

The US Department of Agriculture Strategic Plan 2018-2022 emphasizes prevention and mitigation of agricultural pests and disease. There are recognized, undesirable effects associated with application and misuse of pesticides, especially by the general public without knowledge or training in pesticide safety. The potential to negatively impact pollinators is one of those effects.

Pollinator health and sustainable colonies is critical for In the United States. One third of all agricultural output depends on pollinators. Insects and other animal pollinators are vital to the production of healthy crops for food, fibers, edible oils, medicines, and other products. The commodities produced with the help of pollinators generate significant income for producers and those who benefit from a productive agricultural community. Pollinators are also essential components of the habitats and ecosystems that many wild animals rely on for food and shelter.

As part of eXtension’s New Technologies for Agricultural Extension (NTAE) Cooperative Agreement with USDA-NIFA, the eXtension Foundation is partnering with four existing programs aligned with USDA strategic goals across Cooperative Extension in Year 1 to explore new methods and models for program scale and implementation. These initiatives are being documented in a series of eFieldbooks to inform the system of the models, learnings, and outcomes. Professional development opportunities will be created and delivered centered upon these learnings and offered to the entire system beginning in 2020. 

One initiative identified for partnership is a mass media effort led by the National Pesticide Safety Education Center (NPSEC). NPSEC supports and serves Extension Pesticide Safety Education Programs (PSEPs) to be the premier national source of high quality research-based pesticide safety education.

Increasing the level of awareness about pesticides and their impact on pollinators by the general public can help to sustain pollinators around homes, farms and businesses. This project led by NPSEC will target messaging about pollinators using mass media (radio, digital, social) to reach a larger audience than is typical with most Extension messaging, will direct the audience to additional Extension resources and will develop a methodology to measure audience engagement, including change in behavior and implementation of practices benefiting both native and managed pollinators. The approach will be pilot tested in a select group of Texas communities and the content resources available through Prairie View A&M University Extension.

Kara Maddox, Communications and Engagement Manager for NPSEC is serving as an eXtension funded Fellow to produce an eFieldbook focused on using large-scale mass media techniques to achieve measurable behavior changes and adoption of new practices. The pollinator stewardship initiative will serve as the example of the mass media campaign for this eFieldbook. An eFieldbook is a digital, curated, peer-reviewed collection of program resources that provide multimedia communication and interaction between and among experts, individuals, teams, partners, and other content contributors. Professional development opportunities will be delivered to the entire system through eXtension’s new FlexLearn platform to provide information and support for replicating this model across the system. FlexLearn will be available for the entire system in Spring, 2020. 

Three other program initiatives have been selected for 2019-2020 aligned with USDA strategic goals including a program at the University of Nebraska-Lincoln centered upon row crop producers taking risk-reducing strategies to build farm resilience against weather and climate incidents, and a food sovereignty initiative in partnership with the College of Menominee Nation and the University of Wisconsin-Madison.

Topic areas and programs were identified by a three-member Catalyst team consisting of former  senior Extension leaders that address USDA strategic goals. The Catalyst Team includes:

  • Scott Reed, Former Vice Provost University Outreach & Engagement, and Director of Extension at Oregon State University
  • Fred Schlutt, Former Director of Cooperative Extension at the University of Alaska-Fairbanks
  • Jimmy Henning, Faculty, Plant & Soil Sciences Department, and Former Director, Cooperative Extension Service, University of Kentucky

About the eXtension Foundation

The eXtension Foundation is a membership-based non-profit designed to be the engine fueling U.S. Cooperative Extension’s advancement in making a more visible and measurable impact in support of education outreach from land-grant universities/colleges located in every state and territory. eXtension provides an array of opportunities for Extension professionals that foster innovation creation, the adoption of innovations at member institutions, and increased impact of Extension programs.

USDA NIFA logo

This work is supported by New Technologies for Agriculture Extension grant no. 2015-41595-24254 from the USDA National Institute of Food and Agriculture. Any opinions, findings, conclusions, or recommendations expressed in this publication are those of the author(s) and do not necessarily reflect the view of the U.S. Department of Agriculture.

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College of Menominee Nation and the University of Wisconsin-Madison Indigenous Food Sovereignty Initiative partner with eXtension through USDA-NIFA Cooperative Agreement

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The U.S. Department of Agriculture (USDA) 2018-2022 Strategic Plan recognizes its role in helping provide access to safe and nutritious food for limited income people, by supporting limited resource individuals and families in their efforts to escape food insecurity and hunger and improve their well-being. These objectives require partnerships between State, local agencies, Federal, and public and private entities to support best practices in implementing effective programs and ensuring eligible populations have access  to programs that support their local food needs. One of the USDA’s strategies is to provide indigenous peoples with traditional foods that are desired. 

As part of eXtension’s New Technologies for Agricultural Extension (NTAE) Cooperative Agreement with USDA-NIFA, the eXtension Foundation is partnering with four existing programs aligned with USDA strategic goals across Cooperative Extension in Year 1 to explore new methods and models for program scale and implementation. These initiatives are being documented in a series of eFieldbooks to inform the system of the models, learnings, and outcomes. Professional development opportunities will be created and delivered centered upon these learnings and offered to the entire system beginning in 2020.  

The Menominee Indigenous Food Sovereignty Initiative is a collaborative project between the 1994 College of Menominee and University of Wisconsin – Madison Extension programs. Meg Perry, College of Menominee Nation, is serving as the eXtension Fellow for this project. The initiative is built on existing work with sovereign food systems that connect indigenous cultural beliefs of spirit, body, mind and heart to the food system. The initiative will assess community needs through the Menominee Wellness Survey and integrate indigenous language and culture through Menominee stories about food and indigenous food programs and outreach strategies. The project will take a deep dive into sovereign food production, exploring the impact that workshops and seed and plant distributions has on the presence of indigenous food being sold at community Farmers Markets and Community Supported Agriculture. 

As one of four topics within the current NTAE Cooperative Agreement through eXtension Foundation, this project will develop an eFieldbook and professional development opportunities that will be shared with other 1994 Tribal institutions, FALCON, and tribal organizations. An eFieldbook is a digital, curated, peer-reviewed collection of program resources that provide multimedia communication and interaction between and among experts, individuals, teams, partners, and other content contributors. Professional development opportunities will be delivered to the entire system through eXtension’s new FlexLearn platform to provide information and support for replicating this model across the system. FlexLearn will be available for the entire system in Spring, 2020. 

Three other program initiatives have been selected for 2019-2020 aligned with USDA strategic goals including a mass media campaign supporting pollinator stewardship efforts in Texas in partnership with the National Pesticide Safety Education Center and Texas A&M AgriLife Extension, and a program at the University of Nebraska-Lincoln centered upon row crop producers taking risk-reducing strategies to build farm resilience against weather and climate incidents. 

Topic areas and programs for the NTAE Cooperative Agreement were identified by a three-member Catalyst team consisting of former  senior Extension leaders that address USDA strategic goals. The Catalyst Team includes:

  • Scott Reed, Former Vice Provost University Outreach & Engagement, and Director of Extension at Oregon State University
  • Fred Schlutt, Former Director of Cooperative Extension at the University of Alaska-Fairbanks
  • Jimmy Henning, Faculty, Plant & Soil Sciences Department, and Former Director, Cooperative Extension Service, University of Kentucky

About the eXtension Foundation

The eXtension Foundation is a membership-based non-profit designed to be the engine fueling U.S. Cooperative Extension’s advancement in making a more visible and measurable impact in support of education outreach from land-grant universities/colleges located in every state and territory. eXtension provides an array of opportunities for Extension professionals that foster innovation creation, the adoption of innovations at member institutions, and increased impact of Extension programs.

USDA NIFA logo

This work is supported by New Technologies for Agriculture Extension grant no. 2015-41595-24254 from the USDA National Institute of Food and Agriculture. Any opinions, findings, conclusions, or recommendations expressed in this publication are those of the author(s) and do not necessarily reflect the view of the U.S. Department of Agriculture.

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