Building a custom CRM system for managing leads, events, and the connection between them
Client
Tnu'a Yisraelit (Israeli Movement)
Fields
Developing the 'Israela' system, designed to streamline lead and event management for the movement
Tnu'a Yisraelit works to strengthen the influence of citizens in Israel, creating a civic force that leads to structural government reform and strengthens democracy. At Sofi, we deeply identified with the movement's values and vision, which made working with them a smooth and pleasant experience.
The movement approached us with challenges in managing leads, events, and the integration between them. There was a feeling that the organization was "leaking leads" and missing out on many potential volunteers and activists. Tracking volunteers—both in day-to-day operations and around the many events the organization hosts—was scattered across different roles and systems, leading to fragmented data and difficulty in maintaining long-term engagement.
Challenges
Finding the "golden path" while understanding how the movement operates
Because every event lead in the movement operated differently, we needed to map existing processes and identify the "main path"—a workflow that would serve the majority of system users. There is never just one way to do things, but the decision to centralize the movement's activities required a precise choice based on simplicity and clear communication with users. After an in-depth scoping process with the movement's representatives, we mapped the key points in volunteer and event management: engagement levels, areas of interest, and long-term participation. Based on the budget and immediate needs, we prioritized the critical features for Phase 1 together.
Solution Approach
Scoping, information architecture, and mapping key workflows
We conducted an in-depth scoping process with the movement's representatives, mapping key aspects of volunteer and event management—such as engagement levels, areas of interest, and long-term participation. Based on the budget and immediate needs, we prioritized the critical features for the first phase. We developed a custom CRM system that seamlessly and clearly connects volunteer management, leads, and events. First and foremost, we wanted to simplify volunteer relationship management. We chose to categorize volunteers using tags based on their level of engagement and areas of interest, and to create dedicated landing pages for the movement's events.
Result
A custom-tailored system that centralizes volunteers, events, and leads, maximizing engagement and maintaining volunteer relationships
The system includes contact management, dedicated engagement tags, volunteer interest areas, and event landing page creation, allowing various staff members to manage projects independently. The system automatically links event registrations to the lead database, enabling smart matching of volunteers to future activities and events. The movement received a fully customized system that they own entirely, allowing for independent management and the flexibility to work with other vendors in the future. The system was developed specifically for the organization's unique needs, rather than implementing a generic solution; it is a product built directly from their real-world operations and requirements. From Sofi's perspective, we couldn't be more satisfied. This is an example of a project that meets everything we define as a successful project: end-to-end development including scoping, concept, design, and our own technical development with a horizon for future growth. As part of our agreement with Tnu'a Yisraelit, we have the option to use the system we built for them and market/adapt it for other clients. If you have a similar challenge and would like to hear more, feel free to contact us.
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