Enterprise CRM Leadership

Cru Global, the world’s largest faith based nonprofit, with over 4 million constituents and $670 million in annual revenue, struggled to capture contact information from volunteers at the field services level of the organization. Many of their donor record information was incomplete as it only included transactional information, but lacked information about their past involvement in conferences, events, and programs.

Brian led the product marketing efforts in the conceptualization and build out of Cru’s first social CRM, MissionHub. The goal was to dramatically improve the quality of Cru’s contact records to be able to increase volunteer participation and deliver targeted financial appeals that drove fundraising revenue.

Key Roles

  • Informed the production of wireframes using original research on users behavior and preferences.
  • Led user interviews and produced documentation on user preferences and behaviors to drive product roadmap development.
  • Created detailed user-personas.
  • Refined brand identity and key messages.
  • Developed communication strategy and messages for product owners and stakeholders.
  • Aligned front-end developers to product development roadmap and stakeholder needs.

Before user interviews and a thorough rethink of the product through the eyes of the constituent happened, the homepage had a product focused orientation to their messaging:



After Brian and his team leveraged original user research to inform the brand identity, key messages, and user interface, a homepage was produced was oriented around the constituent:

MissionHub CRM