Empowering higher education: How ATN drives CRM success through training, community, and change management

Implementing a customer relationship management (CRM) system in a higher education setting is no small feat. While the promise of improved efficiency and deeper alumni and donor engagement excites institutions, the path to success often includes hurdles like staff resistance, technical challenges, and steep learning curves.

That’s where the Advancement Learning Network (ALN) steps in. ALN is a diverse association of human resource, organizational development, and technical training professionals in the advancement sector of higher education. ALN was developed over a decade ago to create and maintain professional relationships for these learning professionals. Members from the US and Canada share knowledge about their experiences, lessons learned, trouble-shooting techniques, and actual deliverables (ranging from workshops, to job aids, to performance management forms and processes). 

Specifically, the ascend Training Network (ATN) cohort, composed of ALN members and created in 2019, supports higher education institutions with their ascend implementations by weaving together fundamental community support, strategic change management, and shared experiences. Their proven methods empower organizations to not only adopt CRM systems successfully but to thrive within them. 

ATN’s role in elevating education & training

Tackling the learning curve with confidence

Complex CRM systems require users to master not just new tools, but also new terminologies, workflows, and data structures. Without proper support and change management, this transition can overwhelm staff. ATN helps to ensure institutions feel prepared by addressing foundational concepts and practical applications needed for success. Their approach includes: 

• Building vocabulary and system familiarity early: Through guided resources and supportive workshops, ATN helps staff familiarize themselves with essential system navigation and terms, ensuring smoother transitions to specialized functionalities.
• Custom pre-onboarding programs: ATN offers feedback on tailored microlearning videos, gamified educational tools, and role-specific training to provide a head start before the CRM even goes live.
• Peer-led collaboration: By facilitating interactive workshops where members share templates, guides, and tips, ATN helps create practical solutions tailored to the unique needs of each institution.

This proactive and personalized approach reduces the initial stress of CRM adoption and positions teams for long-term success.

Tailored training for every institution

One of ATN’s most valuable contributions is its ability to collaborate to customize training programs to the distinct needs of every institution. Higher education organizations vary widely in their goals, structures, and challenges. ATN collaborates closely with each client to identify specific pain points and develop a training strategy that is both relevant and effective.

Participants also have access to a network of peers who generously share tested materials, processes, and insights. This collaborative atmosphere inspires innovation and ensures a more seamless workflow within any institution’s unique advancement framework.

How ATN builds a supportive community

Creating connections that drive success

For anyone leading or participating in a CRM system implementation, overwhelm and uncertainty can feel inevitable. But ATN transforms these challenges into opportunities for growth by fostering an inclusive, judgment-free community.

Through regular bi-monthly meetings with scheduled agendas, ATN provides spaces where members can connect, problem-solve, and share thoughtful solutions. These community connections are one of the network’s greatest strengths. ATN members don’t just overcome obstacles; they work through them together.

Collaborative problem-solving in action

ATN’s bi-monthly gatherings focus on solving real-world CRM challenges. Discussions are highly practical and focus on areas like:

• Networking with other Ascend universities
• Providing an opportunity for open forum for conversations related to all aspects of the training journey 
• Discussing onboarding and go-live techniques 
• Navigating change management to assist with user adoption 
• Sharing training resources (ranging from course outlines, announcements, user guides, quick reference guides, etc.) 
• Providing demonstrations of certain functionality to better understand how others overcame hurdles 

These conversations often lead to breakthroughs. For instance, a training innovation at one institution might get shared with others facing similar hurdles, turning individualized progress into collective success.

Expanding support with cross-campus collaboration

Beyond the walls of a single institution, ATN prioritizes cross-campus collaboration across universities, creating even broader opportunities for shared success. Created in 2019 as a cohort of four universities (Notre Dame, MSU, Utah, and CU), ATN has grown to over 15 institutions and counting. 

ATN’s expertise in change management

Leading change with a human-centered focus

Even the best technology investments can falter if change management doesn’t account for the human element. Resistance to change is natural, especially when staff feel unprepared for the adjustments ahead. ATN urges members to make change management central to their implementation strategy by:

• Securing leadership endorsements early: Leadership buy-in is critical to ensuring teams have the time, space, and encouragement to learn a new system.
• Tailoring training by role: Training that matches a user’s day-to-day work is more likely to succeed.
• Opening transparent dialogue: Clear, two-way communication inspires confidence by creating a shared understanding of the “why” behind the change.

Teams that extend their education efforts with thoughtful change management strategies often see higher levels of engagement, lower turnover during rollout, and more successful adoption outcomes.

Avoiding the pitfalls of poor change management

Institutions that overlook change management risk facing staff burnout, delayed transitions, and reduced morale. ATN combats these issues with a data-informed approach to education and stakeholder engagement, prioritizing learning time, creating understanding around CRM benefits, and addressing concerns openly. 

This inclusive and proactive process drastically reduces the risks that can make CRM rollouts feel overwhelming and chaotic.

Transforming anxiety into achievement

Many institutions come to ATN with feelings of uncertainty and doubt about how their CRM implementation will unfold. By working with ATN’s community, that anxiety is replaced by confidence. Participants not only learn the skills for a successful rollout but also build the capacity to continually improve long after the system is live. ATN’s ripple effect improves retention, strengthens system adoption, and fosters collaboration at all levels of an institution. In the end, ATN wants to empower institutions to thrive, and does so through its robust community networks and strategic guidance. 

Elevate your CRM implementation strategy with ATN

Every higher education institution deserves a smooth, successful CRM implementation—but getting there requires more than just technology configuration. Whether you’re looking to train staff on the fundamentals, expand cross-campus collaboration, or implement change management strategies, ATN can help you reach your goals. Tap into their proven methods today and unlock your institution’s full potential for growth and success.

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Mary Whitrow

Mary is Kindsight's Content & Creative Manager. She is committed to sharing information that serves and uplifts nonprofit and advancement professionals.