Intranet – CRM Basics

Updated June 13, 2017

Application: An “application” in the CRM is both:

  • the information submitted by an individual to AMS (whether for endorsement, catechist certification, EMHC certification, or even a CPLC contract)
  • the record of the status of the endorsement/certification/approval (I.e., it is ‘submitted’, ‘approved’, ‘withdrawn’, etc.)


Finding the “Right” Record

  • Individuals: In the list of Individuals shown in the Global Search results, the authoritative record for an Individual is identified, in order of preference, by:
    • The presence of a value in the ‘Legacy MOC Priest ID’ field, which means the record came from legacy Newlands database
    • A record type of ‘Clergy’
    • The presence of donation information, indicated by a Donor or Major Donor badge
  • Organizations:
    • The presence of a value in the ‘Legacy Base ID’ field, which means the record came from the legacy Newlands database
    • A record type of ‘Installation’, ‘(Arch)Diocese’, or ‘Seminary’ (i.e., any record type other than ‘Organization’)

Reporting Duplicates

  • When you notice duplicates, please report them in an email to, and the Data and Systems Manager will merge them.
  • Report them by copying the URL for each likely duplicate and pasting them into the email message. The URL is the address you see at the top of your browser when you go into the individual or organization record.

Email Addresses

  • An individual’s primary email address (with the label ‘Email’) field should NOT be directly edited.
  • Instead, it is selected by filling in the appropriate specific email field (e.g. Personal, Permanent Station, Secondary, Deployed), and choosing that field in the ‘Preferred Email’ list. This will copy the email into the primary ‘Email’ field.
  • The ‘Deployed Email’ field should only be used in the event that an individual has a permanent station (assignment) and is temporarily deployed (e.g. less than 180 days). The email should be cut and paste into ‘Other Emails’ when the deployment ends, and deleted from the ‘Deployed Email’ field.

Title, Suffix, Salutation, and Addressee

  • An individual’s title must be selected using the ‘Service Branch’ and ‘Rank or Title’
    • While it may seem strange to select ‘Service Branch’ for individuals who are not in the military, note that there’s a branch by the name of ‘Civilian’ that will apply to most AMS constituents
    • Depending upon the service branch that’s selected, a list of appropriate values will be displayed – e.g. Army ranks when ‘Army’ is selected
  • Some records show a title next to the name in search results or when editing a person’s name. This is the ‘Prefix’ field, which was used for records that were imported. New titles should always be entered in the ‘Service Branch’ and ‘Rank or Title’ fields, which will override anything in the ‘Prefix’ field.
  • The ‘Service Branch’ and ‘Rank or Title’ fields, along with ‘Is Clergy’, ‘Retired’, ‘Name’, and ‘Suffix’, all work together to automatically populate the Salutation and Addressee fields for the Individual.
    • ‘Retired’ refers to a military retirement; it may be checked for anyone, but only affects titles for retired military (chaplains and laypersons)
  • There are two suffixes, but only one that is edited directly: 1) Suffix1, which may be manually edited and contains family, educational, professional, and religious suffixes (See suffix style guide for more information on this.) 2) a Suffix in the title table that automatically populates the addressee and salutation fields. Only the first should be edited manually.

Postal Mail Addresses

  • On Installation records, the Primary Address is the installation’s military administrative office. The use of Secondary Address has not been defined. Addresses for up to 3 chapels are stored in the separate Chapel Address fields.
    • For sending postal mail to an installation, for those with a chaplain use the chaplain’s personal address. For those without, use the primary chapel address.
  • On Individual records, the Primary Address is the mailing address and the physical address, if they’re the same. When the physical address is different than mailing address, the Primary Address is used for mailing and the Secondary Address field is used for the physical address.


  • Assignments are tracked for all individuals that AMS endorses/approves/certifies – chaplains, deacons, CPLCs, EMHCs, Catechists, CRE’s, Lay Leaders and Catholic Representatives, etc.
  • The term “assignment” is used in the CRM in a way that is slightly different than a military assignment per se. So while a CPLC, for example, does not have a military assignment per se, we use the term to refer to how their contract position is tracked in the CRM.
  • The Service Branch on the Assignment record should match the employer for that position.
    • Typically this will match the branch of the installation – e.g. Army for an Army base. It could be Army, Navy, Air Force, etc., for a joint base.
    • This does not always match the Service Branch on the Individual record. For example, an Individual retired from the Navy but serving as a contract priest at an Air Force installation would have “Navy” on their Individual record and “Air Force” on their assignment.
  • Assignment start and end dates reflect when the individual served in the chaplain, deacon, or Catholic Ministry Team role. This may or may not match the dates of their military assignment. For example:
    • A Catechist certification is valid for 3 years and travels with an individual even if they move to a new installation, meaning the assignment at the first installation would begin, and a new one would be created at the new installation (with an end date matching the end of their 5-year certification).
    • A CRE or CPLC has a contract, and their assignment dates match the contract dates (though the end date may be extended as they continue in the role)
    • A Youth Minister or Young Adult Minister assignment should generally be for one fiscal year (e.g. 10/1/2017 through 9/30/2018), unless otherwise indicated.
    • An active duty Chaplain’s assignment start and end dates in the CRM DO generally match the start and end dates of each of their military assignments (i.e., they will have numerous assignments over the course of their career)
    • A reserve Chaplain has an Assignment with a start date matching when they entered the reserves, and an end date matching when they leave the reserves, with the Organization entered as the appropriate Reserve Command.
    • A Contract Chaplain’s start and end dates should match their contract
    • Any Chaplain who is deployed should have BOTH an active Assignment matching their deployment start and end dates AND an active Assignment at their permanent installation. If their deployment is over 179 days, it is instead handled as a permanent change of station (meaning a single active assignment).
    • A Catholic Representative or Lay Leader’s assignment ends when they complete their military assignment at the current installation
    • An EMHC certification is valid for 3 years and may convey to a new installation and Assignment
    • an AMS Seminarian will have
      • a Seminary Assignment with a start date at the beginning of their first year, and an end date upon graduation
      • summer Assignments related to chaplain candidacy, of only a few months duration
      • one Assignment for the year they serve as a deacon with a parish
    • upon ordination, a Co-Sponsored Seminarian becomes a Co-Sponsored Priest and will then have:
      • an Assignment in their home diocese, ending just prior to the start of active duty
      • a reserve Assignment
  • If a person continues in the same role after re-certification, it’s treated as a single assignment and the end date is simply updated. However, if there is a break in service, it’s treated as two separate assignments.

Corrections Submitted via myAMS

  • Chaplains and CPLC’s may submit corrections to EMHC, Catechist, or other Catholic Ministry Team assignments/appointments on the My Installation page. These edits or requests to remove an individual must be reviewed and approved by Chancery or Evangelization prior to being applied to the record in Salesforce.
  • The chaplain or CPLC logs into the portal, navigates to My Installation, and finds the assignment that looks incorrect in some way (i.e., misspelled name, incorrect role, incorrect date(s)). They can choose ‘Request Correction’ or ‘Request Removal’ beside the incorrect assignment.
    • If they only know is that the person is not currently serving in that role but don’t have additional information about it, they should choose ‘Request Removal’ and provide an estimated end date. If they don’t know an estimate, they can use today’s date and add a comment to explain.)
  • When they submit the change, it creates a Correction record in the CRM. There are separate Chancery and Evangelization views where those offices can view corrections submitted to them (i.e., EMHC’s, LL’s, and CR’s for Chancery, and all others for Evangelization).
  • Evangelization or Chancery then:
    • opens a Correction record from their respective queue
    • reviews the submitted changes
    • makes any edit they deem necessary (this should not often be required)
    • clicks the checkbox for each change that should be applied (note that if ‘Remove from Directory’ is checked, nothing else needs to be checked)
    • changes status to ‘Commit Changes’
  • The approved change will immediately be evident in the individual name, and/or can be confirmed by viewing the assignment in question.
  • The change will appear on myAMS for the chaplain or CPLC only after it has been approved by AMS.

Portal Messages

  • When a portal user submits a message using the ‘Contact AMS’ feature on myAMS, they choose an office to receive their message.
  • An email goes to one or more individuals in the office they selected. Click the link in this email to open the portal message. Alternately, view the full list of portal messages awaiting a response (by your office and others) on the ‘Portal Messages’ tab and the ‘Require Action’ view.
  • After reading the message, click the ‘reply to’ button to respond by email to the inquiry.
    • Optional: before clicking ‘reply to’, copy the message so that after clicking ‘reply to’ you can paste it into the body of the message.
  • Click ‘send’.
  • On the ‘portal message’ record, check the ‘AMS responded’ box to indicate that you responded to the portal message. (This takes it off the ‘Require Action’ view).

CRM Glossary

CRM: This is an acronym for “constituent relationship management” and refers to Salesforce and related applications, including CauseView, Communities, and Conga Reports. Additional applications include Campaign Monitor for email, and tools like Cloudingo, IFTTT (If This Then That), and Jitterbit that are used by the system administrator(s).

Individuals: In the CRM, the term “Individuals” is used interchangably with “Contacts”.

  • Record types:
    • Layperson: the default record type for most contacts – donors, catechists, EMHC’s, newsletter subscribers, and others
    • Clergy: used for AMS clergy only – i.e., those chaplains, priests, and deacons endorsed by the AMS
    • Religious: used for all religious who are not AMS-endorsed clergy, whether Catholic or otherwise
    • Seminarian: used for any AMS-affiliated individual currently in seminary, whether co-sponsored or not
    • Deceased: displays a more limited set of fields for an individual who has died

Organization:  In the CRM, “Organization” (also “Account”) is used for any entity that is not an Individual – installations, diocese, religious orders, households (i.e., groups of related individuals), businesses, and more. Different “record types” are assigned to indicate what type of organization it is, including the following:

  • Installation: this Organization record type refers to all locations to which an AMS-endorsed or certified individual can be assigned. This is further subdivided by the ‘Installation Type’ field, which indicates whether it’s a physical installation, a Navy ship, or a VA Medical Center.
    • At one point it also included units and airwings, but a decision was made to use the term “installations” only for military bases and naval ships.
    • In addition to military bases, naval ships, and VAMC’s, there are a few “legacy” installations that are still in the database but are now used sparingly. The preference is to use the home diocese or other organization to which the individual is attached in these cases, but in the absence of that information the following have been used sparingly (these should be the exception, not the rule):
      • test – should not be used; is only used by the system administrator for testing purposes
      • individual – not affiliated with any diocese or organization
      • reservist – currently in reserves
      • inactive – not currently serving in the military
      • withdrawn – AMS withdrew the endorsement (e.g. it expired)
      • resignation – the individual resigned from the military
      • endorsement – endorsed but not yet assigned or assignment unknown
      • chaplain candidate – endorsed as a chaplain candidate, but no assignment yet
      • “recalled,” or “recalled by bishop/superior” – recalled to their home diocese
      • retirement – retired from the military
      • separation – separated from the military (involuntary?)
      • unknown – current assignment unknown
      • leave – leave of absence or sabbatical from the priesthood
      • diocese – if the specific diocese is unknown
      • archdiocese – is the specific archdiocese is unknown
      • vamc – if the specific VA Medical Center is unknown
      • rejected – an applicant whose endorsement was not accepted, or perhaps rejected by the military
  • (Arch)Diocese: this Organization record type is used for all archdiocese and diocese records.
  • Seminary: this Organization record type is used for all seminaries.
  • Parish: this Organization record type is used for all parishes. Each parish is to be attached hierarchically in the diocese in which it resides.
  • Household: this is a special Organization type that refers to a group of related individuals, typically living in a single location. It is used primarily by Development, although every Individual has a corresponding Household record, even if they’re the only person in that Household. Household is NOT used for religious communities and similar situations.
  • Organization: all organizations that don’t match one of the other types – e.g. Knights of Columbus, a corporation, etc. – use record type “Organization.”


Assignment: In the CRM the “assignment” object is a combination of a role or status and a location. Assignments are used for all individuals that AMS approves, certifies, and endorses, starting when they’re a Co-Sponsored Seminarian or endorsed/certified/approved for another role. For chaplains, assignments are tracked from co-sponsorship through retirement. For Catholic Ministry Team members, EMHC’s, and Catechists, assignments are tracked only for those times when the individual is actively working in an AMS-approved role (e.g. not retirement, not during times between assignments).

  • Role or status: Military Chaplain, Catechist, EMHC, CPLC, Seminarian
  • Location: Installation, unit, ship, seminary (NOTE: historically, this was sometimes used for status, such as ‘Inactive’ or ‘Retirement’)

Campaign: In the CRM the “campaign” object and related functionality is used for:

  • A fundraising initiative (e.g., National Collection)
  • A series of emails for an online marketing effort (e.g., e-ttention)
  • An event (e.g. Convocation, Memorial Mass, fundraising dinner)

Segmenting constituents by group: 

  • This is typically done in preparation for sending a communication (postal or email) to a group, configuring a new view in the CRM, or configuring report parameters
  • To segment based on a certification/endorsement/role you should rely primarily upon various fields on the Individual and Assignment records. Eventually the status of Application records could be used (e.g. after five years of using the CRM for catechist applications – i.e., Jan. 2022 – all active Catechists will have an application with status “Approved”), but for the next few years that would not be authoritative.
  • When to use Assignment records vs Individual records:
    • Assignment records depends heavily upon self-reporting by individuals and/or the chaplain or CPLC at an installation, and as such is not 100% up-to-date
      • It will not list those who are certified but may not have an assignment
      • Since an individual may serve in the same role at multiple installations, they may be listed multiple times in a report by assignments
    • Individual records have fields that are managed by AMS upon granting of certification/approval, and as such may be more accurate
      • The accuracy depends upon the degree to which standard operating procedures have been followed, since it requires manual update of the individual record in many cases (e.g. to update EMHC expiry date)
  • Typical exclusions: you will often want to exclude records that meet one or more of these conditions:
    • Deceased = true
    • Deceased Date not equal to (blank)
  • AMS Clergy: anyone who has ever served as an AMS chaplain, priest, or deacon will have this record type.
  • Subsets of this data (e.g. all Active Duty Chaplains) require one to filter on either the Assignment record (Service Status and Sub-type fields) or the Individual record (concatenated Service Status field). Note that the value in Service Status on the Individual record is a concatenation of those Service Status and Sub-type of Assignments with Status = ‘Current’
    • Active Duty Chaplain: Service Status on the Individual record will contain the exact terms “Military Chaplain” AND one of the following: “Active Duty,” “Retired/Retained,” or “Reserve – Mobilized.”
    • Deacon: Service Status on the Individual record will contain the exact term “Deacon.” If they are active duty, they will also have the term “Permanent,” as “Transitional” deacons are never active duty.
    • VA Clergy: Service Status will contain “VA Chaplain”
    • You may also want to include or exclude the following:
      • Retired: Service Status will contain the exact word “Retired” but not “Military Chaplain” (since “Retired/Retained” is a sub-type of “Military Chaplain”)
      • Inactive (i.e., resigned, terminated): Service Status will contain “Inactive”
      • Not in Good Standing: Service Status will contain “Terminated – See Notes”
      • Service Branch: note that on the Assignment record, Service Branch is related to the Installation where one is serving. However, on the Individual record, it is that individual’s actual service branch as required for generating the proper title. So an individual could have an Assignment with Service Branch “Veterans Administration,” though the Service Branch on the Individual record would show as “Civilian.” Or the Service Branch on the Individual record might be “Navy” if they’re retired from the Navy.
  • Vocations contacts: all Vocations contacts will have Individual record type “Vocations” or perhaps “Clergy” (for CSP Priests)
    • Inquirers
    • Co-sponsored seminarians
    • Non-CSP seminarians?
    • Co-sponsored priests
  • Contacts in the endorsement process:
    • Chaplain Candidates: 
    • Endorsed (Awaiting Orders): 
  • Catholic Ministry Team roles:
    • Catechist: Service Status will contain 
    • EMHC: 
    • Lay Leader: 
    • Catholic Representative: 
    • CPLC: 
    • Youth Minister: 
    • Young Adult Minister: 
    • RCIA: