You referred to both SLI and crossfire, so just to clarify, crossfire is for AMD cards, and SLI is for nVidia cards. Basically the same thing, just a different name for the different brands.
In the case of nVidia and SLI, it must be the same GPU in order for you to be able to pair them up. So you can not SLI with a 970 and a 980 unfortunately. It must be two 970s or two 980s paired together.