Helen Dunnett, HD Consulting, explains why having a CRM strategy is key to the success of the 21st century arts organisation.
Photo by Garry Knight used under Creative Commons
Having a Customer Relationship Management (CRM) strategy in place is becoming ever more urgent. With the continuing reduction and uncertainty in arts funding, most arts organisations have to achieve more with less and we all have to work harder to prove that what we are doing is effective.
CRM isn’t about selling, it’s about marketing. It helps you build and maintain long-term relationships, through discovering how your audiences want to interact with you, and actively meeting their stated and unstated wants and needs.