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Getting started with CRM — how to develop an effective CRM strategy

Monday 15 March

Digital Heritage Lab

National Lottery Heritage Fund logo

Getting started with CRM — how to develop an effective CRM strategy

Monday 15 March @ 10am-1pm

PatronBase Logo
This online Masterclass is free as part of the Digital Heritage Lab and is for anyone working or volunteering for a small to medium sized UK-based heritage organisation and is sponsored by PatronBase.

What is it about?

CRM — customer relationship management — is not just about using a CRM system it’s about building and creating meaningful relationships with your visitors and audiences.

In this Masterclass Helen Dunnett will share her experience of working on CRM projects across the arts, heritage and cultural sector. She will explain what we mean by CRM and how an effective CRM strategy can benefit your heritage organisation and help you get the most out of your CRM system.

Discover how to create a CRM strategy that you can embed across your organisation and learn how CRM can work alongside your marketing strategy and organisational objectives.

Helen will be joined by Edward Appleyard, Director of Engagement at Harewood House Trust who will provide practical insight into how a CRM strategy can work for a heritage organisation and the impact it can have on audience reach and engagement.

This three-hour Masterclass will be broken down into four sessions with a 10 minute break between each session:

Session 1 — What is CRM and how can it help your organisation?
Session 2 — How to develop a CRM strategy
Session 3 — Getting the most out of your CRM system
Session 4 — Embedding your CRM strategy across your organisation

What will I gain?

  • Understanding of what CRM is and how an effective CRM strategy can help you build relationships with your audiences and visitors
  • How to develop a CRM strategy that will work for your heritage organisation
  • Tips on how to embed your CRM strategy across your organisation
  • Understanding of how CRM systems can complement your CRM strategy

Who is it for?
People working or volunteering in a small to medium sized heritage organisation with some basic or intermediate levels of digital understanding and/or confidence.

How do I take part?
This Masterclass is for people working or volunteering in a small to medium sized heritage organisation who have little knowledge or limited experience of CRM, or for those who are looking to improve their organisation’s CRM strategy.

Helen Dunnett | Director | Helen Dunnett Consulting
Helen is Director of Helen Dunnett Consulting and works with arts, heritage and cultural clients to help them develop Customer Relationship Management strategies, improve and streamline their business processes and procure CRM/Ticketing system software. As an experienced arts consultant, Helen also has a proven track record in marketing and audience development, project management, leadership, organisation/business process development and communications.

Helen also worked in a range of arts organisations for over 15 years and central to that work has been the significant success she achieved in audience development and segmentation resulting in the development of the very first Test Drive the Arts (with Morris Hargreaves McIntyre), a cutting edge CRM and segmentation strategy: Audience Builder, and many other ground-breaking audience development programmes many of which have been widely disseminated and copied across the UK and Europe.

Helen is also the Chief CRM Contributor at The Ticketing Institute and winner of the 2020 Midlands Enterprise ‘Most Outstanding Small Business Entrepreneur’ Award.

Edward Appleyard | Director of Engagement | Harewood House Trust
Edward Appleyard is Director of Engagement at Harewood House Trust in Leeds, where he leads business-wide projects and covers all aspects of audience engagement (marketing, communications, visitor experience, membership and more), building on two decades’ experience of working within arts and culture environments.

Prior to entering the heritage sector, Edward’s focus was on music and he led the hugely successful re-brand of the London Symphony Orchestra (LSO), part of a team winning 26 national and international awards, later using this experience to re-brand Harewood. He also chaired the organising group of the LSO’s BMW Classics series — an annual concert held free in Trafalgar Square, live streamed around the world with Sir Simon Rattle.

Edward constantly seeks out new projects and challenges. He has found his feet as a determined leader, working across an organisation and gaining a reputation for engaging teams. It is this that — alongside a clarity of vision for strategy and strategic working, and for being able to see the widest possible picture of an organisation and its context — has led to his current position at Harewood and continuing ambition to connect people with the arts.

Follow-up Q&A session — Monday 29 March
Please note that this Masterclass will have a follow-up Q&A session on Monday 29 March at 10.30am with Helen Dunnett, Edward Appleyard and Rob Walters, Solution Architect at PatronBase.

Digital Heritage Lab is a project managed by the Arts Marketing Association (AMA) in partnership with Arts Fundraising & Philanthropy/Cause4, One Further and the Collections Trust and is funded by The National Lottery Heritage Fund as part of the Digital Skills for Heritage initiative.