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Thesis
The Use of Customer Relationship Management in Small Arts Organization
Master of Science (M.S.), Drexel University
Dec 2018
DOI:
https://doi.org/10.17918/ffss-d529
Abstract
This thesis discusses how small arts organizations use Customer Relationship Management (CRM) systems in their operations and how they incorporate CRM in their overall strategy. Small arts nonprofits have the need to cultivate constituent relationships to increase audience engagement and donations from individual donors. The theoretical framework of the research is based on literature from the following topics including arts marketing, audience engagement and relationship building, CRM database, and fundraising. The research is a multiple-case study. The author gathered data by interviewing staff from both the small arts organizations and CRM providers. Interviewees gave information about the implementation of CRM systems, pains and gains of using CRM systems, their marketing plan, and their constituents' data management process. As an integrated technology solution for small arts organizations, CRM helps the organization to keep all the constituent information from various touch points in one database. The implementation of a CRM system is closely related to an organization's growth. Limited by staff capacity and a lack of a systemized plan in relationship building, small arts organizations are not able to provide highly personalized communications to segmented constituencies. In the future, the CRM system market for nonprofit organizations will be more diverse and more comprehensive in data management.
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Details
- Title
- The Use of Customer Relationship Management in Small Arts Organization
- Creators
- Huiyu Huang - DU
- Contributors
- Pamela Yau (Advisor) - Drexel University (1970-)
- Awarding Institution
- Drexel University
- Degree Awarded
- Master of Science (M.S.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Number of pages
- vi, 82 pages
- Resource Type
- Thesis
- Language
- English
- Academic Unit
- Arts Administration; Arts and Entertainment Enterprise; Drexel University; Antoinette Westphal College of Media Arts and Design
- Other Identifier
- 8220; 991014632174004721