CRM in a Non-profit Context

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Besides using CRM in profit-oriented companies, CRM can also be of importance in non-profit organizations. Buttle gives two examples of non-profit organizations that successfully implemented CRM: 1. Salvation Army: the management of donor relationships by the Salvation Army is done by using CRM, making use of event-based fundraising. 2. Universities: in universities CRM is often used to manage relationships with students and alumni. Well-developed relationships with students are seen as important, since they might be of high lifetime value according to universities. For example, students who enjoyed studying at some university might: - Recommend the university to other potential students, - Return for executive education, or - Provide training to students and alumni - Deliver management and development. - Donate funds. Indeed, Harvard business school has been able to successfully raise funds from their student and alumni networks through CRM processes. Source: Buttle, F. (20 (...) Read more? Sign up for free