CRM in a Non-profit Context

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Anneke Zwart
Student (University), Netherlands

CRM in a Non-profit Context

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. (2009). “Customer Relationship Management: Concepts And Technologies.” Elsevier.

  Dr. Sapna Dadwal
Professor, India
 

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