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.
