This masterclass is broken down into four recordings:

Session 1: What is CRM and how can it help your organisation?

This recording is 25 minutes in length.

Session 2: How to develop a CRM strategy

This recording is 48 minutes in length

Session 3: Getting the most out of your CRM system

This recording is 24 minutes in length.

Session 4: Embedding your CRM strategy across your organisation

This recording is 22 minutes in length.

This online masterclass was produced as part of the Digital Heritage Lab ― a digital skills development programme for small to medium-sized heritage organisations in the UK and was funded by The National Lottery Heritage Fund as part of the Digital Skills for Heritage initiative.

More help here

What is ‘Customer Relationship Management’ (CRM) and how can it benefit my heritage organisation?

In this step-by-step guide Helen Dunnett explains how your heritage organisation can create meaningful and deeper relationships with your visitors, customers and donors through the use of Customer Relationship Management (CRM).

 

What is visitor data and how do I collect it when I don’t have a ticketing or ‘Customer Relationship Management’ (CRM) system?

This useful guide by Helen Dunnett explains the importance of data and the key things we need to know about collecting, storing and using it.

 

How analytics can help me understand my target audience

In this introduction to analytics, Trish Thomas looks at the ways in which you can use data from your website and social media channels to help you understand who your audience is so that you can market to them more effectively. Trish looks at analytic tools to help you understand which metrics you can use to help you understand your digital audience.

 

Except where noted and excluding company and organisation logos this work is shared under a Creative Commons Attribution 4.0 (CC BY 4.0) Licence

Please attribute as: "Video: How to develop an effective customer relationship management (CRM) strategy (2022) by Helen Dunnett and Edward Appleyard supported by The National Lottery Heritage Fund, licensed under CC BY 4.0