Digital Heritage Lab

Getting started with CRM — how to develop an effective CRM strategy

Getting started with CRM — how to develop an effective CRM strategy

By Helen Dunnett
Edward Appleyard


CRM — customer relationship management — is not just about using a CRM system it’s about building and creating meaningful relationships with your visitors and audiences. In this online masterclass Helen Dunnett and Edward Appleyard provide practical insight into how a CRM strategy can work for a small to medium sized heritage organisation and the impact it can have on audience reach and engagement.  Discover how to create a CRM strategy that you can embed across your organisation and learn how CRM can work alongside your marketing strategy and organisational objectives. This online masterclass was free as part of the Digital Heritage Lab and was sponsored by PatronBase.

This masterclass is broken down into four recordings:

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

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 minutesin length.

Session 4 — Embedding your CRM strategy across your organisation — this recording is 22 minutes in length.

Resource type: Webinars and films | Published: 2021

The Digital Heritage Lab is a project managed by the Arts Marketing Association (AMA) in partnership with Arts Fundraising & Philanthropy, One Further and the Collections Trust and funded by The National Lottery Heritage Fund as part of the Digital Skills for Heritage initiative.  It is a free programme for small and medium sized heritage organisations seeking to develop their digital capabilities and capacity.