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The Use of Customer Relationship Man...

Huang, Huiyu.

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The Use of Customer Relationship Management in Small Arts Organization.

Record Type:	Electronic resources : Monograph/item
Title/Author:	The Use of Customer Relationship Management in Small Arts Organization./
Author:	Huang, Huiyu.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2018,
Description:	93 p.
Notes:	Source: Masters Abstracts International, Volume: 80-07.
Contained By:	Masters Abstracts International80-07.
Subject:	Arts Management. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=13421775
ISBN:	9780438727687

The Use of Customer Relationship Management in Small Arts Organization.
Huang, Huiyu.

The Use of Customer Relationship Management in Small Arts Organization. - Ann Arbor : ProQuest Dissertations & Theses, 2018 - 93 p.

Source: Masters Abstracts International, Volume: 80-07.

Thesis (M.S.)--Drexel University, 2018.

This item must not be sold to any third party vendors.

This thesis discusses how small arts organizations use Customer Relationship Management (CRM) systems in their operations and how they incorporate CRM in their overall strategy. Small arts nonprofits have the need to cultivate constituent relationships to increase audience engagement and donations from individual donors. The theoretical framework of the research is based on literature from the following topics including arts marketing, audience engagement and relationship building, CRM database, and fundraising. The research is a multiple-case study. The author gathered data by interviewing staff from both the small arts organizations and CRM providers. Interviewees gave information about the implementation of CRM systems, pains and gains of using CRM systems, their marketing plan, and their constituents' data management process. As an integrated technology solution for small arts organizations, CRM helps the organization to keep all the constituent information from various touch points in one database. The implementation of a CRM system is closely related to an organization's growth. Limited by staff capacity and a lack of a systemized plan in relationship building, small arts organizations are not able to provide highly personalized communications to segmented constituencies. In the future, the CRM system market for nonprofit organizations will be more diverse and more comprehensive in data management.

ISBN: 9780438727687Subjects--Topical Terms:

3423886
Arts Management.
Subjects--Index Terms:

Art organizations

The Use of Customer Relationship Management in Small Arts Organization.
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245 1 4 $a The Use of Customer Relationship Management in Small Arts Organization.
260 1 $a Ann Arbor : $b ProQuest Dissertations & Theses, $c 2018
300 $a 93 p.
500 $a Source: Masters Abstracts International, Volume: 80-07.
500 $a Publisher info.: Dissertation/Thesis.
500 $a Advisor: Yau, Pamela.
502 $a Thesis (M.S.)--Drexel University, 2018.
506 $a This item must not be sold to any third party vendors.
520 $a This thesis discusses how small arts organizations use Customer Relationship Management (CRM) systems in their operations and how they incorporate CRM in their overall strategy. Small arts nonprofits have the need to cultivate constituent relationships to increase audience engagement and donations from individual donors. The theoretical framework of the research is based on literature from the following topics including arts marketing, audience engagement and relationship building, CRM database, and fundraising. The research is a multiple-case study. The author gathered data by interviewing staff from both the small arts organizations and CRM providers. Interviewees gave information about the implementation of CRM systems, pains and gains of using CRM systems, their marketing plan, and their constituents' data management process. As an integrated technology solution for small arts organizations, CRM helps the organization to keep all the constituent information from various touch points in one database. The implementation of a CRM system is closely related to an organization's growth. Limited by staff capacity and a lack of a systemized plan in relationship building, small arts organizations are not able to provide highly personalized communications to segmented constituencies. In the future, the CRM system market for nonprofit organizations will be more diverse and more comprehensive in data management.
590 $a School code: 0065.
650 4 $a Arts Management. $3 3423886
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653 $a Constituent
653 $a Crm database
653 $a Customer relationship management
653 $a Marketing
653 $a Relationship cultivation
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710 2 $a Drexel University. $b Arts Administration (Westphal College of Media Arts and Design). $3 3352670
773 0 $t Masters Abstracts International $g 80-07.
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