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We’re well into the 21st century, but many of our membership databases are legacy products from the last century. We’ve added online fundraising tools on top of our membership databases, with mixed results. But as our audience/members/users have become savvier with e-commerce, can we afford to continue to use non-profit fundraising tools that were built or implemented on a shoestring? What can we learn from for-profit CRM (customer relationship management) models and cloud-based tools like Salesforce without selling our non-profit soul? What can we, as digital media professionals, do to drag our membership tools into the 21st century and meet our audience’s/members’/users’ expectations in their online and offline interactions with us? In this session, we’ll find out what some public media stations are doing with new CRM tools, and explore models for adoption and implementation.