Arts and culture organizations such as media companies, magazines, public radio stations, museums, theaters, and arts advocates have unique needs when it comes to data management. Balancing the tasks of marketing to a broad swath of the general public while also maintaining positive relationships with a closer circle of donors and supporters presents unique challenges to fundraisers and membership professionals. Meeting both of these demands is best achieved through a unified database system that offers fundraisers a holistic, 360 degree view of their donors. Database and CRM systems for arts and cultural organizations should offer the capability for several key tasks:
1. Keep your work fundedExposure to arts and culture educates, builds community, broadens horizons, and enriches lives. Securing funding for organizations which promote arts and cultural awareness in society is an extremely important task, and requires that staff are set up to achieve their fullest potential. The database used to track interactions with donors can have a large impact on the efficacy of an organization’s fundraising efforts, and especially for organizations such as museums, theaters, and media companies, it is important to use a software which can manage major donors, planned giving programs, grants, and more.
For online fundraising, it is important to utilize clean, simple, and easy to use forms, showing donors that they can trust your organization to provide them a simple and enjoyable experience in every interaction. For major donors and most loyal supporters, your donor database software should give your team the ability to track all of the information that they’ll need to remember about each donor - from detailed contact history to the contact information for their family members and financial planners. Storing all of the information that you need about your donors in one place means that over time and between multiple staff members, you’ll never lose track of important details and can provide donors with a personal, caring relationship.
2. Personalized marketing and communicationPromoting your organization to the public and attracting new supporters requires effective mass communication, while, in contrast, current donors appreciate personalized approaches to fundraising, which take into account their history and relationship with your organization. Collecting data regarding details such as how someone first came into contact with your organization, how long they have been a supporter, or the type of content that they are interested in, and segmenting your list so that supporters receive unique communications that are tailored to their circumstances helps establish your organization's reputation of being detail oriented and producing positive, enjoyable experiences. Using a unified CRM is important when doing any type of mass communication, so that the message can be tailored based on all available data. Whether someone is an online or offline donor, an active digital presence or a dedicated in-person volunteer, having all of that information in one place means that your communications with them can be easily personalized based on their methods and levels of involvement.
3. Holding eventsHosting events is a great way to engage your communities, and as with every other interaction, your supporters expect a smooth, simple, and enjoyable experience. Creating a positive event experience for your supporters is critical, whether at a volunteer day, a ticketed fundraising gala, or simply a social event for members and friends of the organization. Using a CRM with event functions makes is simple to keep everyone happy, from easy-to-use online registration forms, to a mobile app that makes on-site check-in a breeze. Unified data means that you’ll know exactly who is attending your event, so you’ll be prepared to talk to everyone, from long-time major donors to your newest supporters.
4. Managing volunteersVolunteers are similar to donors in many ways; they devote their time and energy to your organization for the same reasons that others support you financially. Managing volunteers in a way that makes them feel valued and keeps them coming back again and again requires multiple tools in addition to personal communication. Simple online sign-up forms make it easy for new volunteers to get involved, and even easier for staff to track on the back-end. Customizable ranking systems like EveryAction’s Engagement Points allow volunteer managers to easily identify the most active supporters when you need them, and other volunteer management tools allow users to quickly pull contact lists of volunteers based on factors such as their preferred type of volunteer activity or the time of day that they are typically available.
If you're looking for a CRM that fits the unique needs of arts and culture organizations, or just wondering how yours stacks up - click below for our comprehensive guide!