CRMs in the Arts
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Are you in the arts and thinking about a Customer Relationship Manager / Constituent Relationship Manager? This was the PPT from a 60 min presentation given on the subject.
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CRMs in the Arts
- 1. Digital Ladders: CRMs in the Arts Phillip Djwa Jan 22, 2019
- 2. Grateful to be a visitor and live and work on unceded territory of the sḵwx̱ wú7mesh (Squamish), sel̓íl̓witulh (Tsleil-Waututh), and xʷməθkʷəy̓ əm (Musqueam) nations.
- 3. Phillip Djwa 10+ years as a composer 20+ years in digital Digital Strategist & Creative Technologist Fringe Board Member BC Arts Council Board Member
- 6. Agenda CRMs I want to answer three main questions: What are CRMs, and how can they help your organization? How CRMs can support better quality relationships with your community, in a way that is aligned with your organizational goals and purpose. How to choose a CRM that works best for you.
- 7. What are CRMs, and how can they help your organization?
- 8. 1:1 Marketing There has been a sea change in the way we market and promote, through the use of online tools Specifically, the rise of 1:1 marketing 1:1 marketing is a customer relationship strategy that uses personalization and customer insights to build stronger relationships and foster increased loyalty Critical to have a digital engagement strategy Leading organizations use CRMs as part of a modern data-focused organization, along with a digital ecology of: o Marketing automation (emails, newsletters) o E-commerce (art sales, ticketing) o Donor/Customer stewardship o Donor/Customer segmentation
- 9. 1:1 in the Digital Age While Dunbar’s number of 150 is somewhat of a fallacy, there is a real issue in keeping track organizationally of several hundred people The challenge is knowing about your supporters in a way that is meaningful If you have someone donate one time then Excel is great. o But what if they were a subscriber last year, but not this year, and they gave $100 this year but $500 last year? Why is that happening and how do you even know? What if they like certain types of shows and not others? Would you want to know that? o What about if they bought more than one piece of art in the past and you have a new one to offer? o And doesn’t everyone want to be known and seen? How do you do that as an organization?
- 10. If you go back to the 19th century, we all lived in small villages and your reputation was built on the promises you made and kept, and if you did that well, you had a business forever. I believe [digital] media is changing the way we work, play and communicate making the world a small village once again. Your relationships are critical to your success and [digital engagement] is an amazing way to cultivate those relationships. People buy from people they like, know and trust. Jon Ferrara, CEO of Nimble, Co-founder of Goldmine https://blog.olark.com/history-of-crm-software “
- 11. Enter CRMs… It is an embodiment of the 1:1 philosophy CRM stands for Customer Relationship Manager o Read Customer as “audience member”, “client”, “supporter” etc
- 13. Rise of CRMs In the 1980s, Sales people were tracking leads and forecasting sales with paper, spreadsheets, DayTimers and Rolodexes. The first CRMs were ACT! in 1987 and then Goldmine in 1989. They tracked contacts and what they had purchased. In 1993, Siebel Systems began as a sales force automation (SFA) software company. Siebel Systems was named Fortune magazine’s fastest-growing company, and was acquired by Oracle in 2006. In 1999, former Oracle executive Marc Benioff and a team of software developers founded SalesForce, which is now the largest CRM in the marketplace. Since then, the landscape has exploded. There are 1000s of different CRM solutions for all different sectors.
- 14. Why would CRMs help my org? Make people happier with you long term Increase revenue Deeper conversations Automate Everyday Tasks Collaboration Better Data and Reporting Cost Savings
- 16. Downsides to a CRM It can be a lot of work to figure out what kind of CRM will work for you. What should you be tracking? What you track might not be what is relevant to your constituents. It takes strong leadership and a committed staff to be able to implement and work with a CRM The Total Cost of Ownership can be high if you choose poorly Data management, privacy and security become real issues Training is ongoing and constant It requires a technical aptitude and attitude. People need to buy in that it will help
- 17. Image copyright Raiser’s Edge
- 18. How CRMs can support better quality relationships with your community.
- 19. What can CRMs do in the arts? Ticketing o Selling and tracking tickets to shows o Subscriptions Sales o Selling art Membership o Tracking members o Tracking supporters o Tracking clients, dealers Events o Invite to Shows, fundraisers, AGMs o Managing and assigning volunteers Fundraising o Donor stewardship o Tracking households Marketing/Promotion o Send E mail blasts o Send Last minute offers Finances o Integrate with finance systems like Quickbooks o Provide donation receipts
- 20. “We are a performing arts organization that produces 4-6 shows a year and currently send an email newsletter and use Brown Paper Tickets for tickets. We’re looking for a more integrated approach to how we can handle this.” “
- 21. Small Performing Arts Org Let’s imagine that you think getting more people to your shows is a key reason for you to invest in a CRM Let’s think about how people come to your shows
- 22. Subscribe /volunteer Buys the ticket! Able to afford it and able to go (confidence) Decides to go to a show Hears about a show and is motivated to try Gets informed about a show Just heard of your theatre company Digital Engagement Pyramid A b a n d o n
- 23. Subscribe /volunteer Buys the ticket! Able to afford it and able to go (confidence) Decides to go to a show Hears about a show and is motivated to try Gets informed about a show Just heard of your theatre company CRM Opportunities Manage Volunteers, special offers, donation Purchase Tickets Send reviews via email, special invite Website integration, coupons Social media, reviews Email blast, email invite Email blast, social media
- 24. CRM FrameworkAnne buys a ticket online from the CRM Email show reminder goes out Her info is stored in the CRM She is checked in at show on mobile She likes the show on Social Media Staff thank her on FB for the like. Her profile is updated. Anne buys another ticket. Box office updates CRM Staff send an email to everyone that liked that previous show (a Segment) telling them about a pre-show for the new show. At event, Donor/Development Manager says hi and introduces themselves. Anne decides to donate at the event.
- 25. CRM Framework Donor campaign launches, CRM targets Anne’s segment. Anne signs up for the season. They have a great convo and Anne shows up at the next AGM Donor manager says hello at event and thanks her. Anne gets a call from a board member thanking her. They know how much she has donated. She has been ID’d in the CRM as a high-value member. Next season, email with special offer goes out Anne gives generously on mobile this year. CRM updated Anne decides to join the board.
- 27. How to choose a CRM that works best for you.
- 29. Are you ready? Do you keep your members in an Excel spreadsheet? Do you know what’s important to your constituents? How do you communicate with them? Are your staff ready for real, system-wide change? If your box office manager left, would you be hooped? (I mean you would be, but would all the knowledge walk out the door?) Does your staff take to training? Would they follow rules easily?
- 31. Criteria Functionality Will it do what you need? Product Maturity How long has it been in use? How many customers? Process Automation Does it have tools to help manage workflows, emails, etc? Reporting Will it provide you with the right data for decisions? Customization Can you customize for your org? Extensibility Does it play well with others? Gmail, Mailchimp, etc Available Expertise Who can help us that might be local or volunteer? Self Hosted / Cloud? Where is the data? Who maintains the system? Support Technical support is key. 24/7? Email only or phone? Pricing What’s their pricing? Total Cost of Ownership?
- 32. See Alterspark.net’s CRM Criteria for the arts https://www.techsoupcanada.ca/si tes/default/files/CRM_Evaluation_ Criteria.xls
- 33. CRM Examples
- 34. Gold standard for orgs >$2M • Super flexible and robust • Keep up to commercial expectations – like what ticketmaster offers • Safeguards privacy and data • Very easily administer seasons • Consortium happy with it • Development view is member-driven • Member run - use it to develop - biz model – BC based Theatre company https://www.tessituranetwork.com/ • Database that handles ticketing, fundraising, memberships, customer relationship management, and more for arts and entertainment • $ needed to do implementation, training $150k, 25k-50k yr • Non-profit structure, built by Met Opera and partners • Has a consortium model (can get group to buy a license)
- 35. Features • Pricing based on per ticket so no monthly or annual $ • Arts People (formerly Ticket Turtle) is a cloud-based ticketing, fundraising, CRM & patron data management system developed exclusively for the performing arts. • Patrons may purchase tickets, subscriptions, passes, gift certificates, memberships, classes & passes online or from your box office. • Highly flexible pricing & database tools integrate with ticketing for marketing, reporting, mailings. Priced for non-profits. https://www.arts-people.com • “Good system but ticketing needs work” – Local Vancouver Dance Company
- 36. • “Theatre Manager provides all the necessary controls to track patrons, sell and print tickets, record and manage donations, volunteers, build & maintain mailing lists, and assist with most of the administrative tasks that you will ever do.” https://www.artsman.com/ • Not fantastic as a CRM, but good as a database and ticket system • Donor - segmentation - little bit of finessing • Giving capacity - patron category - prospects, cultivation • Self-hosted with database on our own servers • Good underlying base system • used for ticket purchases • Mail chimp for the construction • Yearly license - $3k + initial setup • Good support and quick turnaround • Box office, development and front-of-house • Training is quick – Audience Services Manager, Theatre Company in BC
- 37. https://www.artful.ly/ • ss Cloud-based, tickets, fundraising and some marketing features. Image copyright Artful.ly
- 38. https://vimeo.com/77124611 Promotional material from Artful.ly Nice overview of how these systems work.
- 39. PatronManager https://patronmanager.com/ PatronManager is built on the Salesforce platform - has lots of great features, but they've got more pricey, and really now is only worth the money if you run your own theatre or museum with a busy box office and a robust subscription/membership program. Arts Consultant
- 40. Final advice from Not-for-profits Ask yourself “What do I hate doing?” and find out how to do that with your CRM. Be careful what consultant you hire - a good consultant can be incredibly helpful, a bad consultant can really set you back Getting your CRM set up with all your different processes will likely take much longer than you think, especially if you need customization. Free usually isn’t free Learn the system! Everyone has to be on board to make it work From a recent Toronto Net Tuesday, the full video is available on this YouTube channel.
- 41. Resources https://www.idealware.org https://www.nten.org https://www.techsoupcanada.ca https://www.capterra.com/
Editor's Notes
- This session will help you understand the basics of CRM (Customer Relationship Management) technology. What are CRMs, and how can they help your organization? How can a CRM allow your work to be organized and leveraged over time to create efficiencies and help you stay connected to your audience? We will walk through how CRMs can support email lists and newsletters to allow for better quality relationships with your community, in a way that is aligned with your organizational goals and purpose. We’ll also go through how to choose a CRM that works best for you.
- 1) Make people happier with you long term The more you know, and remember, about clients (or customers) the more your clients know you care about them. This enables you to forge a much stronger connection and a deeper relationship with your clients. 2) Increase revenue Once everyone learns, and uses, the CRM productivity increases, sales cycles decrease, you have the ability to provide additional shows or products to constituents. You leave less $ on the table. 3) Deeper conversations Knowing more, and remembering more, about people means you can build on your previous conversations. Imagine the difference between, “Are you a subscriber” vs “How did you enjoy the show last week?” 4) Automate Everyday Tasks Best part is you can automate every tasks, like membership renewal notices, show reminders, donation asks, etc. 5) Collaboration You have different depts. They can all load and review (with the proper permissions) the info. Development, Box Office, Programming, etc. 6) Better Data and Reporting Learning what Key performance indicators and then being able to generate them on whatever basis you want means that you are making decisions based on knowledge, not guesses. Data becomes knowledge to make a decision. 7) Cost Savings Done well, a CRM saves you money in the long term. Short term, you will pay for set up and training, but you will save in reduced staff time administering and more time solving problems for your constituents.
- 1. Begin with box office data As soon as a customer is added to your database, that’s when your CRM strategy kicks in. Whether they buy online, over the phone or at the box office, you should have the correct online mechanisms and the staff training in place to capture customer information. It’s not possible to over-emphasize this point. At the same time your box office and marketing team should be working on building a database of contactable people for those who either haven’t given you their email address or haven’t given you permission. In both cases it’s about reminding people that you want to send them interesting information that you think they’ll like when dealing with customers over the counter, over the phone and online. For example, your box office system should highlight to box office staff the customers who haven’t provided an email address that when they call you up, you can talk ask them for an email. 2. Work out of a single database across the whole organisation Having a single database of customer records for your whole organisation is essential for having a full picture of your customers. A good database will allow you to see how a customer has interacted with your organization across every touchpoint, from clicking on a particular link in an email, to seeing how they’re connected to major donors. Having this ‘single customer view’ allows you to build a complex picture of your customers. What’s important about this kind of single database, is that you can make decisions based on the value of the data. It’s easier to manage timed communications and avoid overlaps or miscommunication. For example, it avoids targeting some of the potential high level donors in your database with a subscription campaign instead of a donation ask which could be far more valuable. A single customer database therefore not only requires a good system but a solid organisational strategy to use it wisely. 3. Make data-driven decisions You know you have a rock solid CRM strategy when you always measure the success of your marketing, sales and fundraising activities, feeding back the results into your future activities. Essentially, it’s a cycle that looks a little bit like this (thanks to Katy Raines at Indigo Ltd for introducing us to this): Be customer centric CRM considers the customer experience holistically, from their first interaction with your venue, to being inside the building. When a customer gives you their email address, do you start sending blanket ‘what’s on’ emails on a weekly basis and a season brochure? Or do you send a friendly welcome email that tells them a bit more about your venue and what you do? Embed digital tools Basket abandonment happens. Whether you’re a small rural theatre or a large urban Theatre, potential customers will change their mind about booking something or forget their good intentions to come back later all the time. But the difference between good CRM and plain old bad CRM is how you handle it. 4. Choose good technology that encourages speed and agility Good CRM needs good technology to automate personalised service and make activities like segmenting your customer data much faster and easier. CRM is reactive, so speed and agility are super important. The technology you depend on for your box office, marketing and fundraising operations should be spurring on innovative CRM techniques in your organisation – not holding you back. 7. Strike while the iron is hot Finally, it’s a lot cheaper getting an existing customer to come back than trying to get a whole new one. An existing customer is already aware of what you have to offer, so convincing them to take a look at your program and buy a ticket doesn’t cost as much as convincing an uninitiated stranger on the street. You should also already have some data on them that allows you to market to them more effectively.
- https://www.techsoupcanada.ca/en/community/blog/how-to-select-a-crm-for-your-nonprofit-organization Criteria Functionality Will it do what you need? Product Maturity How long has it been in use? How many customers? Process Automation Does it have tools to help manage workflows, emails, etc? Reporting Will it provide you with the right data for decisions? Customization Can you customize for your org? Extensibility Does it play well with others? Gmail, Mailchimp, etc Available Expertise Who can help us that might be local or volunteer? Self Hosted / Cloud? Where is the data? Who maintains the system? Support Technical support is key. 24/7? Email only or phone? Pricing What’s their pricing? Total Cost of Ownership?
- Criteria Functionality Will it do what you need? Product Maturity How long has it been in use? How many customers? Process Automation Does it have tools to help manage workflows, emails, etc? Reporting Will it provide you with the right data for decisions? Customization Can you customize for your org? Extensibility Does it play well with others? Gmail, Mailchimp, etc Available Expertise Who can help us that might be local or volunteer? Self Hosted / Cloud? Where is the data? Who maintains the system? Support Technical support is key. 24/7? Email only or phone? Pricing What’s their pricing? Total Cost of Ownership?
- Advice from nonprofits At a recent Toronto Net Tuesday, nonprofits shared their successes and challenges with CRM (the full video is available on our YouTube channel). Here is some of there advice: Ask yourself “What do I hate doing?” and find out how to do that with your CRM. CRM systems often have way more features than you are aware of, and it can be overwhelming to think of learning them all. Focus on your least favourite tasks (for example counting volunteer hours) and figure out how to set up your system to do it for you. Be careful what consultant you hire - a good consultant can be incredibly helpful, a bad consultant can really set you back Choosing a consultant can be intimidating, so if possible get advice from nonprofits who have done similar work or from board members, volunteers or friends who know more about technology. As well, make sure your consultant is good at explaining what they are doing in plain English and that they will take the time to train you and your staff so you won’t be dependent on them once the project is done. Getting your CRM set up with all your different processes will likely take much longer than you think, especially if you need customization. Prioritize the functionality you want and then map out when you might realistically be able to get it done. One organization that wanted a significant amount of customization had to change their expectations and revise their schedule from one month to two years! Part of the reason for this is any technology change will be accompanied by changes from a people and process perspective as well. Free usually isn’t free You will likely need staff, volunteer and/or consultant time to set up the system and adapt it to your organization’s needs. Also consider what the costs would be of getting help if there is a problem with your system, or making further changes in the future. Learn the system! Don’t assume that you can instantly adopt it in your organization without training. This might seem boring and technical, but think of it as an opportunity to get excited about all the things your system can do for you. Everyone has to be on board to make it work