How Customer relationship management can be used in a not-for-profit setting

Notice: Undefined offset: 0 in /home/rmhu6fn7r820/public_html/wp-content/themes/opskill-123help/functions.php on line 75

Notice: Trying to get property 'status' of non-object in /home/rmhu6fn7r820/public_html/wp-content/themes/opskill-123help/functions.php on line 75

Essay > Words: 3152 > Rating: Excellent > Buy full access at $1

How Customer relationship management can be used in a not-for-profit setting


Not-for profit organizations become increasingly declining day in day out. These have been caused by the poor methods of management and lack of identification of the ways they can be boasted. Customer relationship management covers all features of the organization’s connection amid its clients.

All over the world, not-for-profit organizations do realize that they should management donor association as well as better connections that integrate of the various activities that are set to aid the achievement of this. In most cases, steps are being taken in the implementation CRM and this aims to permit them to comprehend better the behaviors of the consumers and give focus to the resources that on the donors that are preferred mostly.


The need fore research will be obvious enough in stress situations, for example the failure of new projects, the sudden emergence of a strong, competitive situation or the collapse of the project. The continuing need fro research is, however, better seen against the environment in which the organization operates and its corporative objectives whether these are formally or not. Because most of the charitable organizations are in one or more of these situations, it is apparent that there is always a use if not a need, for doing the research.

Objectives of the research

The objective is to give elastration of utility of services blueprinting while highlighting difficulties that are likely to be experienced in the management of fundraising quality services. The aim of the research is to examine the implications for not-for-profit of donation management and exchange that uses CRM. The research was cried out in one of not-for-profit organization in UK. It was to identify the possible ways on improving the services of its donors and identification of the issues that are making the management process being more technical than they should be in a non profit organization. The reality that there exist many concurrent interactions indicates that difficulty may arise in the separation of donations processes from other organizational activities like agitation and membership. The research looks deeper into the services utility blueprinting in helping the management of such complexity. All the objectives of the research are scrutinized to ensure that it is not only feasible but that it accords with the total corporate plans of the organization. We have worked within the constraints that are set by the organization- to work within what the organization can pay for or set up- and so our research.


Services blueprinting is potentially a valuable tool for the management of exchanges of donations

Literature review

Definitions that are given to Customer Relationship Management vary depending on the focus and objective, but in literature review, it is being observed it as the ‘plan and form of process this is set up in maintaining and developing associations with clients are profitable. However, a different argument is brought by McKenzie 2001 that Customer Relationship Management refers to the combination of plans  and the system of information that are meant in attention focusing on clients so that they can be provided with better services. In McKenzie 2001, view, Customer Relationship Management is attained by thorough organization, alignment, and the integration of the processes not-for-profit organizations. This is done in order to provide the created value fully for all clients, especially the ones that are of higher worth. Customer Relationship Management can hence not be taken a mere technology, though it leans against technology for the implementations of its services. In business, it is evident that active management of Customer Relationship Management yields both long term and short term profits.  It dawns to various firms and organizations (non profit included) that clients are assets that require nurturing and to be developed. Customer Relationship Management develops understanding of characteristics clients’ and the history characters and employs information systems to path and foresees their coming characters.

  1. discuss how to establish a customer oriented culture for relationship marketing in a

consumer environment.

Managers require a new approach to certain that the clients are satisfied and this is enhanced by the employees who are to make it take place. There are numerous ways of establishing customer oriented culture for relationship marketing in a consumer environment.

First, managers should model their expectations. Suppose one requires that the culture of his company or organization to change, he should start from the top most down to the newly recruited employees. Focus should be on the way of creating a clients’ culture that is focused in the organization. The priorities of the clients should also be known. Their requirements should be known. This will provide better comprehension of the clients and their requirements

  1. identify and discuss the key tenets of Customer Relationship Marketing (CRM).

Customer Relationship Management comprehends the clients. It talks well with target audiences and aids in building of relationships that lasts and creates worth for the two parties involved. In raising the funds, it ensures that donors have a better relationship with not-for-profit organization as this is essential for the development and maintenance of progressing donations.

  1. identify and discuss the critical success factors of CRM within a consumer

environment (B2C).

  1. identify, analyze and develop customer relationship programs in a consumer


  1. demonstrate an understanding of planning, implementing and maintaining CRM

programs in a consumer environment.

  1. discuss how to establish a customer oriented culture for relationship marketing in a

business-to-business (B2B) environment.

  1. develop a well-reasoned definition of CRM in a B2B environment.
  2. compare and contrast the differences between CRM programs in a B2B

environment and a B2C environment.

  1. identify, analyse and develop customer relationship programmes in a business-tobusiness


  1. demonstrate an understanding of planning, implementing and maintaining CRM

programs in a consumer environment.

  1. examine and assess the ethical considerations in CRM.
  1. Discuss how ‘value’ is managed through different donor segments.
  2. How do customers weigh up ‘benefits’ and ‘sacrifices’ in the value equation as they

relate to the gift giving process such as legacy, major, recurring and stewardship ?

  1. How do Not-for-Profits benefit from the retention of donors?

Research methodology

During this study, several sources were used to gather information and data that was used to provide guidance to this study. Some of these sources were secondary sources that have conducted research on falls in the past and how these falls can be dealt with. Many possible secondary sources of data collection were used after they were checked for accessibility, relevance, and topicality. These were the data that had been collected previously by the organization and reported by some individuals and the past records of the organization. They provided a more useful data. The information that was obtained from these sources was critically analyzed. Most of the sources that were used touched generally on impact of donor on customers. The study also aided in the suggestion of the appropriate methods that should be used and the things to be implemented for the improvement of donor-customer relationships. Therefore, this context can form an important part in conducting further research on the methods of improving the functionality of not-for-profit organizations. The variables are numerous but can be simply as the components of the cost of research and both direct and indirect profits expected from the research. The figures are related to the size and the organization. There are, however, besides the profit objectives other factors which may alone, or in combination, determine if the project should be undertaken. Clearly availability of various types of resources and the position of the project in the organization’s cost/benefit list of priorities will be two limitations. The feasibility of achieving reliable and usable results within the present state of the art will be another. More importantly perhaps will be the commitment of management to the use of case-study research method a reliable tool in making decisions. The process of blueprinting needs highly contextualized qualitative information on knowledge of donors and the views of a variety of staff that are in the not-for-profit organization. This is by regard to swap of donations. Encounter analysis is purposely for exchange and is not widespread athwart various associations. A case-study methodology was tested and found to be the most suitable. This was because it allowed a wealthy textual analysis from traverse segment of respondents that have diversi.............

Type: Essay || Words: 3152 Rating || Excellent

Subscribe at $1 to view the full document.

Buy access at $1