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CRM for charity communicators: developing excellent customer experience


2 December 2014

Audiences engage with your charity across multiple channels, devices and touch points. They engage in different ways too – beneficiaries may become influencers; donors may take campaign actions; influencers may give money. 

Charities that fail to understand their customers’ journeys, and instead communicate based on internal divisions, risk missing opportunities to strengthen supporter relationships and improve impact. At worst they could be damaging their brands and losing existing supporters.


Approaching your CRM strategy

Dr Peter Flory, director of Athena Consultants and visiting research fellow at Brunel University

The changing face of CRM 

Collette Langley, solutions engineer, Blackbaud

Stripping it back to behaviour

Natalie Horne, strategy director, Prime Decision

The Seven Lenses – a mini masterclass    

Natalie Horne, strategy director, Prime Decision

Where brand makes the real difference – driving service delivery and income  

Max du Bois, executive director, Spencer du Bois 

Breaking down silos for organisational good    

Aaron Woods, solutions architect, British Red Cross

Using Google analytics to understand customer journeys

Angelos Alexelis, web analyst, Periscopix

Supporter journeys – 26 miles is just the start

Mary Campbell, head of events, Anthony Nolan

How digital can win back competitive advantage   

Lindsay Herbert, global head of digital, Precedent

Developing key messages for different touch points

Louise Robertshaw, head of marketing and communications, Guide Dogs

Creating a new story with the supporter as hero

Ciara Smyth, assistant director – marketing and strategy, The Stroke Association


Tweets from the day