Five Tips for Creating Accessible Documents is part of the Extension Essentials series. This curated collection of resources and publications is designed to empower Extension professionals in delivering impactful programs, driving innovation, and fostering meaningful community engagement. This publication offers guidance on creating accessible documents to ensure inclusivity and understanding for all audiences, including those with disabilities.
EXF
Things to Consider about Using CRMs in Extension
Providing research-based information and educational programming to the communities it serves is something that the Cooperative Extension System (CES) does better than almost any other public-serving group in the country. Yet, some CES organizations may be missing key opportunities to connect with and serve their audiences because they aren’t using a formal technology system to engage and track interactions with those audiences. This is where a customer relationship management—or CRM—system could be a game changer for CES. If your CES organization has considered using a CRM system, such as Salesforce, but has been hesitant to move forward, that’s not unusual. While they may believe that CRMs are valuable tools, many CES groups across the country perceive such systems as difficult to learn and to use—some also suspect that the CRM’s central contact data collection might pose a threat to CES-client confidentiality. (See the study A Qualitative Investigation of the Technology Acceptance Model in the U.S. Cooperative Extension Service on the Adoption of Customer Relationship Management Systems for more detail on the status of and issues around CRM use across CES.) Here are three key benefits to and five strategies for successfully implementing a CRM system in your CES organization:
A CRM system could be a game changer for CES!
Benefits Used effectively, customer relationship management systems can actually increase audience loyalty by allowing you to do the following: 1. Collect, sort, and analyze audience data in a structured way, gleaning insights into how to engage with an audience. 2. Segment audiences and create more personalized, relevant communication that will increase attention and attendance. 3. Maintain a record of audience engagement for remarketing efforts—
Implementation Strategies To overcome common objections to using a CRM tool—such as “It’s too difficult to learn and use” and “I’m worried that it will violate client privacy”—try these strategies: 1. Create a strategic organizational plan for using the CRM that aligns with over organizational goals. 2. Offer comprehensive training and support so that staff feel comfortable using the system. Make sure that senior leadership is clearly committed to and models using the CRM. 3. Consider customizing the CRM interface to meet the needs of various programs in your CES organization. 4. Collaborate with your IT staff and vendors to ensure that audience data is protected and that there are clear policies and procedures for data access and use.
Extension Essentials is a curated series of resources and publications from the Extension Foundation, designed to empower and support Extension professionals in delivering impactful programs, advancing innovation, and fostering community engagement across diverse areas of expertise.
e.g. tracking what topics email recipients are clicking on most.
www.extension.org
Curator/editor: Heather Martin
Page 1Powered by FlippingBook