10 Steps to CRM + Make-A-Wish

I am currently a social media marketing intern for the Make-A-Wish Foundation of AK & WA. With that said, the statements I may make in the following post are of my own personal opinion and are not representative of the Make-A-Wish Foundation and its mission.

I believe that the Make-A-Wish Foundation of Alaska & Washington does a great job in recognizing "the customer's role in its CRM efforts. The Make-A-Wish Foundation of Alaska & Washington works to develop strong and long-lasting relationships with all its donors, wish children & their families, volunteers, interns, and employees. Make-A-Wish especially understands the importance of maintaining healthy relationships with donors and corporate sponsors; it is much easier to retain pst donors than try to identify new ones. Right now, the chapter is experimenting with Facebook, Twitter, YouTube, email, and other social media tools to better understand how its target market prefers to be interacted with and contacted. This is a prime example of how successful organizations do not "manage" their customers, but rather provide the tools for their customers to manage their own connections to the organization.

The Make-A-Wish Foundation of Alaska & Washington could work on improving its metrics efforts, in regards to its marketing tactics. Rule 6, (Measure and manage the marketing return,) of our E-Marketing text's 10 Rules for CRM Success stresses monitoring "marketing expenditures and their role in revenues." It is important for organizations to understand the impact of their marketing efforts. Currently, the Make-A-Wish Foundation of Alaska & Washington is beginning to analyze the influence of its Twitter page, and the reach of its Facebook page. However, it would be to the chapter's benefit to start tracking correlations between usage of its social media sites and donations/corporate sponsorship/number of new volunteers.