# The Complete Customer Relationship Management (CRM) Handbook

- Link: https://fundraising.co.uk/books/the-complete-customer-relationship-management-crm-handbook/
- Published: 2014-03-07T07:55:11+00:00
- Author: Howard Lake

**Customer Relationship Management is as important for the voluntary sector as it
is for the commercial world. **

In the voluntary sector the customer is not just the funder or the beneficiary but
everyone the organisation comes in contact with and so CRM is crucial to everyone
in the organisation.

This book will help you to understand what traditional CRM is, the principles underlying
it and how it differs when applied to the third sector.

You will learn about CRM strategies, different ways of looking at CRM, what a complete
CRM solution should contain and answer such questions as; “Who is the customer?”,“
Is there such a thing as a CRM system?” and “Isn’t it just an IT thing?”

Understanding what CRM really is and how to apply it properly will help you make
more money for your organisation and be more effective in achieving your organisation’s
mission.

## Who is this book for?

It is aimed at for charities, membership organisations, arts and culture organisations
and educational organisations. Key personnel who will benefit from it will include
fundraising professionals, IT managers, membership and customer services departments,
those with management responsibility including CEOs.

## About Peter Flory

Dr Peter Flory is a leading expert on CRM and fundraising databases for the voluntary
sector. He has been a consultant for 23 years, is a Phd in Information Systems and
is a research fellow at Brunel University. Peter Flory is also author of several
books on fundraising databases.

## Reviews

“A detailed, practical view of choosing and using a CRM system. Countless charities
have benefited from his experience, and now it is distilled in print for a wider
audience.”
**Howard Lake**, fundraising.co.uk“Peter Flory has managed to encapsulate
the key aspects of CRM for charities in one single very readable volume. Given the
increasing complexity of the environment in which charities operate, this is some
achievement. Readers will benefit whether they have prime responsibility for implementing
a new system or simply have a need to do “customer relations” better.”**Peter Maple**,
Course Director, London South Bank University

“Peter Flory debunks the myths and lays out very clearly what CRM means for the 
third sector. Essential reading for people of all levels involved in a CRM change
programme.
“CRM in the third sector demands answers to a much more complex set of
questions than those in the commercial world face. Peter Flory’s book is an excellent,
easily understood guide through the issues for anyone involved in CRM.”**Aaron Cockburn-
Woods** “For both those who know the sector and the uninitiated, Peter gives a great
perspective on just how different the NFP world of CRM is to commercial CRM and 
how to make sure you get it right.”**John Bird**, Head of thankQ