Digital Outreach in Museum Development Strategies

Jean-Michel Tobelem and Marie Ballarini ()
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Jean-Michel Tobelem: EIREST - Équipe interdisciplinaire de recherches sur le tourisme - UP1 - Université Paris 1 Panthéon-Sorbonne
Marie Ballarini: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Abstract: Digital technology has had a profound impact on most contemporary organisations. Museums have also undergone significant transformations, both in terms of strategy definition and the implementation of their actions, particularly in the post-Covid world. This article has a twofold objective: first, to identify best practices in the use of digital technology within museums, whether big or small; second, to suggest practical and concrete ways to implement digital in loyalty, promotion, communications and fundraising policies. The following questions are addressed:How should a digital strategy be integrated into the museum's global strategy?How can social media be used to optimise fundraising campaigns?How important should crowdfunding campaigns be in the broader fundraising policy?How should digital technology be used in subscriber loyalty campaigns through Customer Relationship Management (CRM) techniques?How can a personal relationship be maintained with major donors while using digital resources?What structure is needed to implement these actions within museums?

Keywords: Economics; Finance; Business & Industry; Museum and Heritage Studies (search for similar items in EconPapers)
Date: 2024
New Economics Papers: this item is included in nep-cul and nep-pay
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Published in Darko Babic; Antonia Ivo. International Perspectives on Museum Management, pp.104-113, 2024, ⟨10.4324/9781003000082-11⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04662229

DOI: 10.4324/9781003000082-11

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