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Digital Outreach in Museum Development Strategies

Author

Listed:
  • 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)

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?

Suggested Citation

  • Jean-Michel Tobelem & Marie Ballarini, 2024. "Digital Outreach in Museum Development Strategies," Post-Print hal-04662229, HAL.
    • Handle: RePEc:hal:journl:hal-04662229
    DOI: 10.4324/9781003000082-11
    Note: View the original document on HAL open archive server: https://hal.science/hal-04662229v1
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    References listed on IDEAS

    as
    1. Mollick, Ethan, 2014. "The dynamics of crowdfunding: An exploratory study," Journal of Business Venturing, Elsevier, vol. 29(1), pages 1-16.
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