The Royal British Legion has selected Advanced NFP’s CARE system to help it improve and integrate its fundraising activities and membership services.
As well as its national fundraising activities, including the annual Poppy Appeal campaign, the Legion is one of the largest membership bodies in the UK, with over 320,000 members. The adoption of CARE is designed to integrate communications with members, donors, supporters and volunteers and to offer a more personalised service to them. It is also designed to support it in increasing engagement with like-minded people.
Brychan Watkins, Chief Information Officer at The Royal British Legion explained the move. He said:
“Our information strategy is to have one source of data, which will now be Advanced’s CARE system, so that we have a holistic view of how people engage with us, whether a fundraising volunteer or a member. This will reduce the number of information channels within the organisation and help us to provide a tailored experience for supporters.”
The Legion also chose Advanced NFP because of its experience in data migration.
“Using CARE for managing all our fundraising activities has been very successful. However, we still carried out a full risk assessment process for this project as moving 320,000 members to a new system without negatively impacting our service to them was of paramount importance. Advanced’s capabilities in this area were critical in reducing project complexity and subsequent risk.”
The data migration is the first phase in the project. The members portal will follow in 2015, and the online membership renewal process later that year.
Transformation at the Royal British Legion
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