Published on: Monday 1st September, 2014 Integrated data to drive personalised services for its members, donors and supporters

The Royal British Legion  has chosen CARE, Advanced NFP's (Advanced) CRM and membership management solution, to be its single strategic platform for the management of both its fundraising activities and to manage the modernisation of its membership services. The solution will allow the Legion to have a single view of its audience across their areas of engagement with the charity. The implementation of the CARE solution is part of the Legion's goal to provide a personalised service to its membership base, increase engagement with like-minded people and increase the value of being a member.

The Royal British Legion is the UK's leading service charity providing care and support to serving members of the Armed Forces, veterans of all ages and their families. It runs one of the largest fundraising operations in the country, including the Poppy Appeal campaign which requires the management of thousands of volunteers. In addition, the Legion is one of the largest membership bodies in the UK with over 320,000 members.

Brychan Watkins, Chief Information Officer at The Royal British Legion 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,"

Advanced's reputation for successful implementation and the capability to offer member services online was an important part of the decision to choose CARE.

He continues, "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 of all the Legion's members' information into the new system is the first phase of the project. This will be followed by the launch of the online members portal due to go live in 2015 and the online membership renewal process later that year.

Simon Fowler, Managing Director of Advanced Business Solutions (Advanced NFP), comments "We are proud that the Royal British Legion is embarking on such a significant modernisation process around its membership services in partnership with Advanced. Ensuring our solutions and project implementation skills are recognised as offering a low risk approach for such important British membership organisations is important to us. Using our technology to drive engagement and loyalty will be critical to their ongoing sucess," comments.

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