Charitable organisations in the UK are facing growing challenges attracting donors and volunteers. With the rise of data-driven marketing across all communications platforms, it is an increasingly competitive market and many charities are constrained by legacy systems. But digital transformation, when combined with user-centred design, can be the key to helping charities better understand their supporter base and personalise engagement in a way that resonates with key customer segments and boosts fundraising revenue.
What was the challenge?
Our client, a large ‘national treasure’ charity, was facing significant challenges following a failed IT implementation programme, to move from legacy IT software to a modernised technology stack and customer-facing services. Moorhouse partnered with the charity to design, scope and mobilise a new digital transformation programme, and develop a user-centric technology roadmap, to bring both donors and volunteers closer to the organisation and deliver on the organisation’s ambitious 5-year fundraising strategy.
How did we help?
Moorhouse partnered with the charity’s executive team and the fundraising and volunteering directorates to apply a user-centric methodology to bring supporters closer to the organisation. Key activities included:
- Leading an 8-week user-centric discovery to explore key constraints and opportunities for the organisation to meet fundraising and organisational objectives
- Developing two future-state blueprints to design the ‘art-of-the-possible’ for key fundraising services, including transforming customer experiences, interactions, data and system tools and communication approaches
- Developing detailed customer-centric requirements, technical specification and managing the procurement process for a new CRM system and supporting marketing tools
- Managing detailed vendor analysis and market engagement to shortlist preferred commercial off-the-shelf products to meet technical specifications
- Providing digital delivery advisory services to the leadership team, to scope and sequence a multi-year digital transformation programme to transform customer experience
- Developing three detailed business cases with stakeholders across the organsation to invest in the transformation of volunteering management, fundraising management and digital capabilities
- Providing enterprise and data architecture input to develop interim and future states to guide teams to the new ‘North Star.’
What was the impact?
- Moorhouse provided the executive team with a clear, supporter-centric view of needs and opportunities to bring supporters closer to organisational purpose and deliver on the 5-year fundraising strategy
- We developed a comprehensive vision and roadmap to transform key capabilities, tools, datasets and processes to drive value for money from donor funds
- Enabled the organisation to start procurement on fundamental fundraising and volunteering management technology to move away from legacy architecture and deliver tangible cash savings.
