April 2025, UK
mhance, a leading Microsoft Solutions Partner and winner of the Microsoft Global Nonprofit Partner of the Year 2023, is partnering with the RSPB to deliver a new Customer Relationship Management (CRM) system to enhance supporter engagement.
The new CRM solution will enhance the RSPB’s operational capabilities, providing the digital infrastructure needed to amplify conservation efforts, engage supporters more effectively, and inspire action for nature on a broader scale.
Through improved personalisation of communications, the system will support targeted marketing efforts and product offerings, accelerate new membership processing, and streamline face-to-face team processes such as renewals. Business rules will be more transparent, reducing risk and simplifying workflows. The system will also reduce technical debt, lowering support costs and improving overall reliability. Supporters will benefit from expanded payment options for memberships and donations, enhancing their overall experience.
The project’s objectives include implementing a centralised CRM system to replace legacy platforms, migrating data and processes from existing CRM systems, and introducing a self-service portal to empower supporters to manage their own data and preferences. The system will provide up-to-date CRM data to integrated systems and enable face-to-face teams to manage memberships and renewals remotely. By simplifying data management and fulfilment processes, and introducing a new payment gateway, the project aims to improve RSPB’s operational efficiency and supporter engagement.
This partnership directly supports the RSPB’s ambitious vision for 2030 – to drive impactful change through six strategic shifts that foster a more nature-rich world.
“We are thrilled to have been selected by the RSPB to deliver a comprehensive CRM solution that will enable them to achieve their strategic objectives,” said Alan Moody, CEO at mhance. “This project highlights mhance’s commitment to empowering nonprofit organisations with technology that drives positive change.”
Christie Ash, RSPB’s Chief Digital Technology Officer added, “Our new CRM system will be a game-changer in how we connect with our supporters, ensuring we can better understand and engage our members. Together, we can be drivers of change, but only if we move in the same direction. With improved data access, streamlined processes, and enhanced communications, this system will help us to stay connected with our growing audiences who want to take action for nature.”
The new flexible and accessible platform utilises the Microsoft Nonprofit Common Data Model, Dynamics 365 and the Power Platform, alongside mhance’s Nonprofit Stack, incorporating relevant migrated data and integrating with the RSPB’s existing platform. This will ensure the RSPB’s staff have appropriate access to CRM data in a centralised location, improving data quality and ensuring information is accurate.
About RSPB
The RSPB is the UK’s largest nature conservation charity, with 1.2 million members and 11,000 volunteers, all acting for nature. We protect and restore habitats and landscapes, save species and are helping to tackle the nature and climate emergency. For over a century we’ve been a voice for birds and the natural world, inspiring and influencing millions through conservation, powerful partnerships and campaigning. Our network of over 200 nature reserves sits at the heart of our world-leading science and conservation delivery. We want to see a shared world where wildlife, wild places and all people thrive.
The Royal Society for the Protection of Birds (RSPB) is a registered charity. In England and Wales, no: 207076. In Scotland, no: SC037654. rspb.org.uk
About mhance
mhance is a leading Microsoft Solutions Partner with extensive experience in delivering digital solutions to nonprofit organisations. By implementing innovative technology solutions, mhance empowers charities to enhance operations, improve stakeholder engagement, and achieve meaningful impact.
For further information, please contact:
Jenny Tomlinson, Marketing Manager, mhance