National Youth Orchestra Case Study
Audience-focused CRM strategy
About the organisation
NYO (National Youth Orchestra of Great Britain) is the world’s greatest orchestra of teenagers, dedicated to promoting orchestral music whilst empowering and inspiring young musicians and their peers. Every year, NYO seeks to enrich the lives of 10,000 young people through live performances and engagement in its NYO Inspire and NYO Open programmes. NYO relies on voluntary donations for more than 70% of its income, which it gets from individuals, trusts, corporations and legacies.
The challenge
As part of a wider programme of digital transformation, NYO’s CRM system was struggling to support some of the core needs of the organisation – in particular failing to provide the platform needed to drive a planned growth in fundraising, with challenges experienced in critical areas such as integration with digital marketing and online fundraising channels, support for key areas of high-touch relationship fundraising with major donors, corporates, trusts etc., and reporting and analytics. Furthermore, NYO needed a system that could work alongside a wider ecosystem of tools to drive engagement with key audiences, such as NYO’s digital marketing platform, NYO’s website and - in order to meet teenage musicians where they are - an improved digital interface through which they interact with musicians from initial application through to programme and event management.
Adapta support
Through a short process focused on identifying the needs of NYO’s various audience groups, understanding the core business processes that needed to be supported, and identifying and agreeing priorities within the wider digital programme, Adapta helped NYO identify a preferred platform – in this case Salesforce – select an implementation partner, and establish a business case and appropriate budget.
National Youth Orchestra
Tim Foxon
Finance and Operations Director
“Adapta’s expertise and insight helped confirm what we suspected – that a step change in stakeholder engagement could only be delivered with a substantial tech upgrade, including integrated CRM, web, and digital marketing tools. However, Adapta’s real added value was in how they helped us understand how we could evolve to use data, digital and technology to support both our strategic objectives and the needs of our various audiences. We now have a focused plan of action, informed by their expert knowledge of the technology and partner landscape – and their experience of working with many similar organisations.”
Rebecca Pritchard
Former Director of Operations, Crisis
"Adapta have been honest and realistic with us throughout. They are clear where they can add value and where we can do things on our own – so it feels like a partnership..."
James Kliffen
Head of Fundraising, MSF UK
"You have had a huge influence in our fundraising, and I would enthusiastically recommend you to other charities (and often have)..."
Phil Durbin
Former Head of Corporate Systems, Salvation Army
"Unlike many consultants, Adapta won’t tell you what you expect to hear. They will be very honest and challenging and, even if some of what they say is uncomfortable to hear, it means you end up getting better advice."
Dawn Varley
Operations & Strategy Director, Badger Trust
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Iain McSeveney
Finance Director, Medical Aid for Palestinians
"I’m very pleased with the professional way that Adapta managed the project for the selection of MAP’s new accounting software. It was obvious that they have great experience in the charity sector and on the range of suitable accounting software currently on the market..."
Rachel Rand
Strategic Director - Finance and Corporate Services, NCB
"I would not embark on any IT project without first meeting with Adapta to understand how they feel they could support me. I have found their guidance and practical support invaluable…"
Rosalba Leonelli
Head of Finance, Client Earth
"Thank you to you and your team for developing and facilitating an excellent workshop. You fully understood our needs which were evident in the workshop structure and content…"