Designed and implemented an Advocacy CRM solution to unify stakeholder engagement, streamline parliamentary communication, and provide visibility into political influence for a national non-profit.
The Client
A leading national health organisation with a strong focus on advocacy and public policy impact. The Advocacy team engages daily with Members of Parliament (MPs), campaigners, and community leaders to influence heart health legislation and raise public awareness.
Industry Category
Healthcare Advocacy | Public Affairs | CRM for Non-Profits
The Challenge
The Advocacy team was managing stakeholder relationships and political communications using isolated spreadsheets, shared drives, and ad hoc systems. Tracking engagement with MPs, managing submissions to government consultations, and measuring advocacy impact were all manual, fragmented, and difficult to scale.
Critical data—like past correspondence, MP interests, attendance at events, or speaking in Parliament—was not easily accessible, making proactive engagement and follow-up nearly impossible.
The Solution
I led the design and configuration of a tailored Advocacy CRM solution using Microsoft Dynamics 365. The project replaced manual spreadsheets and disconnected tools with a central, intelligent CRM platform to manage all stakeholder relationships and parliamentary interactions.
Key achievements included:
- Single Stakeholder Profile: Consolidated MP records into one searchable profile—including their electorate, past engagement history, campaign support, media appearances, and known interests.
- Submission & Engagement Logs: Built structured tracking for all submissions to government consultations, including submission dates, topics, outcomes, and authoring staff.
- MP Database Upgrade: Migrated and enhanced the legacy MP database to include interaction history, Hansard references (parliamentary mentions), event participation, and issue-based advocacy mapping.
- Email & Campaign Integration: Integrated advocacy campaign outreach with ExactTarget to send surveys to campaigners and supporters, with results captured and analysed in CRM.
- Success Attribution: Enabled tracking when an MP’s support led to visible outcomes—such as advocating in Parliament or a law change—capturing impact and supporting reporting.
- Filtering & Reporting Dashboards: Introduced advanced filtering, dashboards, and search to allow team members to locate relevant MPs based on geography, interest area, or campaign involvement.
Technologies Used
- Microsoft Dynamics 365
- ExactTarget (Marketing Automation)
- Stakeholder Relationship Management (SRM) Model
- Advocacy Interaction Log Design
- Power BI Dashboards
The Result
The Advocacy team now operates from a powerful, centralised CRM that supports real-time visibility into political relationships, campaign effectiveness, and issue advocacy.
They can proactively reach out to MPs, personalise communication, and report on advocacy impact with confidence. Staff can filter MPs by electorate, campaign involvement, or prior engagement to tailor their strategy—ensuring every interaction is relevant, timely, and strategic.
This CRM transformation empowered the team to move from reactive tracking to proactive influence—and ultimately strengthened their ability to drive meaningful change in national health policy.