The English-Speaking Union (ESU) is a renowned non-profit membership organisation committed to promoting oracy and public speaking among young people. Their flagship activities include hosting prestigious public speaking competitions and managing membership engagement across a diverse network. Emerging from the challenges of the pandemic, the ESU sought a reliable CRM solution to modernise operations, unify their systems, and support their evolving strategy.
The English-Speaking Union approached us after two failed CRM projects had left them frustrated and determined not to repeat the same mistakes. Their existing systems – Microsoft Dynamics and Donorfy – failed to deliver, leading to inefficiencies and a lack of integration. The ESU needed a trusted partner who could not only guide them to the right CRM platform but also ensure the implementation would support their evolving organisational strategy.
What set us apart was our focus on aligning technology with long-term goals. Through our Preparing for CRM workshop, we clarified their requirements and created a roadmap for success. We also brought Paul Pitman on board as their dedicated project manager to oversee the implementation, allowing the Senior Leadership Team (SLT) to concentrate on shaping the future strategy of the organisation. This hands-on approach ensured that the ESU’s vision was kept at the forefront throughout the project.
The ESU faced mounting challenges with their disconnected and ineffective legacy CRM systems. Microsoft Dynamics and Donorfy had left them with fragmented data and inefficiencies, hindering their ability to manage operations effectively. After two failed CRM projects, they recognised the need for a partner who could deliver a solution aligned with their mission and prevent another costly mistake.
Our Preparing for CRM workshop provided the clarity and structure they needed to move forward confidently while ensuring their future strategy was central to every decision.
During the workshop, we worked closely with the ESU to define their requirements and uncover the root causes of their previous CRM failures. This phase included:
Conducted workshops with stakeholders to identify pain points and operational gaps
Reviewed their existing systems to understand what was and wasn’t working
Creating a roadmap focused on delivering a minimum viable product (MVP) while planning for future scalability
We shortlisted CRM platforms tailored to their needs, including Salesforce, Dynamics, and HubSpot, and recommended Salesforce Nonprofit Cloud as the best fit. Recognising the value of this process, the ESU retained us to project manage the implementation and ensure their CRM vision wasn’t lost in the details.
We collaborated with the ESU and their chosen implementation partner, Cirrico, to deliver the project in manageable phases:
Phase 1: Deploying a minimum viable product (MVP) to manage membership sign-ups, renewals, and event registrations
Phase 2: Integrating Eventbrite for competition management and Findoc for payment processing and Gift Aid contributions
Phase 3: Aligning the CRM with their evolving strategy, ensuring scalability for future initiatives
By focusing on delivering an MVP first, we kept costs under control while providing a functional foundation for immediate benefits. The CRM roadmap we developed also ensured the system could evolve alongside the ESU’s strategy.
This transformation was about more than just technology – it was about empowering the ESU to make the most of their CRM. With Paul Pitman as their dedicated project manager, we:
Delivered a system that streamlined and automated manual processes, saving significant time and resources
Ensured the CRM provided a single source of truth, building confidence and clarity around their data
Supported user adoption by addressing the critical question: “What’s in it for me?”
Our role as a single point of contact ensured that the ESU’s strategic vision remained central to the implementation, allowing their SLT to focus on shaping the future of the organisation.
The ESU now has a powerful, unified CRM platform that serves as both a solution to current challenges and a foundation for future growth:
Increased efficiency: Automating membership renewals and Gift Aid contributions has already saved the equivalent of two full-time employees’ workloads
Stronger event management: Seamless integration with Eventbrite has transformed how competitions are managed
Future-proof operations: The scalable CRM platform aligns with the ESU’s evolving strategy, ensuring it can respond to new requirements as they arise
The result is a CRM system that not only simplifies the ESU’s operations but also positions them to adapt and thrive as their strategy evolves. By focusing on their immediate needs while creating a roadmap for the future, we turned a history of failed CRM projects into a success story.
“Our previous CRM systems weren’t delivering, and we were determined not to repeat the same mistakes. Collier Pickard brought clarity to the process, helping us focus on what we truly needed. Having Paul Pitman as our dedicated project manager made all the difference—he kept everything on track and ensured our CRM aligned with our future strategy. We now have a system that saves us time, improves engagement, and will grow with us.”
Charles Byrne
Chief Executive Officer
If your organisation is grappling with disjointed processes or ineffective CRM systems, we can help.
Our Preparing for CRM workshops provide the clarity, structure, and expert guidance you need to transform your operations.
Don’t let uncertainty slow you down – take the first step with us and unlock the full potential of your CRM.
Contact Collier Pickard today and see how we can help you achieve the same success as the English Speaking Union.
Collier Pickard has been trading since 2004. The core team, however, has been together for more than 25 years – which means we have a great deal of experience as an independent CRM consultancy.
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