National Trust

Advancing digital customer engagement during Covid-19

At a glance

Working entirely remotely, the National Trust is delivering a major new project to implement a next-generation platform for engaging with millions of members and volunteers.


  • Accelerated internal businesses processes
  • Enhanced member and donor experiences
  • Digitally enriched supporter relationships

The National Trust

As the biggest conservation charity in the UK, the National Trust looks after more land in England, Wales and Northern Ireland than any other private landowner. The National Trust protects and cares for over 780 miles of coastline; more than 250,000 hectares of land; over 500 historic houses, castles, parks and gardens; and nearly one million artworks.

More about the National Trust

Ensuring a nonprofit’s business efficiency

In 2020, at the start of its 125th anniversary year, the National Trust embarked on a journey to transform its customer relationship management (CRM) system, replacing it with a membership platform aligned to its long-term vision and strategy. As a charity relying on its supporters, it wanted to ensure business efficiency while growing and enriching its supporter relationships and engagement.

A high-performing, close-knit team from the National Trust, Atos and Salesforce work entirely online and in an agile way to deliver seamlessly and at pace.

With the team all in different locations, the challenge was to work remotely to design, integrate and launch a Salesforce solution. Work includes:

  • Assessing and meeting security requirements
  • Assuring the design and implementing data migration
  • Configuring and testing all functionality
  • Implementing the platform within the National Trust’s business environment

From inception through discovery to delivery, and from stand-ups and show-and-tells to user stories and testing; instead of whiteboards and face-to-face meetings, the team uses Microsoft Office 365 tools such as Teams and SharePoint.

With a strong one-team approach and expertise blended from across the global customer engagement practice at Atos, plus input from key Salesforce experts, in-depth knowledge and experience are leveraged while maximizing cost and delivery efficiencies. The team engages closely with National Trust business owners and other National Trust project teams to meet business requirements and integrate with the wider enterprise architecture.

This large project at the heart of the National Trust is being delivered with a virtual, globally sourced team during a time of major disruption.

The new platform simplifies, accelerates and enhances business processes, and will provide new digital tools for extending and enriching the charity’s relationships with supporters.

Business processes and experiences for members and donors will be simpler and faster.

With the introduction of a single view of the supporter maintained by a central view of membership, and the Salesforce platform’s next-generation capabilities, the new platform will enable more personalized campaigns and end-to-end supporter journeys to achieve the National Trust’s objectives.

Why Atos for Salesforce services

We’re a Salesforce Platinum Consulting Partner with a team of 3,500 associates helping enterprises deliver new efficiencies at scale. Picture 40% faster time-to-market for new experiences and services. 30% higher sales effectiveness, lead conversion and revenue. 50% improvement in end-user satisfaction. 30% lower development costs and reduced technical debt.

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