Chartered IIA delivers personalised digital experiences with an integrated CRM, web and member portal
This has been a major transformation for us. Our integrated CRM and CMS have already begun to improve processes and engagement, both for staff and our members. There is a lot more to learn before we optimise the new systems, but we’re confident that this is taking us in the right direction.
- Derek Jamieson
- Head of Membership
- Chartered IIA
The Chartered Voice for Over 10,000 Internal Auditors in the UK and Ireland
The Chartered Institute of Internal Auditors (Chartered IIA) is the professional body dedicated exclusively to championing and supporting the vital work of internal auditors in the UK and Ireland since 1948. It is the leading voice for over 10,000 internal audit professionals in organisations spanning all sectors of the economy.
The Chartered IIA provides its members with exceptional learning opportunities, working hard to ensure everyone within the profession has a positive and rewarding future. It is the only internal audit organisation anywhere in the world with a Royal Charter and therefore the authority to award chartered status.
Overhauling a dated and disjointed digital system
Like so many membership associations, the Chartered IIA had developed a suite of technology over time. As a result, it relied on multiple disjointed systems that made day-to-day membership and communication management challenging and restricted. This was the core need for change.
Crucially, the static and visually dated website and membership portal operated independently to the aging CRM. This introduced the risk of data discrepancies and limited how the communications team could easily liaise with members.
Modern membership expectations are higher than this and the Chartered IIA knew it now had to deliver personalised journeys for different audience types. By communicating role-relevant content, courses, and events to the right people, members would gain more value from their interaction with the institute.
Internally, the Chartered IIA was keen to develop a system staff would find easy to manage while delivering efficiencies and additional functionality. It also needed to scale with the institute’s growth in terms of membership numbers and range of services.
The digital overhaul was to coincide with an overdue rebrand that would align with the Chartered IIA’s annual membership renewals and define project timelines.
This major digital overhaul has equipped us to deliver a vastly improved service and experience for our members over the coming years.
- Paddy Padmanathan
- Director of Finance and IT
- Chartered IIA
A connected platform: Microsoft Dynamics 365 and Umbraco CMS
The Chartered IIA’s new digital setup combines Microsoft Dynamics 365 and Umbraco CMS to deliver a more personalised, efficient, and future-ready member experience, all built around a single source of truth.
1. A Unified System for Member Engagement
By combining Microsoft Dynamics 365 CRM with Umbraco CMS, the Chartered IIA now has a connected platform that supports more personalised and efficient member interactions. When a member updates their information in the portal, the CRM reflects it immediately. In turn, the CRM informs the CMS, which delivers timely, relevant content to each individual.
The result is a more joined-up digital experience for members, and a simpler, more efficient setup for staff behind the scenes.
2. A Website Built for Personalisation and Ease of Use
Working in partnership with the Chartered IIA, Bluelight delivered a fully branded website and member portal using Umbraco CMS, selected for its flexibility and intuitive editing experience.
To support personalisation, we introduced conditional content containers that combine CRM data with content logic. The CMS was also configured so that Chartered IIA staff could manage content independently, without relying on developer support. From homepage modules to dashboard notifications, the team can make updates quickly and confidently.
3. CRM That Powers Meaningful Journeys
To meet the needs of a busy membership team, the Dynamics 365 CRM was tailored using features we’ve developed for similar organisations, with a focus on automation and seamless integration.
The system now supports customised member journeys shaped by real-time data, surfacing the most relevant training, content, or renewal prompts at the right time. Members even receive personalised dashboard alerts, such as “you need to renew” or “update your profile,” helping to drive engagement with minimal manual effort.
All of this has helped the Chartered IIA enhance the member experience while freeing up staff to focus on more strategic work.
Dynamics 365 will give us the data confidence we need, and Umbraco makes personalisation easier. Connecting our CRM and CMS together was critical in being able to do this.
- Andrea James
- Digital Channels Manager
- Chartered IIA
Poised for future scale-up
The Chartered IIA story demonstrates what’s possible when your CRM and CMS work in harmony. Tailoring member communication with ease, and saving hours in the process, the institute can now offer an excellent service that’ll continue to modernise at pace.
They can also meet regulatory requirements with confidence, safe in the knowledge that they meet data protection with a secure and controlled single source of truth.
By partnering with Bluelight and building a purpose-built digital infrastructure, specifically designed for a membership organisation, the Chartered IIA has what it needs to support growth for years to come. Broadening services will be much easier to manage, and as data volumes increase, the Chartered IIA will be able to manage, access, and use it to the benefit of themselves, their members, and the internal audit industry as a whole.
Bluelight is a trusted Microsoft and Umbraco partner, delivering tailored CRM and digital solutions that help membership organisations and charities simplify processes, engage their audiences, and drive meaningful impact.
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