The British Heart Foundation (BHF) has teamed up with Microsoft to provide more personalised experiences to its supporters, volunteers and customers with the aim of increasing support for its life-saving science.
The platform will allow the BHF to tailor its communications to individual supporters based on their interests and the ways they are most likely to engage with content. It will also use artificial intelligence to maximise the efficiency of its marketing communications.
The organisations also aim to create stronger relationships with people who already support the BHF, including those who donate regularly or take part in charity events such as the London to Brighton bike ride, as well as reach potential new supporters.
By using Microsoft technology, the BHF will also help people access more relevant and personalised health content that will enable them to improve their heart health or better manage an existing condition.
Claire Sadler, the BHF’s Executive Director for Marketing, Fundraising and Engagement, said: “Harnessing the power of technology is central to our new marketing strategy, which puts supporters at the heart of everything we do. Working with Microsoft will give us the technical know-how and insights to truly realise this ambition.
“Our hope is that the combination of more efficient, yet personalised marketing campaigns will help us increase support for our life-saving science, while offering more fulfilling experiences to the millions of people who engage with us.”
The BHF is the biggest independent funder of heart and circulatory disease research in the UK and has powered much of the science that has led to the life-saving treatments that people receive today.
According to the charity, there are around 7.6 million people living with heart and circulatory diseases in the UK. These conditions cause more than a quarter (27 per cent) of all UK deaths – more than 160,000 deaths each year, or one death every three minutes.
Michael Wignall, Azure Business Lead, said: “The Microsoft cloud is helping companies and organisations from a range of sectors to break down internal silos and work in a more collaborative and seamless way. Azure takes care of updates, security and network management, allowing teams to focus on what’s important to them – their customers and staff.
“I look forward to seeing how BHF uses Microsoft cloud to help millions of people affected by heart and circulatory diseases.”
Today’s announcement builds on a growing partnership between the BHF and Microsoft.
Together, the organisations are already developing the Circuit – a network that will provide ambulance services with the information needed to direct 999 callers to their nearest defibrillator when someone suffers a sudden cardiac arrest. Every minute without CPR and defibrillation cuts a person’s chances of surviving a cardiac arrest by up to 10 per cent, meaning this technology could save countless lives in the coming years.
Ursula Dolton, Chief Technology Officer at the British Heart Foundation, said: “Deploying the best technology in the most efficient way is vital to every area of our work – from enabling our people to collaborate remotely to creating new life-saving systems such as the Circuit.
“To maximise the potential of technology, we need the best people and the best partners, which our relationship with Microsoft is testament to. For us it’s simple – the more efficient and innovative we are in using technology, the more effective we will be in delivering our charitable mission of powering science that saves lives.”