Building a member focused Digital Strategy


Digital Strategy for driving membership growth, experience and operational efficiency.

The British Association for Shooting and Conservation (BASC) was formed in 1908.  To this day, BASC remains the UK’s largest shooting membership organisation which supports all shooting interests and disciplines. BASC leads the defence of shooting with a strong and proactive policy to champion responsible live quarry shooting. As a result, BASC’s political credibility and public acceptance remain high.

BASC has around 155,000 members and 143 paid members of staff working for BASC across the UK, within their Head Office and Regions. It is run by a Council made up of elected members, co-opted members and ex-officio members of staff. The Council has the ultimate responsibility and accountability for the Association, which delegates operational management to the CEO.  


BASC had a number of ambitious targets to deliver against its strategy.  The highlights included increasing and retaining members, improving standards and driving operational efficiency. 

Over time BASC’s business systems had fallen short of requirements and failed to meet all of BASC’s business outcomes and objectives, along with the CRM and member portal coming to its end of life.  This resulted in lengthy manual processes, a lack of trust in data and forecasting which in turn delayed key business decisions being made.

Recognising that technology was only part of the challenge, BASC had acknowledged the need for a business transformation that would enable its overall objectives.

It was therefore important for this challenge not to be seen as a technology project but to build out a plan that focused on the wants and unmet needs of BASC’s members and stakeholders.


BASC engaged Equantiis to help build a Member Centric Digital First strategy that would overcome these issues.

Using Equantiis proven methodology for delivering Digital Strategies, Equantiis carried out a series of tasks which included:

Customer Experience Mapping

Equantiis worked with the BASC Team, along with BASC members, to develop personas and task maps for key parts of the membership journey.

Each part of the journey highlighted the touchpoints involved and was awarded an emotional score to highlight a member’s positive and negative experience of the task journey and the opportunities to improve the internal processes which manage that member journey.

Critically this insight provided a good overview of root cause issues within the organisation which should be addressed as part of the strategy.

Operational Efficiency

Equantiis’ worked with BASC to discover the current business processes through each department.  This information was then used to highlight where improvements to the business processes could be made.  Equantiis worked with every part of the organisation to find out, why they do it, what the desired outcome was, the effort required, and systems involved.

This information was then input into the Equantiis efficiency calculator to identify where there was opportunity for improvement.

In doing so, Equantiis found that BASC could re-engineer some of their processes as well as leveraging technology to drive automation and efficiency that will increase membership experience.

Requirements Gathering

Equantiis met with all business functions and carried out a business systems requirement gathering exercise. This involved interviewing various stakeholders within the business and working through user story led prioritised requirements.

This culminated outputs built the BASC Digital Strategy that sets the context of the organisational challenges and objectives, giving background and context of the business’s requirements. Each user story explains how the requirement enables a business outcome.

Choosing a Technology Partner through Procurement

Equantiis ran a fully independent guided procurement process under an Invitation to Negotiate (ITN) framework for a replacement CRM system and membership portal that will allow BASC to contract successfully to a fixed price implementation.​

The procurement was sent out to appropriate providers that focus on the membership sector using a variety of different technology platforms.  Following the procurement process, we shortlisted providers with a focus on “out the box” platforms.  ​

As part of this process, Equantiis prepared the Invitation to Tender (ITN), Supplier Briefing, Supplier Presentation day, facilitation of procurement with the BASC team and suppliers, review and scoring of responses, and due diligence to the point of partner selection and contract negotiation.  ​

The full procurement process had to be done rapidly and took around 5 weeks.


Equantiis quickly mobilised a team to get this transformation project moving in order to deliver this end to end engagement within 6 months, in light of the compelling event that was fast approaching.

Working with the BASC teams, Equantiis was able to challenge the ‘always done it that way’ approach with automation being driven through the correct processes being supported by technology.

BASC are now able to realise the benefit of implementing an integrated CRM by focusing staff on high value activity, as well as situate processes in their rightful areas, integrate ways of working and sharing of information between functions to reduce the effect of siloes, better use of data and being more proactive.

By taking a member-centric and people-centric approach, first and foremost, to build a Digital Strategy, BASC view this as much wider than just an IT project and the insight given has provided valuable information for them to make positive changes.

Equantiis identified a number of process improvement opportunities, which has enabled BASC to make changes to some key processes to reduce time taken but also to reduce duplication of effort and building a better source for business intelligence that will give them more informed decision-making tools. This has freed up resource to focus on more value-added activities and improved member experience.  BASC has recognised the need to look at the culture of the organisation in order to make these improvements stick.

BASC now has a strategy that focuses on the value to the members and the outcomes now being delivered.  The roadmap of change will enhance the member experience and improve efficiency, which focuses on issues related to systems, process reengineering, member experience and culture as a foundation for growth.

By investing the time upfront to build out this strategy, the approach has prepared and allowed BASC to go out to market with a clear vision and scope of requirements that allows for a fixed price contract of the investment required.  In doing so, Equantiis has helped BASC with a speedy and robust procurement process to choose the right technology partner for them going forward.

Our independent approach to procure new solutions coupled with our understanding that this is more than just a CRM project meant that the BASC Board were able to sign off and commission the required transformation with confidence that the right questions and due diligence were covered.


"Equantiis has truly guided us through a large transformational programme and challenged our thinking bringing their expertise of the membership sector. Putting customer experience at the heart of everything we do. This transformation will not only help staff work more effectively and efficiently but has put customer experience at the heart of everything we do as we continue to grow and shape the future of BASC, sporting shooting and conservation. Equantiis has acted as an extension of our own team, an exceptional strategic partner and have been a pleasure to work with.”

Angela Davies
Executive Director of Business Management

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