Customer story: Wildfowl & Wetlands Trust

Before moving to Access Charity CRM, WWT relied on a legacy system that wasn't cloud based. While it had served its purpose, it had become increasingly dated and difficult to maintain. As a self-confessed digitally ambitious organisation, WWT knew it needed a more modern, cloud-based platform to support future growth.

The biggest challenge wasn’t just the age of the system, but the operational drag it created. Maintaining on-site server infrastructure demanded valuable internal time, data access was slower than it needed to be, and security expectations were harder to meet.

As Digital Systems Manager Ashley Davies explains:

“We previously had an old system called ‘Arms’. This had basically become dated as it was a legacy system, so we decided to upgrade to a cloud version.”

WWT needed a CRM that would remove technical overhead, improve access to data, and create a foundation for smarter, more connected ways of working.

Following a formal tender process, WWT compared Access Charity CRM with a number of other providers. After weighing up functionality, roadmap and cost, Access stood out as the most competitive option on price, without compromising on ambition or innovation.

As Ashley explains:

“We chose Access as they were the most competitive on price. I’m not sure if you’re still as affordable now, but since you’ve acquired other companies, you’ve pushed boundaries in other ways – which would still make it value for money.”

By upgrading their CRM, the team shifted its infrastructure offsite, immediately reducing the burden of server management and unlocking the benefits of a secure, cloud-based system. This gave the team faster access to data and allowed Ashley to focus less on infrastructure and more on strategic digital priorities.

One of the standout capabilities for WWT has been Charity CRM’s integration functionality via Make. This low-code approach allows the team to connect systems without the need for complex API development or external developers, saving both time and money.

“Charity CRM’s integration capability via Make has been game-changing for us… having the ability to build simple integrations is great.”

WWT has already integrated Eventbrite, successfully running events through the platform, and has plans to extend this further with tools including Airtable, Mailchimp and Microsoft products.

Looking ahead, the organisation is particularly excited about Data Engine within Access Evo. This will allow WWT to consolidate multiple data flows into a single environment, combining Access Analytics with Microsoft Power BI to deliver deeper insights.

“None of your competitors, I believe, offer a data warehousing solution, and that’s quite game-changing for us.”

Since adopting Access Charity CRM, WWT has been able to redirect time away from system maintenance and manual work towards higher-value activity. Faster data access, improved security, and simpler integrations have reduced operational friction across the organisation.

Just as importantly, the relationship with Access has become a key part of WWT’s success. Ashley highlights the value of working with a UK-based provider and a Support team that genuinely understands their organisation and ambitions.

“While I think the product is comparable with other competitors, it’s your people and the relationships we’ve built with them that really set Access apart.”

This collaborative approach extends into product development too. WWT regularly shares feedback and ideas with Access Product Managers, helping shape features such as Mailchimp automation and future roadmap developments.

Innovation has also delivered unexpected wins. Features like the calling app, not originally seen as essential, have significantly improved day-to-day processes once implemented.

Looking forward, WWT sees AI as transformational. With many manual tasks still in place, the potential for AI-driven automation, segmentation and communications represents a major opportunity to free up time and deepen supporter relationships.

“AI could take these tasks away from us… freeing us up to focus on building relationships with supporters and major donors.”

Why WWT recommends Access Charity CRM

WWT selected Access Charity CRM following a formal tender process, citing its competitive pricing, strong functionality and forward-thinking roadmap. Today, Ashley sees Access as a long-term partner, not just a software provider.

“You are pushing the envelope of where technology’s heading, and I want to be on the cusp of that technological revolution.”

His advice to other charities is clear: get your processes right first, then treat your CRM provider as an extension of your team.

“The CRM is the icing on the cake, not the cake itself… and relationship building is crucial.”

For WWT, that combination of strong foundations, collaborative support and future-focused technology has made all the difference.