Selecting the Right Provider for FOCAL’s Digital Transformation

When FOCAL International set out to modernise its digital presence, selecting the right provider was one of the most critical steps in ensuring the project’s success. With a limited budget and a need for long-term scalability, finding a supplier that could deliver both a high-quality website and a robust membership management system was essential.

The project required more than just a basic redesign—it needed a complete overhaul of FOCAL’s digital ecosystem, integrating a new website with a modern CRM to improve membership workflows and engagement. However, with a highly specialised audience and industry-specific requirements, not all providers were equipped to meet these needs. It was crucial to find a partner who understood the nuances of media-based non-profits, could work within budget constraints, and had the expertise to develop a flexible, scalable solution.

This blog explores the strategy behind selecting the right provider, covering the procurement process, stakeholder alignment, budget considerations, and final decision-making. It also highlights how securing the right development team laid the foundation for a digital transformation that has since helped FOCAL increase engagement, improve workflows, and enhance the user experience for its global membership.

Understanding the Scope

Before approaching suppliers, it was crucial to clearly define the scope of the project. FOCAL’s existing website, built in 2010, had become outdated, difficult to navigate, and inefficient for both members and administrators. Additionally, FOCAL’s digital ecosystem was fragmented, with a separate subdomain for the awards platform and external services for managing video content, leading to a disconnected user experience.

The goal was to build a modern, user-friendly website that streamlined workflows while maintaining the flexibility to evolve over time. To achieve this, I worked closely with the FOCAL team to capture stakeholder feedback, document user pain points, and prioritise essential functionality. A structured approach was taken, using the MoSCoW prioritisation method to classify requirements into:

• Must-haves (essential for launch)
• Should-haves (important but not critical for MVP)
• Could-haves (potential future improvements)

A key challenge was ensuring that the membership management system worked efficiently for both administrators and members. The existing system required manual intervention for renewals, lacked automation for sign-ups, and created unnecessary administrative burdens. A new CRM was needed to integrate with the website, automate workflows, and support long-term scalability.

With the scope clearly defined, I structured the project into two core components:

1. Website redevelopment – A supplier would be selected to redesign and rebuild the site, ensuring an improved user experience and better integration with FOCAL’s operations.
2. CRM implementation – A commercial CRM solution would be chosen to manage membership data, automate renewals, and support admin workflows.

This approach ensured that FOCAL’s long-term digital transformation goals were met while keeping the project manageable within the available budget.

Navigating Budget Constraints

Budget was one of the most significant constraints in selecting the right provider for FOCAL’s digital transformation. With limited resources, it was essential to find a supplier that could deliver a professional, scalable solution without compromising on quality. From the outset, I recognised that balancing scope, cost, and long-term sustainability would be key to making this project a success.

During early discussions with potential suppliers, it became clear that the initial budget was too restrictive to deliver all of FOCAL’s desired features. Several agencies confirmed that while the vision was ambitious, compromises would need to be made. I presented these findings to FOCAL’s stakeholders, outlining two clear options:

1. Reduce the project scope – Focus on delivering only the essential functionality within the existing budget.
2. Secure additional funding – Increase the budget to ensure all key objectives were met.

Stakeholders quickly recognised that cutting corners would lead to an incomplete product, potentially requiring costly fixes later. Given FOCAL’s history with a fragmented and inefficient digital setup, the Board understood the risks of an underfunded project. I worked closely with the team to develop a compelling pitch for additional funding, clearly highlighting the trade-offs involved in a reduced scope and the long-term benefits of increased investment.

As a result, the Board approved a budget increase, allowing us to:

• Build a more feature-rich and scalable platform that could grow with FOCAL’s needs.
• Ensure seamless integration between the website and CRM, avoiding future compatibility issues.
• Implement automation features that would significantly reduce administrative workload.

This decision was pivotal in ensuring that FOCAL’s new digital platform was not just an incremental improvement but a transformational upgrade that would support its members and operations for years to come.

Shortlisting and Selecting the Right Provider

With a clear scope and an approved budget, the next step was to identify and select the right provider. The challenge was finding an agency that could deliver a modern, user-friendly website while also integrating a scalable CRM—all within the constraints of a non-profit budget.

I began by researching similar non-profit organisations and reviewing websites with functionality that aligned with FOCAL’s needs. This involved:

• Identifying well-designed sites from media and membership-based organisations.
• Researching which agencies built those sites, using website credits, online case studies, and direct outreach.
• Speaking to industry contacts to gather recommendations and insights from organisations with similar digital challenges.

Once I had compiled a list of potential suppliers, I reviewed the findings with FOCAL’s team to ensure that my understanding of their needs matched their expectations. This also helped confirm that the designs and features I favoured aligned with their vision for the project.

After refining the shortlist, I contacted agencies to gauge their interest and explore their ability to deliver on our requirements. This process revealed a common theme: while there was enthusiasm for the project, many agencies noted that FOCAL’s technical needs exceeded the original budget. This insight validated our earlier decision to increase funding.

To ensure we selected the right partner, we sent out a detailed project brief outlining:

• The core goals of the website and CRM integration.
• The required functionality for the MVP and future scalability.
• Key considerations, such as accessibility, security, and automation.
• A realistic timeline and budget constraints to set clear expectations.

Evaluating Proposals and Making a Decision

Once proposals were submitted, I worked closely with FOCAL’s stakeholders to evaluate each agency’s approach, technical expertise, and understanding of the organisation’s needs. The selection criteria focused on:

• Experience working with non-profits and media organisations—Ensuring familiarity with industry-specific challenges.
• Ability to deliver a scalable, user-friendly solution—Prioritising flexibility and long-term growth.
• Technical approach—Assessing development frameworks, security measures, and integration capabilities.
• Collaboration and communication—Looking for an agency that aligned with FOCAL’s working style.

From this rigorous evaluation, two providers stood out as the strongest candidates, demonstrating a deep understanding of FOCAL’s needs and a clear vision for the project. We invited both to present their proposals in detail, where we assessed not just their technical capabilities but also their approach to problem-solving and collaboration—critical factors in ensuring a smooth project rollout.

Following these presentations, we selected the provider that best matched FOCAL’s long-term vision. The decision was based not just on technical expertise but also on their commitment to delivering a high-quality product while working within the realities of a non-profit organisation’s budget and operational needs.

Final Outcome and Impact

Selecting the right provider was a pivotal moment in FOCAL’s digital transformation. By investing time in a structured procurement process, aligning stakeholders on priorities, and securing the necessary budget, the project was able to move forward with a partner that truly understood FOCAL’s needs. This decision set the foundation for a successful website redevelopment and CRM integration, delivering long-term benefits to both members and administrators.

Since launching the new platform, the impact has been clear and measurable:

• New user growth – The number of new users visiting the site increased from 18,000 in 2020 (before the redesign) to 31,000 in 2024, a 72 percent increase.
• Expanded global reach – While the UK remains the primary user base, FOCAL has seen growing engagement from the US, France, and Germany, broadening its international influence.
• Improved discoverability – SEO enhancements have led to organic search traffic more than doubling, from 4,400 in 2020 to nearly 10,000 in 2023, making it easier for new audiences to find FOCAL’s resources.
• Better user engagement – The integration of the FOCAL Awards pages into the main website resulted in a substantial increase in traffic during key award periods, improving visibility and accessibility.
• Enhanced member experience – The Members Directory remains the most visited page after the homepage, reflecting its role as a key industry resource.

Beyond the numbers, user feedback has reinforced the value of these changes. Members have described the new website as “more interesting, cleaner, and less disorderly,” while also highlighting its improved navigation, advanced directory functionality, and stronger promotional opportunities for members.

This successful provider selection not only ensured the delivery of a modern and scalable platform but also helped FOCAL achieve its broader strategic goals—strengthening engagement, improving workflows, and elevating its digital presence. By securing the right team, FOCAL was able to move forward with confidence, knowing that its new digital infrastructure was built for long-term success.