Bloomsbury Football CRM
Donor stewardship system for a youth football foundation.
The problem
Bloomsbury Football Foundation runs youth programmes across London. The organisation depends on donors and sponsors to keep operating. Keeping those relationships warm is a full-time job that nobody has time to do full-time. Birthdays get missed. Donation anniversaries pass without acknowledgement. When a donor goes quiet for six months, nobody notices until the annual report. The foundation needed a system that would do the noticing for them.
What I built
A donor stewardship tool designed around one idea: no relationship should go cold by accident. Each donor gets a record with their history, preferences, personal milestones, and every interaction logged. The system watches for signals -- upcoming birthdays, donation anniversaries, periods of inactivity -- and recommends a specific action: a handwritten letter, a phone call, an event invitation, a piece of branded merchandise. The recommendations are personalised. A donor who gave at a gala gets a different follow-up cadence than one who set up a monthly standing order. AI drafts the outreach copy, but a human always reviews and sends.
How it works
The interface has three views I prototyped before writing code. The Roster is a triage list: every donor sorted by urgency, with colour signals for who needs attention now. The Dossier is a deep profile for a single donor, showing enrichment data, past touches, and campaign recommendations side by side. The Action Board flips the model around -- instead of browsing donors, you browse campaigns (birthday letters this week, re-engagement calls this month) and batch your outreach. The data layer sits on Supabase with a pipeline that handles audit, extraction, validation, and tiering of donor records.
Why not Salesforce
Every off-the-shelf CRM I evaluated was built for sales teams closing deals. The mental model is wrong for charity stewardship. Donors are not leads in a funnel. They are people who chose to support something, and the job is to keep that relationship genuine. A sales CRM optimises for conversion. This system optimises for warmth. That distinction runs through every design decision -- the language in the interface, the way recommendations are framed, what gets measured. This is a stewardship notebook, not a deal pipeline.
Current state
Design phase. Three interactive prototypes built and tested. Visual design system locked to Bloomsbury's brand (Industry typeface, ink and gold palette, cream backgrounds). Data model defined. No application code yet -- the Network Mapper took priority because discovery had to come before management. The CRM build starts once the Mapper is producing reviewed candidates.