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 heart charity will work with Microsoft to create a sector-leading marketing information and insights system by utilising Microsoft Azure, Dynamics 365, and Microsoft 365.

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.