Once Upon a Smile (OUAS) is a Manchester-based charity providing emotional, practical, and financial support to children following the loss of a parent, sibling, or loved one. Through bereavement services, support groups, and community fundraising, they help families navigate the most difficult times of their lives.
Project Objective
As the charity’s services grew, so did the complexity of managing referrals, support cases, fundraising activity, and communications. OUAS needed a centralised system to manage.
Online referrals securely
Case allocation and support pathways
Class and activity scheduling
Contact relationship management (referrers, children, parents)
Fundraising records and reporting
Mass communication and newsletters
Most importantly, the system needed to be secure, user-friendly, and scalable as the organisation continued to expand its services.
Our Solution
We developed a bespoke CRM system within Microsoft Dynamics 365, specifically tailored to meet the needs of OUAS and its operational structure.
Key Components Delivered:
Online Referral Integration
Secure web forms connected directly to Dynamics 365, allowing social workers, schools, and community contacts to refer children for support services.
Case Management & Allocation
Referrals are logged and categorised by service need (bereavement support, respite care, financial aid), with an account manager assigned to each case. The system also links referrers, parents, and children via relationship records, creating a clear, connected case history.
Class & Support Group Scheduler
A built-in scheduling tool allows OUAS staff to manage class listings, assign leaders, and track attendees for bereavement support groups and events.
Fundraising Tracking & Reporting
Fundraising activity is logged by fundraiser, type, and amount — with integrated reporting on campaign performance and financial contributions.
Marketing & Member Updates
Integrated marketing tools allow OUAS to send newsletters, event updates, and appeals directly from within Dynamics 365, targeting specific groups or the wider community.
The Outcome
Since the system’s implementation, Once Upon a Smile has
Streamlined its referral and case management process
Improved visibility and reporting on fundraising activity
Simplified communications with referrers, families, and supporters
Enhanced operational efficiency, reducing time spent on manual data entry and record keeping
Gained a scalable, secure system capable of growing with the charity
The CRM has given OUAS a single, reliable source of truth for all their operational activity — allowing their team to focus on delivering support to the children and families who need it most.
Client Feedback
This system has transformed the way we manage our charity. Referrals, fundraising, and communication are all in one place, making it so much easier for us to help families when they need it. The bespoke solution was tailored to our exact needs and has made a huge difference to our day-to-day operations.
Daniel Jillings
Co-Founder, Once Upon a Smile
We specialise in developing bespoke Microsoft Dynamics 365 systems for not-for-profit organisations. Get in touch to see how we can support your charity’s work.