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The Fire Industry Association

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The Fire Industry Association (FIA) is the largest UK trade association in fire protection with over 700 member companies. As well as providing the usual association services, the FIA provides training to the industry as a whole, with over 250 course instances bringing in over £1.2M worth of revenue a year.

The rapid growth of the FIA’s training services resulted in the organisation outgrowing the existing site, which had been in place for around five years. In order to better serve members and non-members alike, the FIA needed a site fully integrated with their Microsoft Dynamics CRM in order to automate online processes and effectively store contact data in one place.

The association also wanted to make better use of its large library of publicly-accessible  information, which was lost on the existing site. Last but by no means least, the association wanted to empower members working in groups & committees to manage themselves.


Without a doubt, the integration between Preside CMS and the FIA’s Microsoft Dynamics CRM system was the most complicated aspect. There were numerous touch points between the CRM and website and data needed to be able to flow both ways, but through close collaboration with the FIA’s CRM provider, smartimpact, we were able to manage everything as required.

Areas of integration included:

  • Event/training bookings being automatically logged against contacts in CRM
  • Checking if the contact already exists in CRM and, if so, updating the existing record rather than creating a new duplicate one
  • Training dates and prices fed from CRM to the site with real time management of spaces available
  • Online membership enquiry and application fed directly into CRM
  • An online member directory updated directly from CRM and filterable by geography, specialism and services
  • Working groups and Council members able to manage group activity themselves, share documents and arrange meetings all via the members area of the site

The other main feature of the site was the information resource. A large amount of content (over 7,500 files) was migrated by Pixl8 from the old site to the new one and it was all tagged according to an agreed taxonomy. Member contacts are now able to select their areas of interest using the same taxonomy which allows relevant content to be displayed when they log in. An ‘also of interest’ panel throughout the site also uses the content tagging principle.


The new website has made booking training so much easier that the association has seen an xx% increase in revenue since the site went live. Members can get involved in the 150+ working groups & committees more easily, download documents and set their preferences for what types of information they want to see.

Internally, the new site has reduced the amount of administrative work required, allowing the team to work more effectively. The has also been a marked reduction in the amount of unnecessary calls into the association, with the public and members alike being able to find what they need more easily on the site.

Overall, the website now reflects the breadth of content and activity the FIA offers, whilst still providing a personalised service to members.

Key features

  • Fully responsive design for multiple devices
  • 2 stage membership application process
  • Membership renewal
  • Member directory
  • Committee networking area (add meetings, discussion and documents sharing)
  • Training application process
  • Event booking process with support for multiple events and multiple delegates
  • Eshop
  • Interest management for personalised experience
  • Resource library
  • Fully integrated with Microsoft Dynamics
    • Organisations
    • Contacts
    • Events / event bookings
    • Training listing / application
    • Membership application (2 stage, enquiry and full application)
    • Pay an invoice online

Take a look at the new Fire Industry Association website design at and see for yourself.

Whether you have established requirements or need assistance in creating a business case for digital, we’re happy to help. Contact us for more information