Case Study: Anthony Nolan

Keeping Lifesavers Ready: How Anthony Nolan Moved Its UK Stem Cell Register to the Wallet

“Digital donor cards not only reduced costs and environmental impact, but also give donors the information they need to be lifesaver ready.” — Rebecca Whitwick, Head of Register Experience, Anthony Nolan

Anthony Nolan: At a Glance

Anthony Nolan is a UK charity that matches stem cell donors to patients with blood cancer and blood disorders. Every member on the register is a lifesaver in waiting — someone who could be called at any time to donate stem cells to a patient in desperate need. Keeping donor contact information current, and keeping the lifesaver identity top-of-mind, isn’t a nice to have. It’s mission-critical.

Location: United Kingdom
Founded: 1974
Mission: Saving the lives of people with blood cancer & blood disorders
How: Matching stem cell donors to patients in need
Members: 900,000+

The Challenge

Anthony Nolan mailed physical donor cards in paper envelopes to a UK-wide register of potential lifesavers — carrying real costs, an environmental footprint, and no easy way to update details or reach donors in the moments that matter most.

The Solution

Anthony Nolan partnered with Cuseum to roll out digital donor cards via Apple Wallet and Google Wallet — with built-in push notification capability for direct-to-home-screen communication.

The Result

Following a successful pilot, the digital card is rolling out to all new joiners, with a phased rollout to existing members underway. Donor feedback has been positive — and the card is now one tap away from every lifesaver.

Rolling Out Digital Membership

Anthony Nolan partnered with Cuseum — the member engagement platform behind digital passes for hundreds of cultural and mission-driven organizations — to modernize the donor card, reduce costs and environmental impact, and open an ongoing communication channel with potential lifesavers.

01 — Successful pilot period
02 — Offered to all new register joiners
03 — Phased rollout to existing members

Distributed via Apple Wallet and Google Wallet.

Three Ways the Card Keeps the Matching Pipeline Functional

Save costs & reduce environmental impact. Eliminate the recurring cost of physical cards, envelopes, and postage for a nationwide register — while cutting the plastic and paper footprint of donor onboarding.
Keep lifesavers reachable. A digital card in Apple or Google Wallet means donors can update contact details and communication preferences in a single tap — ensuring Anthony Nolan can always reach them when a match is identified.
Ongoing engagement through real-time notifications. Push notifications sent directly to the home screen give Anthony Nolan a low-friction channel to keep potential lifesavers informed, engaged, and mission-connected in the moments that matter most.

Testimonials

These digital donor cards will not only help us reduce our costs, and the environmental impact of the physical card and the envelope it is sent in. It’ll also give our donors access to the information they need to be lifesaver ready. We’ve got even more ways to keep in touch with our potential donors.
— Rebecca Whitwick, Head of Register Experience, Anthony Nolan

My digital Anthony Nolan Donor card has arrived. Safely stored in my phone’s wallet, I can simply click to update my details and communication preferences to ensure I can be reached if I am found to be a match for someone in need of a stem cell transplant.
— Rory Traynor, Register Member

Real results from a Cuseum customer

This case study walks through how a real cultural organization partnered with Cuseum to modernize their membership program, streamline operations, and improve the member experience. You'll see the goals they set, the tools they deployed, the integrations that powered the rollout, and the measurable outcomes — adoption rates, renewals, staff time saved, and member satisfaction — that followed.

How Cuseum helps

Cuseum is an end-to-end engagement platform built specifically for museums, cultural attractions, and membership organizations. Our products span four core areas, and most customers start with one and expand over time as their digital strategy matures.

Digital membership cards

Replace plastic cards with mobile-wallet passes that members can save to Apple Wallet and Google Wallet, update in real time, and use for tap-to-scan entry. Reduce printing and shipping costs while giving members a faster, more modern experience.

Mobile apps and audio guides

Branded mobile experiences for tours, exhibits, wayfinding, and self-guided storytelling. Multilingual support, accessibility features, and integrations with ticketing and ecommerce keep visitors engaged from arrival to return visit.

Member engagement and retention

Push notifications, SMS, email, and member portals work together to drive renewals, surface upcoming programs, and re-engage lapsing members. Built-in analytics show what's working so teams can iterate quickly.

CRM and ticketing integrations

Cuseum connects with Tessitura, Altru, Salesforce, Raiser's Edge, ACME, AudienceView, and dozens of other systems so member data, ticketing, and digital experiences stay in sync without manual exports.

Frequently asked questions

What types of organizations use Cuseum?

Art museums, history museums, science centers, children's museums, zoos, aquariums, botanical gardens, performing arts venues, historic sites, alumni associations, and other membership-based cultural organizations of every size.

How long does implementation take?

Most digital membership rollouts go live in two to four weeks. Mobile app and integration projects vary based on scope, but Cuseum's team handles design, configuration, QA, and member communications so internal teams stay focused on their core work.

Where can I learn more?

Explore our case studies, webinars, and ebooks for examples from organizations like yours, or request a personalized demo and we'll tailor a walkthrough to your goals and systems.