Institute Of Advanced Motorists Limited(The)

Formed in 1956 as the Institute of Advanced Motorists, IAM RoadSmart as we know it today, grew into the UK’s largest road safety charity. With over 60 years’ experience educating and upskilling drivers and riders, the charity’s purpose has been about making roads safer for all. Course fees and membership, in addition to a commercial offering developed in 2006 have been key in generating income, but the challenges highlighted by the COVID-19 pandemic, and the subsequent cost of living crisis have pointed to the need to change and diversify. Our federated group structure was developed to support the delivery of services; this provided a semi-autonomous relationship for local groups that drove up membership and raised funds for the charity. The charity’s membership peaked in the 1990’s but has since declined highlighting a need to change our membership offering and the systems and processes used to deliver it, as well as diversifying our income streams to enable to charity to maximise its contribution.