WHY WE WROTE THIS GUIDE
Digital is a growing area for many charities, from strategy, to fundraising, to communications. Yet, we know from our work on The Charity Digital Report that digital skills across the sector must be raised if the sector is to become more sustainable and stay relevant to its audience. Our experience has shown that charities need to be bold when tackling digital and make sure it is fundamental to how they operate right across their organisations. Whilst this may seem daunting, done well it will open up a realm of exciting possibilities. Building on the success of The Charity Social Media Toolkit, we decided to take a similar approach in giving charities a grounding in fundamentals by sharing expert advice, inspirational case studies and tips and tricks, but we wanted to tackle weighty topics, going in-depth where needed and asking big, challenging questions about what it takes to make digital work. We encourage you to use this toolkit to help your charity take the next step in its journey with digital.
We are honoured that Martha Lane Fox, Executive Chair at Doteveryone, the charity who want to make the internet work for everyone, has supported our toolkit by writing the foreword.
Many of the charities we’ve worked with have told us that they are struggling to define what digital truly means to them. This is a fundamental question which will unlock areas of potential for your charity, and enable you to discuss where the risks are and how to manage them. In this chapter digital expert Zoe Amar will take you through what digital is, what digital transformation really means and the 7 key things every charity should work through in this area.
Leadership is the magic ingredient in digital success. In this chapter we’ll hear from two highly regarded digital leaders, Louise Macdonald OBE, CEO of Young Scot, and Simon Hopkins, CEO of Turn2Us, who are taking their organisations on exciting journeys with digital. Find out what they’ve learned along with way.
Understanding your audience, where your charity needs to get to and how digital will take you there are all fundamental to digital strategy 101. Katie Taylor, User Research Lead at the Government Digital Service, shares how to define your audience and how it uses digital. Zoe Amar, digital expert will then take you through the key points that every charity digital strategy should include.
Once you know how your audience is using digital and what your strategy is, it's time to think about implementation. From email marketing to SEO to CRO to Google Adwords there are a plethora of digital channels out there and what to use as well as how to use them can be challenging In this chapter experts Mandy Johnson, Donna Moore, Dave Evans and Jarrah Hemmant will take you through what to do and how to get the most from these channels.
It’s the exam question for every charity: how do I know what success looks like and how will I know when I’ve got there? Data and its interpretation is key to answering this question. In this chapter our experts Clare Bamberger and Matt Collins will explain how to manage data, what to measure and how to set meaningful goals.
It’s the big question- how can you tap into digital to fundraise and generate income? Marie Curie’s Head of Digital Steve Armstrong shares how digital has helped them look at the supporter journey through another lens and what he has learned along the way.
Digital, like anything, is always going to involve some risks. We tackle how to deal with two of the biggest in this chapter. Brian Shortern shares his top tips on protecting your charity from cybersecurity and Sarah Atkinson explains why your board needs to factor digital into governance- and how they should go about it.
How could your charity use digital to deliver its services to more people and stay relevant to its audience? Diabetes UK have been very innovative in this area and Graeme Manuel-Jones tells us how charities can plan and execute digital service delivery and what he thinks every charity should do about it.
WHO IS THIS GUIDE FOR?
This guide is for everyone, from frontline staff at small charities to experienced digital managers and leaders wondering how to take their charity’s use of digital up to the next level. Your trustees might also benefit from the section on digital governance, which is one of the most critical areas in helping your charity unlock the potential of digital.
What are the digital trends that charities should be aware of and how is digital changing the way charity supporters behave? Beth Kanter and Paul de Gregorio share cutting edge insights into what the future of the charity sector could look like and how you can start planning for this- now.
Doing digital well isn’t possible without digital skills. Jo Wolfe of Breast Cancer Care shares how charities need to upskill, where to focus efforts and how her charity is building a brilliant team.
Click on the links above to share the toolkit on social media