5 insights into digital transformation

5 insights into digital transformation

Yesterday I attended the launch of The New Reality, a report into how the third sector is engaging with digital. It includes contributions from Martha Lane Fox, Simon Gillespie, CEO of The British Heart Foundation, Steve Rogers, Google’s Director of Europe, Middle East and Africa, and insights from leaders at the Government Digital Service and Comic Relief. I was also interviewed for the report.

Julie Dodd, the report’s author, has pulled together lots of digital frameworks and ideas. The report includes some great case studies of non-profits who are using digital to reach more beneficiaries, to fundraise and innovate.

The New Reality is part of a real buzz in the sector at the moment about digital transformation. Yet the reality is that many organisations still haven’t got to grips with digital. Earlier this week, The Guardian Voluntary Sector Network reported that 1 in 5 charities don’t have the facilities to accept online donations. From my previous job heading up the marketing team at a charity which provided digital services to nonprofits I know that many charities may not have the skills or resources to go ‘digital first.’

What worries me about this is that the sector is becoming polarised between nonprofits who are doing incredibly sophisticated things in digital and those who are struggling to take their first steps. Size can be a factor but isn’t always indicative. I’ve met tiny charities who are leveraging digital tools on tight budgets to do amazing work (e.g. Child's i Foundation). Conversely, I know of large nonprofits where the board and CEO are not yet embracing technology. I think charities need a new way of framing the conversation about digital transformation so that we bring all these groups together. Based on the report and my experience as a digital consultant these are the 5 things I’d recommend.

1. Realise that digital transformation is different for every organisation. Some nonprofits have the right leadership, resources and people in place to truly go ‘digital first.’ If your charity is still at the early stages then it may be more realistic to take a few simple but meaningful steps in using digital tools, such as accepting online donations, revamping your email newsletters, and making your website mobile friendly. Yes, you should have a digital strategy but it needs to take into account where your organisation is at.

2. Accept that fear is normal. I see this all the time in my day job. One CEO recently told me that he was really keen for his charity to develop a digital strategy although he was a little ‘scared’ by technology. Most people don’t like change and learning about new tools can take them out of their comfort zone. Having an honest conversation about what is making your stakeholders nervous and getting buy-in for how digital will benefit them is key. I do a lot of hand holding as a consultant and find it really rewarding when people go from being a sceptic to an enthusiast.

3. Be prepared to have difficult conversations. At the launch event Julie Dodd advised us that the only way to drive change is for us digital types to get out there and talk to people who are yet to be convinced. As Steve Ford rightly says in his quote below, digital transformation does not happen in a vacuum. It raises a lot of questions about how you do business and it forces organisations to collaborate and communicate more openly than they may have done before. It can be helpful to start talking about these issues from the outset, otherwise they will become the elephant in the room.

4. Leadership is critical. This was a recurring theme in the report. Your CEO and board should lead digital transformation. This doesn’t mean they must be digital experts, they just need to understand the opportunities and risks and be prepared to put digital at the heart of their strategy. This is one of main reasons why Matt Collins and I set up the #socialceos awards. By encouraging more CEOs to use digital themselves we believe that their charities and the wider sector will benefit.

5. Don’t underestimate ‘soft’ skills. Attitude and approach came up time and again at yesterday’s launch. As I recently blogged about for Just Giving, digital isn’t just a question of strategy and processes. It’s also about having the right people and a culture which encourages them to try new things.

In summary, us digital types need to leave our comfort zones as much as those who haven’t adopted digital yet. So, have coffee with that colleague who is a digital sceptic. Find out what makes them tick. Show them how digital can solve their problems. Such conversations will take your charity and the sector one step closer to maximising the opportunities offered by digital.

Paul Thomas

Communications and Marketing strategist - focus on Digital. Podcaster. Trustee. Music and technology enthusiast.

8y

We've discussed this before, but I really do think that the term "digital" in and of itself is unhelpful. For those who have woken up and see the possibilities it's fine, but for a whole other group it's very problematic. They hear the noise 'digital' makes and know they should be more social, more digital and we 'experts' just reenforce this belief. As you say, hand holding, coaching - that's where the value is. Talking to them on their terms. Us 'digital' people need to rediscover our 'non-digital' side...if you like.

Guy Smith

Senior Marketing Professional | Innovator | Efficiency/Automation lover | Strategic Thinker

8y

All true - we're going through the transformative process at the moment. The only thing I would add is to be prepared to explain what is needed and why many times! And avoid jargon whenever possible - I'm guilty of habitually using the term CTR when talking to non digital people, which produced blank looks - it has taken some practise to elongate that to the full 'Click Through Rate'

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Joanna Aitkens

Marketing & Copywriting Consultant for Healthcare & Tech | Fractional CMO | Converting Complex Ideas into High Performing ROI Strategies

8y

Interesting and very accurate observations, Zoe. Reluctance to adopt digital often stems from lack of understanding. Hand holding is so important, as is pace setting so that everyone feels comfortable with change & progress.

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Lisa Gagliani MBE

Leading Independent Arts - the best small charity you might not have heard of!

8y

Hear hear!

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