Charity Digital Leaders ReportPresentation Transcript
Digital: What every charity leader should know How charity leaders can engage with digital to build a sustainable third sector.
ForewordEarlier this year, I urged government and charity CEOs to make the most of theopportunities that digital technology offers the sector. I believe that engaging withdigital is crucial to the sustainability of our organisations, and to helping us all toconnect and communicate in tough times.We at Lasa wanted to see what some of the most influential people in the sectortoday had to say about this issue. My team have put together this crowd sourcedreport, showcasing the insights of opinion leaders, all of whom share the goal of aresilient third sector that engages with digital to generate income, reach morestakeholders and be as effective, and efficient as possible.I hope the insights we’ve received from our wonderful contributors will inspire you toembrace digital as part of your organisations leadership. This certainly is a crowdwith a lot of wisdom. As always if you need advice and support along the way, myteam at Lasa will be here to help.Terry StokesCEOLasa
Contributors Digital and the bottom line 15. Tom Lodziak, Digital Media Manager, Institute of FundraisingLeadership goes digital 16. Nigel Lewis, CEO, AbilityNet 17. Steve Bridger, Builder of Bridges1. Beth Kanter, co-author of “The Networked Non-Profit” 18. Annemarie Naylor, Head of Assets, Locality2. Sam Matthews, Acting Chief Executive, Charities 19. Danielle Atkinson, Head of Digital and Individual Giving, Evaluation Services Merlin3. Ben Matthews, Founder, Bright One 20. Morgan Killick, Managing Director, ESP Projects Ltd4. Graham Fisher, Chief Executive, Toynbee Hall5. Vicky Browning, Director, Charity Comms Leadership and social media 21. Matt Collins, Social Media CoachOrganisational strategy and digital 22. Ross McCulloch, Founder, Third Sector Lab 23. Lucy Caldicott, Director of Fundraising, CLIC Sargent6. Martha Lane Fox, Chair, Go On UK 24. Dan Sutch, Head of Development Research, Nominet7. Bertie Bosrédon, Digital Engagement and Social Media Trust Consultant 25. Laila Takeh, Head of Digital Engagement, UNICEF UK8. Doug Jacquier, Strategy Consultant9. Paulette Elliott, Managing Director, Huduma Ltd Open data and the cloudInnovate and engage 26. Karl Wilding, Head of Foresight, NCVO 27. Paula Graham, Director, Fossbox10. Howard Lake, Publisher, UK Fundraising 28. David Sturges, CCO, WorkPlaceLive11. Rosie Chapman, Independent Charity Adviser, Belinda Pratten and Rosie Chapman Associates Mobile12. Marnie Webb, Co-CEO, Techsoup Global13. Damien Austin-Walker, Head of Digital, V Inspired 29. Paul de Gregorio, Head of Mobile, Open Fundraising14. Rachel Beer, Founding Partner, Beautiful World 30. Jonathan Waddingham, Social and Labs Produce Manager, JustGiving 31. Holly Ross, Executive Director, NTEN
Leadership goes digital
Success in an age of connectivity means leading with a network mind-set…• Information and connections flow in many directions• Build relationships with your supporters• Inspire others to take action and share your content and ideas broadly• Be present, authentic, and human on social networks, sharing a bit of yourself as well as your organisation’s goals• Listen and cultivate both organisational and professional networks to meet your goals• Exercise leadership through active participation• Strive for greater transparency and openness in how your organisation makes decisions• Use pilots and measurements for learning and improvementBeth Kanter www.bethkanter.org @kanterCo- author of “The Networked Nonprofit” http://amzn.to/measure-networknp
1. Planning will make it happenHave a clear plan and budget in place and, most importantly, aworking group to discuss and progress your digital journey.2. Take an active interest in what is being achievedAs CEO, don’t just delegate to others – make sure you are drivingthe agenda forward.3. Provide training on email managementProvide awareness about time-consuming emails and give clearguidance on effective inbox management.4. Keep up with changesNo matter what you think about it, social media is here tostay. Learn about it, give it a go and find internal champions tosupport others in using it.5. Use it to monitor your outcomes and impactThere are lots of options out there (databases) to support your Sam Matthews (@CESOnline)data collection, analysis and reporting – get the support you need Acting Chief Executiveto find the right option for you and you’ll make huge efficiency Charities Evaluationsavings. Services www.ces-vol.org.uk
“Management is efficiency in climbing the ladder of success; leadership determines whether the ladder is leaning against the right wall.” — Stephen R. Covey 1. Strategy is adaptable by nature – be flexible 2. Make sure you control the channels you own 3. Use data to gather new insights 4. Remember customers are individuals 5. Embed social into your organisation Ben Matthews Founder, Bright One @benrmatthews Benrmatthews.com9-Oct-12 AXP Internal 7
Digital leadershipThe digital imperatives for charity leaders• Integrating the data and evidence revolution into all that you do - understanding needs, designing service, managing your brand and evaluating impact.• Strengthening customer communications, better understanding, talking to and co- creating with your customers.• Mission improvement by using digital to improve your service access, effectiveness, efficiency and quality, opening new markets for new products.• Getting closer to your organisation’s supporters, sharing more of their stories, with greater frequency and making it easier for them to give. Graham Fisher, Chief Executive www.toynbeehall.org.uk Twitter: @toynbeehallgf
Digital success requires leadership, trust and innovation 1. For charities to succeed in digital communications, you needImage: CreativeCommons Seth1492 leadership and understanding at the highest level 2. Entrenched cultures and attitudes can stand in the way of innovation. Don’t let them 3. As with all communications, think digital at the start of the planning process, not as an afterthought 4. Give your digital managers trust, influence and – crucially – budget 5. Manage expectations around digital’s ability to deliver. It’s not destined to fail but neither is it a miracle cure-all. And it’s definitely not free 6. Simply creating a new silo for digital to sit alongside existing functional silos won’t help: digital literacy needs to be viewed as a core competency across your organisation Vicky Browning, Director CharityComms charitycomms.org.uk @charitycomms
Organisational strategy and digital
Take advantage of digital fundraising growth: Last year 15% of charitydonations were made online and we know this figure will continue to rise. Statsfrom the Institute of Fundraising show that for the months of November andDecember combined, online giving jumps to almost 30% of it’s annual share. Sothere’s no time to waste in getting your digital strategy in place!Consider all your options: Why spend precious pennies on paper grantapplications, newsletters and invites when you can email for free? Digital innovationdoesn’t have to be expensive, there are many free or low cost tools and templatesavailable online. A flashy new website is not always the best use of your resources- a simple blog or social media may be more practical for your end users.Recruit a Digital Intern: At a time when manyyoung people are out of work – offer someonewho has the skills you are looking for the Martha Lane Fox,opportunity to gain valuable work experience. Chair at Go ON UKCollaborate: Don’t duplicate existing services. FOLLOW MarthaUse technology to collaborate with othercharities, pooling resources and advice and @marthalanefoxdirecting your clients to relevant resourcesalready available online.
Change starts insideAdapt the culture of your organisation:all staff should be confident with digitaltools.PrioritiseEstablish digital objectives and makethem part of your strategic plans.Become a digital leaderLead by example: use Twitter, videos,blogs…Embrace mobile devicesTraffic from handheld devices willovertake computers within 2 years. Getready now!Create tools Bertie Bosrédon @cafedumondeAdapt your services and deliver online. digital engagement & social media consultant http://bertie.fr
Technology Issues Charities Cannot Ignore • A social media strategy is a must-have (but beware the hype). • Secure your data – in-house or in the ‘cloud.’ • A technology plan is core to your strategic survival - if you’re not understanding and managing your organisation’s technology, you shouldn’t be in the job. • Training is core, not the first item cut in tough times. • Your website could be the first (and last) thing people know about your organisation – commit to managing it well. • Build an interactive community, not a broadcast mailing list.Doug Jacquier, Strategy Consultant
Innovate and engage
Think visually • The move from blog posts to Twitter status updates to Pinterest and Instagram images shows that people are expecting ever more succinct updates. • Who in your organisation can tell stories visually? • What visual assets do you already have that are not being exploited? • Images and data are a powerful combination. Witness the popularity of infographics.Howard Lake, Publisher, UK Fundraising@howardlakewww.fundraising.co.uk
Framing Social Change for Technology Interventions• Firstly, a description of difficulties and problems. Issues require ongoing attention; they will never be completely finished. Problems can actually be solved. This is from T.D. Weldon via Lucy Bernholz.• Technology can illuminate issues. It can help show the connection between power consumption and mountain top removal. It can show what is happening with climate change. When we are working with issues – the things that will not go away completely – we need to think about how technology can help bring more attention.• Technology can identify the problems. It can show the specific places that a direct intervention can solve. It can help fix streets. It can help community gardeners find food pantries with whom they can share excess food. Technology can help create connections.• Technology can help people take immediate action. Often this helps to illuminate issues through the identification of problems. Post-disaster notification apps, for example, help to locate people but can also help to pinpoint the biggest areas of need. Ushahidi provides a suite of tools to help people take immediate action.• There are technologists who want your help. They gather at civic coding events like those hosted by Random Hacks of Kindness and they want our problems. They just need them in a way they can address with technology. Marnie Webb Co-CEO @webb www.techsoupglobal.org
Digital future is integratedMobile FirstMobile and tablet internet usage is outstripping the desktop. Developdigital platforms for mobile first. The tablet will become the new desktop.Mobile is inherently responsive - content must maximise this. Secondscreen usage is becoming the norm, design content is to be consumed inintegrated multiple screen environments, across other media on and off-line.Location is the new contextLocation personalisation and tailoring helps reduce content overload.Near Field Communication technology is being built into phones, thinkQR codes that people will use.Data joins the dotsData tells the story across devices and use cases. Use data to harnesssocial and your brand ambassadors. Organisations must become datadriven to take full advantage of integration, learn from what the data tellsyou. Recruit for data and analysis skills.Silos kill organisationsAll roles will be digitised. Digital and social skills should be on everyone’sCV. The digital team can’t do everything - every team must take someownership of their digital activity and data must be shared across theorganisation. Damien Austin-Walker, Head ofWatch the new generation DigitalYoung people will use digital in ways you wont foresee. They will adoptnew technology early and push digital trends. Listen to this audience and vInspired.comhow they relate in the digital space in order to stay innovative. @b33god
New rules of engagementThe evolution of media will continue to empower people to customise their livesaround their interests, lifestyles and needs. Make the most of the array of opportunitiesto engage meaningfully with supporters and stakeholders, and remember they willincreasingly choose organisations that deliver this.• Use the media that they use, where and when they use them – and remember media is now as mobile as your audiences are.• Recognise the need to stand out and be interesting, not just worthy.• Shift your organisation’s mindset from traditional push and interruption marketing towards pull and attraction, keeping the best of traditional techniques and adapting for new media.• It is not enough to broadcast – people must have noticed and be engaged with what you are saying. Monitor, measure and understand what works.• Invest in creating great content, conversations and relationships.• Prioritise engagement in your marketing, fundraising and communications – ask questions like, ‘Why would anyone notice us?’, ‘Why should anyone care or listen to what we have to say?’, ‘Would someone pass this on?’ Rachel Beer, Founding Partner, beautiful world www.hellobeautifulworld.com Twitter: @rachelbeer
Digital and the bottom line
Digital doesn’t have to cost the world1. Use Open Source: Instead of developing your own digital technology, use open source software. Whether CMS, CRM, email marketing, event organisation or online giving, there are open source solutions available which will reduce development costs and ensure longevity. Why have one developer, when you can have a community of developers working on your product for no extra cost?2. Embrace social media: It’s free to use! There are dozens of sites out there. Work out which ones work best for your organisation, put them at the heart of your communication strategy and use, use, use them. The more you engage, the larger your audience, and the more effective social media becomes.3. Borrow other people’s ideas: The charity sector is buzzing with digital ideas. Instead of re-inventing the wheel, research what other charities are doing. Take the best ideas and adapt, remould and rebrand them to suit your charity’s needs.4. Encourage peer-to-peer promotion: Digital is an ideal way for your supporters and donors to promote your charity to their peers. Make it easy for your supporters to share all of your digital content and activity. This approach will massively increase the number of people in your communications team. Tom Lodziak5. Learn for free: You don’t need to spend thousands training your staff. You Digital Media Manager can access very good learning opportunities for free, including digital Institute of Fundraising meet-ups, webinars, LinkedIn groups, blogs, agency seminars and even www.institute-of-fundraising.org.uk Twitter: @ioftweets conferences. Do a quick Google search and see what comes up.
Power of Digital1. Use Appropriate Technology – During these difficult times focus on using the technology that will benefit your charity and your end beneficiaries (CRM, Web, Social Media, Fundraising, etc.)2. Build a Digital Strategy – Think before you commence, defining the key objectives and outcomes leads to success.3. Don’t Waste Your Money – You don’t have to re-invent the wheel, solutions and service providers exist at very low or no cost. Put everything in the Cloud. Nigel Lewis, CEO AbilityNet4. Inclusion – Make your technology inclusive www.abilitynet.org.uk and accessible, not only for your staff but also your end beneficiaries.
Digital resilience Digital is more than a channel with a budget attached; it is a business model issue. The values of the web: transparency, collaboration & participation - must exist in your organisation, too. Don’t start with the technologies; focus on the behaviours of the people that are of interest to you. Make the network your organisation. Iterate, iterate, iterate. Steve Bridger Builder of Bridges stevebridger.com Twitter: @stevebridger Photo: Russell Davies
Community Assets & Enterprise Go Digital• Digital Assets – a growing number of community organisations are exploring the potential to own and control digital infrastructure. Groups are also developing income-generating platforms online to transcend the traditional limitations of space and place in establishing contemporary community assets.• Digital by Default Services – 2/3 of interactions with local authorities are now conducted virtually. Community Enterprises will, increasingly, be called upon to utilise ICT in seeking to provide public services and engage with their beneficiaries. They need to call for Open Standards to reduce associated costs. They will also need support to become “informed clients” and interact effectively with relevant professionals.• Digital Divides – in addition to broadband access, communities and community organisations are liable to be affected increasingly by broadband speed poverty and access to mobile broadband, impacting local knowledge and skills as well as service delivery prospects.• Data, Big Data and More Data… fuel for the #neweconomy as well as the site of a new ethical battleground in the form of #opendata Annemarie Naylor, Head of Assets, Locality www.locality.org.uk @asset_transfer Image courtesy of The Marketer magazine
Be realistic! • Digital is here – don’t ignore it! It might not bring in the big money yet, but it will do one day. You’ve got to be in it to win it. • Don’t expect digital to overtake other fundraising yet: there’s no doubt digital is growing, but offline fundraising will still bring in more money. • Income generation won’t happen overnight and you can’t expect any gains if you don’t invest in, or resource digital properly. • But that doesn’t mean it’s the cheap way to do all other types of fundraising. Work out how you can use digital to work with and complement your other fundraising, not replace it. • Social media is about friend raising not fund raising. Yes, it’s another channel but it needs to be kept in perspective. It does allow us to develop personal connections with people who we have never interacted with before. Although, remember that even though there might be lots of people talking and responding, the number who convert to giving is small!Danielle Atkinson, Head of Digital & Individual Giving, @roxymartinique, www.merlin.org.uk
Plan your digital• You are not an IT expert! Find impartial advisers that you can trust.• Change is always more gradual than the hubris implies. There is no rush. Spend time on getting things right.• Unless a digital solution is cost effective, it is not worth doing.• It will always take longer, involve more effort, and usually be more expensive, than you think.• All organisations reach a point where they cannot survive without effective systems for handling and using customer data.• Invest in better CRM as your first priority.• Digital solutions are tools. They will not be useful until they are used by the right people in the right way. Morgan Killick, Managing Director, ESP Plan all interventions with this in mind. Projects Ltd. http://www.espprojects.co.uk/ @espprojects
Leadership and social media
Consider scaling and delivering your service digitally - can elements of your mission be achieved online, reaching thousands more people? Get your communication lines sharp and succinct, ready for digital channels - online consumers dont have time to wade through reams of copy, so grab them in the first sentence. Measure your communications reach to microscopic levels - it has never been easier to know how many people are hearing your message, and who they are. Digital lets your team collaborate and combine talents like never before - harness the collective talents of your staff and volunteers to produce innovative and transformative work, regardless of location. Your digital presence is your brand (whether you like it or not) - your website and social media feeds are how mostMatt Collins people will experience your organisation for the first time.Social Media Coach@charitychap Your charity is now a global charity (whether you like it orwww.charitychap.com not) - anyone with an internet connection can connect to your charity, whether they live in Romford or in Rio.
Social media is not an add on.Your staff already work ludicrously hard, they dont have another 4 hours a week to do socialmedia. Help them understand how it can add value to their work and even make their life easier.Dont give your IT department sole responsibility for your social media presence.Or your communications team for that matter. Someone should be leading the way but the morepeople you can get involved the better.Youre a human being not an organisation.Dont think people are interested in a stream of organisational updates, theyre not. They want toknow about the opinions, work and passions of you as a CEO/chair/director/etc.“Dont be an idiot.”Sara Thomas, Fundraiser with MND Scotland, sums up her social media strategy in four words.Sage advice.Youre not alone.Learn from other charity leaders using digital and social media tools in interesting and innovativeways. A favourite of mine is Louise MacDonald, CEO at Young Scot - you can see her#BeGoodBeSocial talk at www.youtube.com/begoodbesocial Ross McCulloch, Founder of Third Sector Lab. @ThirdSectorLab www.rossmcculloch.com www.thirdsectorlab.co.uk
Social media provides an opportunity for anyone to have conversations with thereal people in an organisation. Used effectively, these conversations will build trust and engagement – crucial to building long-term support for your cause.• Engage with the external world: People interested in your cause will follow you. You can get direct feedback and engage. For a charity leader, use of social media is an invaluable way to keep your finger on the pulse.• Engage with your own staff: They’ll tend to follow you. You have to think about whether to follow them back. Will they want you to?• Be real: It is very obvious when tweets are pre-planned or not self-scripted so be careful to be you and to be consistent. And anyway it’s a bit exhausting to pretend to be someone else!• Be interesting: “The secret of being a bore is to tell everything.” Voltaire• Think first: “A slip of the foot you may soon recover, but a slip of the tongue tweet you may never get over.” with apologies to Benjamin Franklin @LucyCaldicott Director of Fundraising CLIC Sargent
Image: Flickr Laughing Squid From Digital Connections to Social Connectedness • Digital technology enables us to make new connections within our communities and into other organisations. This means we can explore ways of connecting to new people and organisations who can help advance our charitable objectives. It isn’t digital for digital’s sake, but using digital to enhance (and realise) our existing ambitions and objectives. • Linking to individuals and organisations with relevant expertise seems to be one of the most fruitful ways of making better use of digital technology. As a leader you don’t have to be an expert in digital technology, but to be able to give license (and support) to others to explore how it can support your organisation’s work. • “Tech Champions” interested in exploring how digital tech can support your work can be found in many different places. As a leader it’s your role to seek them out and explore how you can support them – whether they are staff inside your organisation who can take on this role, or partnerships with people outside your organisation (such as Lasa and NCVO), or developing informal networks through social media such as Twitter, where you can find others exploring similar challenges. • Focus your exploration on how digital technology can help you realise your charitable objectives. The first step may be to enhance your current activities, but over the longer term, new ways of achieving your charitable objectives may be found by making the most of digital connections and tools. Dan Sutch- Head of Development Research @dansutch www.nominettrust.org.uk
1. Silos dont exist externally, dont let them exist internally. Digital is breaking down walls because of the required ways of working, but the silos shouldnt have been there in the first place. Recognise the organisational change your digital staff may (or should) be driving and create space for it to happen.2. Your brand has always been what people say about you – you can just see it more. The risks of social media arent much bigger than those you already have when a member of staff picks up the phone or knocks on a door. Put the same effort into social media training and guidance and you should be covered.3. Focus on outcome, not sparkle An app may be on-trend but you need to do the basics (search, email, website) brilliantly first. It’s a better investment. If youre not up-to scratch in these areas your other promo activity will be less effective.4. Evidence based decisions rule Why guess when you can test. Next time youre agonising over a headline, colour, layout or something else equally subjective remember this: You can test run your work - taking the guessing and the internal politics out of the situation.5. Mobile is already here, and it’s not going away If youre redesigning your website, emails or anything else, including how you interact in face to face activities – design for mobile devices first. This should also concentrate the mind on ditching any unnecessary-ness. Laila Takeh (@spirals) Head of Digital Engagement UNICEF UK
Open data and the cloud
Digital Means Data1. Big Data: as more of our world shifts online and more objects around us become intelligent – and connected to the internet – we’ll find that our organisations are dealing with more and more data – what some are calling Big Data.2. Data Strategy: our organisational strategies need to plan for the opportunities (outcomes measurement; better fundraising) and costs (data protection and management) that Big Data are going to bring.3. The Open Data agenda: governments everywhere are exploring the potential for linking datasets together and making them open for analysis. They recognise the innovation this generates and the accountability that comes with transparency. So expect more pressure to be ‘open’ – and recognise the advantage of being a ‘networked non-profit.’4. Share: openness and sharing are part of the culture around digital and data. As leaders, you’ll need to set a culture where sharing – data, skills - is the norm. Be comfortable with the motto ‘seek forgiveness, not permission’.5. Skills and knowledge: the best organisations will recruit the skills and knowledge to use data to your – and your users’ – advantage. Data ‘wranglers’ will get data from different places and make it usable. You’ll also need data analysis and visualisation skills as a core skillset in your Karl Wilding, Head of organisation. Foresight6. “Data is the new fuel for social change”. Not my words, but those of a NCVO: www.ncvo- visionary of our time: Lucy Bernholz. Look for her Disrupting Philanthropy manifesto or just read her blog. vol.org.uk Twitter: @karlwilding Image: http://mikestimpson.com/photography
5 Cloud considerations ● There is growing strain between the ICT buyers and builders model and the drift of business functions towards the ‘Cloud. Growth, flexibility and agility requirements, as well as a shift toward mobile and remote access, continue to expose the weaknesses of existing solutions. ● Cost efficiency fuelled initial uptake, but ‘Cloud is now becoming a driver of business efficiency and collaborative working across organisations. Security issues and outages highlight the need for interoperability and portability based in open technology standards as never before, and concern about lock in is no longer limited to exit strategy. ● Open Cloud benefits include: freedom to control implementations and avoid business paths determined by IT vendors, collaboration within and across organisations, interoperability and portability between Cloud providers, effective fall-backs, and long-term support. ● 72% of businesses’ use of open source software, open standards and/or open APIs, are key factors when choosing a Cloud provider or building their own Cloud. Additionally 47% plan to add more Linux and open-source software in the next 12 months to support their Cloud plans. [IDC Survey, 2012]● Open source is leading, not following, in important areas including Cloud, big data, mobile apps and enterprise mobility. 2011 was a record year for OSS investment, which increased by 49 percent to $675M, and new software companies are increasingly based on OSS and adaptive business models. 61% of the worlds top 10,000 sites on the web are served by Paula Graham | Director open source projects. Licenced under Creative Commons Attribution-Non-Commercial-Share Alike 2.0 UKwww.fossbox.org.uk | @fossbox
“Virtual Charity” in the Cloud ? David Sturges CCO of Any organisation - regardless of size - can work just WorkPlaceLive as effectively without an office - from anywhere in www.WorkPlaceLive the world! .com Twitter:• Improved Communication: Staff, managers, @WorkPlaceLive trustees and volunteers can have virtual meetings, share documents, access software and data or just chat, anywhere, anytime, from any device.• Reduced Costs: Save money on office costs, travel, IT infrastructure and outsource more services.• Sharing and Managing Big Data: Everybody can access the right data at the right time, as big data comes to fruition.• Go Green!: Reduced carbon footprint due to less travel, less electricity and the sharing of resources.• Happy Employees: Statistics show significant improvements in productivity and reduced staff turnover because they are happy!
1. This is more than a passing fad: Almost 100% of peopleMobile really is in the UK have one. 90% of us always keep our mobile within a metre. 20% of us admit to using our mobile onthe future… the toilet. Get the picture? The public are obsessed with their phone and to be relevant we need to be too. 2. Apps are good, SMS is better: Apps have their place,Paul de Gregorio, Head of Mobile but be wary of anyone who says you NEED one. You reallyOpen Fundraising, www.openfundraising.comTwitter, @pauldegregorio don’t, yet! Think SMS, everyone can send and receive one, 90% are read within an hour and you don’t need a smartphone. 3. Mobile fundraising isn’t innovative, it’s mainstream: Thanks to high profile events like Comic Relief, the public are increasingly used to donating by text. Notice all those charity ads on your train with an SMS call to action? They’re working very well. SMS is re-invigorating channels that were becoming ineffective. 4. How does your website look on a mobile phone? What % of your site views come from mobile? It’s probably about 25%. The public expects all organisations to have a mobile optimised site. Establish why people search for you on their mobile and make that its focus. 5. Don’t wait for a mobile strategy: By the time it’s been written the world will have moved on. There’s little point in a 5 year strategy, look how much has changed in the last 5 years. Set some clear objectives and start testing. Image: http://www.flickr.com/photos/mr_t_in_dc/4376801881/
Digital is not about the tools themselves, it’s what they enable you to do.Digital is social, it’s mobile: it can be everywhere and anywhere.A generation is coming where smartphones and tablets are all they’ve ever known.The behaviours we see are not new, they’re just more visible.Social networks have always been important and influential, but we now have moreways of understanding and reaching those networks. Understanding how people communicate, how to reach them, & how to inspire them is more important than any tool. Jonathan Waddingham @jon_bedford Social & Labs Producthttp://www.flickr.com/photos/21561428@N03/4515895257/ Manager justgiving.com
•You dont have to be a big NGO to succeed with technology. The cost of technology is dropping fast, levelling the playing field.•But you do have to invite tech to the leadership table. Orchestrate tech into your strategy discussions to succeed.•Make technology part of someones official job description. If its not anyones job, it wont happen. Like emptying the office dishwasher.•Its not your database, its you. How can you expect it to do what you need when you havent evaluated your business processes or bothered to train your staff?•If youre wondering what the next big tech innovation is, its mobile. Start working on your mobile email template and website design now.Holly RossExecutive Director, NTENhttp://firstname.lastname@example.org Photo: http://www.flickr.com/photos/safari_vacation/5911640241/sizes/l/in/photostream
We’d love to hear what you think.We’re inviting anyone in the sector who’d like to get involved in this issue to contribute.What have you always wanted charity CEOs to know about digital? How can charitytrustees, directors and funders embrace digital as part of their organisationalstrategies? And how should charity leaders incorporate digital into their leadership?Tweet @lasaict with your thoughts using the hashtag #lasaleaders
Thank you to all of our brilliant contributors.This report was compiled by Zoe Amar and the Lasa technology team.To find out more about the ways in which Lasa could help you and your organisationplease see www.lasa.org.uk. For Lasa’s technology services seehttp://www.lasa.org.uk/ict/All images have been credited where possible. If a photo to which you own the rights hasbeen used and not credited, please contact us.Thank you to Charity Comms who inspired this report with their Charity Comms 2020initiative.
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