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A short presentation to raise awareness of the need for digital development at WaterAid. Oct 2009.

A short presentation to raise awareness of the need for digital development at WaterAid. Oct 2009.

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  • 1.
    • www.wateraid.org ...
    • … is changing
    • Joe, Angharad, Per
    • 15 Oct 2009
    Digital change
  • 2. Digital change
  • 3.
    • Background
    • www.wateraid.org has served the organisation well over the previous strategy period
    • The site has won awards and taken millions in donations
    • And it has become a vast source of information relevant to the sector
    Digital change
  • 4.
    • But the world, and the web, is changing:
    • Web is now broadband
    • Web is interactive
    • Web gives the user control
    • Web is no longer just “our website”… it’s youtube, myspace, facebook, flickr…
    • Presence on these sites, plus our own website, is now the primary public, global face for an organisation
    • For some audiences, if you’re not online (and online well) you no longer exist…
    Digital change
  • 5.
    • WaterAid is changing too…
    • Our new Global strategy sees us becoming “one WaterAid”
    • A greater emphasis on advocacy is going to require stronger, global online campaigning, to leverage global support for the WASH cause
    • Greater transparency about what we do and how we spend money will be required – the web is the perfect medium to do this
    • Our ambitious fundraising target requires us to develop immature fundraising markets, such as online, and to make efficiency savings by managing more supporter relations online
    • We can also save money on print and publication costs by moving more of them online
    • And we can better collaborate and communicate internally using digital online tools – the intranet, skype, video conferencing, messaging, collaborative wikis, blogs and docs, and so on…
    Digital change
  • 6.
    • And our supporters are also changing…
    • Supporters are increasingly, without encouragement from us, donating online – we need to better facilitate this
    • Supporters in the digital age expect greater interaction with WaterAid – in a variety of different online locations (eg: Facebook)
    • They are more used to interacting, and managing their relationship with, organisations online (eg: online banking)
    • They expect to be able to contribute and interact with the causes they support
    Digital change
  • 7.
    • In order to prosper, WaterAid will need to…
    • Take digital channels more seriously, and invest in them appropriately
    • Improve the website architecture to better reflect the changing organisational structure
    • Develop a user-led website that accommodates the requirements of our supporters before the needs of our organisation
    • Be more aware of the changing digital environment we operate in, and the rapidly changing behaviour of our supporters
    • Continue doing the things that currently work well for us offline (eg: DRTV)
    Digital change
  • 8.
    • The dangers of standing still…
    • We risk losing market share to more agile “web-enabled” charities
    • We risk becoming irrelevant to some audience segments
    • We risk losing our status and influence
    • Online technology now facilitates individuals and groups supporting good causes without the need for the charity organisation “middleman” – if we do nothing we could, ultimately, become obsolete (particularly to “digital native” supporters)
    Digital change
  • 9.
    • Digital opportunity
    • We are not “too late”!
    • We have a solid foundation on which to build, plus strong awareness of the opportunities
    • There is a huge opportunity to develop the WaterAid global brand and messaging online
    • Massive potential for us to connect with supporters, and to facilitate supporters connecting with each other
    • If done right, there is also huge potential to increase online as a source of income, and to make efficiency savings
    Digital change