1. Augmenting impact with digital:
BHP Charity Conference 2018
Ann Longley
Interim Digital Director, Prince’s Trust,
Founder, Something New Together
07 Nov 2018
2. Topics For Today
State of the nation
Creating a vision and
making it real
Reaping the rewards
3. Participation
Prize
“This is a go-to book for anyone working in communications,
or studying public relations, with a specific interest in the non-
profit sector…. I am delighted it has been published; it is
much needed.” – Jon Snow, Newscaster, Channel 4
First question will receive a complimentary
copy of the book.
Routledge are offering a 20% discount here
The Digital Chapter is available for free here
4. Topics For Today
State of the nation
Creating a vision and
making it real
Reaping the rewards
5. The Challenge Before Us -
Navigating The Next Industrial Revolution
196918701784 Now
6.
7.
8. Digital first companies like Google and Amazon now
set our expectations for convenience and ease
14. Sector Challenges
“A fourth industrial revolution (4IR) is
sweeping the world, with rapid
advances in AI, mobility and
advanced manufacturing.
But civil society is playing little role in
this revolution, whether as a user of
technologies, a shaper or an
influencer.”
Geoff Mulgan, CEO, Nesta
Source
19. The Government To Help NGO’S Develop
Digital Solutions To Deal With Social Challenges
“The use of social media, big data and
artificial intelligence are beginning to
reach the social sector and there is
increasing awareness that adoption of
digital techniques can make charities
more resilient and sustainable.“
… the rate of adoption is slow by
comparison to other sectors and
action is needed to encourage the
take-up of digital solutions by such
bodies. (10/08/18)
Source
44. Fast Track Progress With
Design Thinking
Source: Google Ventures Design Sprint
Day 1 Day 2 Day 3 Day 4 Day 5
* Understand Diverge * Decide Prototype * Validate
• Who are the users
• What are their needs
• What is the context
• Competitor review
• Formulate strategy
• Envision
• Develop lots
of solutions
• Ideate
• Choose the best idea
• Storyboard the idea
• Build something
quick and dirty to
show the users
• Focus on
usability not
making it
beautiful
• Show the prototype
to real users
outside the
organisation
• Learn what doesn’t
work
47. Lack of ConfidenceSkill Gaps No clear direction
Digital skills should exist
at all levels of the
organisation and be
accessible to everyone
across all departments.
No understanding what
‘good’ looks like can
hamper success.
Without a clear focus, it
is difficult to manage
activity and evaluate
progress.
Top Blockers
48. Top Tips
1. Embrace transformation
2. Change starts with you
3. Partnerships can help
4. Bring in digital pros and
evolve your organisational
design
5. Introduce new ways of
working
49. Topics For Today
State of the nation
Creating a vision and
making it real
Reaping the rewards
51. Build In Optimism And Resilence
Experience design and digital herald
new ways of working
‘How might we?’ P&G’s problem solving
approach helps overcome obstacles.
Proactive stakeholder engagement
drives advocacy.
Customer-centric toolset (personas and
customer journey mapping) help you
laser focus on ‘customers’.
Technology is the easy part!
57. Ann Longley
Digital Strategist and SNT Founder
Currently Digital Director, Prince’s Trust (Interim)
Former Digital Transformation Director, DEC & Group
Head of Social Media, Hays
Visiting Lecturer at Greenwich University
Award-winning creative digital strategist with deep
experience helping enterprises evolve their
organisational design and cultures for the digital age.
Co-author of Beyond Clicks for Causes: Enabling
Agile Digital Communications in Communicating
Causes.