1.
Drinks sponsors:
ADAPTING TO THE DIGITAL AGE:
THE ROLE OF TRUSTEES IN
LEADING CHANGE
DAN SUTCH, DIRECTOR, CAST
JO WOLFE, ASSISTANT DIRECTOR, DIGITAL,
BREAST CANCER CARE
MEGAN GRIFFITH GRAY, HEAD OF PLANNING,
DIGITAL AND COMMUNICATIONS, NCVO
7 NOVEMBER 2016
Partner sponsor:
Media partner:
Lead sponsor:

2.
WHY, WHAT AND HOW OF DIGITAL
A BRIEF INTRODUCTION
Drinks sponsors:
Partner sponsor:
Media partner:
Lead sponsor:

3.
Driving social change with digital technology
CAST
Centre for the Acceleration of Social Technology
CAST works with grant makers, investors and mission driven organisations to
drive social change using technology
Dan Sutch
wearecast.org.uk
@dansutch

4.
Driving social change with digital technology
CAST
100,000,000,000

5.
wearecast.org.uk
(digital) abundance
Largest taxi company, owns no cars
Largest accommodation provider,
owns no hotels, rooms or beds
13 employees when valued at $1bn

6.
Driving social change with digital technology
CAST
pocket supercomputers
98% adults in the UK own a mobile phone
71% own a smart phone
56% of 16-34 year olds cite smartphone as the most important device for internet

7.
Driving social change with digital technology
CAST
white elephants

8.
Driving social change with digital technology
CAST
digital architecture

9.
From theeconomic and manufacturingchallengesfacing Toyota, to thedigital, economic and social challengesfacing us
today: lean approaches andco-design provide a framework for risk-reduced,cost effective innovation.
the case for lean innovation: when itis not'businessasusual'

10.
Driving social change with digital technology
CAST
test driven (user centred)

11.
Driving social change with digital technology
CAST
workable products (agile development)

12.
three layers of value across each area of our work
TEST AND EVALUATE EACH LAYER – THEY DON’T WORK INDEPENDENTLY
wearecast.org.uk

13.
This requires:
• Creativity and imagination for how else we might address
these issues
• Risk taking and testing of these new approaches
• Entrepreneurship and willingness
• Aspiration, persistence and tenacity
• (openness, collaboration...)
The use of digital technology provides remarkable
opportunities to redesign how we address persistent social
challenges
wearecast.org.uk
Integration (the potential of digital)

14.
DIGITAL CULTURE – A CONTINUUM
Rejecting
Experimenting
Organising
DevolvingStageofDigitalCulture
Time

15.
THE DIGITAL CULTURE CONTINUUM
Rejecting
Don’t want to engage in digital, limited activity
Experimenting
Organic, chaotic activity, willingness but no plan
Organising
Centralised, under one function
Devolving
Decentralised with a clear framework, digital enhances all functions,
constantly evolving to reflect technology advancement
BCC is
here!

16.
16

17.
Technology
Underlying technology used for
digital/technical development
Channels & Devices
Platforms, products and devices used by users
to access content
Audiences
Identifying, segmenting and understanding
users
User Experience
The management of the overall digital
experience, tailored to segments
Content
Creation and management of assets
Campaigns
Management of marketing communications
Analytics
Performance measurement and optimisation
Governance
Governance of digital activity to ensure it
meets organisational needs

18.
BECCA
The support service for
women moving forward after
breast cancer

19.
MEASURING DIGITAL SKILLS
(AND INCREASING THEM)

20.
QUESTIONS
20

21.
DIGITAL TRUSTEE
PERSONAS
21

22.
FIVE PERSONAS
GOTTA CATCH ‘EM ALL!
champion enthusiast director protector chaser

23.
CHAMPION
Full of passion for digital and with a good grasp of
how an organisation’s strategy can be enabled by
technology, the Champion will push for digital to
be prioritised at Board level.
Can be found adding digital to the agenda at
Audit &Risk and Finance &General Purposes
Committees.
Not likely to be interested in the operational
detail on content and campaigns.

24.
ENTHUSIAST
Although not a digital expert, the Enthusiast
appreciates the potential for digital within the
charity and supports new digital initiatives at arms
length. They’re permissive and positive.
Can be found retweeting the charity’s Twitter
posts.
Not likely to ask for a System Architecture
Diagram or anything technical

25.
DIRECTOR
Perhaps they have a digital or IT role in another
organisation, or they have had a bad experience
with a digital project gone wrong. The Director
wants to guarantee digital success.
Can be found critiquing the latest draft of the
digital strategy and roadmap.
Not likely to hang back when invited to help set
direction.

26.
PROTECTOR
If you need someone to actively support your
digital team (or solo digital officer), the Protector
is your best bet. They will happily jump into the
detail and act as a mentor.
Can be found coaching the Head of Digital before
the next Senior Management Team meeting.
Not likely to tolerate negative feedback about
digital staff.

27.
CHASER
It’s not happening fast enough according to the
Chaser. This trustee comes from a commercial
background where going off the pace of digital
transformation costs market share.
Can be found challenging the status quo at board
meetings.
Not likely to join the trustee social media training
- they don’t have the time.

28.
GUESS WHO?
Champion
Full ofpassionfordigital andwith
digital andwith agood graspof
graspofhowan organisation’s
organisation’sstrategycanbe
canbeenabled bytechnology,the
technology,theChampionwill
Championwill pushfordigital to
digital tobeprioritisedatBoard
atBoardlevel Enthusiast
Althoughnotadigital expert,the
Enthusiastappreciatesthepotential
fordigital withinthecharityand
supportsnew digitalinitiatives at
armslength. They’repermissiveand
positive
Director
Perhapstheyhavea digitalor IT
rolein anotherorganisation,or
theyhavehadabadexperience
witha digitalproject gonewrong.
The Directorwantstoguarantee
digital success
Protector
If youneed someone to
actively supportyourdigital
team(orsolo digital officer),
the Protectoris yourbest bet.
Theywill happilyjump into
the detailandactasa mentor.
Chaser
It’snothappeningfastenough
accordingtothe Chaser.This trustee
comes fromacommercial
backgroundwheregoing offthe
paceofdigitaltransformationcosts
marketshare.

29.
CHALLENGES
29

30.
ROLES AND RESPONSES
Champion
Full ofpassionfordigital andwith
digital andwith agood graspof
graspofhowan organisation’s
organisation’sstrategycanbe
canbeenabled bytechnology,the
technology,theChampionwill
Championwill pushfordigital to
digital tobeprioritisedatBoard
atBoardlevel Enthusiast
Althoughnotadigital expert,the
Enthusiastappreciatesthepotential
fordigital withinthecharityand
supportsnew digitalinitiatives at
armslength. They’repermissiveand
positive
Director
Perhapstheyhavea digitalor IT
rolein anotherorganisation,or
theyhavehadabadexperience
witha digitalproject gonewrong.
The Directorwantstoguarantee
digital success
Protector
If youneed someone to
actively supportyourdigital
team(orsolo digital officer),
the Protectoris yourbest bet.
Theywill happilyjump into
the detailandactasa mentor.
Chaser
It’snothappeningfastenough
accordingtothe Chaser.This trustee
comes fromacommercial
backgroundwheregoing offthe
paceofdigitaltransformationcosts
marketshare.

31.
ACTIONS AND PROMISES

32.
THANK YOU!
ANY QUESTIONS?

33.
USEFUL RESOURCES
33

34.
Driving social change with digital technology
CAST
ben-evans.com socialtech.org.uk
wearecast.org.uk/fuse castfellowship.wordpress.com
links

35.
AND MORE LINKS
digitalmaturity.co.uk
gov.uk/government/publications/making-digital-
work-12-questions-for-trustees-to-consider
resources.lloydsbank.com/insight/uk-business-
digital-index/

36.
THANK YOU!
ANY QUESTIONS?