Digital Change


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

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Digital Change

  1. 1. <ul><li> ... </li></ul><ul><li>… is changing </li></ul><ul><li>Joe, Angharad, Per </li></ul><ul><li>15 Oct 2009 </li></ul>Digital change
  2. 2. Digital change
  3. 3. <ul><li>Background </li></ul><ul><li> has served the organisation well over the previous strategy period </li></ul><ul><li>The site has won awards and taken millions in donations </li></ul><ul><li>And it has become a vast source of information relevant to the sector </li></ul>Digital change
  4. 4. <ul><li>But the world, and the web, is changing: </li></ul><ul><li>Web is now broadband </li></ul><ul><li>Web is interactive </li></ul><ul><li>Web gives the user control </li></ul><ul><li>Web is no longer just “our website”… it’s youtube, myspace, facebook, flickr… </li></ul><ul><li>Presence on these sites, plus our own website, is now the primary public, global face for an organisation </li></ul><ul><li>For some audiences, if you’re not online (and online well) you no longer exist… </li></ul>Digital change
  5. 5. <ul><li>WaterAid is changing too… </li></ul><ul><li>Our new Global strategy sees us becoming “one WaterAid” </li></ul><ul><li>A greater emphasis on advocacy is going to require stronger, global online campaigning, to leverage global support for the WASH cause </li></ul><ul><li>Greater transparency about what we do and how we spend money will be required – the web is the perfect medium to do this </li></ul><ul><li>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 </li></ul><ul><li>We can also save money on print and publication costs by moving more of them online </li></ul><ul><li>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… </li></ul>Digital change
  6. 6. <ul><li>And our supporters are also changing… </li></ul><ul><li>Supporters are increasingly, without encouragement from us, donating online – we need to better facilitate this </li></ul><ul><li>Supporters in the digital age expect greater interaction with WaterAid – in a variety of different online locations (eg: Facebook) </li></ul><ul><li>They are more used to interacting, and managing their relationship with, organisations online (eg: online banking) </li></ul><ul><li>They expect to be able to contribute and interact with the causes they support </li></ul>Digital change
  7. 7. <ul><li>In order to prosper, WaterAid will need to… </li></ul><ul><li>Take digital channels more seriously, and invest in them appropriately </li></ul><ul><li>Improve the website architecture to better reflect the changing organisational structure </li></ul><ul><li>Develop a user-led website that accommodates the requirements of our supporters before the needs of our organisation </li></ul><ul><li>Be more aware of the changing digital environment we operate in, and the rapidly changing behaviour of our supporters </li></ul><ul><li>Continue doing the things that currently work well for us offline (eg: DRTV) </li></ul>Digital change
  8. 8. <ul><li>The dangers of standing still… </li></ul><ul><li>We risk losing market share to more agile “web-enabled” charities </li></ul><ul><li>We risk becoming irrelevant to some audience segments </li></ul><ul><li>We risk losing our status and influence </li></ul><ul><li>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) </li></ul>Digital change
  9. 9. <ul><li>Digital opportunity </li></ul><ul><li>We are not “too late”! </li></ul><ul><li>We have a solid foundation on which to build, plus strong awareness of the opportunities </li></ul><ul><li>There is a huge opportunity to develop the WaterAid global brand and messaging online </li></ul><ul><li>Massive potential for us to connect with supporters, and to facilitate supporters connecting with each other </li></ul><ul><li>If done right, there is also huge potential to increase online as a source of income, and to make efficiency savings </li></ul>Digital change