Jo Wolfe, Assistant Director of Digital at Breast Cancer Care spoke at #twbconf 2016. The UK's breast cancer support charity has long been a pioneer of supporting women through digital tools. As the opportunities for digital support grow, their ambitions are also increasing. Find out how the team at Breast Cancer Care develop new digital products and drive innovation across the charity. Becca Demo: https://vimeo.com/167913216 Maturity Matrix: http://digitalmaturity.co.uk/

1. Digital innovation at
Breast Cancer Care
Jo Wolfe
@msjowolfe

7. ‘Unfair advantage’ for digital
innovation in charities
• We are close to beneficiaries and their needs
• We have established networks and loyalty
• We are passionate about what we do
• Working in a lean way comes naturally

8. Breast Cancer Care’s origin
story
1972 founded by Betty Westgate in her living room
in Croydon to connect women with breast cancer
1999 CEO Samia al Quadi spots the potential for
digital. Forum launches
2015 Digital innovation function established

9. One in eight women will be
diagnosed with breast cancer in
their lifetime

12. Our open beta –
becca.breastcancercare.org.uk

13. BECCA and behaviour
change
37% of users have acted upon suggestions within the app
34% made a ‘mental note’

14. How did we get here?

15. #1 Measure digital maturity
“a process of maturing along a
continuum, rather than a radical event
like a transformation”

16. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Technology
Platforms & Devices
Audiences
User Experience
Content
Campaigns
Analytics
Governance
Current State Aspiration
Dimension Current State Aspiration
Technology 28% 61% The management of the underlying technology used in digital, and technical development
Platforms & Devices 17% 50% The digital platforms/products and different devices where users access digital content and digital services
Audiences 22% 33% The ability to identify specific user segments and understand them across online and offline
User Experience 22% 50% The management and personalisation of online and offline journeys, tailored to segmented audiences
Content 22% 50% The creation, management and accessibility of digital assets
Campaigns 44% 67% The activities and management of marketing communications (or otherwise) to known and unknown users
Analytics 39% 56% The measurement of performance against objectives/KPIs, and the use of data-driven insights to continuously improve
Governance 50% 78% The governance of digital activity to ensure it meets the wider needs of the organisation
Overall Score 31% 56% -25%

17. FREE Third Sector Digital
Maturity Matrix
digitalmaturity.co.uk
#DigitalMaturityMatrix
Thursday 6 October – Third Sector
Digital Maturity Live

18. #2 Ensure good governance and
digital leadership

19. What could this look like?
• CEO and Trustee engagement
• Project Board and Working Group
• Advisory Board
• Content, Fundraising and Marketing Panels for
specialist areas
• Underpinned by digital strategy linked to
charity’s five year plan

20. The importance of
collaboration

21. #3 Co-create with your audience

22. How we identify needs
72 face-to-face in workshops
16 over the phone, in-depth user interviews
40 survey respondants
80 closed beta testers
1,000+ open beta testers (TBC)

23. Grounded theory

24. Feedback so far
Betty
Lynda
Julie

25. #4 Iterate using data

27. Use Mixpanel to track
interactions

28. Specific, actionable user
feedback
Have subject
sub categories
“Links to more diverse
websites. Many more
personal stories
please...”
Be able to
search for a
specific topic
Would love
an index and
full search
“Cards need to be
grouped for easy
access on the app “
“Send a notification to
remind you it's there."
An index and
a way to flag
favourites
“Start on a random card
instead of at the beginning
of a pack.”
“Some way of saving
the links or
bookmarking them.”

29. #5 Carry out (content)
experiments

30. Crowdsourcing content

31. Average rating: 4.4 Average rating: 4.3

32. A content strategy for
mobile

33. #6 Focus on funding and
fundraising

34. • CAST works with grant makers, investors and
mission driven organisations to drive social
change using tech.
• The accelerator provides professional digital
development teams to quickly build and test new
digital products and services.
Opportunity of the Fuse
Accelerator

35. Learn the language of
fundraisers

36. Explore sustainable business
models

37. Native advertising /
Advertorial?
• Cards with contextual offers
• Well received by users so far
• Looking to recruit an initial advertiser for testing

38. Those takeaways one more time
#1 Measure digital maturity
#2 Ensure good governance and digital leadership
#3 Co-create with your audience
#4 Iterate using data
#5 Carry out (content) experiments
#6 Focus on funding and fundraising

39. Reading list
• The Jetsons, Hanna-Barbera
• All Tomorrow’s Parties, William Gibson
• The Lean Startup, Eric Ries
• StartUp podcast, Gimlet Media
• Business Model Generation, Alexander Osterwalder and
Yves Pigneur
• This is Service Design Thinking, Marc Stickdorn and Jakob
Schneider
• Rocket Surgery Made Easy, Steve Krug
• Content Strategy for Mobile, Karen McGrane

40. Thanks for listening.
Any questions?
Jo Wolfe
@msjowolfe