The document discusses the digital maturity of charities, emphasizing the need for a digital strategy that aligns with their limited resources and priorities. It highlights the role of technology in improving operations, with a focus on creating a business case for digital investments and understanding return on investment. The digital maturity framework is introduced as a tool to help organizations assess their current capabilities and plan for digital transformation.

1. Digital maturity - where to start?
9 October 2018
Brani Milosevic @ bubana

2. Hello, I’m Brani (@bubana)
● 15 + years working in the charity sector (CAFOD,
Save the Children UK, World Animal Protection)
● Focus on digital strategy, digital mobilisation,
supporter engagement, CRM planning
● Clients include Chatham House, Concern UK,
Samaritans, Parkinson’s UK, International Planned
Parenthood Federation (IPPF)
● Ex-Board member of Greenpeace and War on Want
● NCVO trainer, CharityComms mentor

3. Let’s go on a journey

4. Thinking, feeling
I still see no
evidence of Digital
actually making any
money for charities
We are a small
charity, we can’t
afford such
expensive
technology!
I have limited
resource, basics
are not yet right,
we’re running
before we can
walk
When we bring this
new technology in
most of the things
people complain
about will be
resolved, they just
need to be patient!
We can deliver
whatever business
wants, we just need to
be told what’s the
priority as our
resources are limited
concerned fearful
overwhelmed
angry
irritated
disappointed

5. Doing
OK, we can make an investment in
this, but it will be a one-off, don’t
come back next year asking for more
What is the risk of us not doing this?
What is the return on investment in
Digital technology?
What’s the business case for this
investment?
Managing
risk

6. … basics are often not sorted
... while people are excited about new & shiny
… ideally, we’d stop and get all this set up
BUT
... charities are complex, to operate online we combine the technology and
skills required by some large, wealthy, sectors:
● Retail
● Health
● Client services & support
● Political campaigning & lobbying
● Scientific research
It is true that….

7. … and people’s day-to-day
experience is changing

8. Ofcom Communications
Markets report - August
2018

9. 2018: Claimed Internet use
Ofcom Communications Markets report - August 2018

10. ● Hypermobility=anywhere office, flexible working
prioritised over pay rise
● UK: 35% of people use their commute to complete
work tasks, 41% feel that being online has enabled
them to work at times and places that suit them*
● 52% of adults say they often use their phones to
help with directions, increasing to 79% of
under-35s*
● 1 in 10 Brits own a smart speaker (YouGov) >>
increase in voice search
* Ofcom Communications Markets report - August 2018
UK in 2018

11. Artificial Intelligence (AI)

12. So while we are fixing the basics we also
need to get ready for change in the market

13. … is the ability of an organisation to adapt
to change itself
(Lindsay Herbert, Inventor & digital leader @ IBM)
Digital transformation

14. Digital transformation
New
technology
change in
interactions -
work, leisure,
family&friends
change in
behaviour,
new habits,
new rules

15. Digital transformation

16. Where do you start?

17. Build the vision

18. What’s your starting point?
Digital maturity framework helps organisations:
● Establish a baseline
● Prioritise what needs to be done to go up a level
Used by organisations who:
> need to know where to start with the process of
digital transformation
> are already in the process

19. Digital maturity levels

20. Digital maturity competencies

21. Budget

22. Data

23. Technology infrastructure

24. Learning & Development

25. Staff experience

26. Sector is on Level 2 out of 5
Digital maturity by organisation size (130 individuals)

28. Main take-aways
● Attitude - generally positive but not transformational
● Digital budget - primarily focussed on digital tech
● Skills - investment in Learning & Development is
low, needs digital leadership

29. That’s all fine, and...

30. ...what is the ROI?

31. So what’s the ROI?
● Increase of income coming via online channels (by
10-30%)
● Better pay-off for donors acquired and developed
online (9-15 months)
● Wider reach = more supporters/clients/beneficiaries
accessed
● Access to data and processing power (e.g. AI) =
better understanding of beneficiary/client problems
and needs
● Less time wasted on tasks (e.g. 66% of staff time
spent on email reduced thanks to automation)

32. It’s about being tuned into the market developments...
But some of it is unmeasurable

33. Remember?

34. Thank you!
More on digital maturity & self-assessment on
digitalleadership.ltd/digital-maturity-test
For support or more info, get in touch!
bubana@gmail.com
@bubana