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Charity Digital for 2018

The trends to think about as you innovate

· AI and Charity,Voice search,Counterfeit reality,Visual search,Supporter Relations

We've selected three digital trends to be aware of during 2018. As you think about innovating on how you reach your stakeholders and make the world a better place for your beneficiaries, we leave you with a few prompts to start thinking about these trends. Why not grab a Christmas coffee and a mince pie as you digest and reflect?

Voice and visual search

Gartner predicts that by 2019, more than half of mobile searches across Google and Bing will be by voice or visual. Have you seen the voice search adverts on TV, for Amazon Echo or been using Siri or Google's voice search option? Then you will be aware of the difference that voice searches make to your personal life. Is it quicker, than typing or can you be more accurate? The same is for visual searches. The Amazon Firefly app, allows you to be more in control of your purchases; by scanning in product images, you receive a wealth of information back.

How does this popular technology impact your stakeholder experience? How could it improve your storytelling and the donation journey?

AI: the rise of bots

A Forrester report predicts that 70% of private sector enterprises will adopt AI, as part of their strategy by the end of 2018. Compare this to the prediction of adoption rates of 51%, by the end of 2017. With the rise of bots across social media, commerce and huge investments by corporations, AI is here to stay. How we utilise it and regulate it, however, still needs a lot of work. Despite this, there are many benefits to charities including; improving stakeholder experience with personalisation and automation, translation benefits, research and improving philanthropy.

It is highly likely that your stakeholders are using AI across their devices, social media as well as interacting with commercial products and services via bots. How are their expectations and behaviours changing? Their daily lives are being impacted by AI and are most likely benefitting by improved service delivery. Therefore, what expectations would they have in regards to their supporter experience, in light of this context?

Counterfeit Reality

Heard of fake news? Well, this issue is predicted to influence culture around the world in how information is received and analysed. Gartner describes, counterfeit reality as,

"...the digital creation of images, video, documents or sounds that are convincingly realistic representations of things that never occurred or never existed exactly as represented."

Due to the increased capability of producing content at a quicker and more accessible rate, it has also meant that fake content is produced, which looks very reliable. With this context in mind, it has generated a culture of suspicion in stakeholders, as to what stories and media are legitimate. You may remember a time when any data or content produced was accepted, as given. This is changing. People want proof that data and content are reliable. AI is said to be a future part of this detection, as it can detect fake material quicker than human analysis.

In the third sector, we see a rising call from stakeholders for more impact data, that proves the activity of the charity is actually making a marked difference. This links extremely closely to donation motivation. How can your organisation be more transparent, in demonstrating impact and how can your data be visualised?

Happy Christmas! We look forward to sharing our next blog in January.

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