Most organisations have a strategy and you probably have a good Fundraising and Communications Director who has a handle on the ‘digital’ side of things. So why do you need a digital strategy?
Quite simply, digital is about much more than social media and much more than technology. PwC, the global accounting firm, have a great little video which talks about digital as one of the major global trends reshaping the way we work, live and operate. Airbnb and Uber are well known examples of the use of digital to redraw the landscape and are so much more than technology or communications.
Digital Strategy is Incomplete when Focused on Fundraising and Communications
The ‘digital revolution’ is about the way in which the enormous developments in computing power, storage and communications technology have changed the interaction of people, processes and technology. As usual this creates opportunities and threats. We believe that a digital strategy is about developing both your strategy and operations to take advantage of the opportunities that technology can enable. We also believe that you can no longer separate the development of strategy and digital, they are inextricably linked. So you need to consider developing your current strategy and you need to make sure that it covers more than Fundraising and Communications.
There is another reason why being on top of your strategy is important. Following Brexit and the US Presidential Election, ‘uncertainty’ is the key word.
This series of blogs is going to look at the tools and processes that you can use to develop digital strategies and at the same time manage risk and plan, in a time of uncertainty and ever faster change.
New Tools Can Help us Overcome Strategic Barriers
These tools and processes also help to overcome what we often see as the barriers to creating a strategy.
Perhaps the biggest barrier is finding the time, for charities there is always so much need and finding the time for you and your team to sit back, take stock and develop new plans can be very difficult. So often it is a challenge to get beyond the important and urgent tasks!
We often just don't know how some trends will develop and what events will happen, which we can’t even conceive of in the present.
Worries about income can also constrain our thinking - charities often don’t have much disposable income to fund new initiatives and having the time to develop new initiatives and manage projects can also be a factor. This can mean we often live with inefficiencies and problems which we would really like to do something about - how are the systems doing in finance; how is the CRM? When in reality, in the longterm, sorting out these inefficiencies can cut costs and help us deliver better help for our beneficiaries..
Last but by no means least is the need to develop a strategy which everyone not just buys into but believes in and finds passionate and motivating.
We often see these issues as barriers but in reality they are more of a problem when working with traditional processes. The next blogs in the series will look at new tools and approaches which can help to overcome these barriers and where to start developing a digital strategy.