Measuring digital maturity to drive culture change

CharityComms Digital conference27 October 2016

Agenda

• Digital Vision at Breast Cancer Care

• The Digital Maturity Matrix

• Maturity Strengths & Weaknesses

(Group)

• Digital Culture

• Digital Culture Scenario (Group)

@msjowolfe

@tomkluge

Hello!

Please ask questions!

Breast Cancer Care – here to support women like Nicky from day one

Our digital strategy aim

Every person affected by breast cancer, or

motivated by our cause, is able to engage with

us in a meaningful way through digital.

Our objectives

1. Increase the reach and impact of existing and

new services

2. Uplift our fundraising income

3. Champion our brand

4. Engage our audiences in a community

5. Increase our digital maturity

“a process of maturing along a

continuum, rather than a radical event

like a transformation”

What is digital maturity?

digitalmaturity.co.uk

The Digital Maturity Matrix

What are your charity’s strengths and weaknesses?

TechnologyUnderlying technology used for

digital/technical development

Channels & DevicesPlatforms, products and devices used by

users to access content

AudiencesIdentifying, segmenting and understanding

users

User ExperienceThe management of the overall digital

experience, tailored to segments

ContentCreation and management of assets

CampaignsManagement of marketing

communications

AnalyticsPerformance measurement and

optimisation

GovernanceGovernance of digital activity to ensure it

meets organisational needs

Establishing a digital culture

Here’s Sam wooing the Facebook live crowd! *

* And reaching over 22k people with this video stream from the Party conferences

Tom offers information and support following user’s comments

The Digital Culture Continuum

RejectingDon’t want to engage in digital, limited activity

ExperimentingOrganic, chaotic activity, willingness but no plan

OrganisingCentralised, under one function

EvolvingDecentralised with a clear framework, digital enhances all functions

BCC is

here!

What stage are you at on the Digital Culture Continuum?

Group Activity

The Digital Culture Continuum

Rejecting

Experimenting

OrganisingEvolving

Sta

ge

of D

igita

l C

ultu

re

Time

Capes for Kittens

Group Activity

• You are an agency called DIGICAT

• A charity called Capes For Kittens is an organisation of 50 people with a digital

team of 3

• All of the digital skills reside in the digital team, but they want a digital culture

• Your brief is to increase digital maturity across the charity by implementing a digital

culture programme

The Digital Culture Programme

The Digital Culture

Programme aims to

integrate digital into

the work of all teams

across Breast

Cancer Care

The programme ties into the “empower” strand of the Digital Vision.

Why integrate digital into teams?

Improving digital literacy

within the organisation

Increasing engagement

with service users and supporters

Increasing capacity of the

Digital Team

Digital Culture

Programme

1:1 training on Hootsuite 1:1 training on CMS 1:1 training on Adestra

Introduction to

Social Media Writing For The Web Email Marketing

Announced Nov ‘15

Classroom

sessions held Jan-

Feb ‘16

1:1 training held

March – April ‘16 All Digital Champions up and running by April 2016

What else?

Creating clear

guidance and support

for use across all of

our channels

Review the

programme at

significant points

during its

evolution

Establish a

cross team

workflow

and defined

processes

Continue to celebrate and inspire through our monthly

Digital Lab sessions

Was the training useful and why?Good to focus on

specifics to BCC

rather than social

media in general

A big thank you

for making it so

informative and

enjoyable!

Great session,

expertly delivered;

good use of hand

outs and practical

activities

Will definitely be able

to put what I learnt into

practise in the future

‘Hot’ or ‘Not’

Well done

Questions?

Visit the CharityComms website

to view slides from past events,

see what events we have

coming up and to check out

what else we do:

www.charitycomms.org.uk

27 October 2016

London

#charitydigital

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