Jo Wolfe, assistant director, digital, and Tom Kluge, digital analyst, Breast Cancer Care 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

1. Measuring digital
maturity to drive culture
change
CharityComms Digital conference
27 October 2016

2. Agenda
• Digital Vision at Breast Cancer Care
• The Digital Maturity Matrix
• Maturity Strengths & Weaknesses
(Group)
• Digital Culture
• Digital Culture Scenario (Group)
@msjowolfe
@tomkluge
Hello!

3. Please ask questions!

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

5. 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.

6. 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

7. “a process of maturing along a
continuum, rather than a radical event
like a transformation”
What is digital maturity?

8. digitalmaturity.co.uk
The Digital Maturity Matrix

9. What are your charity’s
strengths and
weaknesses?

10. Technology
Underlying technology used for
digital/technical development
Channels & Devices
Platforms, products and devices used by
users to access content
Audiences
Identifying, segmenting and understanding
users
User Experience
The management of the overall digital
experience, tailored to segments
Content
Creation and management of assets
Campaigns
Management of marketing
communications
Analytics
Performance measurement and
optimisation
Governance
Governance of digital activity to ensure it
meets organisational needs

11. Establishing a digital culture

12. Here’s Sam wooing the Facebook live
crowd! *
* And reaching over 22k people with this video stream from the Party conferences

13. Tom offers information and support
following user’s comments

14. The Digital Culture Continuum
Rejecting
Don’t want to engage in digital, limited activity
Experimenting
Organic, chaotic activity, willingness but no plan
Organising
Centralised, under one function
Evolving
Decentralised with a clear framework, digital enhances all
functions
BCC is
here!

15. What stage are you at on
the Digital Culture
Continuum?
Group Activity

16. The Digital Culture Continuum
Rejecting
Experimenting
Organising
EvolvingStageofDigitalCulture
Time

17. Capes for Kittens
Group Activity

18. • 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

19. 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.

20. Why integrate digital into teams?
Improving
digital literacy
within the
organisation
Increasing
engagement
with service users
and supporters
Increasing
capacity of the
Digital Team

22. 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

23. 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

24. 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

25. ‘Hot’ or ‘Not’

26. Well done

27. Questions?

28. 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

29. 27 October 2016
London
#charitydigital
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Digital
conference