Steve Thomas and Bertie Bosredon share their vision for Digital Transformation in this session at the 2015 IoF Fundraising Convention. Covering everything from what to how, this presentation offers insights into how your charity or non profit can develop and transform itself digitally.

1. Steve Thomas, Managing Director, @stevethomas393
Bertie Bosrédon, Associate Consultant, @cafedumonde
Digital Transformation:
Not as scary as you think

3. We simplify CRM and digital
 Building the business case
 Integrating digital tools and CRM
 Selecting digital tools that work best for you
 Web and content management systems
 Digital strategy
 Supporting cultural change
 Training and staff development
elp when you need it

4. weet @purple_vision

5. What is a digital first organisation?
• Definition
• Digital first/by default/transformation
• Examples - video?
• Hallmarks
5

6. *
6

7. Digital is different
Multi-channel, multi-platform, 24/7
interactive relationships
• The reach of mobile and interactivity of social
mean that digital is not just another channel for
marketing.
• Digital requires a new approach to
communications and customer behaviour
• Digital success is about culture change more
than technology
Beware of doing all the same old
(cr*ppy) things, but faster!
Digital marketing
is the process of
integrating
platforms and
customers’
experiences
through digital
channels.
Dr Aleksej Heinze

8. The ROI of digital 87% 87% of the world population has a
phone
9/10 9/10 mobile searches result in an
i.e. a store visit, a purchase or a
2015 In 2015, mobile internet usage has
exceeded desktop usage
50% 50% of all mobile page views are on
networks
300% Mobile commerce grew by 300%
2011 and 2012
74% 74% of UK charities don’t use SMS to
fundraise
83% 83% of UK charities don’t have a
strategy
Source: Give as you Live Digital Donor Review
If you don’t
do it,
you won’t
survive
Erik
Qualman

10. IoF National Convention 2013 10

11. gital means integration
Anythin
g
EmailWebSocialGiving
Automati
on
Anythin
g

12. Digital + fundraising
Back to the future
• Digital is founded on the premise of building
relationships
• But supporters now own the conversation,
and it can be very public. The balance of power
has changed.
• Digital is about engaging with supporters
where they are, on their terms and in in
response to their interests.
• In other, words, it’s just like old fashioned
fundraising!
Digital marketing
offers the prospect
of increasing and
improving the
interactions and
relationships with
current and
prospective
customers
Dr Aleksej Heinze

13. What is a digital first organisation?
• Definition
• Digital first/by default/transformation
• Examples - video?
• Hallmarks
13
https://youtu.be/krQG2Hceov4
What is a digital first organisation?

14. What is a digital first organisation?
It’s more than
just the
technology
• Customer focus
• Innovation
• Infrastructure
• Leadership
• Culture

15. How digital are you?

16. Digital maturity
Source: Capgemini/MIT
Digital Intensity
• Customer focus
• Innovative
• Technology-
enabled:
– Mobile
– Social
– Geo-location
– Real time
– Data
Transformational
Management Intensity
• Vision
• Governance
• Co-ordination
• Leadership

17. The journey from beginner to digirati
High
Low
Low
High
Management
Intensity
Digital
Intensity
Fashionistas
Beginners Conservatives
Digirati
Source: Capgemini/MIT

18. The journey from beginner to digirati
High
Low
Low
High
Management
Intensity
Digital
Intensity
Travel
Telecoms
Pharma
Manufacturin
g
Utilities
Insurance
High
Tech
Retail
Banking
Source: Capgemini/MIT

19. Bertie Bosrédon, Associate Consultant
How to make digital
actually happen

20. Projects
• Age Concern Birmingham
• Age UK
• Amnesty International
• Army Cadet Force Association
• Asthma UK
• Bliss
• BOHS
• Bowel Cancer UK
• Brathay Trust
• Breast Cancer Care
• Cardinal Hume Centre
• Charity Retail Association
• CharityComms
• Children's Society
• Christian Aid
• Combat Stress
• Contact a Family
• Dementia UK
• Dignity in Dying
• Disaster Emergency Committee
• Dogs Trust
• Feba
• Handicap International
• Handicap International UK
• Haemophilia Society
• Human Relief Foundation
• Institute of Corporate Responsibility and
Sustainability (ICRS)
• Institute of Food Science & Technology
• International Nepal Fellowship
• International Tibet Network
• Jesuits in Britain
• League Against Cruel Sports
• Leasehold Advisory Service
• Lymphoma Association
• Macmillan Cancer Support
• Pancreatic Cancer UK
• Place2Be
• Quaker Social Action
• Reall (Real Equity for All)
• Refuge
• RNIB
• Samaritans
• Samec Trust
• Scope
• Scripture Union
• Sightsavers
• Social Research Unit
• Sue Ryder
• Sustrans
• Sutherland Cranial College of
Osteopathy
• Team PB
• Thames Hospice
• The Fire Fighters Charity
• Tommy's
• TrainE-TraidE
• UK Council for Psychotherapy
• United Bible Societies
• Willow
• Winston Churchill Memorial Trust
• World Animal Protection

26. Context of digital transformation
• Digital strategy
• New website
• New digital product
• Digital transformation programme

28. Therapeutic Digital Interviews
• Understand structure and production process
– Improve production workflow
• Get a sense of the digital culture
– Increase understanding of digital opportunities
• Examine collaboration between teams
– Remove tensions and identify best practice
• Analyse skills available and (basic) skills needed
– Fill the gaps and reduce tedious tasks
• List objectives
– Identify common goals, conflicting objectives, KPIs
• Compile challenges: technical and strategic
– Improve systems and redefine the strategy
™

30. Limited to Comms
and Marketing
staff
Not seen as priority
for most teams
It’s still an
after thought
We are behind: no
email strategy. Terrible
online fundraising
We are late for both
digital and social
"Not my thing”
attitude
We still focus on
print and have zero
digital culture
Operate more
like a support
function
Digital is now seen as
integrated and
understood by all
teams
Lack of digital
engagement from
Directors is slowing
us down
We’re all trying
to figure it out.
Digital
transformation
planned
Limited to social
media (mostly
Facebook)
A Strategy is
more important
than the tools

31. Existing skills
Federation
Content production
Web marketing
Ecommerce
Project management
User experience
France
Web content
Community
Technical
Belgium
Web content
User experience
Technical
USA
Testing
User journeys
UK
Web content
Social Media
Google Analytics
Germany
Social media
Web content
Google Analytics
Online fundraising
Luxembourg
Web content
Google Analytics
Web design
MailChimp
Facebook
Canada
Email marketing
CMS
Switzerland
Online fundraising
eMarketing
Facebook advertising
Google Analytics
Google Grant
Note: Skills are based on the responses from staff. Skills have
not been assessed.

32. Required skills
France
Web marketing
Content strategy
Analytics and insight
Belgium
Online fundraising
Social Media
Video
USA
Analytics
Data management
Advanced testing/insight
UK
Advanced Google Analytics
Online marketing
CRM
Germany
Digital opportunities
Advanced online fundraising
Online marketing
SEO
Advanced analytics
Luxembourg
Advanced Google Analytics
Canada
Google adwords
Switzerland
Social Media
Digital awareness
Web content
Technical

33. Team engagement
Team Current
engagement
Expected
engagement
Effort / Challenges
SMT   ★★★★★
Fundraising   ★★★★★
Policy & Campaign   ★★★★★
Services   ★★★★★
Retail   ★★★★★
Support: IT   ★★★★★
Support: HR   ★★★★★
Support: Comms & Marketing   ★★★★★

34. Stakeholder interviews summary
Team Strategic &
Importance
Work with digital
team
To improve
Stakeholder Engagement 

 Should be more pro-active
Individual Giving 

 Shared targets. Delegate eFundraising to Fundraising. One
fundraising platform
Information 

 To involve in website review. Find innovative ways to work.
Involve regions
Retail 

 Identify opportunities
Events 

 Develop an integrated e-comms programme
Policy & Campaigns 

 Relation improving
Digital shouldn’t be limited to marketing
IT 

 Should explain roles and promote the vision
Key partner for the framework
HR 

 Limited to recruitment
Key partner for the framework
Business dev 

 Build a two way relationship

35. Global Digital Project Introduction

36. Steps
• Skills and technology survey
• Staff interviews
• Finding report
• Digital strategic framework
• Webinars and e-learning

37. G O S P E L
Gather knowledge
Set-up Objectives
Write the Strategy
Operational Plans
Evaluation criteria
Launch
G
O
S
P
E
L
UBS 6 steps Digital
Communications Strategy
Framework
1 Digital Strategy

38. The steps of your Strategy To prepare your strategy, you will need to have completed
the two previous steps: Gather knowledge and Set-up
Objectives
The Strategy will follow a process consisting of 7 points:
1. Organisational Goals
2. Audiences
3. Digital Landscape
4. Technology Infrastructure
5. Content Strategy
6. Defining Success
7. Analyse & Adjust
3 Digital Strategy

39. The steps of your Strategy 1. Organisational Goals
3 Digital Strategy
This is where the process starts...
You take your core goals as an organisation
from the previous phase: Set-up
Objectives and better define them as
executable digital objectives, as well as
highlight any dependencies and
limitations, to set the foundation for your
digital strategy.
We recommend a maximum of 5
objectives that can be internal and
external
Here’s an example:
Objective: Increase engagement
- Remove barriers: by making the
information practical and accessible, we
will increase the number of calls and
emails.
- Gather testimonials: we use testimonials
to encourage potential supporters to
contact us.
Our key digital objectives
# 1
# 2
# 3
# 4
# 5

40. The steps of your Strategy 3. Digital Landscape
3 Digital Strategy
This stage outlines the properties you will
utilise and the tactics you will execute to
reach your audiences and meet your
objectives.
It is also useful to mention other
organisation operating in similar fields of
that you can get inspiration from.
Owned Media Bought Media Earned Media
Online advertising:
Banners:
Affiliate:
Website CMS: Wordpress
Email supplier:
Payment provider:
CRM:
Analytics:
Other:
(e.g. event tool)
Social Media channels:
Social Media tools:
What others
do

41. The steps of your Strategy 5. Content Strategy
3 Digital Strategy
You know your audiences and where you
are reaching them.
You also need to define the types of
content and messaging that will be used
on your digital channels.
Content Principles
Example of content principles
External
• Person-centric: always thinking about the
audience, their needs, motivations and
behaviours
• Results-driven: define measurable impact for
all digital communications
• Inclusive and responsive: focus on being
conversational rather than broadcast
Internal
• Instinctive: as ordinary an activity as sending
an email or making a phone call
• Empowered: staff should be empowered by
management to engage across all digital
spaces, and also equipped with the relevant
skills and tools to engage effectively
• Agile: being able to interact with the
audience with a more instinctive and pro-
active approach

42. Competencies framework: Digital Awareness
Area Digital Awareness
Steps Beginner Intermediate Advance
Skills Trends & tools Understand your audience Collaborative working
Knowledge acquired • Digital first
• Key trends
• Communication tools
• Tactics used at Scope
• Our digital strategy
• Working with us
• Segmentation
• User persona
• User experience
• The right message / ask for the right
audience
• Examples of targeted messages
• Safeguarding
• Establishing requirements
• Defining objectives
• Preparing a brief
• Technology,
• Content and assets
• Budget
• Key principles of project management
• Engaging your team
Delivery Induction
Team meeting
FAQs
Webinars
Workshop
Project coaching
Workshop
One-to-one training
Stakeholders

43. Competencies framework: Social Media
Activity Social media
Principles Consistent, inclusive, coherent, brave, agile, empowered
Skills Stage1
SM100
Listening
Stage 2
SM200
Engaging
Stage 3
SM300
Measuring
Stage 4
SM400
Recruiting
external
‘champions’
Stage 5
SM500
Planning a
campaign
Requirements
(tools & resources)
Guidelines,
platform/tools
training,
online training
module
Online training
module, tools,
software
Online
training
module,
tools,
software,
workshop
Online
training
module,
tools,
software,
guidelines
Workshop,
121 training,
case studies,
online training
module

44. Measurement and evaluation
Area Measurement and evaluation
Principles Consistent, coherent, shared, results-driven, person-centric
Skills ME100
Introduction to
web analytics
ME200
Benchmarking
(sector,
movement)
and objectives
setting
ME300
Converting
objectives
into web
metrics
ME400
Interpreting
data and
producing
reports
ME500
Communicate
results across
the movement
Requirements
(tools & resources)
Workshop,
webinar,
guidelines,
software
Templates,
case studies,
workshop,
webinar
121 training,
workshop,
webinar,
guidelines,
FAQ,
glossary
121 training,
templates,
guidelines
Workshop,
121 training,
case studies

45. • Keep it simple – scope, people, aims & outcome
• Dedicated resource
• Senior engagement (SMT – TEAM not group)
• “Intrannovate”
– Work under the corporate radar
– Come to work willing to be fired
– It’s easier to bet forgiveness …
• Exclusive until it succeeds
45
Finding the firestarters

46. Ten things you can do next week
1. Come to work willing to be fired!
2. Review this presentation (and please send us your
feedback)
3. Identify one big challenge that could be addressed
with digital
4. Find a great YouTube video on digital and send it to
your boss
5. Read an article by Tim O’Reilly
6. Recruit three other people who share your vision
7. Download Get digital! from www.purple-
vision.comion.com

47. any questions?
comments?
ideas?
T: +44 (0)845 458 0250
E: info@purple-vision.com
W: www.purple-vision.com
Tw: @purple_vision