How to expand digital services and offerings

It’s not all doom and gloom when it comes to charity offerings. While the post-pandemic era has been challenging due to the cost-of-living crisis, some charities have expanded.

 

Digging deeper into the circumstances of how and why charities are growing their services, we look at some of case studies and consider what we can learn from them.

 

 

When to look at growth and change

 

Growth can be risky, especially when income is static or on the decline. But there may be a case to take a measured risk to digital transformation and the expansion of services.

 

There are characteristics to look for ahead of expanding.

 

A no-brainer for when to enlarge services or programmes is when a new grant or income stream is awarded. Earlier in 2024, Sofea, a tech charity, expanded their device refurbishment project after they won £100,000 from the Time After Time fund by Virgin Media and another charity, Hubbub. The experience showed why the funding was granted.

 

When thinking of the winner, Gavin Ellis, co-founder of Hubbub, highlights the importance and breadth of the work: “There is an abundance of smart devices in households and businesses that have a potential to help the estimated 1.5 million households digitally disconnected get online.”

 

The lesson shows that it’s critical to consider how impactful the mission is, combined with how many beneficiaries are expected.

 

 

Together is better

 

Another case for expanding digital services is when there’s a perfect partner. Ability Net and Citizens Online experienced exactly that.

 

In June 2024, the digital charities announced their merger. Gary Moore, CEO of AbilityNet, says that the collaboration brings together AbilityNet’s reach with Citizen Online’s advisory expertise: “There are substantial synergies between the two charities; each has a volunteer model; provides external digital training courses; distributes digital devices to community organisations; and both charities work closely to support older users.”

 

The new platform launched in July. The amalgamated offering is a comprehensive experience for beneficiaries. There are resources available for individual users, support for workplaces and even learning and development courses.

 

Working together to scale-up digital services, Ability Net’s merger with Citizen Online has created a much larger platform.

 

 

Growing not just services but channels

 

Digital growth isn’t just seen in services, but also in channels. The balance between the status quo and investment into expansions is tricky. But signs point to expanding digital as a way to capture new audiences and opportunities.

 

The decision for Grassroots Suicide Prevention to expand into digital offerings was an easy one. Before going online, the charity provided face-to-face support in the Brighton area. But there was always this ‘gut feeling’ that digital could help save more lives across the UK.

 

Switchplane, a software engineering company, was engaged to do the digital heavy lifting. Collaborating with Grassroots Suicide Prevention, they developed an app called Stay Alive, which provides resources for harm prevention, tips to stay grounded, and wellness planning.

 

The app has won awards and had a demonstrable impact. Grassroots Suicide Prevention note that 76% of at-risk people using the platform stay safe – over 400 people per day use the service. In fact, the platform has been so successful, that further funding is being sought.

 

Research from Unity Insights proves the case: “Stay Alive could contribute towards the effective prevention of suicide; most individuals remained safe from suicide (76%), with Stay Alive facilitating open conversation (73%) and tackling stigma around suicide (93%).”

 

At the end of their report, they also find that given these incredible results, the charity itself warrants further financial support.

 

Grassroots Suicide Prevention are inspirational. Expanding into digital services, while seemingly risky, can pay off. For the charity, the feeling that digital could supercharge impact turned into reality. And the results speak for themselves. The evidence was turned into powerful supporting evidence in order to channel further funding.

 

 

Going digital to lift the load

 

The final case of expanding into digital services and offerings are operational efficiencies.  

 

Guy’s and St Thomas’ Charity in collaboration with SH:24 made the decision to go digital after launching an online survey. The survey found that as part of an overall extension of clinic hours, online sexual health testing could improve services.

 

As a result, the online testing launched. The public saw an increase in the availability of STI screening and the work was given a grant.

 

Expanding into digital for the NHS charities made a big impact in Southwark and Lambeth. They were able to support the areas highest demand for services and potentially deter the growth of HIV cases. The decision wasn’t easy – going online eased the burden of the charity’s clinic closures.