The wrong way to write a digital strategy

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May your digital strategy be bold, and may it be inventive. We want to give you the tools to use digital in your most original, creative ways to achieve your charity’s mission.

 

But to make these things work, we need parameters. We need to differentiate the earth from the sky. Staying grounded, we use hard facts to build up to our ambitions, creating a stable structure that the whole team can climb to reach the same shared goal.

 

In this article, we explore the key mistakes to avoid when creating a digital strategy, enabling you to achieve long-term success towards your charity’s mission.

 

 

Make uninformed assumptions

 

It’s a mistake to rush research and planning when creating a digital strategy. Before you start crafting an ambitious, transformative strategic plan, create a solid foundation by fully understanding of the organisation’s digital situation in the present. That could mean mapping which applications you use, conducting a digital maturity assessment, or auditing employees’ digital skills.

 

Another key aspect to consider is digital trends. Avoid relying on what you think is happening based on your personal experiences using digital technologies and find a more objective view through research. Preparation can help you sway with the winds of digital trends, rather than crumbling under the gale of constant innovation.

 

Most of all, it is vital to get informed about your user’s digital needs. As a charity, there is no point using digital technologies if it doesn’t help you achieve your mission more effectively. Reach out to service users and other important stakeholders to learn how you can better optimise your use of digital to meet their needs.

 

 

Be aimless, random, and vague

 

The point of a strategy is laying out a plan to achieve your goals. That means it should be focused, with each proposed action serving a larger purpose. To achieve this, you actually need to start at the end by clearly identifying your goals.

 

These should be informed by the organisation’s mission, its current effectiveness and financial situation, likely opportunities, and more. Using research and goal setting strategies, make sure your goals are realistic and that there are clear steps you can take to get there.

 

Focus and specificity will help you avoid wasting time when implementing the strategy, confident that each action you take has a place within a clear larger pursuit.

 

Similarly, it’s a good idea to assign specific roles and responsibilities to achieve accountability in the team.

 

 

Forget about the real-world impacts

 

In writing your digital strategy, you may be eager to implement the newest shiny technologies – but be cautious not to be so dazzled by tech innovations that you overlook the wider impacts of your decisions.

 

Approaching your digital strategy with humanity can help you contribute to shifts in practice that are vital in the context of climate change and digital exclusion.

 

Use your strategy to plan action on important areas like digital accessibility, data privacy, and misinformation to reduce digital inequalities, making digital functional and safe for all users.

 

Reviewing how you use digital hardware is also important. In 2022, a record 62 million tonnes of electronic waste (e-waste) was produced. E-waste is a hazard to the environment and human health, with toxic substances like mercury able to damage the human brain and co-ordination system. To help reduce the number of devices going to landfill, consider using refurbished devices when acquiring new technology.

 

Similarly, consider donating your organisation’s unused devices to a digital inclusion scheme. In 2024, 1.5 million people in the UK don’t have access to a smartphone, tablet, or laptop. This small action from your organisation can make a huge difference to someone’s life, while reducing the electronic waste going to landfill.

 

There are many ways have a more positive impact on the world around you in the ways you use digital. All organisations should remember this responsibility when writing their digital strategy.

 

 

Let the strategy be stagnant

 

A digital strategy should not be treated as a musty old rulebook: consider it a living document, at once offering a strong plan of action and able to be adapted at any time.

 

After all, the only constant in life is change. As new technologies are launched, your organisation evolves, and society itself slowly shapeshifts, be dynamic and flexible, always willing to rebuild your plans towards your charity’s mission.

 

 

Introducing the Digital Strategy Accelerator

 

The Digital Strategy Accelerator, formed from the partnership between Dot Project and Charity Digital, with funding from identity solution experts Okta, is designed to help charities design an effective strategy. 

 

We will create a learning platform that provides practical lessons leading to long-lasting organisational change. The Accelerator will give you the tools to create and implement a robust digital strategy.

 

You can get involved today. For charities hoping to reap the benefits of the Accelerator, please register interest by subscribing to our newsletter. Or check out the content on the Digital Strategy Accelerator Hub in the coming days, weeks, and months. Or simply register your interest below.