Five of the most inspiring people in the charity sector

As we enter an era of rapid digitisation, charities are navigating new or heightened challenges and opportunities. From debates on social issues played out across social media to fast-paced digital transformations and innovations.

Some digital experts have adapted to the changing digital environment and adopted or created new tools at hyper-speed, giving us all inspiration.

We spoke to five of the most inspiring people in the sector about their work and their hopes for the future.

Becky Steeden, Strategic Social Media Manager, RNLI

In the summer of 2021, the RNLI found itself on the receiving end of some negative press coverage and social media commentary after rescuing migrants in distress from the Channel.

The RNLI social media team, led by Becky Steeden, were faced with comments that were racist and abusive at times. “My team took on this challenge with courage and integrity and supported one another admirably,” Steeden says. “To us, there was no question: we exist to save lives at sea – to save everyone, without prejudice or exception.”

Steeden’s team collaborated with colleagues to tell the powerful stories of this lifesaving work. The content generated a huge spike in income and thousands of new, younger regular givers.

For Steeden, emerging digital tools are creating exciting opportunities for charities because they “empower those on the frontline...to share their stories first-hand”.

Anna Rawcliffe, Social Media Lead, National Trust

The National Trust has found itself mired in the so-called ‘culture wars’ debate this year and had to manage waves of discontentment directed at their social media accounts. “Social media has always been a place where you can see the best and worst of people...Looking after ourselves, being kind and finding ways to build our resilience have been important over the last year,” says social media lead Anna Rawcliffe as she reflects on 2021.

Rawcliffe is proud of the Trust’s annual #BlossomWatch campaign. The hashtag had more than 65,000 uses in 2021. “After a tough year, it was incredible to see our members, supporters, and people new to the Trust sharing their blossom photos,” she says.

The role digital and social media has played in communicating the Trust’s experiences of climate change and ideas to tackle it are cause for hope. Rawcliffe says that “creative ways to tackle climate change, such as planting sphagnum moss, particularly sparked the imagination of our followers”.