Principle 4: Strategy

Charities should use digital tools that help them achieve their goals and make a bigger impact. They should understand 
when digital approaches are the best way to achieve these aims and when they are not.

Charities could create a plan that includes digital tools, including data and AI, to help achieve their goals. Ideally, this 
plan should be part of the overall organisational strategy but if needed, a separate digital plan can be a good starting 
point while the leadership team gains more digital experience and skills. In any case, digital should be a core part of 
the charity’s goals and operations, not just an extra

Charities should explore how digital tools can increase their impact, such as reaching and supporting more beneficiaries by using digital channels and using new generative AI platforms. They should update their measurement methods to keep up with technological changes, using clear indicators to track success.

Charity leaders should also explore other types of AI. Extractive AI and predictive AI can help improve the way you use data to support decision-making, and AI automation can free up time otherwise spent on repetitive tasks.

Charities should aim high and challenge themselves about what they want to achieve using digital tools, while being realistic about their capabilities and resources. They should consider partnerships to boost innovation, support impact, and build capacity and capabilities