Principle 8: Adaptability

Data should be captured through all interactions where appropriate, creating a single customer view that improves services along with stakeholders’ experiences.

Charities should review at consistent intervals how their use of digital benchmarks against relevant organisations working in a similar field, learning from the findings.

Charities could aim to solve problems they identify by developing new ideas, products and services and testing them, using free and existing digital platforms if resources are limited.

Charities should develop a “fail fast, fail forward” mentality where they pilot new ideas and learn from failure as well as success. Digital creates opportunities for innovating and testing relatively cheaply.

Insights from users and wider digital trends should be applied to the charity’s work, creating a process of continuous improvement.