How community knowledge transforms digital

Until fairly recently, small charities and digital marketing didn’t mix. Beyond the bare minimum, many grassroots organisations steered clear of digital, believing it to be a game for larger charities to play.

 

The last few years moved the goalposts, turning a not-really-necessary activity into something more akin to do-or-die.

 

Data in 2021’s Charity Digital Skills Report documents this mindset shift within the sector’s strategic planning:

• 67% of the industry now see digital as a priority for their organisations
• 67% plan to invest more in digital infrastructure
• 63% plan to invest in digital skills
• 59% are already investing in data skills and infrastructure

On the face of it, this is excellent news for the sector. Digital marketing is a whole new adventure holding incredible potential for many small organisations.

 

But 33% of charities still need to lay vital foundations for this investment in digital. Which presents a problem.

 

How can charities who lack digital maturity invest their scarce (and rightly scrutinised) resources wisely when they lack the skills to know what they need?

 

 

The problem: you don’t know what you don’t know

 

Investment in digital infrastructure is complex. Quite often, the problem you think you’re solving is symptomatic of an underlying issue, one that’s not always obvious without the relevant skills to identify it.

 

Meaning that if you’re not informed about the decisions you make, you won’t see the results you’re looking for because you’re solving the wrong problem.

 

Take this common example: “We’re redoing our website. Can you help?”

 

The right agency or freelancer would love to. Redoing a website can be more complex than it first appears, however, requiring varied specialist skills.

 

There’s the technical stuff like website building, development, and SEO. There’s the creative stuff: user experience mapping, web design, and copywriting. There’s the marketing activity behind it that drives traffic to your new website: understanding ideal clients and your content marketing strategy. And there are the ongoing, often-overlooked costs of maintenance and management.

 

The list goes on, and the project costs escalate. For this reason, it’s essential to start a digital project like this with your eyes wide open. How can you go about doing this? With community.

 

 

The ace in the hole: safe spaces to ask burning questions

 

Many people with strong digital skills in almost any area, especially the not-for-profit sector, are still self-taught. They learn by watching online courses, reading blogs, and figuring it out as they go along.

 

You can accelerate the process by learning from your peers. Peer learning is effective. It creates a safe space to ask burning (sometimes silly) questions, gives opportunities to use others’ experiences as data, and avoids common pitfalls.

 

Charity and community are cut from the same cloth. It makes perfect sense that charities should use the power of communities to do more digital. Online (and real-life) communities of knowledge and resources are invaluable to charity professionals getting to grips with all things digital.

 

Here, we’re talking networks of experts by experience - peers who’ve been where you are and come out the other side. And networks of digital professionals who donate their time, skills, and expertise to good causes.

 

 

So, what’s out there?

 

Fundraising Chat on Facebook

 

Fundraising Chat is a place for non-profit fundraisers to talk about fundraising issues, share views and best practices.

 

 

Agencies for Good

 

Agencies for Good is an online community of real do-gooders in tech who donate their skills to do socially impactful work with non-profit clients.

 

 

Tech for Good London

 

Tech for Good London is a meetup group that brings together hackers, coders, developers and designers with people who really understand a social problem and want to build digital solutions to social and environmental challenges.

 

 

Catalyst Network meetup

 

A network meetup for people who love sharing their tips, tricks, stories and wisdom on everything to do with tech for good.

 

 

Digital Candle

 

Digital Candle offers free digital advice to charities from our panel of digital experts.

 

If you’re a charity, simply ask a question. We’ll connect you with one of our 478 volunteer experts. Nothing’s too broad or too niche – try it for yourself.

 

 

Stay ahead of the game

 

Now small charities see digital as a priority, it’s fundamental to get the basics in order, understand what you need, and know your priorities.

 

Go forth, embrace the collective knowledge that your peers have to offer, and do good.