Insights
We consider some of the ways charities can bolster their support to beneficiaries in 2022 and beyond
Charities’ use of technology to improve service delivery was already increasing before the COVID-19 pandemic.
But lockdowns, and the pressing need for virtual support, have only accelerated this trend, with more charities considering how they can use digital support in order to help beneficiaries.
More recently, this has become nuanced. As restrictions eased, charities turned to hybrid models of delivery, combining online and face-to-face support, while greater use of artificial intelligence and virtual reality have also enhanced their services.
The renewed focus on digital also meant that tackling digital inclusion became an increasing priority for charities in 2021, to ensure as many people as possible can access online help.
We predict these trends will continue to develop further in 2022, as charities increasingly look to technology to improve their services and help some of the UK’s most vulnerable and disadvantaged communities.
After the easing of COVID restrictions many charities have been increasing their in-person support.
But any increase in face-to-face support should not be at the expense of the digital help that was necessary during lockdowns.
Online support still has a strong role to play in supporting people alongside face-to-face help. This is especially for those who are unable to travel, or who face anxiety meeting people face-to-face.
Research published by youth employment charity EY Foundation in 2021 has highlighted the popularity of hybrid support among its beneficiaries. More than half (51%) backed hybrid support, while only one in ten want digital only support and just 29% back exclusively face-to-face support.
The EY Foundation’s research urges charities to remove barriers to delivering support online, including tackling digital exclusion.
This involves finding out the extent of exclusion among beneficiaries and offering support and training so they can use the necessary equipment and software.
A successful way for charities to support digital inclusion in 2022 is to link up with local councils, which are increasingly focusing on ensuring their residents are not locked out of online opportunities.
Among examples of such partnerships in 2021 has been the setting up of digital bootcamps offering online and technology training to people in the West Midlands.
Through this initiative, West Midlands Combined Authority (the body comprising the area’s local councils) linked up with expert digital inclusion charities, such as Code your Future and Resume Foundation, to help people in the area access online opportunities and learn new skills.
Another effective strategy for boosting digital inclusion is offering laptops and tablets to beneficiaries, particularly the elderly, low-income families, and those impacted by homelessness.
Charities need to help beneficiaries tackle poor internet connections and address concerns low-income families may have around the cost of data and broadband.
Among the charities that announced laptop initiatives in 2021 is St Petrocs, an organisation which supports homeless people in Cornwall.
St Petrocs teamed up with Cornwall Council to lend laptops to people it provides accommodation to. Access to laptops means homeless people can take part in online training and access work opportunities, as well as healthcare and other services, says the charity.
1 in 10 people in #Cornwall have never used the internet. It is vital for us to be able to support our residents in accessing digital skills.
St Petrocs featured on @BBCSpotlight with @tamsinmelville regarding our engagement with @CornwallCouncil's laptop lending scheme 👇 pic.twitter.com/arrCJ43kxA
“A lot of our clients don’t have access to IT. They want to be able to enhance their skills, which going forward will help them find suitable courses and progress into suitable work,” said St Petrocs Vocational Development Administrator Melissa Winstanley.
St Petrocs’ help to tackle exclusion is particularly important in Cornwall, where 13% of residents have never used the internet and a quarter of adults lack basic digital skills.
Artificial Intelligence (AI) has been transforming service delivery and customer support for years. This uses machine learning to develop chatbots and other automated support to provide swift help to beneficiaries.
This trend will escalate in 2022 as cheaper options increasingly become available to help charities develop AI as a service (AIaaS). Through these off-the-shelf tools, AI can be accessed by charities more cost effectively.
AIaaS tools are usually provided by a third-party specialist and tailored to fit the best needs of charities and the bespoke services it is delivering.
Another cost-effective innovation in data and AI that charities will develop in 2022 is the use of TinyML (machine learning) and small data.
This cuts through the complex algorithms of data analytics to focus on the specific information that is needed to deliver a particular service. TinyML means charities can cost-effectively develop machine learning tools such as wearable technology and home appliances for beneficiaries.
Charities are increasingly turning to virtual reality (VR) to improve their support. This includes offering 360-degree tours of services and simulating real life challenges.
This is a trend that charities are advised to continue pursuing into 2022. VR tours of services can be particularly useful for children and vulnerable people to help them better understand, potentially daunting, healthcare treatment and putting them at ease.
An example of this in practice was carried out by tech firm Ocean 3D as part of the University of Exeter’s Inclusivity Project. The firm created interactive 3D tours of historical sites in Cornwall in order to make them more accessible to visitors with disabilities, including Tate St. Ives and the RNLI Penlee Lifeboat Station.
Turn to Starboard, a charity which offers sailing experiences to armed forces personnel impacted by military operations, also worked with Ocean 3D to design VR tours of its services to help beneficiaries, many of whom are living with challenges such as PTSD and claustrophobia.
These are just a few of the options available to charities looking to improve their service delivery in 2022. If COVID-19 has taught us anything, it’s that innovation is key.
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