In the fourth part of our Charity Digital Code series, we’ll be looking at the fourth defining principle of digital best practice: strategy.
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So, what is digital strategy and how can charities put it into practice?
As defined by the code, charities should be ambitious about how they can use digital to achieve their vision and mission. This, however, does not always amount to capital investment. A large part of a digital strategy could include “thinking creatively about how digital can increase impact and sustainability”.
“By understanding their stakeholders’ digital needs and how to meet them in a way that is aligned to the charity’s goals, they will be able to improve their organisation’s relevance and sustainability,” reads the code.
An important feature of developing a digital strategy is likewise understanding what digital channels will and what digital channels won’t help achieve a charity’s aims.
Central to this is being aware of what charities can undertake based on capabilities and resources and potential partnerships. It is useless, for example, investing in high-level video editing software when no-one within the organisation has the skills required to use it.
A strategy, therefore, should be relevant to what you want to achieve via digital mediums. It may shape the structure of your organisation in the years to come (such as hiring a video editing, social media, or website team), to which you will want to prepare for and allocate resources appropriately.
And finally, charity leaders should be able to identify a strategy in which digital will thrive. According to the code, this could look like:
“Charities will be clear about their strategic direction in digital, enabling them to invest time and other resources more effectively. They will be confident about the role digital plays in their value proposition and how this is differentiated from other organisations in the same field, putting the charity in a stronger position for the future.”
And that concludes this part of our Charity Digital Code series. In next week’s blog, we’ll be taking a closer look at digital skills and why they should be represented at all levels of an organisation.
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