As an industry we’ve been talking about “digital strategies” and “digital transformation” for years, but many organisations still have a long way to go to fully take advantage of the possibilities offered by digital-era technologies and ways of working.
The framing of “digital” in this context can be problematic as it pigeon-holes the transformation into a technology mindset - siloed in a particular part of the organisation. Something happening separately “over there” rather than holistic organisational change.
I often come back to a quote from one of my clients, who said they did not want to “put a digital front end on an analogue organisational backend”.
Transformation is not just about technology. It’s about people. It’s about how we use digital tools to tell better stories, build trust, improve service delivery, and make sure no one gets left behind. It’s about how we ensure charities thrive in a world that demands inclusivity and adaptability.
What can we gain from truly transforming the way we work?
I’ll start with emotional connection. Digital tools and technology can be the key to deepening emotional ties with supporters. Imagine every donor feeling personally connected to the cause, receiving communications that are tailored to their unique interests and passions. By using data to understand these, charities can create personalised, meaningful experiences – moving beyond the transactional process, and showing supporters the real impact they’re making over the long term. It isn’t just about increasing donations – it’s about turning a donor into a lifelong, invested partner.
Perhaps the most pressing issue for charities in the digital age is service delivery. Digital tools offer the chance to radically rethink how services are operated and delivered, making them more flexible, scalable, and accessible. The last 5 years have seen a massive shift in this, catalysed by the disruption of the COVID-19 pandemic. Many charities now offer services like counselling, courses, or support services online, reaching people who otherwise might not be able to access them. However, as we move services online, we must ensure that no one is excluded.
Which brings me to digital inclusion and accessibility. As charities embrace a digital shift, they must keep in mind the people who don’t have easy access to technology. Whether it’s people with lower digital literacy, or living in digital poverty, people with access needs or people without reliable internet access, it’s crucial that digital transformation doesn’t create barriers. The future of the sector must be built on inclusion, ensuring that services are accessible to all, whether through well-designed human-centred digital platforms or offline alternatives. Charities that build digital inclusion and accessibility into their ways of working now will be better positioned to fulfil their missions in future.
Resilience for an uncertain future is a key benefit of digital transformation. The past few years have shown how quickly things can change – from a global pandemic to international conflicts and economic downturns – and charities that adapted most successfully were those that could adopt new approaches quickly through agility or through existing digital infrastructure. Digital tools allow charities to pivot quickly, whether that means moving services online, shifting to remote working, or adjusting fundraising strategies in real time in response to change.
And to help strengthen that resilience, I believe building a culture of innovation and experimentation is essential to charities staying relevant. This is about thinking differently, reimagining problems with fresh perspectives, and exploring new ways to deliver impact. Innovation gives charities the freedom to experiment, test new ideas, and take risks that might not have been possible before. While larger organisations might have internal innovation teams, there are a lot of specialists in the space who can help explore those potential futures which might otherwise be difficult to conceive. By creating a culture where experimentation is encouraged, charities can unlock new ways to serve their beneficiaries, engage their supporters, and operate more effectively in an uncertain world.
And charities don’t have to operate alone. Collaboration with other organisations – whether that’s other charities, public sector, tech companies and private sector – can unlock new innovations, and allow partners to benefit from shared resources. Collaboration allows charities to extend their reach, amplify their impact, and work toward common goals more effectively. In the technology industry, “open source” allows resources and effort to be shared for the common good, and I believe there’s an opportunity to apply more open-source thinking in the charity space as organisations transform how they operate. Charities that embrace this will have the advantage of shared knowledge and collective power.
Organisational transformation, powered by digital-era technology and ways of working, is a chance to radically reimagine how a charity connects with supporters and delivers services. The future of the sector is digital, but it’s also deeply human.