Matt Wilkley, assistant director of fundraising, Independent Age Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

1. Who am I to you?
CharityComms Heads of Digital, 11 June 2019

2. Who am I?
Matthew Wilkley
• Marketing Manager, FPM: 2003-09
• Head of Youth, Crimestoppers:
2009-10
• Head of Marketing &
Communications, Centrepoint:
2010-18
• Assistant Director Fundraising,
Independent Age: 2018-present

3. Three charities, three approaches to digital
1. Crimestoppers
• Central digital team in Comms
• Youth digital team for youth brand
2. Centrepoint
• Structured by audience
• Digital, PR, IGL, Insight in Marcomms
3. Independent Age
• Digital in Engagement
• Fundraising/Marcomms integrated

4. What does digital mean?
• Main site
• Microsites…
• App development
• Social media
• Smart speakers
• IT/CRM/management information
No right answer but an agreed and
shared definition is needed
*Ownership and digital’s relationship
to organisational strategy also critical

5. How we work together
Again, no perfect system but:
• Explain role of digital from the start, e.g. induction
• Involve digital as early as possible in projects
• Include them even when not obvious
• Encourage training, ensure regular comms
• Don’t lose sight of the end goal (not everything is
solved by an app!)

6. When it works well - Centrepoint
• Main site redeveloped
• More balanced for all users but SAR more prominent
• Agency appointed as joint project – all teams involved
• Fundraising UX focus = form conversion increase 70%

7. Thank you
Questions?

8. Who am I to you?
Digital’s relationship with other
departments
Sponsored by
11 June 2019
Heads of Digital
London
#charitydigital

9. Visit the CharityComms website to view
slides from past events, see what events
we have coming up and to check out
what else we do:
www.charitycomms.org.uk