The document discusses the merging of different digital, IT, and data teams from different organizations into a new directorate at Versus Arthritis. It outlines the goals of using digital technologies, data insights, and customer experience improvements to better understand and support those with arthritis. The new digital team structure is presented, with the head of digital leading strategy development, project management, analytics, and individual teams focused on areas like content, marketing, and artificial intelligence.

1. Digital
Data
Technology
A.I.
Insight

2. Digital
as part of
data
and
technology
AMANDA

3. 01.
History

4. Coming together as a one organisation
4

5. 5
Coming together as a one organisation

6. What was the landscape
• Was primary used as a comms channel for Arthritis Research
• Quite a few digital, IT and data systems needed to merge or be
depreciated
• Great ICT at Arthritis Research UK
• Digital was in comms, IT was in finance and Data was in
Fundraising
• Limited Data resources
• So re-evaluated as part of the merger – new directorate created
and new director recruited and on TLT – taken seriously

7. 02. Why is digital part of
technology and data

8. Digital, technology and data is here to support
our ambitions and priorities
What will be
different
because of
Versus Arthritis
- our ambitions
The impact
of arthritis is
recognised
and as a
result people
with arthritis
are
empowered
and
supported to
demand
more
Every young
person
diagnosed
with arthritis is
supported by
us
No one is
living in MSK
pain without
access to
information
and support
to self-
manage
Wherever
you are in
the UK there
is a local
touchpoint
with us
The
investment,
visibility and
participation
levels in MSK
research
reflect the
scale of the
impact of
arthritis
There is a
galvanised
community –
all of us
pushing to
defy arthritis
Transformation
priorities to
2020
Increase recognition
of the condition
Increase attribution
to the charity
Engage with people
with arthritis at scale
Operationally merge
and become fit for
future

9. We need each other Digital is about
people and
understanding their
needs.
We use data to
ensure we’re making
insight driven
decisions and
choosing the right
solution when it
comes to
technology.

10. How do we grow a digital community
• We’re using data to understand our
members, who they are, what they need
and what they do
• Sign up processes and planning
• Data in and out of ThankQ – how will we
use data and consent
• Management of our email program
• What do our consents enable us to
achieve in terms of building relationships
with our customers
TECHNOLOGYDATA
• What technology do we need to meet
the needs of our key audiences (PwA,
mods, volunteers, staff)
• Flexible, open source and fit for the
future
• Service delivery and support
organisation wide strategy
• Single Sign-on – how does this fit in
with suit of platforms we already use
• Azure cloud based platform
• Microsoft tools, Sharepoint, PM tools

11. Improving our customer experience
• Who people are, what are their needs and
their previous engagement to tailor make
customer journeys and bring people with
us
• Automation – automation and integration
between digital, technology and data for
trigger journeys and tailor content
• Saves resources, time and money
• GDPR
• What customer journeys do we want to
create, what do we need the technology
to do? Automation, integration,
personalisation, consistent brand
experiences
• Flexible, open source and fit for the
future
• Azure cloud based platform
• Microsoft tools, Sharepoint, PM tools
TECHNOLOGYDATA

12. Artificial intellengence
• We’re using data to inform our
conversations and support the machine
learning
• How can the data and insights inform our
other work
• Data in and out of ThankQ – how will we
use data and consent
• Enable people to take action and
participate in activities through our AI
tools and applications.
• Building relationships with our customers
• Can AI support our wider business problems and
interact with our existing systems?
• What customer journeys do we want to create,
what do we need the technology to do?
• Will what we build now be useable, sustainable
and saleable
• Making the most of our existing technology
infrastructure – Microsoft and IBM Watson
TECHNOLOGYDATA

13. Payment gateway
• Data in and out of ThankQ – how will we
use data and consent
• Ensuring integration with our establish
finance and banking systems or identifying
where change needs to occur
• Getting the right insights for make
strategic decisions
• Building relationships and trust with our
customers
• Security of transactions and accuracy of
payments regardless of platforms or type of
transaction
• What customer journeys do we want to create,
what do we need the technology to do?
• Will what we build now be useable, sustainable
and saleable
TECHNOLOGYDATA

14. 03.
How we work with everyone

15. CULTURE
COMMUNICATION
TRUST

16. Examples of working together
• Regular 1 to 1s with other heads
• Pulling together for the big things – external Marketing Campaigns
• Cross organisational groups for transformation projects
• Local touch points
• Young People and Family

17. 04.
What does the digital team
look like

18. Hub Lead by HEAD OF DIGITAL
Developing Strategy
Championing and
consulting on digital
DIGITAL CONENT &
ENGAGEMENT
• Web content
• EMAIL content
• Video and audio
Communications &
MARKETING
Growth and Display
• GOOGLE
• SEO
• PPC
AGILE PROJECT
MANAGEMET of
all digital platforms
and products
SPOKEDigital – work in progress!
Artificial intelligent
and emerging tech
Services
Fundraising
Research
Management of
platforms – Online
Community
Analytics and Insight
• GOOGLE Analytics
• Kibana
• PowerBi
• Reporting dashboards
Digital Services

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

20. 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