Digital should transform your organisation - the role of trustees in leading change
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Presented on Monday 2 November at NCVO/BWB Trustee Conference 2015. Megan Griffith Gray, NCVO; Patrick Nash, Connect Assist; Kay Boycott, Asthma UK and Laila Takeh,Raising IT Digital should transform your organisation - the role of trustees in leading change. If you would like to find out more about our 2016 Trustee Conference email us at ncvoevents@ncvo.org.uk or call us on 020 750 3153.
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Digital should transform your organisation - the role of trustees in leading change
- 1. Organised by: Lead Partner: Media Partner: Sponsors: AM4: DIGITAL SHOULD TRANSFORM YOUR ORGANISATION - THE ROLE OF TRUSTEES IN LEADING CHANGE CHAIR: MEGAN GRIFFITH GRAY, HEAD OF DIGITAL AND COMMUNICATIONS, NCVO SPEAKERS: PATRICK NASH, CHIEF EXECUTIVE, CONNECT ASSIST KAY BOYCOTT, CHIEF EXECUTIVE, ASTHMA UK LAILA TAKEH, CHIEF MARKETING OFFICER, RAISING IT Drinks sponsor:
- 2. WHY THIS SESSION? • …can transform services • …can better meet (changing) user needs • …can increase efficiency • …can open up new income streams Digital is… • …not a subset of ‘communications’ • …not a channel 2 DIGITAL…
- 3. Tech puts power into people’s hands and has the potential to change both attitudes and lives 3 Nigel Kershaw, Big Issue, Executive Chairman (from The New Reality)
- 4. You don’t have to do it the way you’ve always done it – there’s better, quicker, cheaper options to look at 4 Senior spokesperson, GDS (from The New Reality)
- 5. This is Service transformation – partly enabled by digital - not digital transformation 5 Sarah Prag, Digital transformation coach (from The New Reality)
- 6. Is digital just a better way of communicating? Or are there more fundamental issues about power, ownership, decision-making, participation and co-production? 6 Steve Ford, CEO, Parkinson’s UK (from The New Reality)
- 7. Some questions to get us started 7
- 8. Organised by: Lead Partner: Media Partner: Sponsors:PATRICK NASH CHIEF EXECUTIVE, CONNECT ASSIST KAY BOYCOTT CHIEF EXECUTIVE, ASTHMA UK
- 9. Organised by: Lead Partner: Media Partner: Sponsors:PATRICK NASH CHIEF EXECUTIVE, CONNECT ASSIST DIGITAL TRANSFORMATION WHAT GETS IN THE WAY HOW CAN TRUSTEES RESPOND
- 10. Trustee of CEO of 10 MY BACKGROUND
- 11. WHAT IS DIGITAL TRANSFORMATION? Digital transformation refers to the changes associated with the application of digital technology in all aspects of human society It means that digital usages inherently enable new types of innovation and creativity in a particular domain, rather than simply enhance and support the traditional methods Wikipedia 11
- 12. TYPICAL ANXIETIES 12 “Our services don’t lend themselves to a digital approach” “They are too old” “What if too many people found out about us and used more services?” “We don’t have the money” “Our service users aren’t online”
- 13. TYPICAL BUT UNHELPFUL APPROACHES 13 Digital is just for communications and fundraising We need an app Digital is another word for social media Digital services don’t have same impact as face to face But mostly charities (and their trustees) find it easier to focus on digital communications and fundraising rather than digital services
- 14. BENEFITS OF DIGITAL SERVICES 1. Digital services are empowering 2. They reach more people 14
- 15. GROWTH THROUGH DIGITAL SERVICES 15 0 50,000 100,000 150,000 200,000 250,000 2004 2005 2006 2007 2008 2009 Phone/Face to face Digital
- 16. BENEFITS OF DIGITAL SERVICES 1. Digital services are empowering 2. They reach more people 3. Target staff resources at those who most need them 4. Extend availability of charity (24/7, across device, etc) 5. Cost reducing without service reducing 16
- 17. WHAT CAN TRUSTEES DO? 1. If you’re not yet open minded, become so 2. Agree and articulate achievable strategic aims 3. Understanding who your service users, donors, etc. are today and how they behave - not in the past 4. Seek holistic digital transformation, not point solutions 5. Take a longer term view to investment in digital 17
- 18. WHAT’S THE END IN MIND? Starting point is knowing what you want to do and who you need to help Examples that have been successful • “All our services available in every possible way” • “Help 10 times as many people as we help now” • “Help people where they are, when they want help and in the easiest way for them” • “Getting upstream in people’s lives” 18
- 19. AVOIDING ASSUMPTIONS And by avoiding assumptions such as • “The majority of our services users don’t go online” • “You cant get proper help on a mobile device” • “Confidentiality means we cant ask people their name” So where has this worked well? 19
- 20. ROYAL BRITISH LEGION Pathways to Growth whose purpose was • To modernise the operation of the charity • Deliver a ten-fold increase in the number of service-people, veterans and families supported annually Operational objectives • Deliver a digital platform as the main point of entry combined with a powerful set of resources and knowledge • Create a contact centre to manage second tier enquiries • Integrate with 16 Area Offices, all with High Street presence20
- 21. TIERED SOLUTION 21 Online information, advice, guidance and services. Access to 1-1 support via Ask a Question and Live Chat 1-1 advice by email, Ask a Question, Web Chat and Phone Triage to face-to-face services Face to face services provided by Area Offices and Service Centres
- 22. HOLISTIC SOLUTION 22 Key focus on customer experience, feedback, data, quality framework and a digital approach 5 x increase in enquiries 70% first contact resolution Membership, service delivery and Poppy Appeal integrated for first time
- 23. ROYAL BRITISH LEGION GROWTH 23 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 May-13 Aug-13 Nov-13 Feb-14 May-14 Aug-14 Nov-14 Feb-15 May-15 Digital services Contact centre
- 25. 25 CHARITIES WE WORK WITH
- 26. Organised by: Lead Partner: Media Partner: Sponsors:PATRICK NASH CHIEF EXECUTIVE, CONNECT ASSIST DIGITAL TRANSFORMATION WHAT GETS IN THE WAY HOW CAN TRUSTEES RESPOND
- 27. Organised by: Lead Partner: Media Partner: Sponsors:KAY BOYCOTT CHIEF EXECUTIVE, ASTHMA UK
- 28. 28 DO YOU ALL BELIEVE?
- 29. 29
- 30. 30
- 31. Having a digital strategy will soon seem as ridiculous as having an electricity strategy 31
- 32. 32 DO YOU ALL TALK THE LANGUAGE?
- 33. 33
- 35. 35 DO YOU ALL MEAN THE SAME THING?
- 38. 38 WHO DEVELOPS THE STRATEGY AND ORGANISATIONAL MODEL?
- 40. 40 DO YOU AGREE ON THE STRATEGIC ROLE FOR YOUR ORGANISATION?
- 41. SERVICE DELIVERY – BIG WHITE WALL REACH – NUS RAISING MONEY - CRUK #NOMAKEUPSELFIE ENHANCED SUPPORTER EXPERIENCE – MY MACMILLAN PEER TO PEER SUPPORT – ALZHEIMER FRIENDS INFRASTRUCTURE – GO ON UK
- 42. 42 DO YOU AGREE ON WHAT CAPABILITIES YOU NEED TO DEVELOP?
- 44. 44 ARE YOU CLEAR ON WHAT YOU MAY NEED TO SPEND?
- 45. Individual roles Range (day rate) All prices ex VAT Senior Developer £600 - £1,100 Junior Developer £450 - £650 UX Designer (wireframe development) £400 - £650 Designer £400 - £650 Digital spend / Campaigns and production App design and production (iOS and Android compatible) £15,000 - £70,000 Digital media campaign (AdWords, social spend, content generation) £10,000 - £80,000 Website migration (template design, development, CMS licensing, content creation) £50,000 - £700,000
- 48. What interested you most? Talk to your neighbour 48
- 49. Questions for Patrick and Kay? 49
- 50. Organised by: Lead Partner: Media Partner: Sponsors:LAILA TAKEH CHIEF MARKETING OFFICER, RAISING IT KPIS MYTHS AND MEANING
- 51. Some questions for you before we hear from Laila 51
- 52. DIGITAL KPIS Big numbers matter MYTHS
- 53. 53 DIGITAL KPIS Improved results are always good MYTHS
- 54. 54 DIGITAL KPIS Digital needs own KPIs MYTHS
- 55. DIGITAL KPIS 55 DIGITAL KPIS Outcome driven MEANING
- 56. 56 DIGITAL KPIS People & culture MEANING
- 59. Back to the questions we started with 59
- 60. It’s all about leadership. It’s as simple as that. Simple answer, difficult solution. 60 Vicky Browning, Director, CharityComms (from The New Reality)
- 61. We need leadership that’s playing to win rather than playing not to lose 61 Jon Alexander, New Citizenship Project (from The New Reality)
- 62. This is not just a question of changing skillset. It is a changing of mindset. 62 Vicky Browning, Director, CharityComms (from The New Reality)
- 63. FURTHER INFORMATION AND HELP • The New Reality - thenewreality.info • Knowhow webinar page knowhownonprofit.org/organisation/orgdev/digit al-transformation • Consult+Assist www.ncvo.org.uk/practical-support/trusted- suppliers/supplier-list/795-consult-and-assist • Raising IT www.ncvo.org.uk/practical-support/trusted- suppliers/supplier-list/308-raising-it 63
Hinweis der Redaktion
- Set of questions - raise hands/stand up if ‘yes’ Are you a trustee? Are you a member of staff? Does your organisation have a digital strategy? Do you have a digital expert on your board? (deliberately or not) Reflection: On a scale of 1-10, where 1 is terrible and 10 is fantastic… How is your organisation doing in grasping the opportunities of digital now How far do you think your organisation can move in the next 12 months How equipped do you feed your trustee board is to lead and support this change?
- Patrick is the Chief Executive of Connect Assist. He has worked in the voluntary sector for over 30 years, launching 14 charities, co-operatives and social enterprises. Patrick has worked with many organisations and we’ve invited him to talk about his experience of working with trustees. Kay is the Chief Executive of Asthma UK and a trustee of Gingerbread. She is leading a change programme at Asthmas UK and we’ve invited her to provide the CEO’s perspective.
- Laila is the Chief Marketing Officer at Raising IT. Prior to this she led digital teams at UNICEF UK and the British Heart Foundation. I invited Laila to add something slightly different to this session, something that Boards do think about but often get wrong, and that is KPIs.
- Exercise. Take a moment to yourself to think about (and talk to your neighbour): (If you are a trustee) - what digital KPIs do you receive, and what do you think about them? (If you a re a member of staff) - what digital KPIs get fed up to the trustees, and what do you think about them?
- Reflection: On a scale of 1-10, where 1 is terrible and 10 is fantastic… How is your organisation doing in grasping the opportunities of digital now How far do you think your organisation can move in the next 12 months How equipped do you feed your trustee board is to lead and support this change?