Digital Strategy Skills: Do You Have Them?

We’ve had this conversation before. The nonprofit sector is changing, and it’s more important than ever to understand how it’s changing and why it’s changing. We’re adopting a more digital mindset when it comes to our “business” strategies—it’s how we acquire donors, build relationships with them and get them to donate to our organizations. Understanding how to execute your organization's digital strategy correctly and effectively is a skill that we all need, but did you know a huge chunk of our sector lacks these skills?

The lack of skills in digital strategy could significantly and negatively impact the success of the organization. And no organization can afford that—especially in a time when promoting social good is so critical.

According to “The Charity Digital Skills Report,” when respondents were asked what were the biggest barriers to getting the most from digital, 57 percent said lack of skills, 52 percent said lack of funding and 50 percent said that their charity is facing other challenges that are seen as higher priority than digital.

In regards to digital strategy, 50 percent of charities don’t have a digital strategy and a staggering 9 percent have gone through a full digital transformation process and embedded it. The report looked closer and asked respondents what stage of digital their organization is at and found the following:

• 35 percent said, “We use digital, but don’t have a strategic approach.”
• 22 percent said, “We have digital strategy, but not embarked on transformation.”
• 12 percent said,” Thinking about developing a digital strategy.”
• 11 percent said, “About to start on digital transformation.”

While the majority of respondents do not have a digital strategy, about 59 percent of them said they are taking active steps to “improve their culture.” Approximately 39 percent understand how digital trends are affecting their work.

It’s vital to understand the significance of a digital strategy. Why? Because, like or not, that’s the way we are heading and having a strong digital strategy implemented into your program will strengthen all facets of your organization.

How do you think our sector will change in 10 years due to digital? Overall, 68 percent of respondents said, “To a great extent” and 27 percent said “Moderately.”

The report included 485 charity professionals from the U.K. While this study was based in the U.K., we believe it still holds precedence in the U.S. as well.

To read the full report on digital trends, as well as digital leadership and the future of digital in the charitable sector, click here.