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Digital Change

Joseph Downie
Joseph Downie

The document discusses how WaterAid needs to adapt to changes in digital technology and supporter expectations. It notes that the website needs to be improved to better reflect the organization's new global strategy and the needs of online supporters. It also emphasizes that WaterAid risks losing support and relevance if it does not increase its online presence and interaction across websites, social media, and digital tools to connect with "digital native" supporters. Failing to adapt could ultimately make WaterAid obsolete. However, the document also sees great opportunity for WaterAid to strengthen its global brand and messaging online, connect supporters, and potentially increase online fundraising if it embraces digital transformation.

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www.wateraid.org ... is changing Joe, Angharad, Per 15 Oct 2009 Digital change
Digital change
Background www.wateraid.org has served the organisation well over the previous strategy period The site has won awards and taken millions in donations And it has become a vast source of information relevant to the sector Digital change
But the world, and the web, is changing: Web is now broadband Web is interactive Web gives the user control Web is no longer just our website its youtube, myspace, facebook, flickr Presence on these sites, plus our own website, is now the primary public, global face for an organisation For some audiences, if youre not online (and online well) you no longer exist Digital change
WaterAid is changing too Our new Global strategy sees us becoming one WaterAid A greater emphasis on advocacy is going to require stronger, global online campaigning, to leverage global support for the WASH cause Greater transparency about what we do and how we spend money will be required the web is the perfect medium to do this Our ambitious fundraising target requires us to develop immature fundraising markets, such as online, and to make efficiency savings by managing more supporter relations online We can also save money on print and publication costs by moving more of them online And we can better collaborate and communicate internally using digital online tools the intranet, skype, video conferencing, messaging, collaborative wikis, blogs and docs, and so on Digital change
And our supporters are also changing Supporters are increasingly, without encouragement from us, donating online we need to better facilitate this Supporters in the digital age expect greater interaction with WaterAid in a variety of different online locations (eg: Facebook) They are more used to interacting, and managing their relationship with, organisations online (eg: online banking) They expect to be able to contribute and interact with the causes they support Digital change
In order to prosper, WaterAid will need to Take digital channels more seriously, and invest in them appropriately Improve the website architecture to better reflect the changing organisational structure Develop a user-led website that accommodates the requirements of our supporters before the needs of our organisation Be more aware of the changing digital environment we operate in, and the rapidly changing behaviour of our supporters Continue doing the things that currently work well for us offline (eg: DRTV) Digital change
The dangers of standing still We risk losing market share to more agile web-enabled charities We risk becoming irrelevant to some audience segments We risk losing our status and influence Online technology now facilitates individuals and groups supporting good causes without the need for the charity organisation middleman if we do nothing we could, ultimately, become obsolete (particularly to digital native supporters) Digital change
Digital opportunity We are not too late! We have a solid foundation on which to build, plus strong awareness of the opportunities There is a huge opportunity to develop the WaterAid global brand and messaging online Massive potential for us to connect with supporters, and to facilitate supporters connecting with each other If done right, there is also huge potential to increase online as a source of income, and to make efficiency savings Digital change

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Digital Change

  • 1. www.wateraid.org ... is changing Joe, Angharad, Per 15 Oct 2009 Digital change
  • 3. Background www.wateraid.org has served the organisation well over the previous strategy period The site has won awards and taken millions in donations And it has become a vast source of information relevant to the sector Digital change
  • 4. But the world, and the web, is changing: Web is now broadband Web is interactive Web gives the user control Web is no longer just our website its youtube, myspace, facebook, flickr Presence on these sites, plus our own website, is now the primary public, global face for an organisation For some audiences, if youre not online (and online well) you no longer exist Digital change
  • 5. WaterAid is changing too Our new Global strategy sees us becoming one WaterAid A greater emphasis on advocacy is going to require stronger, global online campaigning, to leverage global support for the WASH cause Greater transparency about what we do and how we spend money will be required the web is the perfect medium to do this Our ambitious fundraising target requires us to develop immature fundraising markets, such as online, and to make efficiency savings by managing more supporter relations online We can also save money on print and publication costs by moving more of them online And we can better collaborate and communicate internally using digital online tools the intranet, skype, video conferencing, messaging, collaborative wikis, blogs and docs, and so on Digital change
  • 6. And our supporters are also changing Supporters are increasingly, without encouragement from us, donating online we need to better facilitate this Supporters in the digital age expect greater interaction with WaterAid in a variety of different online locations (eg: Facebook) They are more used to interacting, and managing their relationship with, organisations online (eg: online banking) They expect to be able to contribute and interact with the causes they support Digital change
  • 7. In order to prosper, WaterAid will need to Take digital channels more seriously, and invest in them appropriately Improve the website architecture to better reflect the changing organisational structure Develop a user-led website that accommodates the requirements of our supporters before the needs of our organisation Be more aware of the changing digital environment we operate in, and the rapidly changing behaviour of our supporters Continue doing the things that currently work well for us offline (eg: DRTV) Digital change
  • 8. The dangers of standing still We risk losing market share to more agile web-enabled charities We risk becoming irrelevant to some audience segments We risk losing our status and influence Online technology now facilitates individuals and groups supporting good causes without the need for the charity organisation middleman if we do nothing we could, ultimately, become obsolete (particularly to digital native supporters) Digital change
  • 9. Digital opportunity We are not too late! We have a solid foundation on which to build, plus strong awareness of the opportunities There is a huge opportunity to develop the WaterAid global brand and messaging online Massive potential for us to connect with supporters, and to facilitate supporters connecting with each other If done right, there is also huge potential to increase online as a source of income, and to make efficiency savings Digital change