The Business Exchange Swindon & Wiltshire Edition 42: April/May 2019 | Page 19

TECHNOLOGY REVVED UP Why you need a digital mindset to transform your charity by Nathan Baranowski, OJO Solutions Over the course of a decade, development in digital technology has been a catalyst for positive social change. From user-friendly mobile apps to contactless collection boxes, charities have realised the vast potential of modern technology in engaging with the public. In fact, technology is a blessing to smaller organisations, or those with a limited budget, who can use digital to punch well above their weight. Charities are no longer constrained to physical shops or collection points and instead, by building a digital strategy, they can increase their prominence nationally and even globally. From alternative payment options to mobile apps and AI, not-for-profits are just beginning to realise the wealth of technology available to them. A report from UK-based social enterprise Tech Trust found that 58 per cent of charities nationally don’t have a digital strategy. In contrast, for those with a plan in place, 92 per cent were confident of increasing their impact. With mobile usage at an all-time high, charities without a mobile-optimised website or app have some catching up to do. Currently, only 25 per cent of charities are accepting donations via their mobile apps. Despite this, findings from a survey conducted by Moneymailme revealed 72 per cent of 18 to 25-year-olds would give to charity via a mobile app if they had the option to do so. Meanwhile, a further 62 per cent say they would feel frustrated if they were forced to donate another way, such as with cash or via the telephone. As Steve Jobs famously said: “You have to start with the customer experience and work backwards to the technology.” While advances in digital have changed the way we communicate, at a more fundamental level they should be changing the way charities work and think. To develop a digital mindset, charities need to allow themselves the freedom to react, to change and experiment. This can be a scary prospect for organisations who are held responsible for spending by a board of trustees, however with technology at hand it’s possible to work flexibility, creating projects that can be tested and adapted accordingly. Whether it’s an internal solution or a customer-facing platform, user experience is an emotional affair, so it’s vital that you understand how people feel when they interact with your platform. To start, why not create a range of personas and look at how they would potentially engage with your site? This will help you understand the donor, the steps they take to give money, and what motivates them. Carrying out this research before delving into the development stage allows you to reach your target more efficiently, negating the possibility of wasting valuable time and money. Charities are reliant on healthy relationships with their stakeholders. Technology presents huge opportunities in managing and maintaining those, with the ability to transform the way you communicate with customers and fundraisers. To have a true digital mindset, you should always think about how you can connect with people in new ways. If you’re looking for help throughout your digital transformation, whether you’re taking your first steps in the process or already have a firm grip on the use of technology, we can work with you collaboratively to make sure you’re getting the most out of your project. E-mail [email protected] or call 01225 220155 @ojosolutions Transforming organisations through technology We work with you to create, design and develop digital solutions that enable you to improve the way your business operates, as well as adding value to your customer experience. From beautifully designed and functionally rich websites and apps to technology strategies that automate and streamline your business, get in touch to find out how we can digitally enable your organisation. 01225 220 155 CONSULTANCY [email protected] DESIGN DEVELOPMENT ojosolutions.com THE BUSINESS EXCHANGE 2019 19