Charity Digital Skills update – three ways to bridge the gap

An insight into the Charity Digital Skills Report 2021

It’s no secret that COVID-19 changed the digital fundraising landscape for good. A ‘sink or swim’ moment, there was little choice but to dive in at the deep end – with 83% of respondents moving to offer online services and 78% using digital technology to reach new audiences.

With so much happening in the digital world, it’s natural that digital skills improved, as have attitudes to digital developments in general. The number of charities rating themselves as having ‘Excellent basic digital skills’ has almost doubled this last year. We’re also pleased to see 60% of organisations have a digital strategy in place (up from 51% in 2020) with around two-thirds planning to invest in digital infrastructures, systems and skills.

It’s an important move to make. Always something of a weakness for the third sector, as much as COVID-19 has seen organisations adapt and evolve, there is still work to be done. It might be falling in the rankings, but ‘digital skills’ are still one of the biggest barriers to achieving organisational priorities and getting the most from the digital landscape.

Bridging the digital skills divide

Is your charity looking to fill this gap? There is no quick-fix, so we’ve taken a look at some of the ways your charity can boost its digital fundraising skills.

1. Resources for training and professional development

One of the definite pros of the COVID-19 era is the surge in online training. In fact, the Charity Digital Skills Report shows webinars, resources and online guides to be the most popular ways of building digital skills, with training and online courses not far behind. Not sure where to start? We’ve tracked down some popular providers and events to help get you moving.

• Charity Comms:The membership network for charity communications professionals, why not check out November’s digital conference, catch up on ‘On Demand’ content, or access membership groups, seminars and networks?
• Charity Digital: A charity helping other non-profits achieve their digital dreams, what more could you ask for? Be sure to check out their programme of webinars, podcasts, videos, advice and events.
• Chartered Institute of Fundraising: The professional membership body for UK fundraisers, not only do they host an annual convention, regular training events and online resources, regional and special interest groups are a great way to connect with others working in similar areas (yes, there’s one for Digital & Technology).
• Digital Boost: Launched in response to COVID-19, this professional community want to help small businesses and charities upskill and grow. Book a call on their free digital advice service and check out their catalogue of online courses and resources.
• Digital Charity Lab: An information hub, skills academy, research centre, and collaboration platform for charities looking to build their digital skills.
• Google Digital Garage: So it’s not specifically for charities, but Google Digital Garage is a great place to build your marketing skills. Whether you do a single module or the whole course, there’s content for professionals at every level.
• Skills Platform: They weren’t just part of the Charity Digital Skills report. As a training broker, Skills Platform is here to connect charities to providers - listing searchable courses online and providing a brokerage service for larger organisations and networks.
• Small Charities Coalition: The small charities’ charity, the SCC offers training and mentorship, as well as Big Advice. A great source of fundraising expertise!
• TechSoup: Not only does TechSoup provide donations and discounts on branded software and services, they also offer a suite of (free and paid) training courses.
• Zoe Amar Digital: Joining Skills Platform in the creation of the Charity Digital Skills Report, this innovative enterprise offers resources, workshops and coaching for everything from social media to digital fundraising strategy.

We could go on, so don’t limit yourself to this list! A quick Google search and you’ll soon find a host of smaller providers, agencies, freelancers and consultants offering a range of support packages. Do your research and find the one that fits your needs (and budget). You will be surprised at just how much information, advice and support is out there.

2.  Skills sharing and mentoring

Of course, training is just the beginning. No matter how good the course, putting theory into practice can be difficult. Remember, you are not alone! If you have a question or a challenge, we can guarantee that someone else has faced – or is facing – a similar situation. It isn’t a competition, and we are glad to see 41% of charities collaborating and sharing learning with others during the COVID-19 pandemic. There is so much insight, support and expertise waiting to be tapped. Yes, 31% of organisations reported learning from peers within their organisation, but with just 23% ‘asking other organisations’ for help, 22% sourcing expert advice and 8% linked into mentoring support, we think there’s room for growth in the peer-learning world.

Charity Comms, Digital Boost, and the Small Charities Coalition all offer mentoring as part of their service. But before you sign up, why not put the ask to a corporate donor, volunteer or supporter? If you’re a regular reader, you’ll know that pro-bono skills are a great hook. The perfect example of a non-financial ask that could add real value to your organisation.

3. Taking the next step towards digital maturity

The fact is, that no matter where you are on the road to digital excellence, there is always more to learn. Our own State of Digital Maturity Report shows us that even where organisations have the skills and expertise, their digital journey is far from complete. In total, 38% of our respondents saw their ‘digital maturity’ as a work in progress. A transitional state, a process with room for improvement.

It can be hard to maintain momentum. That’s why we teamed up with Digital Transformation Expert and Consultant, Ian Patterson, to bring you our Digital Maturity Playbook. Designed to help spark ideas, conversations and inspiration, take some time out to find your place on the digital map and plan your way forward.

Because digital fundraising skills are just the start. It’s time to see how far this new world can take you.


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