City Giving Day workshop shows how charities can make better use of digital

On Tuesday 26th September, I was in the heart of financial power in Britain, the City of London, as part of the City Giving Day, when businesses unite to showcase their pro bona and charitable efforts with the public, employees and client suppliers.  

A half-day free workshop from Lloyds Bank and its partners showed how small businesses and charities can make the most of digital. 

 

Some striking statistics about digital engagement across the UK: 

  • 42 million people in the UK are online  

  • The UK is the world leader in online shopping.  

  • Shockingly, only 21% of small businesses and charities have basic websites.  

In his introduction to the event, Tom Martin, the Greater London regional director for Halifax said, “digital inclusion is key to financial inclusion”, speaking about how banking is increasingly a technology company.

The Lloyds banking group had 2 billion online banking logins last year, an increase of 24%.  In the last year, Lloyds have seen an increase of 75% of people logging in with their mobile phones.  

Jo Wolfe, managing director of Reason Digital, spoke on how to utilise social media for impact. She highlighted small organisations are more hands on with service users, and work ‘on the ground’ more closely. She used examples such as the ice bucket challenge and no make-up selfie, as the power of social media for fundraising.  

The other two sessions in the workshop were led by the lead digital trainer for Google’s Digital Garage, Ade Bamgbala. This is a set of free training tools in digital marketing. The sessions focused on improving websites across a range of devices, improving digital presence via social media, online video and cyber-security-staying safe online.  

 

Our top 3 take-aways from the sessions: 

  1. The power of video was stressed – it will increase visits to your websites, donations and demonstrate your impact 

  1. 49% of charities lack basic digital skills but 94% of British people are online - skilling up your team is crucial 

  1. You should consider your website’s primary objective and also ensure it is mobile friendly 

 

How achievable is this for small, local charities? 

Jo Wolfe asked the audience to give a show of hands in the room whose role was entirely digital. 

The attendees ranged from those whose entire job role is digital media (I and two others out of a crowd of about 50), those whose role is about 50% digital and the majority- those whose role contains less than 50 percent digital responsibilities.   

It was an illuminating question. It showed the stretched nature of the third sector; most small charities are fitting in digital under another role, and working with a limited budget.  

It brought home the vitality of the work we do at Superhighways, helping small charities improve their digital impact on a budget.  

For advice on how to demonstrate your impact contact us at impactaloud@superhighways.org.uk  

 

By Kylie Noble, Superhighways new digital marketing intern