Charities in Crisis: The Digital Skills Gap

Last week, The Charity Digital Skills Report was launched by Skills Platform.
The results were quite concerning, with as many as 50% of charities admitting they don’t have a digital strategy at all.
We’ve taken a look at the key pieces of information from this report and looked into the challenges charities are failing in utilising the power of digital, why they should be improving and how this can be achieved.

Key Stats

  • 75% of charities think growing their digital skills would help them increase fundraising.
  • 61% of charities rate their digital fundraising skills as fair to low.
  • 68% of charities think that digital will change the charity sector to a great extent.
  • 59% of charities are working to improve the culture so digital can flourish there.
  • 57% cite skills as the biggest barrier to getting more from digital.
  • 50% of charities say that other organisational challenges are being given more attention and digital is not seen as a priority.
  • 36% of respondents would look for a job with a digitally savvy charity.
  • 80% of respondents want their leadership team to provide a clear vision of digital and what it could help them achieve, whilst 66% want a good digital strategy.
  • 66% are worried that they will miss out on opportunities for digital fundraising.

Why are charities not utilising digital?

57% of charities asked describe a lack of skills as the biggest barrier to getting more from digital.

Outsourcing digital skills to promote a well thought out online strategy which works across various platforms and channels could be a cost-effective way of improving this. Here at Clicky, we offer an extensive range of services around developing your digital strategy.

50% of charities say that other organisational challenges are being given more attention and digital is not seen as a priority.

Digital is now so embedded into our everyday lives, marketers can reach users in so many new ways. The opportunities digital holds are hugely exciting to the charity sector and could potentially be hugely successful. Prioritising digital is essential to keep up with industry trends and competitors in the years to come.

Why should they be improving?

Fundraising is one aspect which charities could see huge benefits from when using digital marketing. As many as three-quarters of charities think growing their digital skills would help them increase fundraising.
Clarifying strategic goals and how digital can support these will allow charity leaders to recruit the best people. The Skills Platform study shows that as many as 86% of respondents want to work for a charity that is progressing in digital. Innovation in this department is key in developing as a business and could use much improvement as 69% of charities rate their digital business development skills as fair to low.

How can charities improve?

Although the Skills Platform report has shown some potentially negative digital statistics for the charity sector, this also represents the need to change and use digital in a more integrated way in order to be ahead of the competition in the market.

59% of charities are taking active steps to improve their culture so digital can flourish there while 39% are on top of how digital trends are affecting the work their charity does and have a plan to tackle this. Hiring a digital marketing agency to consult can really help with this.

A huge 68% of charities think that digital will change the charity sector to a great extent in coming years, highlighting the growing importance of digital in this industry. Big changes are coming to fundraising and charities are becoming increasingly aware of the potential here. By seizing the moment to lead on a digital platform they could generate more income, reach more supporters and be more relevant than ever.
Could your business benefit from strategic digital marketing advice? Find out how we could help you by looking at our marketing services page or speaking to one of our digital experts today.
 
http://report.skillsplatform.org/charitydigitalreportdetail/
http://report.skillsplatform.org/charitydigitalreport-overview/?_ga=1.101477059.370384280.1490689131
https://www.theguardian.com/voluntary-sector-network/2017/mar/23/charities-lose-third-staff-digital-skills
 

Written by Hollie Hines

Content & Social Media Specialist

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