This document summarizes a presentation on digital literacy and its importance for charities. The presentation discusses what digital literacy means, how charities are faring in terms of digital literacy, characteristics of digitally mature organizations, and steps for organizations to become more digitally literate. Survey results are presented showing that while most charities have a digital strategy, leadership understanding of digital is still lacking and digital literacy within charities is generally poor. Recommendations are provided for improving digital literacy, including leadership support, a user-centered focus, treating digital as integral rather than an add-on, and making digital literacy a core competency.

1. Strategic Digital
Communications
Seminar
12 July, 2012, London
#CCdigital
Friday, 13 July 12 1

2. Responding to the digital shift -
Why digital literacy matters
July 2012
Katie Smith - @katie3059
Head of Third Sector, Cogapp
x
Strategic Digital Communication
Friday, 13 July 12 2

3. Founded 1985
Based in Brighton (and New York)
Digital media + public-facing organisations
Twitter @cogapp / @katie3059
Friday, 13 July 12 3

4. What is digital literacy and why does it matter?
How are charities faring when it comes to digital literacy?
What does a digitally mature organisation look like?
What are the steps to a digitally literate organisation
Friday, 13 July 12 4

5. “ A lack of digital literacy is a threat to the sector.
- Digital manager at CharityComms/Cogapp event, March 2012
Friday, 13 July 12 5

6. Friday, 13 July 12 6

7. Source: The Telegraph
Friday, 13 July 12 7

8. Source: Evening Standard
Friday, 13 July 12 8

9. Source: Alex Nunn http://wheretheresmuck.wordpress.com/
Friday, 13 July 12 9

10. Friday, 13 July 12
Source: Guardian Online
10

11. Friday, 13 July 12
Source: John Doran, www.theqietus.com
11

12. “ Brands are held to a higher level of accountability; they’re
not fictional constructs. Instead they’re representations of
the value, personality and culture of the business. If the
brand doesn’t ring true with the customer experience, it’s
equity is at stake ..... social media has dialled up
transparency.”
- Shelly Lucas, Senior Marketing Manager, Dunn & Bradstreet
Friday, 13 July 12 12

13. So what is digital literacy?
Friday, 13 July 12 13

14. “ People from their own experience are able to utilise digital
within their own role – even if ‘digital’ isn’t in their job title.
They are able to deliver digitally within the context of the
company objectives.”
- Charity CEO on digital literacy
Friday, 13 July 12 14

15. What charity digital people have told us
Friday, 13 July 12 15

16. Does your charity have a digital strategy?
76.9 %
YES
Friday, 13 July 12 16

17. If you do have a digital strategy, is progress against the strategy
monitored by your charity’s executive team?
65.0 %
YES
Friday, 13 July 12 17

18. How well do you think the leadership of your charity
understands digital?
56.1 %
NOT VERY WELL OR NOT AT ALL
Friday, 13 July 12 18

19. In your opinion, how important is a good standard of digital
literacy to the success of your digital strategy?
74.4 %
VERY IMPORTANT
Friday, 13 July 12 19

20. What would you say is the general level of digital literacy within
your charity?
56.1 %
NOT VERY GOOD/VERY POOR
Friday, 13 July 12 20

21. “ although staff (say) that the charity should be doing digital
better, (they aren't) able to communicate exactly how or who
we should be aspiring to be like.
- Charity digital manager
Friday, 13 July 12 21

22. Leadership support is necessary – but not sufficient ....
... they need to understand too
Entrenched cultures and attitudes hold us back
Realism is crucial: it’s not a cure all and it’s not free!
User experience should be the heart
Creating new digital silos won’t help
Digital managers need trust, influence and budget
Digital literacy is a core competency
Friday, 13 July 12 22

23. Collaborative and open culture
Living the values
User-centred
Customer experience drives decisions
Digital integral to the experience - not add-on
Digital is a normal part of the marcomms mix
Social media is a tool used by all
Friday, 13 July 12 23

24. Clear signal from the very top
Policies that empower staff to be brand ambassadors
Create multidisciplinary teams
Make digital a core competency
Recruit staff with experience, and train existing staff
Facilitate learning opportunities
Invest in digital as infrastructure
Friday, 13 July 12 24

25. People haven’t changed
None of us are experts yet - keep listening and learning
Digital literacy should be a core element of your strategy ...
..... not quick or costly, but conscious and considered
Friday, 13 July 12 25