Girlguiding: Digital Strategy 2014/15

1© Blue State Digital | Proprietary and Confidential 1
Digital
strategy
2014/15

2© Blue State Digital | Proprietary and Confidential
1
What we did
2

Research and analysis
• We held in-depth interviews
with 100+ people across
Girlguiding
• We analysed documents and
business processes
3

2
Where we are
4

Current state of digital
There are some pockets of
strength in our digital offer to
girls and volunteers.
But we can serve girls and
volunteers better, use their time
more efficiently and save and
raise more money that can be fed
back into our programmes
5

Current state of digital
A new strategy and
investment to match will
help us make the most of
digital.
6

3
The digital vision
7

“Overhaul the
Girlguiding
digital offer to
support, and add
value to, the
excellent offline
experiences we
provide for girls
and volunteers.”
8
Overarching vision and principles
1. Our digital investments will serve
girls first and foremost
2. We will invest in staff and
systems
3. We will promote digital
communications to complement
paper ones
4. We will monitor and measure all
of our digital activity
5. We will actively look outside
Girlguiding for creative inspiration
and best practice

Serving our audiences
Involve. Enable.
Champion.

Serving our audiences: girls
Involve: Give girls
the space and
means to shape
their Girlguiding
experience.
1

The digital vision
Involve
•Seek out girls’ views and voices about our programme and advocacy work
using digital channels.
•Enhance the guiding programme and build supportive digital tools to help girls
develop skills and values.
•Use Girlguiding’s digital presences to celebrate the things that girls achieve.
•Help girls move from section to section to minimise drop off.
•Provide safe spaces online for girls to communicate with each other and with
leaders.
1

Serving our audiences: volunteers
Enable: Let
volunteers and staff
carry out their
responsibilities as
efficiently and
enjoyably as
2

The digital vision
Enable
•Invest in digital services that allow volunteers to spend more time working with
girls.
•Listen and act upon the things volunteers tell us.
•Make every effort to use digital tools to communicate relevant information
when it matters, and to not communicate when it doesn’t.
•Use digital tools and channels to improve the way we describe and
communicate our programmes of activities..
•Use digital channels to show that volunteers make a difference.
2

Serving our audiences: the wider world
Champion: Tell the
story of Girlguiding
to promote and
grow the guiding
movement.
3

The digital vision
Champion
•Tell the story of what Guiding meant to girls in their own words.
•Use content that encourages more people to start guiding and make the
process of joining easier and more transparent (for girls and volunteers).
•Develop content and communications campaigns that encourage members to
stay with us.
•Use the most engaging methods of gathering and telling stories.
•Improve our service to people who are going to talk about us.
•Increase opportunities for people to support us.
•Tell the story of advancement within the organisation.
3

4
How do we
deliver the
vision?
16

Digital Strategy and Membership Systems:
Roadmap
17

Delivering the vision
Laying the
foundations: our
digital offer from
the ground up
1

Laying the foundations
19

New platforms: A
new website,
Content
Management System
(CMS) and
membership systems
2

New platforms
21

Communications:
Reaching the right
people with the
right story
3

Communications
23

Measuring success:
Allow Girlguiding to
make data-driven
decisions about its
future.
4

Measuring success
25

5
What does this
mean for Countries
and Regions?
26

Digital Strategy: What does this mean for
Countries and Regions?
27
2014 2015
Consult on your communications to members
so we can get better
Advise on how communications from all
areas of Girlguiding can be improved
Make sure the Girlguiding website is fit for
purpose
Deliver website templates or sub-sites for
Girlguiding at Country and Region level (and
beyond)
Share all the learnings from the Girlguiding
website project as we go
Look into supporting Country and Regions to
achieve your digital goals
Involve Countries and Regions in workshops
and consultation across the UK so you can
shape the Girlguiding website
Help define the purpose of digital
communications for Country and Regions - a
more aligned strategy
Start scoping digital work for what we could
do for Countries and Regions in 2015

Membership Systems Project: What does this
mean for Countries and Regions?
28
2014 2015
Involve Countries and Regions in workshops
and consultation across the UK so you can
shape the future membership systems
Development and testing of future
membership systems
Share all the learnings from the membership
systems project as we go
Training on future membership systems
Transition to using future membership
systems

Girlguiding: Digital Strategy 2014/15

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