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ADAPTING TO THE DIGITAL AGE: THE ROLE OF TRUSTEES IN LEADING CHANGE

DAN SUTCH, DIRECTOR, CAST

JO WOLFE, ASSISTANT DIRECTOR, DIGITAL, BREAST CANCER CARE

MEGAN GRIFFITH GRAY, HEAD OF PLANNING, DIGITAL AND COMMUNICATIONS, NCVO

7 NOVEMBER 2016

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WHY, WHAT AND HOW OF DIGITALA BRIEF INTRODUCTION

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Driving social change with digital technology

CAST

Centre for the Acceleration of Social TechnologyCAST works with grant makers, investors and mission driven organisations to

drive social change using technology

Dan Sutchwearecast.org.uk

@dansutch

Driving social change with digital technology

CAST

100,000,000,000

wearecast.org.uk

(digital) abundance

Largest taxi company, owns no cars

Largest accommodation provider,

owns no hotels, rooms or beds

13 employees when valued at $1bn

Driving social change with digital technology

CAST

pocket supercomputers

98% adults in the UK own a mobile phone

71% own a smart phone

56% of 16-34 year olds cite smartphone as the most important device for internet

Driving social change with digital technology

CAST

white elephants

Driving social change with digital technology

CAST

digital architecture

From the economic and manufacturing challenges facing Toyota, to the digital, economic and social challenges facing us today: lean approaches and co-design provide a framework for risk-reduced, cost effective innovation.

the case for lean innovation: when it is not 'business as usual'

Driving social change with digital technology

CAST

test driven (user centred)

Driving social change with digital technology

CAST

workable products (agile development)

three layers of value across each area of our work

TEST AND EVALUATE EACH LAYER – THEY DON’T WORK INDEPENDENTLY

wearecast.org.uk

This requires:• Creativity and imagination for how else we might address

these issues• Risk taking and testing of these new approaches• Entrepreneurship and willingness • Aspiration, persistence and tenacity• (openness, collaboration...)

The use of digital technology provides remarkable

opportunities to redesign how we address persistent social

challenges

wearecast.org.uk

Integration (the potential of digital)

DIGITAL CULTURE – A CONTINUUM

Rejecting

Experimenting

OrganisingDevolving

Sta

ge

of D

igita

l C

ultu

re

Time

THE DIGITAL CULTURE CONTINUUM

Rejecting

Don’t want to engage in digital, limited activity

Experimenting

Organic, chaotic activity, willingness but no plan

Organising

Centralised, under one function

Devolving

Decentralised with a clear framework, digital enhances all functions, constantly evolving to reflect technology advancement

BCC is

here!

16

TechnologyUnderlying technology used for digital/technical development

Channels & DevicesPlatforms, products and devices used by users

to access content

AudiencesIdentifying, segmenting and understanding

users

User ExperienceThe management of the overall digital

experience, tailored to segments

ContentCreation and management of assets

CampaignsManagement of marketing communications

AnalyticsPerformance measurement and optimisation

GovernanceGovernance of digital activity to ensure it

meets organisational needs

BECCAThe support service for women moving forward after breast cancer

MEASURING DIGITAL SKILLS(AND INCREASING THEM)

QUESTIONS

20

DIGITAL TRUSTEE PERSONAS

21

FIVE PERSONASGOTTA CATCH ‘EM ALL!

champion enthusiast director protector chaser

CHAMPION

Full of passion for digital and with a good grasp of how an organisation’s strategy can be enabled by technology, the Champion will push for digital to be prioritised at Board level.

Can be found adding digital to the agenda at Audit &Risk and Finance &General Purposes Committees.

Not likely to be interested in the operational detail on content and campaigns.

ENTHUSIAST

Although not a digital expert, the Enthusiast appreciates the potential for digital within the charity and supports new digital initiatives at arms length. They’re permissive and positive.

Can be found retweeting the charity’s Twitter posts.

Not likely to ask for a System Architecture Diagram or anything technical

DIRECTOR

Perhaps they have a digital or IT role in another organisation, or they have had a bad experience with a digital project gone wrong. The Director wants to guarantee digital success.

Can be found critiquing the latest draft of the digital strategy and roadmap.

Not likely to hang back when invited to help set direction.

PROTECTOR

If you need someone to actively support your digital team (or solo digital officer), the Protector is your best bet. They will happily jump into the detail and act as a mentor.

Can be found coaching the Head of Digital before the next Senior Management Team meeting.

Not likely to tolerate negative feedback about digital staff.

CHASER

It’s not happening fast enough according to the Chaser. This trustee comes from a commercial background where going off the pace of digital transformation costs market share.

Can be found challenging the status quo at board meetings.

Not likely to join the trustee social media training - they don’t have the time.

GUESS WHO?

ChampionFull of passion for digital and with

digital and with a good grasp of grasp of how an organisation’s organisation’s strategy can be

can be enabled by technology, the technology, the Champion will

Champion will push for digital to digital to be prioritised at Board

at Board level EnthusiastAlthough not a digital expert, the

Enthusiast appreciates the potential for digital within the charity and supports new digital initiatives at

arms length. They’re permissive and positive

DirectorPerhaps they have a digital or IT role in another organisation, or they have had a bad experience

with a digital project gone wrong. The Director wants to guarantee

digital success

ProtectorIf you need someone to

actively support your digital team (or solo digital officer), the Protector is your best bet. They will happily jump into

the detail and act as a mentor.

ChaserIt’s not happening fast enough

according to the Chaser. This trustee comes from a commercial

background where going off the pace of digital transformation costs

market share.

CHALLENGES

29

ROLES AND RESPONSES

ChampionFull of passion for digital and with

digital and with a good grasp of grasp of how an organisation’s organisation’s strategy can be

can be enabled by technology, the technology, the Champion will

Champion will push for digital to digital to be prioritised at Board

at Board level EnthusiastAlthough not a digital expert, the

Enthusiast appreciates the potential for digital within the charity and supports new digital initiatives at

arms length. They’re permissive and positive

DirectorPerhaps they have a digital or IT role in another organisation, or they have had a bad experience

with a digital project gone wrong. The Director wants to guarantee

digital success

ProtectorIf you need someone to

actively support your digital team (or solo digital officer), the Protector is your best bet. They will happily jump into

the detail and act as a mentor.

ChaserIt’s not happening fast enough

according to the Chaser. This trustee comes from a commercial

background where going off the pace of digital transformation costs

market share.

ACTIONS AND PROMISES

THANK YOU!

ANY QUESTIONS?

USEFUL RESOURCES

33

Driving social change with digital technology

CAST

ben-evans.com socialtech.org.uk

wearecast.org.uk/fuse castfellowship.wordpress.com

links

AND MORE LINKS

digitalmaturity.co.uk

gov.uk/government/publications/making-digital-work-12-questions-for-trustees-to-consider

resources.lloydsbank.com/insight/uk-business-digital-index/

THANK YOU!

ANY QUESTIONS?