Girlguiding: Digital Strategy 2014/15

1© Blue State Digital | Proprietary and Confidential 1

Digital strategy 2014/15

2© Blue State Digital | Proprietary and Confidential

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What we did

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Research and analysis

• We held in-depth interviews with 100+ people across Girlguiding

• We analysed documents and business processes

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Where we are

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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

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Current state of digital

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

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The digital vision

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“Overhaul the Girlguiding digital offer to support, and add value to, the excellent offline experiences we provide for girls and volunteers.”

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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 Girlguidingexperience.

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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.

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Serving our audiences: volunteers

Enable: Let volunteers and staff carry out their responsibilities as efficiently and enjoyably as possible.

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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.

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Serving our audiences: the wider world

Champion: Tell the story of Girlguiding to promote and grow the guiding movement.

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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.

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How do we deliver the vision?

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Digital Strategy and Membership Systems: Roadmap

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Delivering the vision

Laying the foundations: our digital offer from the ground up

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Laying the foundations

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

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New platforms

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Communications: Reaching the right people with the right story

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Communications

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

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Measuring success

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5What does this mean for Countries and Regions?

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Digital Strategy: What does this mean for Countries and Regions?

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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?

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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

Technology

Transcript of Girlguiding: Digital Strategy 2014/15