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The Mindset Needed for a Digital Transformation

– Hello friends, it’s Zach from Blackbaud here at The Non-Profit
Technology Conference, and I’m a little bit nervous
cause I’m standing next to royalty right now. – Oh, come on. (laughs) – Beth Kanter of the
happy, healthy, non-profit. How you doing Beth?
– Okay. How are you Zach? – I’m doing very well.
Thanks for joining us. – Oh, I’m so happy to be here. – So you’re leading a section
about envisioning the digital first non-profit. – Yes. – What is digital first?
What does that mean? – Okay, so it’s really about
digital maturity versus digital transformation. And sort of the science, or
the framework, behind recession is a matrix called the
Digital Maturity Matrix. And it comes from the UK and
it was developed specifically for non-profit. So, they can track where they
are along this journey and fill in the gaps. It looks at 10 different
areas of digital experience. But, of course we only looked
at four because we only had 75 minutes, but we looked at
audiences, culture and mindset, user experience and fundraising campaigns. And so, there’s a set of
criteria where organizations can judge themselves against. You know, are we really awesome at it? Or are we not doing it at all? Or are we someplace in
the middle, struggling? And then it gives you a score. And so we did a participatory
session where people got to go into small groups and talk
about examples that they’ve heard about. Failures, barriers, and ways
to overcome those barriers. And so we had a really lively,
robust discussion about this. – Cool. Now for those who
aren’t able to attend this conference, how can they
learn more about this matrix? Can I find that online or? – Sure, Digital Maturity Matrix in the UK. I think it was developed by
the cancer charity there. – Okay cool.
– So… – Now if I’m an organization
that wants to jump on that digital transformation bandwagon,
you know we’ve been doing the same thing for years, but
we know we need to kind of update our processes. Like, what kind of mindset
do I need to have going into something like that? – Oh, we have certainly
discussed that quite a bit. So there’s a couple different
mindsets that get in the way. I’ll talk about that. First, is that, we’ve always
done it this way, why should we change, there’s a kind of
risk aversity, and maybe this might emanate from senior
leadership, or the boards just not having the technical
experience or even trust in their staff, right? So, there’s that one end of
the spectrum and then there’s what we call the shiny objects syndrome. You’ve heard this term,
probably, where maybe the CEO or maybe someone on the board
reads this story in an airplane magazine about, you know,
Chatbots or this, and then says go do it. And then it fails. And so, what we talked about
is like, what are some ways to change the culture or what
are some processes and things that you need. And I think came down to like
using data to educate and inform decisions and to
overcome the barrier of having a risk averse senior leader
who’s quitting after the first setback. What we need is to give them
a roadmap and a plan to show them the incremental steps
along the way and this will lead us to the results: having
a sustainable, impactful non-profit. – The truth is in the data huh? – Yeah.
– Awesome. – Well, thank you so much for
spending some time with us and if you’d like to follow the
conversation happening here at the conference just follow the #19NTC. – Thank you Beth. – Great! Thank you Zach.

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