9 things charity CEOs should do in 2015.

The road ahead in 2015
  1. Go mobile. Most people access online content via a mobile or tablet device and online giving, especially mobile giving is growing exponentially. If your web content isn’t responsive you’ll lose visibility and a valuable route to donations.
  2. Embrace SMS donations. Yes you lose out on customer data for your CRM and the opportunity for repeat donations but here’s the thing. The donor journey to making a donation is more important than your need for data. Asking someone to fill in twenty fields of information, as most charities do, is not good.
  3. Lose the fear of reputation. Your epitaph shouldn’t be, “We kept the charity’s overheads low.” It should be, “We took risks because the need is great. When we lost we lost small but when we won we won big and made a real difference.”
  4. Plan for a changing demographic. Your donor right now will be different from the donor five years from now. If you still want to be around and relevant to your audience ensure your customer proposition reflects the changing nature of giving and givers.
  5. Invest heavily in the next generation of charity professionals. You don’t need to know what they know; you just need to know they’ve got the changing landscape of digital engagement covered for your organisation. And let them make decisions.
  6. Create diversity in teams. Partner with for-profit companies and people from widely different sectors. Their view of a problem or opportunity will create solutions you’d never arrive at on your own.
  7. Loosen the reigns of content curation. A polished sanitised message, even when it’s spoken by a well known actor, isn’t as powerful as real human narrative. All conversations are human, not corporate.
  8. Shake the tree. Delivering the same activity you delivered last year will hopefully bring you marginal gains or acceptable marginal loses. Is that really how you change the world?
  9. Break the ‘us and them’. People working in the field, volunteering or fundraising know more than you do. Get out of the room and go find out what’s going on, what’s working and what’s not working. Everything you need to learn is at the point where the service meets the service user.