Does digital provide an answer to budget cuts?

Several of our clients are shifting their comms budgets away from print to the web. So how far can digital provide an answer to budget cuts?

The move online is a trend we’re all familiar with and, while it’s been building in momentum over the past few years, the recent tightening of budgets seems to have sped things up.

At Public Life we’ve been convinced about digital moving to the heart of charity communications for some time. While initial redevelopment costs are steep, the strategic benefits of a user focused site, coupled with the options for fundraising, trading and other forms of business development, make it potentially a good investment. And considering a mid-range new website is comparable in costs to a glossy annual review, these costs come into clear perspective.

Of course, charities deal with many of the most excluded organisations in the country, so there will always be a need for forms of outreach that meet groups who aren’t online, so seeing it as a sole channel simply isn’t an option for everyone.

Increased ‘findability’ of your organisation through effective search engine optimisation (SEO) and search term advertising is another direct benefit that delivers tangible business results.

In an era where the need for charities to find ways of increasing donations and generating income, digital provides one of the key quick wins.

Return on investment

But the main benefits of a website project are that it gives you the chance to represent your service offering and to create new channels for income generation in a relatively short space of time.

Plus the return on an investment on a new website is considerable through, improved brand presentation; better integration with social media activity; and enhanced sales mechanisms.

Increased ‘findability’ of your organisation through effective search engine optimisation (SEO) and search term advertising is another direct benefit that delivers tangible business results. Plus there are amazing opportunities for increasing your market share through support schemes like the hugely generous Google grant.

With its new website, our client Leukaemia & Lymphoma Research has achieved more effective marketing for  fundraising events

Now more than ever before civil society organisations have a renewed focus on how to incease income generation and move away from grant dependency. Plus there’s an urgent need to find ways of doing more for less. With its new website, our client Leukaemia & Lymphoma Research has achieved more effective marketing for  fundraising events, increased engagement with corporate sponsors and new ways to engage its supporters. Another client, Voluntary Action Islington now has and easier ways of renting its desks and meeting spaces through a simple booking form.

While digital is clearly not the answer to all of a charity’s problems, there is still some untapped potential, room for growth and work to do for social entrepreneurs.

What do you think?

Is there still potential for digital to  open up new sources of income or improve on existing sources? If not, where is new charity income going to come from?