Last month, Understanding Recruitment hosted an NFPeers roundtable, a space for digital leaders across the charity and not-for-profit sector to share real-world experiences of digital transformation, AI, and organisational change.
This blog summarises the key themes from the session, highlighting common challenges, emerging approaches, and what they may signal about where the sector is heading.
Evolving Teams & Changing Culture
One of the most energising parts of the roundtable was hearing how digital teams are adapting to meet new demands, and how structure is shaping that journey.
A standout example came from an organisation using a Chapters model to reshape its digital function, an approach made popular by Spotify. In this setup, teams are grouped by discipline, with each Chapter supported by a lead focused on development, collaboration, and consistency. The goal is to help teams move faster without losing connection.
For charities and not-for-profits juggling multiple priorities with limited resources, the model sparked real interest. It offered a way to bring greater clarity, support, and shared purpose into growing digital teams.
But structure alone isn’t enough. A common challenge also emerged: culture change remains one of the hardest parts of transformation. Leaders spoke about the difficulty of bringing people on board, especially colleagues less familiar with digital ways of working or still adjusting to change.
Sharing different approaches proved valuable. From formal frameworks to informal shifts, leaders were open about what has helped and where they’re still figuring things out.
It’s a timely reminder that while digital transformation might start with tech, it's people who put it into practice. And it's people who keep it moving.
AI in Practice: Promise, Caution, and Sector Values
AI sparked thoughtful conversation across the session. While enthusiasm was high, organisations were at different stages in exploring its potential and how it fits into the work they do.
Interest was universal, but maturity levels varied: Some teams are already testing tools, using AI to speed up content creation, reduce admin, or improve how services are delivered. Others are still figuring out where AI might be useful, and how to explore it in a way that feels manageable, safe, and aligned with their goals.
Ethical concerns sparked deeper reflection: Leaders raised questions about the accuracy of AI-generated content, drops in website traffic, and how the public responds to automated content. What came through clearly was a shared intention to use AI in ways that respect the trust people have for the sector.
Bias in recruitment emerged as a key risk: While automation can save time, many flagged AI's potential to reinforce existing inequalities if not handled carefully. It’s a concern that cuts across the sector, especially for organisations working to promote fairness and inclusion.
Even with different tools and timelines, there was a clear willingness to learn from each other. Leaders are approaching AI with curiosity and care, always with their mission and the people they serve in mind.
Shared Frustrations, Shared Ground
There was a shared sense of reassurance in hearing the same challenges echoed around the room. Despite differences in team size, structure, or stage of progress, many digital leaders described similar barriers, including shifting culture, building digital confidence, and gaining support.
What stood out was the transparency. Leaders spoke openly about the harder parts of change, not just the wins. That honesty, both within their teams and between peers, reflected an important insight: these challenges are shared, and no one should have to navigate them alone.
In a sector built on trust and impact, the session was a reminder that progress doesn’t come from competition, but from connection.
Final Thoughts
There’s no single model for digital transformation in the charity and not-for-profit space, but conversations like this help move things forward together.
Understanding Recruitment hosts NFPeers and similar sessions to create space for honest, practical, and peer-led discussion on the issues shaping the sector, from AI to culture and beyond. It’s part of how we support the community, not just through recruitment, but by helping connect people driving change.
If you’d like to be part of the next roundtable, get in touch. Or share this blog with a colleague who’d find it valuable.
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