Last week marked an exciting new chapter for the NFPeers event series as we hosted our first gathering specifically tailored to digital professionals in the charity and not-for-profit sector. Held at the inspiring Remark! – Empowering Deaf People Charity in London, this event brought together a diverse group of industry leaders, innovators, and experts who are already at the forefront of digital transformation in the charity world.
The event, hosted by Alex Hodges, Head of Digital Recruitment at Understanding Recruitment, was an invaluable opportunity for leading digital professionals working within charities to come together and share their insights. Building on the success of previous NFPeers events, which focused on data professionals in the sector, this new iteration allowed us to dive deep into the specific challenges and opportunities faced by digital experts already driving change within their organisations.
As charities continue to evolve in an increasingly digital world, the need for professionals who can harness the power of new technologies is more important than ever. The day was filled with thought-provoking conversations, insightful panels, and collaborative discussions, all aimed at exploring the future of digital within the sector.
Exploring AI: Use Cases, Restrictions & the Future of Digital Innovation
The first topic, Exploring AI: Use Cases, Restrictions & the Future of Digital Innovation, sparked an engaging and multifaceted discussion on how artificial intelligence is already influencing the charity sector. The conversation touched on both the positives and negatives of AI adoption, with many attendees sharing examples of AI-driven tools that have streamlined operations and how is has the potential to boost donor engagement. However, the group also raised important concerns about the growing prevalence of AI-generated content and its broader impact.
One interesting point raised during the discussion was the issue of “too many cookies and ads,” as the over-saturation of AI-driven advertising has led to a crowded digital space. As one participant noted, “While targeted ads powered by AI can be effective, they can also lead to a frustrating user experience when there’s an overload of pop-ups and irrelevant content. It’s a fine balance between personalisation and disruption.”
There was also significant debate around the “good” and “bad” sides of AI. While some attendees celebrated the convenience AI offers in automating repetitive tasks, others warned about the risks of over-reliance on automated systems. One participant raised an intriguing point about ChatGPT, drawing attention to its surprising environmental impact. “ChatGPT and other AI models use a significant amount of water in their data centres for cooling purposes,” they said. “It’s a stark reminder that we need to think about the sustainability of these technologies and their long-term impact on our planet.”
Another point of discussion was the rise of buzzwords like “AI-driven” and “machine learning,” which have become ubiquitous in digital marketing. While these terms can be persuasive, attendees cautioned against using them without a clear understanding of the technology behind them. There’s a risk of jumping on the AI bandwagon without considering whether the tools are truly adding value or just riding a trend.
Another pressing concern was the impact AI has had on website traffic. With AI overviews and featured snippets appearing more frequently in Google search results, many digital professionals pointed out that this trend has led to a decrease in organic traffic for some charity websites. AI overviews and answer boxes on Google have begun to take the spotlight, creating the potential to push websites further down the rankings. This shift is affecting the ability to measure real impact through digital platforms.”
The conversation also touched on the growing issue of vanity metric, metrics that look impressive but don’t necessarily translate into meaningful engagement or outcomes. Some attendees mentioned that they are often so focused on the number of views or clicks, but those numbers don’t always correlate with actual conversions or donations.
Despite these challenges, the overall sentiment was that AI holds great promise, but its implementation needs to be handled thoughtfully and strategically. The session left attendees with a shared understanding of the need for digital professionals to stay informed about AI’s evolving role while keeping sustainability, ethical considerations, and long-term value at the forefront of their strategies.
Digital Transformation: Challenges, Adoption & Skill Development
The second session, Digital Transformation: Challenges, Adoption & Skill Development, provided a valuable opportunity for attendees to discuss the hurdles they've encountered while navigating digital transformation in their respective charities. One key theme that emerged was the resistance to change, particularly from staff who are either unfamiliar with new technologies or hesitant about their impact. Many digital professionals agreed that digital transformation is as much about cultural change as it is about technology. As one participant mentioned, “You can have all the right tools, but if the team isn’t on board, it won’t work.”
Encouraging adoption within teams is an ongoing challenge, but several strategies were shared that have worked in their organisations. One approach that stood out was starting small with pilot projects that had clear, measurable outcomes. Demonstrating early successes helped teams see the tangible benefits of digital tools, making them more open to broader changes.
The group also discussed the critical skills needed for successful digital transformation. The consensus was that digital leaders in the charity sector need a blend of technical expertise and a deep understanding of their organisation’s mission. As one expert pointed out, “It’s not just about being tech-savvy. Digital leaders need to align tech solutions with the charity’s strategic goals.”
Emerging Technologies: Transforming Industries and Preparing for What’s Next
Although time constraints meant we didn’t have the chance to delve deeply into Emerging Technologies: Transforming Industries and Preparing for What’s Next. We look forward to diving into these technologies more thoroughly in upcoming sessions, where we’ll explore how they could shape the charity sector’s digital landscape and help organisations stay ahead of the curve.
Looking Ahead
Overall, the first NFPeers event for digital professionals was an energising and insightful success. It was clear from the discussions that digital professionals in the charity sector are already making incredible strides in transforming their organisations, but there are still plenty of challenges to overcome. As technology continues to advance at a rapid pace, the need for a space where skilled digital professionals can discuss us is clearly needed and appreciated.
A big thank you to all who attended this incredible event, and to everyone who shared their expertise and vision for the future of digital in the charity sector. We’re excited to continue this conversation and look forward to the next NFPeers event, where we’ll dive even deeper into the pressing digital issues that matter most to professionals in the not-for-profit space.
Are you interested in attending our NFPeers round table events? Reach out to Alex or Thalia, our Events and Community Manager, to learn more and join our next discussion.
