NSPCC digital strategy
“I am delighted with the quality of input and output from the Manifesto team who through proactive collaboration and smart processes learned quickly about our multifunctional teams and priorities and built rapport and confidence. We feel better equipped to deliver compelling relevant effective content that provides value to our different audiences thanks to the quality work we have done together.” – Clive Gardiner, Head of Digital, NSPCC
Children’s charity the NSPCC fights to end child abuse. The UK charity asked for help navigating a time of digital transformation, benchmarking their progress, whilst supporting the wider organisation to confidently deliver supporter journeys by understanding their audiences, and optimising content.
They contacted Manifesto to support this in these key ways:
• by benchmarking the organisation’s progress in digital transformation and provide recommendations on how to approach major change;
• by helping the organisation focus its key audiences and understand their needs, motivations and behaviours;
• by providing a new Information Architecture and navigation for the main supporter-facing website; and
• by providing a new content strategy to help the NSPCC meet the needs of both the organisation and its varied users.
WHAT WE DID
Manifesto immersed themselves in the NSPCC’s existing brand and organisational strategy, research and audience personas, current production models and ways of working. Our team then devised a series of research and collaboration initiatives to deepen our understanding of the organisation and its audiences, before delivering our findings and recommendations.
WORKSHOPS, USER RESEARCH AND ANALYSIS
We conducted seven internal stakeholder workshops to give us a clear picture of key stakeholders’ and subject experts’ understanding of their audiences, as well as priority content. We augmented this research through 10 depth interviews with internal stakeholders.
Then we designed a survey for NSPCC audiences, to determine who is using the site. We then followed this up with in-depth interviews from the key audiences identified throughout the research.
DIGITAL CONTENT PERSONAS
We identified common traits and behaviours among audience members and grouped them into eight digital content personas. These personas would guide development of content strategy and information architecture. Each persona was also accompanied by an ideal user journey.
DIGITAL CONTENT STRATEGY
We conducted a number of content analysis exercises and used our findings to develop two key deliverables to help the NSPCC sustainably produce content that’s purposeful, profitable and aligns with both organisational and user needs.
• a set of content principles, in the form of a guide, sets out a new vision for content;
• and a content prism which maps the NSPCC’s core story and tone of voice onto the channels they use to communicate, the categories in which they should be producing content, and the digital content personas.
The site’s information architecture (IA) reflected the organisation’s complex internal structure, with different teams vying for a place in the navigation. We redesigned the site’s IA from a user-centric perspective. We then validated this new IA with both users and against Google search volumes.
DIGITAL BENCHMARKING REPORT
The organisation was keen to assess their digital transformation efforts in a more bespoke way. Manifesto set out to build an understanding of what digital excellence looks like, and how it is achieved across three areas defined by the NSPCC.
This involved identifying leading organisations and individuals operating across those areas, talking about NSPCC experiences, and their future aspirations, as well as the work being undertaken across the charity sector. We also drew from our own experiences as charity and digital veterans.
We then conducted an internal survey with stakeholders throughout NSPCC to see how the organisation compared, and identified four key enablers that the NSPCC should focus on to embrace and implement Digital. Finally we provided concrete recommendations, in an in-depth report.
HOW IT WENT
The new digital content strategy is already being put into practice by the teams at the NSPCC, supported by the personas we created, as well as the new content principles and prism, to boldly create content that is compelling and relevant, and meets the needs of users.
The new IA and site structure will be used to guide and inform ongoing redevelopment of the organisation’s main website which seeks to improve experiences for all users and simplify key journeys.
The digital benchmarking report is being used to accelerate digital transformation at the NSPCC and formulate a new long-term organisational strategy, where digital is woven into organisational aims and objectives that align with the NSPCC’s values.