For almost 70 years, Christian Aid has been providing relief to those hit by disaster, helping people out of poverty and speaking out against injustice. Christian Aid provides urgent, practical and effective assistance where the need is great, tackling the effects of poverty as well as its root causes.
Multiple digital projects but no unified digital vision.
Struggling to build momentum internally.
A lot of passion, activity and execution, but in need of greater strategic direction.
A predominantly inward digital focus and lack of understanding of the impact of digital on the end-to-end organisation.
To switch focus from process-driven to outcome-driven.
Harness digital for the benefit of all stakeholders across Christian Aid.
Insight gathered on current digital projects and governance so far, in the UK and internationally, and internal attitudes to digital.
Looked at the wider environment and how digital technology and usage was going to evolve.
Articulated the impact of digital on fundraising, lobbying, and advocacy work of Christian Aid.
Ran a series of workshops to replay insight, clarify digital vision and strategic direction.
Outcome-driven benefits of digital, defining success criteria, how to measure them and the ROI.
Moved into plan and development phase; targets, objectives, road-maps and timelines to deliver.
The executives, trustees and wider organisation have a clear understanding of how digital will change and benefit Christian Aid.
A clear vision for digital change has been set.
A digital strategy has been developed, along with measurable objectives and outcomes.
A prioritised roadmap for manageable change generated.
Momentum has been created, and stakeholder engagement is now broadened.
Switched from ‘micro’ to ‘macro’ transformation approach.
“We had a determination to make progress on the digital front, and many strands of work in the organisation already underway, but had been struggling to move forward.”
Loretta Minghella, CEO of Christian Aid
Their Story

Like many charities, Christian Aid understood the critical need to develop their digital capabilities to grab hold of the opportunities and combat the challenges of an increasingly digital world.
While there had been progress – there were multiple digital projects in motion – they had not crystallised what digital was going to mean to them, how the world around was changing and how they needed to respond. They were struggling to build the internal momentum needed to move forward.