We as non-profits are not treating our donors well: we are too focused on what we need from supporters and not offering them what they want from us. To engage people 'where they are' as the expression goes, we need new processes, data, technology and skills. 

Digital is delivering for almost every industry – music, retail, media – and across government. Yet according to some fundraisers, not for charity fundraising. Why not? Probably because, unlike other sectors, charities have been resisting the change that the rise in our digital lifestyles has brought about.

When formulating the strategy for Digital, one needs to understand the detail of how some of the channels or digital technology work. This is not always understood or appreciated.

The role of a Digital Leader is not to just effectively deliver digital products and day-to day operation. The individual also needs to be able to work with, influence and integrate all functions of an organisation...