2017 Shortlist | Asthma UK
Winner – Embracing Digital
Who they are
Asthma UK fights asthma by funding world-class research, campaigning to improve quality of care and providing expert advice and support.
What they’ve achieved
Asthma UK has a clear digital strategy that’s transformed how it offers personalised advice online, increasing the charity’s reach and establishing it as a leader in digital health thought leadership, research and fundraising.
Since launching its digital strategy, Asthma UK has helped 68% more people with their asthma, reduced the cost of attracting supporters by 90% and encouraged 2,000 parents of children with asthma to get support.
The board has embraced digital by embedding the right knowledge and skills at governance level. This includes recruiting trustees with a digital background in the private and public sectors and up-skilling board members with “know what you don’t know” sessions. It’s also appointed and empowered a new CEO and senior team members with the remit, skills and experience to deliver digital change.
The charity’s finance and audit committees have extended their briefs to include digital risk. Meanwhile, the board have approved innovation funding for “test and learn” approaches in new digital fields, while accepting not everything will be successful.
Why they are a winner
The digital strategy is clear and embedded in every strand of the organisation’s work. The board took part in organisational working groups and invited staff to present at board meetings on digital projects.
The judges were inspired by how the board has embedded digital from the top down and fostered a risk-positive and experimental mentality normally associated with start-ups.
Following this digital success the board hasn’t lost momentum. They’re reviewing opportunities for partnerships and collaboration to enhance their reach and impact for the ultimate benefit of their beneficiaries.