I recently attended the 2015 Insight in Fundraising Awards and saw first-hand the great work charities are doing across the country. The event did, however, highlight a growing need for change in relation to digital analytics in the third sector.
In every awards category, as many as five shortlisted entries competed for the top spot. In the Digital Analysis category there were just two. The lack of finalists in the digital space was certainly a surprise, but it also highlighted a common problem facing lots of charities that are trying to unearth digital insights: their traditional and digital analytics teams seem to occupy separate spaces, doing separate things – when together they could be doing so much more.