Martin Campbell: World Vision’s Plan for Charity Sector Digital Transformation

Martin Campbell, CIO at World Vision, outlines why he’s doubling
down on the children’s charity digital transformation in the age of
COVID-19

The charity sector tends to lag behind other industries when it
comes to digital transformation, due to its conservative approach
to innovation. But as Martin Campbell, CIO at children’s charity
World Vision, says, the sector can no longer afford to ignore the
benefits of going digital.


In this episode of the Business of Data podcast, he outlines his
vision for digital transformation at the charity and why he’s
accelerating his strategy in response to the COVID-19 pandemic.


“My brief here at World Vision UK, as Chief Information Officer,
is digital transformation,” he says. “What that means is really
taking a look at how recent changes in marketing and
communications have transformed many industries.”


He adds: “These days, we know digital works. We know that data
analytics is fundamental to good decision-making. So, we’re now
making very big strides into that area.”


The 2020 pandemic has disrupted all the in-person channels
charities traditionally use to raise money, such as through
organizing fun runs, concerts or auctions. Campbell says this has
underscored why it’s critical for charities to be making the most
of opportunities in the digital space.


“We saw an increase in supporters online during lockdown,” he
notes. “I’ve been saying for years, ‘The writing’s on the wall.
Digital’s going to be our biggest channel before too long.’ It
was already getting to be our biggest channel [for] reaching new
supporters before COVID-19.”


Ultimately, 2020 has proven to be a learning opportunity for
World Vision. Campbell now plans to build on the experiences of
the past few months to equip staff with better insights about the
charity’s supporters and develop new data-driven marketing
capabilities.


“We’re looking at how we can do more multichannel-type
communications with our potential supporters and having
conversations with people across a number of touchpoints,” he
explains. “We’re also looking at, ‘What data to we need to enable
that?’”


He adds: “We just in the process now of launching a new digital
marketing platform that has analytics at the heart of it.”


We wish World Vision all the best as they embark on the next
stage of its digital transformation journey. Anyone who is
interested in donating to the charity can find out more about the
work it’s doing here.
Key Takeaways


Harnessing the power of digital is vital in
2020. Digital channels were already becoming World
Vision’s top way of reaching new supporters before the pandemic


Data is the foundation that underpins digital
transformation. Quality data and sound analytics is
the key to making better decisions and optimizing digital
marketing campaigns


Personalized multichannel communications are the
future. Data-focused leaders in all sectors can drive
business results through helping their brands communicate more
effectively