Advanced Plus Achievement test 1 audio script

Achievement test 1. Listening exercise 3

Recording 2

In the last few years there have certainly been notable trends in the aid and
charity sectors – we’re seeing a continued rise in the scope and scale of social
enterprises, and there is a greater online presence of charities targeting a
younger demographic. However, technological advances seem to be an area
where older, more established charities still lack strength and may need to
embrace a fundamental change in thinking.

The recent charity digital skills report has indicated that progress in the sector as
a whole improving its digital capabilities is surprisingly slow. One illustration
of this is that out of the 500 charitable organisations which responded to an
industry-wide survey, 45% stated that they don’t have a digital strategy in place.
When giving a reason for this, nearly 58% stated that lack of funding was the
biggest barrier to making progress, and roughly 50% reported that employees
felt that they lacked the skills to develop digital initiatives.

Now, I would argue that to ensure the continuing success of these charities it’s
vital that there be some kind of paradigm shift. Embracing digital media is
essential in terms of improving the ability of a charity to reach out to potential
donors. Unless people are aware of you, how can you assume that you will be
able to raise the funds for your projects? In an ever-crowded market it’s highly
beneficial to ensure that you are recognised as a brand and easily
distinguishable from others. Despite not being profit-driven, charities need to
take a significant step forward to improve their digital image.

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 Advanced Plus Achievement test 1 audio script

It’s also worth noting that a lack of digital skills means that many charities are
missing out on key opportunities for fundraising. Remaining on the outer
fringes of an economy is hardly practical these days and so by making digital
improvements, charities could increase their rate of online transactions, and
reach a potentially broader base of philanthropists. And that buy-in is incredibly
important. It really does encourage greater involvement and engagement. To
cite one example, charities can use technology to present the impact of their
work directly to their supporters’ smartphones. By using smart infographics,
video clips, social media and targeted digital campaigns, charities can
communicate to donors where their donations are going. By building a narrative
around the act of giving – so members of the public can clearly see the
successes associated with their donations – charities ensure that their message
won’t be lost.

But there’s another key reason for charities to embrace digital technology – staff
retention. Nearly two thirds of the charities which responded to the survey
stated that they had lost members of staff because they couldn’t offer sufficient
digital training. Of these, the consensus seemed to be that if they did offer more
opportunities for employees to learn about new technology, then they would be
able to reduce the costs associated with recruitment. This would mean more
money could be spent on helping the vulnerable and needy.

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