Why did you want to upskill your staff in digital marketing?
Shelby, had recently joined us to deliver our marketing. We knew she was excellent and was going to bring a lot to Deki, but we also knew that there was a bit of a gap in her digital knowledge. I felt that, as an online charity, we had a lot more opportunity to go out there and engage with people in the digital arena – but we didn’t have the in-house knowledge. We were often giving the work to people outside the organisation but, as a small charity, this was costly and meant we didn’t have full control. It was really important to be able to bring our marketing in-house — this programme gave us the opportunity to be able to do just that.
We were giving the work to people outside organisation but, as a small charity, this was costly and meant we didn’t have full control. It was really important to be able to bring our marketing in-house.
There are plenty of training programmes – why Working Knowledge?
People make the mistake of thinking marketing is all about harvesting and putting new leads at the top of their sales funnel. But actually, marketing is about how you look after your customers and potential customers — ALL THE TIME. If you’ve got great people interested in you, you want to hang on to them and build that community.
Deki had been very good at generating loads of press coverage – double-page spreads in The Guardian and lots of other glossy magazines. But what we weren’t very good at, was looking after people once they came to us. We needed to get better at keeping them interested, encouraging donations and telling their friends all about us. That’s where our apprentice Shelby, under your guidance, has been able to step in. Now we’ve got a system set up so that once they arrive on our site, we can look after them.
Marketing is about how you look after your customers and potential customers — ALL THE TIME. If you’ve got great people interested in you, you want to hang on to them and build that community.
You’ve been with us for around 8 months, what have been some of the achievements?
A big achievement has been our improved ability to test, measure, and refine our digital marketing. We launched our new website about 18 months ago but we didn’t have the digital expertise to set up our analytics. Shelby’s has done that and now we can really see what’s going on. We know what people are doing, where they go, and what pages they’re looking at. We can track where people go from our newsletter and whether that has led to a donation. It’s going to make a huge difference going forward because we can learn from the data and refine our marketing – rather than working on a hunch.
A big achievement has been our improved ability to test, measure, and refine our digital marketing.
When did the training start to make a difference?
Shelby has been on the programme for about nine months but her learning started making an impact pretty much straight away. There were definitely some quick wins – I was surprised so soon into the course. In the first month or two, she really jumped in the deep end, looking closely at Deki and unpicking all the issues that we were having. She then went through and did some quick fixes and continues now with more involved project work – making small improvements all the time.
It’s going to make a huge difference going forward because we can learn from the data and refine our marketing – rather than working on a hunch.
Vashti’s take-home message…
There are challenges
There are definitely some bits that are much more challenging. For example, the coding module did get Shelby in a bit of a spin – especially because there was an exam attached to it. But she passed and not only that, she’s now using those skills to redesign our homepage! Something she definitely wouldn’t have been able to do before.
It is amazing
The course has been absolutely amazing. It gives you a really clear framework to deliver your marketing and has made a massive difference in the way not only Shelby works but the way we work as an organisation.