In the last 12 months, where have charities found guidance, insights or hands-on support to help them with digital and data?
Charities value the learning and support they find from sector newsletters and blog posts, events and networking and social platforms significantly more than in 2024.
The top places where charities go to learn or get support are:
- Sector newsletters and blog posts: More than half (51%) rely on sector newsletters and blog posts. This is the third year running we’ve seen a significant increase in these channels, rising from 42% last year and 23% in 2023.
- Sector guidance: More than 4 out of 10 (43%) use sector reports, guides, assessments and codes of practice, although this has fallen from 51% last year.
- Conferences and workshops: 39% favour conferences, workshops or networking. Again this has increased significantly from 19% last year.
- Training: Just over a third (36%) have found training courses helpful, up from just under a quarter of charities (24%) in 2024.
- Social platforms: 32% learn or find support through social platforms (e.g. LinkedIn, Slack, WhatsApp). This has grown from 17% last year.
- Peer learning: Surprisingly, only 32% of charities felt that guidance from peers had helped them with digital and data this year (vs 38% in 2024). However, peer learning will be embedded in social platforms, workshops and sector newsletters. Peer learning is more important or prioritised in Scotland and Wales (47%).
The growth in how much charities value these different sources of support indicates how valuable they have become to the sector during a time of rapid digital development.
However, smaller charities look to be accessing less support, guidance and training:
- The top place small charities turn to for learning and support is sector newsletters and blog posts (46%, vs 64% of large charities).
- After this, only a third of charities (or much less) are accessing support from all other sources.
- Only 27% of small charities accessed digital or data advice from colleagues in other teams or organisations, compared to 45% of those in large charities.
- Similarly 31% of small charities attended conferences and workshops, compared to 55% of large charities.
- Further support and co-ordination (from infrastructure organisations, membership bodies, funders or others) could help here.
In an ideal world, which areas of data would charities most like to seek external support, training or guidance for?
The strongest data support need among charities is using AI tools to analyse data, preferred by 45% of charities.
The top areas where charities need support with data are:
- Using AI tools to analyse our data (45%) – a new response option in 2025 that is now rated the highest.
- Storytelling with data (42%, down from 48% last year when it was the top support need).
- Website and social media analytics (38%, similar to 43% in 2024).
- Technical skills (e.g. working with spreadsheets, survey design) (36%).
- Analysing and making sense of data (34%), falling from 45% last year.
- Similar to last year, a third of charities (34%) want support to develop a data strategy and develop data policies and security (30%), choose a CRM or review their CRM needs (30%).
- Just under a third want support to build a data culture (30%).
There are key differences for large and small charities:
- Small charities: Priorities for support are website and social media analytics (43%), storytelling with data (42%), using AI tools to analyse data (41%) and technical skills (e.g. working with spreadsheets, survey design) (39%).
- Large charities: Most want support with using AI tools to analyse our data (53%), building a data culture (48%), storytelling with data (43%) and developing a data strategy (39%).
Can you tell us more about any support, training or guidance you would like or need most in order to improve digital skills or progress in your organisation?
Several key themes emerged from these responses.
1 – AI guidance, education and practical application
The strongest theme among the responses was the need for practical AI education, with respondents showing a mix of curiosity, trepidation and pragmatism. Some of the responses reflect a desire for help applying AI to specific charity activities:
“Tailored support/mentoring to see how we can integrate AI within our service delivery.”
“A balanced approach to AI – one that is mindful of the environmental and ethical issues, but that can help streamline administrative parts of our work while respecting the creative industries and safeguarding.”
“My brain has enough difficulty coping with Instagram never mind all the other stuff – I actually find AI a complete switch off and so we need someone to show us how it can benefit the way we deliver to our service users – maybe that will energise rather than frighten people.”
“The support we need is practical: How to use AI to support our clients who are facing debt, housing, employment and financial issues. How to use AI for fundraising. How to use AI to plan lessons.”
“How to use AI ethically, effectively and productively. It really can be a tool for good – more efficient practices mean more time spent on service delivery.”
2 – Accessible training that accommodates varying skill levels
Many charities emphasised the need for training that recognises different starting points:
“Different levels of learning for staff with different levels of needs, from basic to more advanced.”
“It would be great to have a detailed training schedule based around AI – not just ad hoc 1-hour webinars here and there.”
“As an integrated team we are keen to source training that is accessible for people with and without learning disabilities. Digital skills across the team widely vary – so support to develop greater consistency is of great importance.”
3 – Strategy development and organisational change
Charities want help embedding digital across their organisations:
“To truly improve our digital skills and progress as an organisation, the most impactful support would be comprehensive, ongoing training programmes tailored to various skill levels and specific roles. This goes beyond basic software tutorials and delves into strategic digital thinking.”
“I think there is now a perception among the exec team and board that we’ve ‘done’ digital skills investment and that is the end of it. We would benefit from help in making the case that investment in digital skills and change needs to be ongoing.”
“The general level of digital skills and interest in improving them seems very low across all age groups within the organisation. Training in how to get digital buy-in and generate excitement about the opportunities of digital (rather than the threats) would be helpful.”
4 – Practical skills and capacity building
Many responses focused on specific technical needs and capacity challenges:
“We have a database but it is only partially used. We have lots of long standing staff and so much is in their heads, which is a big risk. I really want a functioning database that integrates with all the tools we use but we have so many other challenges that this doesn’t seem to be a priority for anyone else!”
“We need additional capacity.”
“We need someone to do it for us as we don’t have the time.”
“We need to fund our core programme first before we can look to invest in digital.”
5 – Sector specific guidance and peer learning
Organisations want to learn from others in similar positions:
“More on best practice in small charities.”
“How other similar charities are developing use of AI.”
“We would love support in using AI to support our members in their creative practice, making it accessible for a low cost.”
“Practical training and tool suggestions based on best practice specifically in the healthcare charity sector.”
6 – Ethics, risks and responsible use of technology
Many respondents expressed concerns about using technology responsibly:
“Need honest assessment of limitations of AI – everyone is jumping on this bandwagon at the moment. Need to remember there is no intelligence in AI – just pattern spotting!”
“I would like to learn more about data and privacy. Worried about inputting our data into AI and what is then done with that data. Also worried about the environmental impact of using AI.”
“How to use AI in a responsible manner, considering both the environmental impact, and the racial bias inherent in most AI systems.”
What these responses tell us about charities’ needs
Charities have varying needs in digital skills support. There’s a digital divide between organisations struggling with Instagram and those who want to embed AI into service delivery.
As we have seen throughout this and previous reports, capacity is an issue. Many charities know what they need to do digitally, but simply don’t have the time or resources to prioritise it over operational demands.
AI features heavily in responses, with charities telling us that they are interested and also sharing concerns. Charities want to explore how AI might help them work more efficiently, but want to adopt AI responsibly, ethically and with an eye on the environmental impact.
The sector needs support that balances practical skills with strategic thinking, delivered in ways that acknowledge the time pressures charities face. It’s clear that charities are aware of the other areas required to embed digital progress, including cultural change, capacity building and embedding new ways of working.