NSPCC

Email devolution at the UK’s largest children’s charity

By involving the teams taking on email production from the outset, staff were left empowered and with increased confidence in their digital marketing skills.

What we did

  • Digital-transformation strategy
  • Training workshops

When the NSPCC digital team came to us with the brief of devolving out email production without a reduction in performance, they had not yet consulted with the rest of the organisation about the change they wanted to implement. Our first step was to engage with all of those teams, to understand how they felt about email and if the current system was working for them.

It was evident that it wasn’t and so now the proposed solution was being owned by those teams rather than forced on them by the central digital team. Once we had this buy in, we ran training sessions, workshops and regular catch ups to give them the capability to create, write and build their own emails.

Before the email devolution process…
…and after

Results

Widespread devolution: 40 people across the NSPCC are trained and delivering their own email campaigns.

Improved email engagement: not only did the quality of emails not drop, but it actually increased. This is thanks to the people creating content being closer to their audiences and more able to provide them with what they need to help support the NSPCC.

Increased agility: by removing a number of resource pinch points, the NSPCC have been able speed up their email design and delivery process, meaning their email campaigns can be more responsive to the needs of their audiences.

Email is one of the NSPCC’s most important digital channels; we send over 400 email campaigns a year. William Joseph helped us to see a new way of working which meant we upskilled people across the organisation. The programme made people feel involved with the changes and improved digital literacy across the board.

NSPCC