Using digital to make mental health matter to more people
Been wondering… How to use digital to champion mental wellbeing, and modernise your charity for a digital-first world?
Key features
- Digital strategy
- Managed transformation
- Rebrand
- Fundraising platform
- Events management
- Online information service
- Custom workflows
- MS Dynamics integration
The brand story
A leading light in positive mental health support for young people
Mental health and wellbeing charity Charlie Waller Trust provides support and practical guidance to young people going through challenging times, and educates those with responsibility for them – parents, teachers, employers, GPs and Practice Nurses. Its vision is for a world where people understand and talk openly about mental health.
For over 20 years, the charity - previously known as CWMT (Charlie Waller Memorial Trust) - had been at the forefront of conversations around depression, anxiety and mental health difficulties. Yet as the charity grew, so did its digital ambitions. A sizeable digital transformation was needed - one that would maximise the use of technology to support essential activities, enhance the delivery of training services and expand the charity’s reach, connection and personal relationships with its audiences.
The challenge
To turn ambitious digital ambitions into a reality during a truly pivotal year
Working in partnership with Rednine, we embarked on an ambitious digital transformation project for the long-established charity; a sizeable task that needed to be handled sensitively throughout, looking to the future while at all times remaining respectful to Charlie’s story. Our goal from day one was to modernise the charity by harnessing the right digital technologies to positively impact new and existing audiences.
The challenge, and opportunity, for us was to take the charity’s big ideas and distill these down into a clear digital strategy to future-proof the organisation. The need for a new CRM and robust internal applications was quickly identified, while collaborative working sessions with external stakeholders, trainers and support staff underscored the importance of creating a more flexible, secure and integrated approach to working.
It emerged that the digital capabilities of the charity’s teams also needed addressing, to bring its UK-wide network of trainers and support staff closer together. This became much more apparent and urgent when unexpected Covid-19 ‘lockdown’ restrictions suddenly made the charity’s mental health support work more valuable and sought after than ever before.
The solution
A purpose-led transformation that blends the personal with the digital
The speed of development and change within the charitable sector is astonishing, so we knew that our solution must directly support the strategic needs of the charity’s HR, finance and marketing teams - both now and in the future.
By taking the time to get to know the charity and its history intimately, it was evident that its communications approach and digital presence needed to move towards an audience-centred benefit-led proposition, and prioritising the user experience above all else was paramount.
Through mapping processes, engineering effective and efficient information flow, and making sure that the right systems and technology were in place, Charlie Waller Trust’s services and resources were fully digitalised for the modern world. The charity’s purpose - to engage, inform and educate young people and those who care for them - is now more accessible and visible than ever before.
The result
Enhanced visibility, awareness and engagement for essential mental health resources
Charlie Waller Trust successfully launched its new brand identity and web presence during the summer of 2020. In the face of the ongoing pandemic and a global mental health crisis, the timing couldn’t have been more appropriate.
The charity has truly developed and embraced a strong culture of digital collaboration during this transformative process. A wide range of operational and efficiency benefits have been felt by the organisation, through access to cloud-based security for all, productivity apps to support internal and external users and a CRM that aids the charity’s fundraising and training capabilities.
The new website, combined with the refreshed brand identity, strongly positions the Charlie Waller Trust within the UK’s vibrant mental health charity arena. Crucially, it provides more awareness and visibility for the charity’s work, opening up opportunities for essential mental health conversations to take place across the UK.
Digital maturity models need to adapt in this time of technology transformation
We can help your organisation to pivot and change with more certainty
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Nathan Chief Wondermaker
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