Author: Jen

Simplify – Set Goals – Streamline – Smooth – Systems

It’s easy to get overwhelmed when you start creating a digital strategy. It’s best to start small, scale it back to basics, and make it focused, measurable, and achievable. At Everwise, we use the 5S framework to help charities and nonprofits get clarity, cut complexity, and create connected experiences that work.

Here’s how it breaks down:

1. Simplify: Start with what matters

When you try to do everything at once, it’s easy to lose focus. Start by stripping everything back to the basics. Ask yourself:

• What do you want to achieve?
• How will you do it?
• How will you measure success?

Keep it simple. Really think through your answers in plain, clear language. This becomes your foundation – the core values that drive everything else.

2. Set Goals: Define and measure

You can’t track progress unless you know what success looks like. For that, you need measurable goals:

• Define three headline KPIs linked directly to your core aims.
• Break these down into smaller, actionable steps.
• Ensure the team can see and understand the data, so everyone’s working toward the same objectives.

This data-driven approach keeps you on track, and helps everyone stay focused on what matters.

3. Streamline: Make it straightforward

Look at all the user journeys that influence your headline KPIs. Are they quick and simple? Are there any unnecessary steps or actions people that people are going through? Are any unnecessary data being captured? Are there any sticking points?

Ask:

• Is it easy for people to understand what you do?
• Do people have the information they need to act?
• Is it easy for them to take action? Can they navigate your website on this phone? Can they use your donation platform? Can they find the information they need?
• Is it simple, quick, and intuitive?

Whether it’s a donor trying to give or a service user trying to apply, a clear path leads to more action. As a starting point, ask someone not familiar with your website to carry out a task. Watch what they do and where they go. Ask them to talk aloud as they try to complete the task, resisting the temptation to interrupt or help them! This can be an interesting experience. You can then delve into the analytics to see if others have a similar issue or design some A/B experiments to test your theories.

4. Smooth: Create a seamless experience

A seamless experience builds trust. From your website to social media, your branding and tone of voice should be consistent. Start at the beginning and focus on all the little things:

• Does your branding and tone of voice stay consistent across email, website, and social?
• Are your forms and landing pages mobile-friendly and easy to use?

A seamless experience builds trust, improves conversion, and saves your team time behind the scenes.

5. Systems – Remove siloes and automate

Everything should tie together. If data is scattered or systems aren’t integrated, it’s harder to make decisions and keep things moving efficiently.

• Do your CRM and website talk to each other?
• Is data siloed, captured properly, and used effectively?
• Are there any processes behind the scenes that are inefficient, cumbersome, or can be easily automated?

By following these steps you’ll have the start of an effective digital strategy to help align your team, clarify your goals, take meaningful action and measure your impact.