Ben Co-Founder 04 June, 2025 • Reading time: 7 minutes Engaging Digital Comms: How charities, higher education and local government are creating connection The Engaging Digital Communications conference brought together an inspiring mix of UK charities, international NGOs, local government, and higher education institutions. What emerged was a candid picture of how organisations are navigating an increasingly complex digital landscape while doing more with less. Digital Strategy Events The new reality: stretched resources lead to creative solutions A theme that resonated throughout the conference was the stark reality most UK organisations are facing: achieving more with diminished resources. Team sizes are shrinking, budgets are tighter, yet the demand for impactful digital communications continues to grow. Creating a safe space for these discussions proved invaluable, as attendees (myself included!) realised they weren’t alone in their struggles and could learn from each other’s approaches. The value of in-person events like this became immediately apparent and there was refreshing honesty about the challenges people are facing and the solutions they’re trialling. AI: From “Should we?” to “How do we?” Perhaps the most significant shift I observed was in attitudes toward AI. The conversation has definitively moved beyond “should we use AI?” to “how can we best use AI?” Don’t expect charities to lag behind the private sector for much longer – they’re using AI strategically to accelerate their capabilities. The discussion emphasised some common considerations for AI implementation: Understanding AI’s limitations AI isn’t truly “intelligent”: it’s sophisticated pattern matching using existing internet content It’s programmed to please rather than prioritise truth Testing AI responses in your area of expertise quickly reveals its limitations Strategic AI implementation Don’t use AI tools “out of the box”, customise them for your specific needs Build your own instances with relevant training materials Start with low-risk areas before implementing in critical work Use AI for initial drafts and research, but always verify with expert colleagues AI excels at finding alternative word choices, providing initial research in unfamiliar topics, and creating interactive examples. However, most speakers recommended avoiding publishing AI-generated content without human review or sharing sensitive information through AI tools. As Reason Digital’s Matt Haworth aptly summarised: “Whether you embrace AI or not, it’s coming, and it’ll be used by the most vulnerable in society, including your service users.” The shifting advertising landscape Another significant trend is the reduced reliance on Meta for paid advertising results. As targeting becomes more complex and attribution more difficult, organisations are diversifying their spend. Google Ads remains the primary alternative, but we’re seeing increased experimentation with alternatives like Microsoft Ads, TikTok, Spotify, and Reddit. The challenge? Driving meaningful volume from these alternative platforms requires different strategies and expertise that many teams are still developing. That’s why we’ve developed a team of paid media strategists at Empower, who are experienced enough of the different platforms to help each of our clients navigate through the shifting advertising landscape. Social listening in a locked-down world Social listening remains valuable for understanding audience sentiment, but platforms increasingly restricting access makes this more challenging. However, Facebook Groups and Reddit continue to be goldmines of information, if you can identify relevant subreddits or groups within your charity’s niche. I’ll be updating our article on free social social media listening tools to help you keep up to date with what’s available. Content emphasising authenticity over polish The conference reinforced that video content consistently outperforms text across platforms, but the approach is evolving. Key insights for content creators: Shift from traditional presenters to content creators Implement episodic content structures Repurpose content into shorts format Place your target audience at the heart of your videos Encourage user-generated content to build community engagement The focus should be on authenticity over polished content, and quick turnaround times are essential. Mobile phone cameras can produce sufficient quality content, and there’s no need for expensive production companies, as shown by LSE’s AI series. Measuring what matters Rebecca Heaton from the National Deaf Children’s Society delivered a compelling talk on measuring and showcasing the direct impact of digital communications. Her REI Framework promises to be a valuable tool for the sector, hopefully one that gets shared more widely for long-term, data-driven success. The emphasis should be on measuring impact rather than activity, focusing on meaningful metrics that demonstrate real value rather than vanity statistics. Looking forward: Implementing an engaging digital comms strategy For organisations ready to enhance their digital communication the following key themes emerged: Start simple: Implement basic AI features initially, testing functionality in controlled environments. Quality first: Establish quality benchmarks and monitoring for all digital outputs Policy development: Create and publish clear AI usage policies, maintaining transparency with stakeholders. Measured approach: Take incremental steps, building confidence before tackling higher-risk implementations. Continuous learning: Establish feedback loops and regular review processes. The key takeaway? Engagement starts with human connection Most importantly, this conference reinforced that behind all the technology, platforms, and strategies, it’s the human connections that make this work worthwhile. Catching up with people in person served as a healthy reminder to get out from behind the desk and engage with the community that makes our sector so rewarding. The digital communications landscape continues to evolve rapidly, but events like the Engaging Digital Comms conference demonstrate that by sharing knowledge, being honest about challenges, and supporting each other, we can navigate these changes successfully while staying true to our missions. What resonated most with you about these trends? How is your organisation adapting to the changing digital landscape? “ Most importantly, this conference reinforced that behind all the technology, platforms, and strategies, it’s the human connections that make this work worthwhile. More insights from the Empower team View content Climate Change Events Serviced emissions: the hidden climate impact of professional services Read more View content Climate Change London Climate Action Week 2025 – in person and digital highlights Read more View content Climate Change Events Will AI Make or Break the Energy Transition? Insights from Nature and Climate House Read more View content Climate Change Events Has the Climate Emergency Backfired? SXSW London Debate Read more View content Digital Strategy Events Engaging Digital Comms: How charities, higher education and local government are creating connection Read more View content Digital Strategy Cutting through the noise at COP30 Read more View content AI SEO Google AI Mode: A Guide for Charities and Nonprofits Read more View content Social Media Video Meta publicly launches Edits, their answer to CapCut Read more View content Social Media Should you be using hashtags in 2025? Read more View content Social Media Social media stats for charities and nonprofits Read more View content Events Facebook Ads Nonprofits & the new Meta reality Read more View content Climate Change Digital Strategy Climate Insights: ‘Involving the public in achieving net zero’ Read more View content Events Facebook Ads Meta Changes: Navigating the new reality for nonprofits Read more View content Climate Change Climate Action, Autism, and Navigating COP Read more View content Climate Change How to effectively communicate about climate change and sustainability Read more View content Social Media Digital charity and third sector comms: 10 groups and communities you should know about Read more
The new reality: stretched resources lead to creative solutions A theme that resonated throughout the conference was the stark reality most UK organisations are facing: achieving more with diminished resources. Team sizes are shrinking, budgets are tighter, yet the demand for impactful digital communications continues to grow. Creating a safe space for these discussions proved invaluable, as attendees (myself included!) realised they weren’t alone in their struggles and could learn from each other’s approaches. The value of in-person events like this became immediately apparent and there was refreshing honesty about the challenges people are facing and the solutions they’re trialling. AI: From “Should we?” to “How do we?” Perhaps the most significant shift I observed was in attitudes toward AI. The conversation has definitively moved beyond “should we use AI?” to “how can we best use AI?” Don’t expect charities to lag behind the private sector for much longer – they’re using AI strategically to accelerate their capabilities. The discussion emphasised some common considerations for AI implementation: Understanding AI’s limitations AI isn’t truly “intelligent”: it’s sophisticated pattern matching using existing internet content It’s programmed to please rather than prioritise truth Testing AI responses in your area of expertise quickly reveals its limitations Strategic AI implementation Don’t use AI tools “out of the box”, customise them for your specific needs Build your own instances with relevant training materials Start with low-risk areas before implementing in critical work Use AI for initial drafts and research, but always verify with expert colleagues AI excels at finding alternative word choices, providing initial research in unfamiliar topics, and creating interactive examples. However, most speakers recommended avoiding publishing AI-generated content without human review or sharing sensitive information through AI tools. As Reason Digital’s Matt Haworth aptly summarised: “Whether you embrace AI or not, it’s coming, and it’ll be used by the most vulnerable in society, including your service users.”
The shifting advertising landscape Another significant trend is the reduced reliance on Meta for paid advertising results. As targeting becomes more complex and attribution more difficult, organisations are diversifying their spend. Google Ads remains the primary alternative, but we’re seeing increased experimentation with alternatives like Microsoft Ads, TikTok, Spotify, and Reddit. The challenge? Driving meaningful volume from these alternative platforms requires different strategies and expertise that many teams are still developing. That’s why we’ve developed a team of paid media strategists at Empower, who are experienced enough of the different platforms to help each of our clients navigate through the shifting advertising landscape. Social listening in a locked-down world Social listening remains valuable for understanding audience sentiment, but platforms increasingly restricting access makes this more challenging. However, Facebook Groups and Reddit continue to be goldmines of information, if you can identify relevant subreddits or groups within your charity’s niche. I’ll be updating our article on free social social media listening tools to help you keep up to date with what’s available. Content emphasising authenticity over polish The conference reinforced that video content consistently outperforms text across platforms, but the approach is evolving. Key insights for content creators: Shift from traditional presenters to content creators Implement episodic content structures Repurpose content into shorts format Place your target audience at the heart of your videos Encourage user-generated content to build community engagement The focus should be on authenticity over polished content, and quick turnaround times are essential. Mobile phone cameras can produce sufficient quality content, and there’s no need for expensive production companies, as shown by LSE’s AI series.
Measuring what matters Rebecca Heaton from the National Deaf Children’s Society delivered a compelling talk on measuring and showcasing the direct impact of digital communications. Her REI Framework promises to be a valuable tool for the sector, hopefully one that gets shared more widely for long-term, data-driven success. The emphasis should be on measuring impact rather than activity, focusing on meaningful metrics that demonstrate real value rather than vanity statistics.
Looking forward: Implementing an engaging digital comms strategy For organisations ready to enhance their digital communication the following key themes emerged: Start simple: Implement basic AI features initially, testing functionality in controlled environments. Quality first: Establish quality benchmarks and monitoring for all digital outputs Policy development: Create and publish clear AI usage policies, maintaining transparency with stakeholders. Measured approach: Take incremental steps, building confidence before tackling higher-risk implementations. Continuous learning: Establish feedback loops and regular review processes.
The key takeaway? Engagement starts with human connection Most importantly, this conference reinforced that behind all the technology, platforms, and strategies, it’s the human connections that make this work worthwhile. Catching up with people in person served as a healthy reminder to get out from behind the desk and engage with the community that makes our sector so rewarding. The digital communications landscape continues to evolve rapidly, but events like the Engaging Digital Comms conference demonstrate that by sharing knowledge, being honest about challenges, and supporting each other, we can navigate these changes successfully while staying true to our missions. What resonated most with you about these trends? How is your organisation adapting to the changing digital landscape? “ Most importantly, this conference reinforced that behind all the technology, platforms, and strategies, it’s the human connections that make this work worthwhile.
More insights from the Empower team View content Climate Change Events Serviced emissions: the hidden climate impact of professional services Read more View content Climate Change London Climate Action Week 2025 – in person and digital highlights Read more View content Climate Change Events Will AI Make or Break the Energy Transition? Insights from Nature and Climate House Read more View content Climate Change Events Has the Climate Emergency Backfired? SXSW London Debate Read more View content Digital Strategy Events Engaging Digital Comms: How charities, higher education and local government are creating connection Read more View content Digital Strategy Cutting through the noise at COP30 Read more View content AI SEO Google AI Mode: A Guide for Charities and Nonprofits Read more View content Social Media Video Meta publicly launches Edits, their answer to CapCut Read more View content Social Media Should you be using hashtags in 2025? Read more View content Social Media Social media stats for charities and nonprofits Read more View content Events Facebook Ads Nonprofits & the new Meta reality Read more View content Climate Change Digital Strategy Climate Insights: ‘Involving the public in achieving net zero’ Read more View content Events Facebook Ads Meta Changes: Navigating the new reality for nonprofits Read more View content Climate Change Climate Action, Autism, and Navigating COP Read more View content Climate Change How to effectively communicate about climate change and sustainability Read more View content Social Media Digital charity and third sector comms: 10 groups and communities you should know about Read more
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