Charities must “change quicker than the world around them” or risk falling behind, the chief executive of Cancer Research UK has warned.
Speaking on the Third Sector Podcast, Michelle Mitchell said voluntary organisations should “be clear about [their] strategy and goals” in their quest for impact, but must also “give a great emphasis to innovation and transformation, because standing still is not going to get you there”.
She said: “I think you have to have an ambition for learning and being quite resilient, because the world around us is changing incredibly quickly.
“Those organisations that don’t change quicker than the world around them are going to fall behind. So getting that muscle memory of trying new things, experimenting, piloting is critical.”
Mitchell spoke about CRUK’s ongoing data and digital transformation programme to improve supporter engagement, with a series of pilots currently underway.
“We want to have the same world-class experience for our supporters as we do in the research that we fund,” she said.
“We’re in the foothills of that journey, but it is a significant investment because we want to personalise everybody’s experience with us and join the dots about how people connect with us, whether you’ve left a legacy, you regularly shop with us on your high street or you’ve participated in an event. And I think that will be truly transformational in time.”
Mitchell also spoke of the onus on charity leaders to keep up with new innovations: “I went to London Business School recently and did the exec programme on generative AI and business strategy so that I was able to participate in discussions in a slightly more informed way.
“As leaders, you do have to upskill and that’s got to be a continuous part of your learning and development so you can lead.”
Listen to the full interview with Michelle Mitchell on the Third Sector Podcast.