*disclaimer: not that easy, takes quite a while

I’m unapologetically evangelical about the Digital & Innovation team at Action for Children. Built over the past 5 years, this team is talented, dedicated and full of truly excellent people who work together brilliantly, get fantastic results and (even!) enjoy their work.

So when — pre-pandemic — Charity Comms announced it was holding an event about building and retaining digital talent, I thought it would be a good opportunity to examine the secret sauce: what are the good decisions, or (let’s be honest) strokes of good luck, that have gone into building this team? I should stress upfront that this…


Like all charities, Action for Children’s work has been hugely affected by the coronavirus crisis. Many of our on-the-ground services — including Children’s Centres and Nurseries — have had to temporarily close their doors or shift to phone and online support. And some of our fundraising activities — events that bring in hundreds of thousands of pounds to fund our work in the UK — have been postponed.

The past couple of weeks have been a whirlwind as the whole charity has sprung into action to react to the situation. I have been so impressed with the energy and tenacity…


Today is the launch of Action for Children’s Secret Santa pop up shop in Covent Garden

Billed as “Part winter wonderland, part immersive experience,” the store offers supporters lots of different ways to become a Secret Santa for a vulnerable child this Christmas. If you visit Slingsby Place you have the option of buying a virtual gift —a safe warm place to sleep, a hot meal or even pantomime tickets — for a child that could otherwise go without this Christmas. …


At Action for Children, we’ve been developing digital services in earnest for the past two years, and we’ve learned a lot along the way. In that time we’ve gone from having no online services, to reaching and supporting a total of 87,000 children, young people and families in 2018–19.

Along the way, we’ve learned that we need to have humility to understand the real needs and expectations of our users. We’re not our users — and actually even they don’t know exactly what they want, until they see it.

We’ve also learned loads about what it takes to make good…


Action for Children is a charity working all over the UK to ensure children have the best possible start in life, good mental health, and safe and loving homes.

Our services organise fostering placements, run community children’s centres and provide mental health support in schools among many more. We have 150 years of experience of serving the needs of vulnerable children and support 300,000 children in the UK every year — powered by 5,000 amazing staff.

The Digital & Innovation team is a small part of that much bigger whole. Our role is to engage supporters online, create new fundraising…


Do you want to lead innovation and product development to transform fundraising and campaigning at a national charity?

Now is your chance to join Action for Children and be part of a brand new product development team that brings together expertise in digital and innovation to develop a user-focussed varied product portfolio for our supporters and service users.

In the Fundraising, Communications and Policy department at Action for Children we raise money to fund our work for children and campaign for positive changes in children’s lives. …

Lynn Roberts

Assistant Director — Digital & Innovation @actnforchildren, leading the digital engagement, new fundraising product innovation & digital service delivery teams.

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