The Capabilities Wayfinder introduces the concepts of the more detailed Tracker and gives you an overview of the digital capabilities of your organisation.

We are going to look at 14 areas of activity, giving you sets of statements that describe different levels of digital capability. We are thinking here about the digital skills, systems and practices that you might have in place.

Please choose the statement that best describes your organisation's current capabilities. It doesn’t need to be an exact match - pick the level that feels closest. If an area doesn’t apply to your organisation’s work, you can skip it.

We suggest you read through all the statements first, so you can understand which activities are grouped into which areas.

Strategy and governance

This includes:

  • Aligning goals for digital activities with your organisation's strategy
  • Planning and allocating resources to digital activities
  • Making sure digital activities are incorporated into planning, where relevant.
  • Using digital systems to document policies and procedures
  • Ensuring compliance with relevant digital regulations and standards
Select one
0. Not started
  • We don't yet consider digital elements in our strategy and planning
1. Initial
  • We sometimes consider digital elements in our strategy and planning
2. Managed
  • We include appropriate digital elements in our strategy and planning
  • We periodically review these digital elements
3. Integrated
  • We strongly integrate digital elements into our strategy
  • Digital and non-digital activities are appropriately coordinated
  • Digital activities are well resourced
4. Optimising
  • We consider evidence of new digital trends and emerging visitor/audience/user needs
  • We evaluate the digital elements of our activities
  • We use evidence and evaluation to optimise our strategy
5. Transforming
  • We have evidence that our incorporation of digital elements in our strategy and governance is helping to deliver significant innovation or strategic change for ourselves, the cultural sector or wider communities
Digital skills and confidence

This includes:

  • Identifying digital skills priorities for leaders, staff, volunteers and the organisation
  • Including digital skills in professional development
Select one
0. Not started
  • We don't yet consider digital skills in our team’s professional development
1. Initial
  • We sometimes provide opportunities for our team to gain digital skills and experience
2. Managed
  • We plan and periodically review how to develop our team's digital skills and confidence
  • Where relevant, we include digital skills in individuals' performance development plans
  • We provide opportunities for our team to gain digital skills, e.g. by self-directed learning, learning from colleagues or external training
3. Integrated
  • Individuals' development plans align with our strategy, to ensure effective digital skills development
  • Digital skills development is considered across all relevant roles, not just for digital ‘specialists’
  • Our leaders/managers encourage people to develop digital skills and experience relevant to their roles
4. Optimising
  • We periodically audit the digital skills available and required in our organisation
  • We regularly review the effectiveness of our digital skills development
  • We use evidence from these reviews to improve our approach
5. Transforming
  • We have evidence that the digital skills and confidence of our people is helping to deliver significant innovation or strategic change for ourselves, the cultural sector or wider communities  
Accessibility and inclusion

This includes:

  • Making digital experiences accessible for everyone including people with hearing, movement, sight, cognitive and other disabilities
  • Planning, promoting and delivering digital activities in ways that support diversity and inclusion
  • Complying with recognised accessibility standards
Select one
0. Not started
  • We don't yet consider accessibility and inclusion in the digital elements of our activities
1. Initial
  • We sometimes consider accessibility and inclusion in the digital elements of our activities
2. Managed
  • We plan and periodically review our approach to accessibility and inclusion for digital activities
  • We provide appropriate digital accessibility support for users with specific needs
  • We consider how to make our digital activities relevant, discoverable and accessible for diverse groups of people
3. Integrated
  • We follow recognised standards for digital accessibility and have effective policies and design processes
  • We have diversity and inclusion policies which cover the digital elements of our activities
4. Optimising
  • We undertake accessibility testing and improvements when delivering significant new digital activities, including testing compliance with accessibility standards (e.g. W3C)
  • We review the diversity of participants in our digital activities, so we can improve our approach
5. Transforming
  • We have evidence that our approach to accessibility, diversity and inclusion in the digital elements of our activities is delivering significant innovation or strategic change for ourselves, the cultural sector or wider communities
Analysis and reporting

This includes:

  • Using digital tools to collect and analyse data, monitor, evaluate and report
  • Monitoring, evaluating and reporting of digital activities
Select one
0. Not started
  • We don't yet use digital tools to manage data collection, analysis and reporting
1. Initial
  • We sometimes use digital tools to manage data collection, analysis and reporting
2. Managed
  • We manage data collection, analysis and reporting using appropriate digital tools and processes
  • We share and review these reports with relevant decision makers
3. Integrated
  • We have standardised digital collection, analysis and reporting systems that enable us to deliver our strategy and evaluate our performance
  • Our users can easily access and share insights and reporting in a way that is consistent across our digital and non-digital activities
  • Users can easily import, export or combine data across systems, if needed, so it doesn't have to be re-typed
4. Optimising
  • We research user requirements when designing data collection and reporting processes
  • We regularly improve our approach to using digital tools and data to monitor, report and evaluate
  • We use insight and analysis from data and digital systems to continually evaluate and improve our organisation’s performance
5. Transforming
  • We have evidence that our approach to measurement and reporting with digital tools or of digital activities is helping to deliver significant innovation or strategic change for ourselves, the cultural sector or wider communities
Marketing and communications

This includes:

  • Using data to understand audiences and other stakeholders and inform decision making
  • Using digital channels, systems and content to reach and engage audiences, visitors and other stakeholders
  • Using digital systems to promote and sell performances, events, content, products, membership and other items that are part of your core programmes
  • Using digital systems to sell tickets, cultural content, products, membership or other services
  • Sales activity that is outside your core programmes is in Enterprise
Select one
Not applicable
  • This area is not applicable to our organisation
0. Not started
  • We don't yet use digital elements in our marketing and communications
1. Initial
  • We sometimes use digital elements such as social media, e-newsletters or a website in our marketing and communications
2. Managed
  • We plan and periodically review our digital marketing and communications outputs
3. Integrated
  • Our digital marketing and communications effectively support our strategy
  • It is well coordinated with our non-digital marketing and communications
4. Optimising
  • We regularly use website analytics, social media analytics or other forms of data to review the effectiveness of our digital marketing and communications and to optimise our approach
5. Transforming
  • We have evidence that our use of digital marketing and communications is helping to deliver significant innovation or strategic change for ourselves, the cultural sector or wider communities
Cultural programme

This includes:

  • Providing digital ways for people to engage with artistic, cultural and heritage content, collections, experiences or projects
  • Using digital elements to encourage participation, content, contribution and feedback
  • Using digital elements to manage, nurture and participate in communities
Select one
Not applicable
  • This area is not applicable to our organisation
0. Not started
  • We don't yet use digital elements for audiences, visitors or other participants to engage with or participate in our cultural programmes
1. Initial
  • We sometimes use digital elements for audiences, visitors or other participants to engage with or participate in our cultural programmes
2. Managed
  • We plan and periodically review how we use digital elements in our cultural programmes
3. Integrated
  • Our use of digital elements in our cultural programmes effectively supports our strategy
  • It is well coordinated with our non-digital cultural programme activities
4. Optimising
  • We regularly review the effectiveness of our use of digital elements in our cultural programmes, so we can improve our approach
5. Transforming
  • We have evidence that our use of digital elements in our cultural programmes is helping to deliver significant innovation or strategic change for ourselves, the cultural sector or wider communities
Fundraising and development

This includes:

  • Using data and online research to inform fundraising
  • Using digital tools and content to engage funders and donors
  • Collecting donations online
Select one
Not applicable
  • This area is not applicable to our organisation
0. Not started
  • We don't yet use digital elements in our fundraising and development activities
1. Initial
  • We sometimes use digital elements in our fundraising and development activities
2. Managed
  • We plan and periodically review our use of digital elements in our fundraising and development activities
3. Integrated
  • Our use of digital elements in our fundraising and development activities effectively supports our strategy
  • It is well coordinated with our non-digital activities in this area
4. Optimising
  • We regularly review the effectiveness of our use of digital elements in our fundraising and development activities, so we can improve our approach
5. Transforming
  • We have evidence that our use of digital elements in our fundraising and development activities is helping to deliver significant innovation or strategic change for ourselves, the cultural sector or wider communities
Enterprise

Using digital systems for activities outside your core programmes that generate income, e.g.:

  • Online shops
  • Managing bookings, stock, space, facilities and staff
  • Selling creative, technical and other consultancy services
  • Hiring out physical items, e.g. equipment, props
  • Selling and licensing digital content
  • Using land and other natural assets to generate revenue

Sales activity for your core programmes is in Marketing & Communications. Market research and other research activities that enable enterprise, are in Research & Innovation

Select one
Not applicable
  • This area is not applicable to our organisation
0. Not started
  • We don't yet use digital elements in our enterprise activities
1. Initial
  • We sometimes use digital elements in our enterprise activities
2. Managed
  • We plan and periodically review our use of digital elements in our enterprise activities
3. Integrated
  • Our use of digital elements in our enterprise activities effectively supports our strategy
  • It is well coordinated with our non-digital activities in this area
4. Optimising
  • We regularly review the effectiveness of our use of digital elements in our enterprise activities, so we can improve our approach
5. Transforming
  • We have evidence that our use of digital elements in our enterprise activities is helping to deliver significant innovation or substantial strategic change for ourselves, the cultural sector or wider communities
Places and spaces

Using digital elements for buildings; built, natural, industrial and maritime heritage; land and outdoor spaces, e.g.:

  • Visitor information, experience and participation
  • Facilities management
  • Asset management
  • Capital projects
  • Archaeological fieldwork
Select one
Not applicable
  • This area is not applicable to our organisation
0. Not started
  • We don't yet use digital elements to manage places or spaces
1. Initial
  • We sometimes use digital elements to manage places or spaces
2. Managed
  • We plan and periodically review how we use digital elements to manage places or spaces
3. Integrated
  • Our use of digital elements to manage places or spaces effectively supports our strategy
  • It is well coordinated with our non-digital activities in this area
4. Optimising
  • We regularly review the effectiveness of our use of digital elements to manage places or spaces, so we can improve our approach
5. Transforming
  • We have evidence that our use of digital elements in our management of places or spaces is helping to support significant innovation or substantial strategic change for ourselves, the cultural sector or wider communities
Collections management

Using digital systems to manage collections and digital assets in museums, libraries, archives and other organisations including:

  • Collections development (e.g. digitisation)
  • Collections information
  • Collections access and user contributions
  • Care and conservation

    • The interpretation of collections is in Cultural Programmes

    Select one
    Not applicable
    • This area is not applicable to our organisation
    0. Not started
    • We don't yet use digital elements for collections management
    1. Initial
    • We sometimes use digital elements for collections management
    2. Managed
    • We plan and periodically review how we use digital elements for collections management
    3. Integrated
    • Our use of digital elements for collections management effectively supports our strategy
    • It is well coordinated with our non-digital activities in this area
    4. Optimising
    • We regularly review the effectiveness of our use of digital elements for collections management, so we can improve our approach
    5. Transforming
    • We have evidence that our use of digital elements in collections management is helping to support significant innovation or substantial strategic change for ourselves, the  cultural sector or wider communities
    Research and innovation

    Using digital technology and data to create new experiences, products, services, content and processes e.g:

    • Enabling market research
    • Gathering audience/consumer insights
    • Supporting creative and technical development
    • Prototyping services and experiences
    • Identifying and protecting intellectual property rights
    • Testing with potential users, audiences or customers
    • Developing business models

    Select one
    Not applicable
    • This area is not applicable to our organisation
    0. Not started
    • We don't yet use digital elements for research and innovation
    1. Initial
    • We sometimes use digital elements for research and innovation
    2. Managed
    • We plan and periodically review how we use digital elements for research and innovation
    3. Integrated
    • Our use of digital elements for research and innovation effectively supports our strategy
    • It is well coordinated with our non-digital activities in this area 
    4. Optimising
    • We regularly review the effectiveness of our use of digital elements for research and innovation, so we can improve our approach
    5. Transforming
    • We have evidence that our use of digital elements for research and innovation is helping to support substantial strategic change for ourselves, the cultural sector or wider communities
    Sector development

    For individuals and organisations outside your organisation:

    • Using digital elements to provide training: e.g. webinars, online mentoring, digital resources, e-learning platforms
    • Using digital systems to plan and create training materials
    • Managing partnerships and networks using digital tools and around digital themes
    • Developing the digital skills and confidence of your sector/customers

    Select one
    Not applicable
    • This area is not applicable to our organisation
    0. Not started
    • We don't yet use digital elements in our training and sector development services
    1. Initial
    • We sometimes use digital elements in our training and sector development services
    2. Managed
    • We plan and periodically review our use of digital elements in our training and sector development services
    3. Integrated
    • Our use of digital elements in our training and sector development services effectively supports our strategy
    • It is well coordinated with our non-digital activities in this area
    4. Optimising
    • We regularly review the effectiveness of our use of digital elements in our training and sector development services, so we can improve our approach
    5. Transforming
    • We have evidence that our use of digital elements in our training and sector development services is helping to support significant innovation or substantial strategic change for ourselves, the cultural sector or wider communities
    Operations management

    This includes:

    • Using digital systems to deliver, manage and report on finance, HR, operations and other processes
    Select one
    0. Not started
    • We don't yet use digital systems to manage finance, HR or other operational processes
    1. Initial
    • We sometimes use digital systems to manage finance, HR or other operational processes
    2. Managed
    • We plan and periodically review the digital systems we use for our operational processes
    3. Integrated
    • We use digital systems for our operational processes that effectively support our strategy
    • Our digital processes for operations management are standardised and documented
    4. Optimising
    • We regularly review the effectiveness of systems in our operations management, so we can improve our approach
    5. Transforming
    • We have evidence that our use of digital systems in operations management is helping to support significant innovation or substantial strategic change for ourselves, the cultural sector or wider communities
    IT management

    This includes:

    • Providing and maintaining IT hardware, software, digital systems and internet connectivity
    • Training and supporting users
    • Managing file and data, storage, back-up, security and privacy
    Select one
    0. Not started
    • We don't yet use IT equipment or systems
    1. Initial
    • We sometimes use IT equipment or systems
    2. Managed
    • We plan and periodically review our IT equipment, systems and management
    • We have anti-virus protection and important data is periodically backed-up
    • Our approach to data security and privacy is legally compliant
    • We provide basic user training for our IT systems
    3. Integrated
    • We have effective IT systems to support our activities
    • Our IT systems are well documented and supported by good user training
    • We periodically review our data back-up, disaster recovery, data privacy and security arrangements
    • We can easily and securely exchange data between systems, where needed
    4. Optimising
    • We regularly review the effectiveness of our IT systems, including identifying changes in users' needs, so we can improve provision
    5. Transforming
    • We have evidence that our use of IT systems is helping to support significant innovation or substantial strategic change for ourselves, the cultural sector or wider communities

    Choosing your priorities to focus on

    It may have felt difficult deciding exactly where your organisation sits on some of those scales. Don’t worry. Your exact scores are not the most important thing about this exercise. Rather it's about gaining a broad sense of your capabilities and priorities in each area.

    Hopefully, you’ve found it useful to think about the range of areas where digital is relevant to your organisation and both the challenges and opportunities that presents.

    Now choose up to three areas that feel most urgent and/or important to focus on. Once you’ve chosen, we’ll suggest some next steps to develop your plans.

    As you choose, consider these prompts:

    • Don’t just pick areas with the lowest scores. Might you have more impact by focusing on an area where your organisation already has some strengths?
    • Which areas are most strategically important for your organisation at the current time?
    • In which areas might you make small changes that could generate some quick wins?
    Area of digital activity
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