Working with SafeLives

SafeLives

SafeLives is a national charity dedicated to ending domestic abuse: something 2 million people in the UK experience every year, 1.3 million of them women. Seven women die each month at the hands of either a partner or an ex.

Background

SafeLives’ CEO, Suzanne Jacob, had experienced first-hand the transformative power of digital while working with an NGO in Delhi, India, where she had seen mobile technology help Indian charities extend their reach, spread information and create community activists for thousands of miles around.

Motivated by a sense of unexplored opportunities and missed potential, Suzanne was excited to see what SafeLives could achieve with a little digital guidance and embarked on a CAST Digital Fellowship in 2016. She told us, “When I started at SafeLives I had a glut of enthusiasm but very little knowledge. Friends laughed at my passion for tech. I had the verve of an evangelist but nothing to do with my energy!”

Activities

Throughout the Fellowship, Suzanne ran a series of lunch and learn sessions for her team to share practical takeaways; lean and agile processes, putting end users at the heart of service design and how to map out sustainable revenue models for new digital products.

When it came to the design workshop at the end of the core programme, two key organisational challenges presented themselves.

Comic Relief and Microsoft had already awarded the charity a £20,000 grant to build an online peer-support and learning site for the 2,000 independent domestic violence advisory organisations (IDVAs) that it is SafeLives’ job to train. At the time of joining the Fellowship, there had been a couple of team changes on the project and progress on rolling it out had stalled.

At the design workshop and under CAST’s guidance, SafeLives reconfigured the platform they had set up for this online community, mapped a workable growth strategy and developed a rollout plan that included rigorous user testing.

A separate group used the workshop to tackle a serious time-sink in the organisation: their inefficient and convoluted system for data collection and measurement.

Results

Less than a year from launch, the SafeLives Community has already attracted more than 800 specialists in domestic abuse, from voluntary sector IDVAs to police officers, children’s social care workers and mental health professionals. It is constantly being updated with new content that responds to the sector’s needs. SafeLives’ Natalie Blagrove, who runs the SafeLives Community, published a guest blog on Charity Digital News about the project, outlining her own growth in confidence around tech terminology and processes, such as the mantra of ‘test and iterate’.

The data team, meanwhile, having mapped out their needs and ambitions for the system, have been able to set clear expectations of their tech provider to creating a far more flexible and user-friendly system. Jacob told us, “We had been frustrated that our team of highly skilled researchers were bogged down in just turning a handle and didn’t have the headspace or energy to do proper analysis and more strategic thinking. Some of these people are now re-deployed on a new and exciting project, which would previously have required additional staff to fill.”

But the collaboration with CAST had an impact far beyond the duration of the Fellowship and far exceeding Jacob’s expectations—allowing SafeLives to become much more nimble and iterative, connected and responsive to its users. The charity now runs off analytics and data; has a Digital Steering Group and is overhauling its data-collection and measurement system.

Jacob said, “Working with CAST triggered a real process of transformation at SafeLives. We are living proof that charities can achieve their ambitions much faster, more cheaply and more effectively if they embrace tech and digital. SafeLives now has the capability – added to the motivation we always had – to put our end users front and centre in service design. We also know how to map out sustainable income models for new digital products. We face the future knowing that we are more resilient to funding volatility and much better equipped to hear, learn from and respond to our end users and the way they live their lives.”

Crucially, the charity has developed a deeper understanding the very specific threats and opportunities digital poses for victims and survivors of domestic abuse. For them, online is both a means to research and access help, but also a space where an abuser can track efforts to escape, which carries a tremendously high risk of retaliation.

It is in this area that SafeLives has had its most dramatic impact: leading a £35,000 design research programme for Comic Relief to chart the ways in which technology can help address domestic abuse, mapping what support already exists, and drawing up a set of design principles on which every charity in the sector can now base their product design —an invaluable, shared tool for fellow charities. The SafeLives report is available at the TechvsAbuse.info and has informed the work of all 12 grantees for Comic Relief’s £530,000 TechvsAbuse fund.