# Why do digital? Platypus Digital’s free email marketing course explains

- Link: https://fundraising.co.uk/2018/09/27/why-do-digital-platypus-digitals-free-email-marketing-course-explains/
- Published: 2018-09-27T13:29:12+01:00
- Author: Howard Lake

**Platypus Digital, the charity digital marketing agency, has created a free email
marketing course entitled ‘Why do digital?’ It is designed to show CEOs, trustees
and funders _why_ they need to use digital technology, rather than _what_ or _how_
to do it.**

 

Its objective is, by winning that argument, to help release more funding for digital
activities, a commonly-reported challenge faced by many fundraisers.

## Advertisement

 [⌊Posthub advert. You create the campaign. We'll handle the postal journey. Get started at post-hub.co.uk.⌉](https://fundraising.co.uk/ads/posthub-20261007-300x250/)

 

Matt Collins, Managing Director of [Platypus Digital](https://www.platypusdigital.com/),
believes that there is too much debate in charities about what to do with digital
tools (usually it is ‘more digital’) or how to do it, such as how to use particular
digital platforms effectively.

 

These debates, he argues, don’t usually help to solve the challenge of a lack of
commitment to take full advantage of the opportunities digital provides.

 

The 10-stage email course is designed for charity staff to work their way through
on their daily commute. Collins says that it will “arm you with the arguments you
need to convince senior management by the time you get to work”.

 

He added: “It’s also perfect for people who want to understand the opportunities
digital creates for their charity themselves.”

 

 

 

## What the course covers

 

The course, available from the [Why Do Digital](https://www.platypusdigital.com/why-do-digital/)
website, covers:

 

 * **The trends** – and why they mean you need to take digital seriously
 * **Fundraising** – why keeping your eggs out of the digital fundraising basket
   puts your charity at risk
 * **Comms** – why your communications team is digital first, whether they like 
   it or not
 * **Service delivery** – why you can’t deliver your service without digital  
 * **Culture** – why you can’t do anything without the right culture

 

After you sign up for free, you will receive one email every morning, each of which
takes around two minutes to read, for 10 consecutive days.

 

 

 

## People don’t buy what you do, they buy why you do it

 

Matt Collins explained more about the reason Platypus Digital were offering the 
course.

 

He said: “Like 38 million other people, we were inspired by Simon Sinek’s incredible
Ted Talk ‘[How great leaders inspire action](https://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action?language=en)’.
We too believe that people don’t buy what you do, they buy why you do it.

 

“We looked around the current messages about adoption of digital in charities, and
realised the question ‘Why should we do digital?’ simply wasn’t being answered –
everything covered what to do and how to do it. So we wanted to take the debate 
back a step, and try to answer that absolutely fundamental question.

 

“We strongly believe that lack of funding is the big problem. And a sector that 
fully understands why it should do digital will soon find that to be less of a problem.”

 

 

 

> Charities are asking the wrong question about digital. I believe this is the right
> one. [https://t.co/15VgAUtfL4](https://t.co/15VgAUtfL4) [pic.twitter.com/uIPmJuPFGi](https://t.co/uIPmJuPFGi)
> — Matt Collins (@charitychap) [September 27, 2018](https://twitter.com/charitychap/status/1045252471994699776?ref_src=twsrc%5Etfw)

 

 

 

_Main image: [“Genesis – Dot, Line, Question Mark”](https://www.flickr.com/photos/zeevveez/5578915892)
by [zeevveez](https://www.flickr.com/people/zeevveez/) is licensed under [ CC BY 2.0 ](https://creativecommons.org/licenses/by/2.0)_

![Loading](https://fundraising.co.uk/wp-content/plugins/page-views-count/ajax-loader-
2x.gif)