IT and Digital Review
Quaker Social Action
October 2025
Summary
The IT and Digital Review has helped Down to Earth prioritise sustainable growth and achieve strategic clarity. The charity now operates with a greater digital understanding and practical improvements that directly benefit service delivery.
For beneficiaries, the improved website structure and FAQs mean vulnerable people can access essential information more easily. The new digital approach allows Down to Earth to make informed technology decisions when circumstances allow, ensuring future investments align with organisational capacity and beneficiary needs.
The project demonstrated Cranfield Trust's value in providing honest, expert guidance rather than simply delivering requested solutions. QSA Director Judith Moran summarised the impact: "It has provided us with a clear plan for our flagship project, which is an incredibly important achievement." The charity now operates with a sharpened focus, a re-energised mission, and practical tools to support individuals throughout the UK.
Background
Established in 1867, Quaker Social Action (QSA) is one of the UK's most enduring anti-poverty charities. Based in East London, it supports people living in poverty across the UK through practical services. The charity runs six core services addressing multiple dimensions of poverty, including financial literacy, mental wellbeing, homelessness services, and their nationally recognised "Down to Earth" funeral poverty information and support service.
The issue
The charity's funeral poverty information and support service includes a helpline , which was hugely oversubscribed, with its small team struggling to manage UK-wide demand. Sophie Clarke, Down to Earth’s Direct Support Lead, explained:
"We wanted to make sure that we were doing the best we could with our digital service so that most people could get all the help they needed through our website."
Initially, Down to Earth believed AI chatbots and live chat tools could reduce pressure on their helpline by handling routine enquiries, allowing staff to focus on complex cases and those struggling to access their digital services. However, after spending some time talking through what they wanted to achieve and improve with Cranfield Trust volunteer Gary Lynch, they identified a more suitable approach.
The solution
Regional Manager Tomi Oni matched the charity with Gary, as he possessed relevant IT experience and a general management background. After understanding Down to Earth's strategy, Gary suggested other routes could be available to move the charity forward. Tomi explained:
"Gary took time and care to fully understand what they wanted to achieve. He said, 'I've done my first level analysis. It didn't seem the right time for the charity to take that approach,' and he worked with Sophie to identify more appropriate options that would achieve the impact they were looking for.”
Gary’s honest assessment allowed Down to Earth to move forward in a more cost-effective way. Rather than investing in technology that may not have solved the underlying problems, the consultancy allowed the charity to take a step back and develop a strategy that directly addressed their needs.
The project pivoted from AI implementation to a fundamental business strategy review. As Tomi described:
"We moved from that initial thought around we need help with our website, we need a chatbot, we need to use AI to... let's focus on your business strategy, business planning, process mapping."
Gary's flexibility proved crucial - his IT expertise attracted him to the project, but his management experience allowed him to guide the strategic reorientation when technology wasn't the right solution.
The impact
The strategic review delivered practical, measurable improvements. Sophie noted Gary's effectiveness:
"He came with a lot of very relevant experience and was able to channel that into what we were considering."
The charity gained valuable insights into its service usage patterns and implemented immediate improvements, including FAQ sections on its website and comprehensive information updates.
Sophie highlighted how the project has helped Down to Earth better understand its beneficiaries:
"We have a better idea of how many people who call us have used our online services before calling and the reasons why they have or haven't."
The project delivered clarity about future technology adoption. Whilst ruling out immediate AI implementation, the charity now has a clear framework for future digital development when resources and infrastructure align with its ambitions.
"Your strategy becomes your compass, so your vision is sharpened. Your mission is really re-enabled and re-energised... they became much more re-energised and enabled to deliver the solutions they needed to their communities in a much more sustainable way."
