Achieving growth by harnessing the power of network effects

When Macmillan Cancer Support realised a step change was needed in how it used and developed its digital strategy as an organisation, we put the ‘we’ into ‘We are Macmillan’. Visceral Business used Macmillan’s centenary year to create a milestone in management innovation for the charity, creating a truly networked organisation.

We worked with the leadership and digital teams over two years to establish a cultural readiness for change and an integrated strategy for Macmillan as a digital-first charity that encompassed brand communication, content management, internal communication, process and service design, knowledge and content management recommendations and skills development.

Macmillan made this organisation-wide shift towards digital transformation, harnessing the power of network effects with outstanding results.

In 2011, when we began this work, Macmillan Cancer Support was an £89m charity by revenue, with an ambition to be a £140m charity by 2017. By 2015, it was already a £190m charity, exceeding that target by £50m two years ahead of schedule.

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