Digital is everyone’s business: guidance for teams from Beyond the Promise

These one-page briefing sheets are designed to share key insights from the Beyond the Promise report in a practical, accessible format for different audiences.

They offer a clear summary of findings, why they matter for your role, and immediate actions you could take, with references to the full research for those who want to explore further.

Whether you’re leading digital change, supporting delivery, funding innovation, or working on the ground, these sheets highlight how small shifts can build stronger, more resilient digital practice across the cultural sector.

Access to the full report is free for subscribers, sign up now to dive deeper into the insights, archetypes, and strategies shaping a more effective digital future.

The context for non-digital staff

Digital work in cultural organisations often feels like “someone else’s job”, led by a specialist team or an external supplier. But in reality, digital touches everything: how we reach audiences, deliver value, tell stories, build relationships, and adapt.

Beyond the Promise shows that when digital is kept at arm’s length, projects struggle. It’s not just about tools or tech, it’s about how we work together. This briefing is for anyone who doesn’t “do digital” as their main job, but plays a crucial role in making it work.

What the report found

Digital failure is often organisational failure.
When digital work stalls or underdelivers, the root causes are rarely technical, they’re about culture, communication, and structure.

Digital teams can’t succeed alone.
Too often, digital projects are left to specialists without support from programming, marketing, learning, or leadership. This creates silos and makes delivery fragile.

Lack of clarity causes confusion.
Projects fail when goals aren’t shared, expectations are unclear, or roles aren’t well defined. Everyone benefits when there’s a common understanding from the start.

Collaboration changes outcomes.
Where teams worked across boundaries and built shared ownership, projects were more likely to succeed, even with limited budgets or capacity.

What this means for non-digital staff

You don’t need to be a digital expert to help digital work succeed. You just need to be involved.

Whether you’re shaping programmes, designing experiences, fundraising, reaching audiences, or handling logistics, your insight and questions are essential. Good digital projects work with teams, not around them.

Actions to consider

• Ask to be involved early in digital projects that connect to your work.
• Share concerns or ideas, even if you’re not sure they’re “technical enough”, lead with curiosity.
• Use the language of goals and audiences, not just platforms or features.
• Offer feedback after launch, not just during development.
• Help shift the view of digital from specialist work to collective practice.