The pace of technological change in society can often be overwhelming for those who haven’t grown up using it regularly. This pace is only set to accelerate as time goes on, as social media platforms continue to be the primary source of news, communication and community engagement.
Despite the ubiquity of technology, it’s easy to forget that there are swathes of people who don’t have access to a computer or smartphone. Or worse, they own such devices but don’t have the skills or confidence to use them and thus abandon them entirely.
It’s exactly this problem that TAP into IT seeks to solve.
TAP into IT is an Edinburgh-based charity with a decade of experience that aids older individuals, including those with disabilities and health issues, to access the internet and digital tools. This important service aims to assist people in using all manner of digital devices in order to “tap into” the internet’s benefits.
However, despite having a degree of success with their service, they were increasingly starting to feel that their mission, communication and positioning could be better. What’s more, they found they were struggling to capture and communicate the finer details of what their service does, and how that impact is measured.
That’s when they turned to Just Enterprise.
The Problem
TAP into IT recognised that they were providing a crucial service but found it quite difficult to articulate what they do to potential funders and participants. People consistently thought that their service offered formal “computer courses”, which, to their demographic of retired, semi-retired and disabled individuals with limited technology skills, was off-putting.
Indeed, as Executive Director Mike Ellis puts it, their core audience would “run a mile” whenever they saw terms such as “computer course”, fearing that it might be too difficult, expensive or beyond their capabilities.
What this boiled down to was an issue with their positioning. Even potential referral partners failed to fully understand their service model, an issue compounded when partners gleaned that their courses didn’t fit a traditional structure.
Unlike, say, a cooking skills course with clear weekly progression, much of what TAP into IT does goes beyond simply teaching older people how to interact with and use technology. At its heart, it’s about social inclusion: using technology to break down barriers and reduce the isolation that lack of familiarity with technology can cause in today’s world.
The organisation also had difficulty obtaining funding for similar reasons. The lack of traditional course structure means that people don’t “graduate” as they would from a regular course and can attend sessions regularly for years. This led funders to question what the benefit is of providing funding to computer skills courses that have no definitive end point. A concern they would often hear from funders is “you’ve had these same people attending courses for a while… why aren’t they now up and running?”
Put simply, their model functions more like an extension of social care than formal education, offering not just one-to-one support, but also groups of peer support to those enrolled with TAP into IT.
The Solution
These struggles led TAP into IT to Just Enterprise, and from there, we hit the ground running with one-to-one support.
We facilitated a stakeholder workshop that brought together the key voices in the organisation: Mike Ellis (Executive Director), part-time colleagues and facilitators, around 30 volunteers who deliver the services, as well as board members and trustees.
Mike emphasised how important it was to have an external facilitator in this session, noting: “I’ve found trying to do it myself challenging… you’re both trying to be involved and participate, but you’re also trying to provide [leadership], so having an external facilitator with the skills to actually listen to the different viewpoints and different [perspectives] was very helpful.”
Developing a Logic Model
The session proved very fruitful for the organisation. Through it, they were able to clearly articulate their unique service model for the first time. They identified that their support actually sits within three distinct categories, instead of one confusing offering:
- Short-term support for those who can learn the technological ropes and gain independence quickly
- Long-term ongoing support for those who need sustained assistance with technology
- Home-based technical support for housebound individuals
The result was revelatory, allowing TAP into IT to see clearly how to position themselves with clients, partners and funders going forward.
Additionally, in developing this logic model they were able to clarify their theory of change, bringing into focus how those who attend their groups build confidence and create peer support networks.
It also allowed them to start defining success indicators so that they could better track what’s working, what isn’t, and how to measure success.
Reframing The Brand Positioning
This process helped them reframe their services away from being mere “computer courses” to something more tangible, with definitive strands, a sense of purpose and, as stated, a way to define success. They began to see that digital inclusion was their primary purpose rather than simply teaching people how to use technology and their service was an extension of social care, by offering ongoing support rather than time-limited training.
Measuring and Demonstrating Social Impact
Just Enterprise also helped TAP into IT develop approaches to outcome measurement and impact assessment that aligned with their actual service model, and what they want to achieve for their participants, rather than trying to measure the success of their work through traditional course metrics.
Crucially, because Just Enterprise offers specialist social enterprise support, it meant that both the business adviser and the organisation could get to work quicker. TAP into IT didn’t have to explain what a social enterprise was, or why social impact was a key focus for them as they already understood the challenges of demonstrating social value and how to solve them.
The Outcome
Immediate Funding Success
The most immediate tangible outcome of their work with Just Enterprise was that TAP into IT was able to secure significant funding (£7-8,000 each over two years) through the Scottish Government’s Adapt and Thrive programme. By being able to pitch to the government using their theory of change model, they were able to clearly demonstrate how the funding could help their organisation deliver.
Transformation of Communication and Positioning
Another outcome of the support they received from Just Enterprise was that they were now able to better articulate their service model and its positioning in the marketplace.
With funders, they could now justify their small group sizes and long-term participant engagement. It also meant that they could position the work they do as an extension to social care, instead of as education without clearly defined learning outcomes.
With participants and referral partners, they were able to develop clear messaging on their three service offerings, better explain their work and mission, and roll out an improved ability to match enquiries with appropriate services.
Improved Organisational Confidence and Clarity
From a leadership perspective, Mike gained “a lot more confidence” as the organisational leader, feeling more assured about their direction and impact. This confidence had a trickle-down effect on the rest of the team, now that their aims and services were clearer.
Alongside this, the session created greater team alignment for staff, volunteers and trustees as there was now clarity around TAP into IT’s mission and approach.
Service Development and Expansion
With their new service architecture in place, it has been easier than ever to refer people to the correct service within their organisation. After codifying these services, they were able to develop targeted approaches to delivering each service, which in time will allow them to scale the services based on demand.
From an internal perspective, the theory of change has now been integrated into an induction programme for new volunteers. They have also enhanced their training materials, and have been more successful attracting new volunteers, now that their mission, communication and positioning are clearer.
Operational Improvements
Just Enterprise support has also led to other operational improvements:
Impact Measurement: TAP into IT began developing outcome indicators and impact measurement frameworks appropriate to their service model, moving beyond inappropriate traditional course metrics.
Marketing and Outreach: Better able to target their messaging to address the real concerns and needs of their demographic, leading to increased group attendance and engagement.
Long-term Organisational Sustainability
Mission-Driven Growth: As noted by Mike, they now have “definite things we want to achieve, not just keeping going for the sake of keeping going”. They have evolved from survival mode to strategic growth.
Partnership Development: Enhanced ability to develop partnerships with churches, housing associations, and community groups who understood and valued their clearly articulated mission.
Beneficiary Impact Examples
The clearer service model led to more effective delivery, evidenced by success stories like:
- An 80+ year old who progressed from basic iPad use to online banking and WhatsApp, becoming a service ambassador
- Community building within groups where participants discovered shared interests and formed lasting social connections
- Increased referrals through word-of-mouth as participants better understood and could explain the service to others
Ongoing Development
Mike acknowledged they’re “not there yet” with full impact measurement, but the Just Enterprise support provided the foundation for continued development. The organisation now has the framework and confidence to continue refining their approach and expanding their reach while maintaining focus on their core mission of digital inclusion and social connection for older people.
This transformation from an organisation struggling to explain its value to one with clear positioning, successful funding track record, and strategic direction represents a fundamental shift in organisational maturity and sustainability.
In sum, the support that TAP into IT has received from Just Enterprise has genuinely helped improve the organisation in a myriad of ways and has set them up for success and growth in the future.
Testimonial
That was a very valuable process. It gave me a lot more confidence as the head of the organisation. The fact it was in person—it wasn’t just money; it was actual skilled help available at the time we needed those skills.
The person involved was very responsive, the response was very quick and very approachable. They were tuned in so quickly—often half the job with these things is having to explain what you’re about, but because Just Enterprise understands social enterprise and is very impact-focused, we didn’t have to go through those lengthy explanations.
It was certainly a big help. My advice to other organisations thinking about applying? Go for it. Find out all the range of things on offer and figure out what might be useful for you, then just get in touch.”
Mike Ellis, Executive Director, TAP into IT