Samaritans' digital transformation story

We know that for some people, typing is easier than talking. Sometimes it's hard to find the privacy to talk on the phone, some people can’t use the phone because of accessibility issues and other simply prefer other ways to communicate. It’s vital that people can contact Samaritans in ways that feel most comfortable to them.

Since the soft launch in 2020, more than 80,000 people have turned to Samaritans for emotional support via our online chat pilot. This has proven to be a vital new way to seek help, with 60% of users having never contacted Samaritans before and 40% saying they would not have reached out in any other way.

The online environment can be a really supportive place for people and help people access really useful information. However, it can also enable people to access content which is distressing. That’s why, if we want to prevent suicide, it’s really important to consider the role the online environment is playing.

Samaritans developed guidance for mental health practitioners so they can have conversations about the online world, with the young people they support. It provides advice on internet safety around suicide and self-harm, and was developed with the help of practitioners through workshops, interviews and surveys.

“We are really proud to have developed guidance for practitioners to help them start and have those all-important conversations. We found that practitioners wanted more information, to help them feel empowered and equipped to talk to younger people about their internet use and how it impacts them. Just starting those conversations is really vital.”

Francesca Edmans, Digital Project Manager for Online Harms at Samaritans

It was co-developed with a panel of young adults aged 18-25 with lived experience of suicidal thoughts, self-harm, or of supporting someone else online through these experiences.

“Nominet have stood alongside us all the way through the journey, and they've helped us develop our own internal digital capacity. They've not only helped us to develop our digital services for callers, but they've also recognised the importance of equipping people with the skills to navigate online sites safely as well.”

Jaqui Morrisey, Assistant Director of Research and Influencing at Samaritans 

The dashboard enabled volunteers for the first time to see national demand across channels and respond to the live needs. It has also created an important sense of togetherness for all 22,000 volunteers across our network of over 200 branches.

“The dashboard is incredibly valuable. It’s hard to remember a time without it. It gives you a sense of being part of something and the importance of being there, with all those other volunteers, providing a service for people who may not have anywhere else to turn.”

Nicola, Samaritans volunteer 

Some people use email when they just need to offload something. Others use it to share something that is difficult for them to work through, or when they are going through a difficult time in their life and don’t want to face it alone.

Our email service has been in need of updating to improve how it is accessed and experienced, and how it is managed and run by our volunteers. Our email model actually predated web browsers, and is undergoing a refresh to improve functionality. Thanks to funding from Nominet, we are excited about rolling out these improvements and continuously developing our services around callers needs.

What do you mean by ‘digital transformation’?

By ‘digital transformation’ we mean the improvement and expansion of both our digital support channels – eg. Online chat, email support and Samaritans Self-Help App – as well as preventing suicide and self-harm online – eg. Guidance for practitioners and young people in staying safe when going on the internet.

What is Nominet and what is their relationship to Samaritans?

Nominet is the UK’s domain name registry. They manage over 10million UK domains.​ Nominet has supported the charity’s digital transformation with almost £1 million to support projects such as Samaritans self-help, email service and the online chat pilot.

What are the key areas that Nominet funded? Don’t other funders fund Samaritans’ work?

Nominet has supported Samaritans with over £1m of digital transformation projects across six key areas. These were/are:

• Samaritans Self-Help App
• Online chat
• Email
• Volunteer dashboard
• Young people’s support
• Online hub for practitioners

Other funders have supported some of this work too, including the National Lottery Community Fund and the Peter and Teresa Harris Charitable Trust. We are very grateful to these partners for funding our digital innovation.

Samaritans relies on the extraordinary generosity of the public, its funders and supporters, as well as our 22,000 volunteers, that we can continue to be there.

Why is Samaritans expanding its digital services now?

The way people communicate is always changing and evolving. The world is increasingly digital. As the UK and Ireland’s only 24 hour emotional support charity, it’s vital that we are there for people in ways that feel most comfortable to them.

As the only charity open 24 hours a day in the UK and Ireland, it is vital that we can continue to be there. Samaritans continues to innovate all the time. We are constantly evaluating and refining our services so that we can continue to be there around the clock.

Samaritans will always be known for our 24-hour telephone helpline 116 123, and we will always be there for people there. But we know we can do more to be there for people in other ways.

If you’re struggling to meet current demand, why are you expanding your digital services?

Samaritans is working hard to meet demand for our services and make sure that anyone who is trying to contact us, can get through when they need it most.

Our digital services have been designed to complement Samaritans' existing services and is in no way a replacement service. Our digital transformation programme has enabled us to expand our digital services so that more people can access our services. For example, we know from evaluations that people who are accessing our new forms of support – such as online chat and Self-Help App – say they wouldn’t have used our other services. These digital services have been created to support people who find it difficult to reach out for help or speak to a helpline.

What is online chat?

Our new web chat service makes it possible to chat with a Samaritan online. Sometimes typing can be more comfortable than talking; sometimes talking on the phone just isn’t an option.

Our trained volunteers read messages and respond in real time, helping people to work through what’s on their mind. You also don't have to be suicidal to get in touch.

Why haven’t you advertised your online chat pilot?

Demand for our online chat pilot is high despite us having never advertised it anywhere. For now, we’re continuing to run the online chat pilot at a small scale, meaning it’s not available to everyone yet. Once we feel ready, and confident we can provide a consistently high quality service, we’ll launch the web chat to everyone - and expand its opening hours.

We hope that by sharing our plans more people, funders and partners will consider supporting us to grow our online chat service.

What is Samaritans Self-Help? 

Samaritans Self-Help is a web-based app to help people look after their emotional wellbeing. With a mood tracker and a range of evidence-based resources and techniques, the app helps people find practical ways to cope and stay safe if they’re going through a difficult time.

Is Samaritans Self-Help a replacement service for online chat or any of Samaritans other services?

Samaritans Self-Help has been designed to complement Samaritans' existing services but is primarily aimed at those who find it hard to reach out for help or speak to a helpline. Samaritans' online chat service is due to be launched later this year and we hope to offer our online chat service through the tool in the near future.

Anyone who is struggling to cope can still contact Samaritans and speak to a trained volunteer for emotional support.

How popular is email as a channel to receive support? Has Samaritans seen an increase in emails from callers over recent years?

If you are struggling, you can contact Samaritans in a variety of ways for support. From the telephone, to face to face in some branches, email, letter and our online chat pilot.

Our email service has always been an important channel for people needing emotional support to reach us and in the first six months of the pandemic, our volunteers answered 37% more emails than the previous year.