With over two million residents, West London is one of the UK’s most dynamic and economically significant regions, contributing substantially to national GDP through its diverse mix of industries, global transport hubs, and thriving business districts. Home to major employers in sectors such as logistics, media, technology, and advanced manufacturing, West London is poised for accelerated growth. However digital exclusion remains a significant challenge across the West London boroughs of Brent, Barnet, Ealing, Harrow, Hillingdon, Hounslow, and Hammersmith & Fulham. 

The West London Alliance (WLA), a partnership of seven West London local authorities, is leading an innovative project to scale and sustain Digital Champion networks across the region. Delivered in collaboration with Digital Unite – an award-winning social enterprise specialising in digital inclusion, and Cellnex UK– a major provider of digital connectivity, this initiative aims to tackle digital exclusion by developing best practice and a set of supporting resources for recruiting and onboarding Digital Champions. 

Digital Champions are trained staff or volunteers who help residents build the confidence and skills to get online, addressing a critical need as over 247,000 West Londoners still lack the digital skills to access services and opportunities online. The WLA, through its Digital West London programme, focuses on breaking down barriers to digital services and opening up opportunities for all, working across borough boundaries to deliver improvements in economy, skills, health, and inclusion.

As part of this, we have recently published our Discovery Report. The purpose of this report is to share our findings which we think are really interesting: the motivations that drive Digital Champions, the type of support that keeps them engaged, and the partnership approaches that make scaling possible and Digital Champion networks sustainable. 

Carried out between March and August, our research findings show that Digital Champion networks in West London can be scaled and sustained when recruitment and retention strategies are rooted in human connection, strong partnerships, and ongoing support. Specifically: 

• Motivation matters. People volunteer when the role connects with their goals, whether that’s staying active in retirement, building a CV, or finding belonging as a new migrant.
• Recruitment thrives on relationships. Peer-to-peer referrals, trusted local partners, and community-based channels are the most effective ways to reach new Champions.
• Onboarding must be warm and personal. Quick, human-centred induction leads to high conversion and early engagement.
• Training builds confidence. Champions who receive structured training feel prepared and able to support others effectively.
• Retention depends on support. Regular coordination, peer networks, flexible opportunities, and visible recognition keep Champions active for longer. 
• Partnerships unlock scale. Councils, voluntary groups, housing, health services, and businesses all play a role in reaching under-served communities and sharing responsibility for sustaining networks.

We think these findings provide valuable insights for anyone running or planning Digital Champion networks. By sharing these lessons, the WLA and its partners hope to empower others to create thriving, digitally connected communities across the UK. To read the full report, visit the WLA website and if you have any questions or want to connect, get in touch with us at digitalwestlondon@ealing.gov.uk.