Why Organization Structure Matters for Online Success (1 of 2)

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Why Organization Structure Matters for Online Success (& why traditional departments don’t work) #13ntcstructure Norman Reiss Nonprofit Bridge www.nonprofitbridge.com Why Organization Structure Matters for Online Success - #13NTCstructure

description

My panel presentation at the 2013 Nonprofit Technology Conference (see Part 2 for Ryan Davis' slides)

Transcript of Why Organization Structure Matters for Online Success (1 of 2)

Page 1: Why Organization Structure Matters for Online Success (1 of 2)

Why Organization Structure Matters for Online Success(& why traditional departments don’t work)

#13ntcstructure

Norman Reiss Nonprofit Bridge www.nonprofitbridge.com

Why Organization Structure Matters for Online Success - #13NTCstructure

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Panelists

Rusty Burwell, VP Governance, American Lung Association

Ryan Davis, Executive Director of Social Innovation, Blue State Digital

Ted Fickes, Founder, Bright+3: Digital Strategy for Nonprofits and Campaigns

Mark Pothier, Online Communications Director, Golden Gate National Parks Conservancy

Rusty Burwell, VP GovernanceAmerican Lung Association

Ryan Davis, Exec Director of Social Innovation Blue State Digital

Ted Fickes, FounderBright+3

Mark Pothier, Online Communications Director Golden Gate National Parks Conservancy

Norman Reiss, Project ManagerCenter for Court Innovation (moderator)

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Norman Reiss

Session format

A quick review of resources on organization structure and online success

Questions welcome at any time

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Building a Successful Online TeamApril 2008 - EchoDitto

Essential Positions Secondary Hires

Internet Director(strategy & planning)

Online Organizer (outreach & campaign measurement)

Creative Director (design & branding)

Web Content Manager(content & administration)

Web Developer / Engineer (technical development)

Database Administrator (data coordinator)

Content Director (content creation)

One skilled person may cover 3-4 of these roles in a small organization

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May 2009

•Insufficient staff is major barrier, but having right people more important than simply having more staff

•Models – centralized (20%) vs. decentralized (39%) vs. hybrid (41%)

•Level of collaboration that exists within organization may be more important than structure

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Integrated Fundraising / Communications Job Description

April 2010

1. Detailed knowledge of multiple fundraising channels2. Can apply / utilize database segmentation techniques3. Can work well across departments4. Collaborative work style – supports / celebrates team successes5. Strong listener – can ask and utilize others’ feedback6. Conflict resolution skills – can negotiate conflicting priorities7. Curiosity / insight into overall organization goals8. Strong customer service skills dealing with constituents9. Can encourage colleagues to update online content and actively

promote organization10.Unafraid of taking risks to experiment with new programs and

adjust approach when needed

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Communicopia, Stanford Social Innovation Review

Dysfunctions of Digital Teams

•Silos – physically cut off from others in organization

•Personality Fit – comfortable interfacing with others

•Overload – not able / willing to prioritize work

•Lack of Digital Vision – on which tools to utilize

•Lack of Organizational Vision – doesn’t relate work to org. goals

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An Organizational Structure thatSupports Your Digital Presence

November 2012 - Smashing Magazine

Clearly Defined Roles for Website Leadership

• Online branding • Content creation / removal

• Analytics monitoring • New feature deployment

• User testing • Hosting

• Site accessibility • Technical implementation

• Social media management • Graphical design

Who is responsible, accountable, consulted and informedfor each role?

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Questions We’ll Address Today:

• There may not be an ideal structure, but there are common characteristics at nonprofits which succeed online

• Changing structure won’t be enough if organizational culture doesn’t change with it

• If you’re not able to restructure, what else can you do to improve the results of your online campaigns?

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Rusty Burwell

Vice President, Governance

American Lung Association

Why Organization Structure Mattersfor Online Success

Why Organization Structure Matters for Online Success -

#13NTCstructure

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bu·reauc·ra·cy noun, plural bu·reauc·ra·cies

• government by many bureaus, administrators, and petty officials.

• the body of officials and administrators, especially of a government

or government department.

• excessive multiplication of, and concentration of power in,

administrative bureaus or administrators.

• administration characterized by excessive red tape and routine.

Origin: 1810–20; bureau + -cracy, from French bureaucratie

Why Organization Structure Matters for Online Success -

#13NTCstructure

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“Structure Matters”

American Lung Association Structure:

• National Office: NY/DC – 80 staff

• 9 Regional Lung Associations – 500 staff

• Autonomous, separate 501(c)(3)

• Local board and staff control

• Multi-state regions

• 90 local offices including branches

Why Organization Structure Matters for Online Success -

#13NTCstructure

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“Structure Matters”

Centralized/coordinated systems

• Convio/Blackbaud

• www.lung.org and ‘local’ sites; Team Raiser; E-advocacy; E-marketing

• ROI – CRM - single, integrated database

• Sage Fund Accounting

• Intranet – SharePoint

• Learning Management Sys – internal and externalWhy Organization Structure Matters for Online Success -

#13NTCstructure

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“Structure Matters”

Controlling/Managing/Implementing ALA systemsDivisions• Marketing/Communications• IT/CRM• Advocacy• Mission• Development

Departments•Communications/PR•Online Services•National Policy•Direct Response•Special Events•Health Education•Corporate Partnerships

Why Organization Structure Matters for Online Success -

#13NTCstructure

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“Structure Matters”

Key to battling bureaucracy: Leadership buy-in

• First – cooperative/collaborative environment

• Second – specific project/tactic

• Third – outcomes focused

Why Organization Structure Matters for Online Success -

#13NTCstructure

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“Structure Matters”

…and remember:

You are a leader

Why Organization Structure Matters for Online Success -

#13NTCstructure

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We will breathe easier when the air in everyAmerican community is clean and healthy.

 We will breathe easier when people are free from the addictivegrip of tobacco and the debilitating effects of lung disease. 

We will breathe easier when the air in our public spaces andworkplaces is clear of secondhand smoke.

We will breathe easier when children no longerbattle airborne poisons or fear an asthma attack. 

Until then, we are fighting for air.

Why Organization Structure Matters for Online Success -

#13NTCstructure

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Ted FickesFounder,

A Tale of Two Organizations

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Organization One : Game of Thrones

Why Organization Structure Matters for Online Success - #13NTCstructure

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Organizational structure reflects a model of interacting with people and the world

Why Organization Structure Matters for Online Success - #13NTCstructure

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How people really interact

Why Organization Structure Matters for Online Success - #13NTCstructure

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Organization Two : Structure (not just software) supports collaboration, learning, sharing

Why Organization Structure Matters for Online Success - #13NTCstructure

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Going Hybrid in a Going Hybrid in a Palmate* Organization:Palmate* Organization:Online Communications Structure Online Communications Structure at the Conservancyat the Conservancy

*Palmate: (of a leaf) Having several lobes whose *Palmate: (of a leaf) Having several lobes whose midribs all radiate from one point.midribs all radiate from one point.

©MasonCummingsPhotography.com

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Who We Are:Who We Are:• Nonprofit partner to Nat’l Park Service Nonprofit partner to Nat’l Park Service

(GGNRA), Presidio Trust, and Golden (GGNRA), Presidio Trust, and Golden Gate Bridge District ($35.5 M in 2012)Gate Bridge District ($35.5 M in 2012)

• 45+ Park sites, including Alcatraz, 45+ Park sites, including Alcatraz, Golden Gate, Muir WoodsGolden Gate, Muir Woods

• Dozens of programs, visitor centers, Dozens of programs, visitor centers, retail outlets = 10,000 points of contactretail outlets = 10,000 points of contact

• Large, one-time initiatives (GGB75.org)Large, one-time initiatives (GGB75.org)

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Who We Are, Online:Who We Are, Online:Multiple web sites, social channels, e-news, e-stores and shared content

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How We Worked (Not) in 2006How We Worked (Not) in 2006• Online through one (long-vacated) desk. Online through one (long-vacated) desk. • Strong silos. Few cross-program teams.Strong silos. Few cross-program teams.• Redesign stalled. Producer AWOL. Editor Redesign stalled. Producer AWOL. Editor

and writer quit. Whistling winds.and writer quit. Whistling winds.• No past CMS, CRM, or regular metrics.No past CMS, CRM, or regular metrics.

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Constant : ChangeConstant : ChangeIn seven years:In seven years:•Web 2.0 Web 2.0 →→ social, mobile, geo- and big data social, mobile, geo- and big data•Two CMS/CRM migrations; 3 RedesignsTwo CMS/CRM migrations; 3 Redesigns•Staff doubles to 400. Silos fall and rise.Staff doubles to 400. Silos fall and rise.•.5 Webmaster .5 Webmaster → → 3 FTE Online staff and three 3 FTE Online staff and three cross-org teams; e-skills turnovercross-org teams; e-skills turnover•Economy, government and climate in fluxEconomy, government and climate in flux•Golden Gate Bridge turns 75, etc.Golden Gate Bridge turns 75, etc.

©MasonCummingsPhotograpy.com

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Our Hybrid StructureOur Hybrid Structure• Hub: 3 FTE online staff in Comm/MarketingHub: 3 FTE online staff in Comm/Marketing• Open leadership: Communications drives Open leadership: Communications drives

online strategy, but with cross-org inputonline strategy, but with cross-org input• Convio CMS/CRM + monthly dev hoursConvio CMS/CRM + monthly dev hours• Cross-organization:Cross-organization:

• Web Team (publishers)Web Team (publishers)• Social Media Working GroupSocial Media Working Group• E-Newsletter “sub-committee"E-Newsletter “sub-committee"• Google Wildfire social marketing teamGoogle Wildfire social marketing team

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How to Make It WorkHow to Make It Work• Channel changeChannel change• Communicate clearly, Communicate clearly,

regularly, up-and-outregularly, up-and-out• Measure against goalsMeasure against goals• "Grow gardeners""Grow gardeners"• Learn and spread itLearn and spread it• Establish resilient policiesEstablish resilient policies• Contract expertise. SAAS.Contract expertise. SAAS.• Oversee volunteer effortsOversee volunteer efforts• Let teams ebb and flowLet teams ebb and flow

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Always take the Higher Path.Always take the Higher Path.

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Watch: http://bit.ly/15NEaCLWatch: http://bit.ly/15NEaCLwww.ParksConservancy.orgwww.ParksConservancy.orgmpothier@[email protected]

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Ryan DavisBlue State Digital

Why Organization Structure Matters for Online Success - #13NTCstructure

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Evaluate This Session!Each entry is a chance to win an NTEN engraved iPad! 

or Online using <insert session hashtag> at www.nten.org/ntc/eval

INSERTQR CODE

HERE