From Silod to Synchrod: MergingIndividual Program Messages andMarching Under Your OrganizationalBanner#12NTCsynchroTara CollinsDerek HurwitchKivi Leroux MillerErica MillsMichael Wesolowski
Evaluate This Session! Each entry is a chance to win an NTEN engraved iPad!or Online using #12NTCsynchro at www.nten.org/ntc/eval
Silod to Synchrod TeamTara Collins, Communications DirectorWatershed Agricultural Council (nycwatershed.org)Derek Hurwitch, Senior Director of Marketing and CommunicationAlpert Jewish Family And Childrens Service (jfcsonline.com)Kivi Leroux Miller, PresidentNonprofit Marketing Guide (ecoscribe.com)Erica Mills, PresidentClaxon Marketing (claxonmarketing.com)Michael Wesolowski, Public Relations/Project CoordinatorMHAUS: Malignant Hyperthermia Association of United States (mhaus.org) #12NTCsynchro Slide 3
Game Plan● What are silos and why are we stuck in them?● How three nonprofits deal with silo-to-synchro issues● Assessing the situation● Putting together an action plan● Take-home goodies and downloadable takeaways filled with ○ Dealing with Gnarly Stuff ○ A Back at the Office Plan o Attack ○ Resources for staying the course and keeping the faith #12NTCsynchro Slide 4
The Psychology of Silos"A place where one item is kept, usuallyfor safe keeping, that is dispersed at sometime in the future, like a grain silo." #12NTCsynchro Slide 5
The Case for Synchro"Perfection is reached not when there is nothing leftto add but when there is nothing left to take away."Antoine de St Exupery http://erinhasablog.files.wordpress.com/2011/05/the-little-prince.jpg #12NTCsynchro Slide 6
Programs & Audiences ● Primary program in Agriculture, later followed by Forestry, Conservation Easement and Farm to Market ● Two economic initiatives for local food and wood products; soon to merge through an online store under Pure Catskills brand ● Many collaborative projects with various partners (Catskills FarmLink, Trained Logger Certified ● Diverse audiences: program participants (~1,000 landowners), NYC clean drinking water community, watershed regional economic development ● Water, Farm Forest; Watershed, Viewshed, Foodshed #12NTCsynchro Slide 8
Easy Fix:Funding statements onwebsite, brochures,collaborative piecesChild websites have anattribution statement:Pure Catskills is aneconomic initiative ofthe WatershedAgricultural Council. #12NTCsynchro Slide10
Tools:Easy to findEasy to useAssume NOTHINGEmpower yourstaff, board, co-promoters, press toshare yourmessage http://www.nycwatershed.org/news_mediacenter.html #12NTCsynchro Slide 11
Easy Fix: Email SignatureTara CollinsCommunications DirectorWatershed Agricultural Council44 West Street, Walton, NY 13856(607) 865-7090, ext. 226 l (607) 643-5148 cellSubscribe to our monthly eNewsletter l Blog l Facebook l @WaterFarmForestConfidentiality Notice: This email message, including any attachments, is for the sole use of the intended recipient and may contain confidential and privileged information. Any unauthorized review, use,disclosure or distribution is prohibited. If you are not the intended recipient, please contact the sender by reply email and destroy all copies of the original message. #12NTCsynchro Slide 12
MHAUS: Issues, Actions, SolutionsIssues 1. Program misunderstood by some audiences 2. Program leadership or staff resistant to change 3. HIPAA compliance requires segregation of patient & member info 4. MH thought-leaders worldwide not always aware of MHAUS activities.Actions ● Made proposals to E.D. to discuss issues and to find champions ● talked about the issues and outlined solutions (see resources)Solutions ● #1 - Listing customer comments daily to drive content decision ● #2, #3 - Updating website to advance discussions about change ● #4 - Send informal emails with talking points, updates, & tools #12NTCsynchro Slide 13
MHAUS: example: issue #1Issues 1. Program misunderstood by some audiences #12NTCsynchro Slide 14
MHAUS: examples: issues #2, #3Issues 1. Program leadership or staff resistant to change 2. HIPAA compliance requires segregation of patient & member info Youd never know these two websites are from the same organization. #12NTCsynchro Slide 15
Did We Answer All YourQuestions Overview?Are your programmatic messages inline with your organziations overall message, goals, & strategic plan?What are my organizations mission, vision, values and overall goals and strategic plan?Is our marketing strategy in line with that umbrella plan and goals?What messages are your program sharing and with what audiences?Are those in line with the orgraniztions marketing lan and target audiences?What needs to change and how will you change it?If not you, then who?How can you blend and cross-promote programs while maintaining an organizational identity? #12NTCsynchro Slide17
Have we answered all thekey questions?Do you have questions youneed answered? "Love & Thanks" http://www.iamthankful. com/science/dr-masaru-emotos-hidden-message- in-waterDo you have answers toshare? http://www.evolutivity.info/?p=1669 #12NTCsynchro Slide 18
flickr.com/photos/denisecarbonell/3923601326/5 Essential Syncro’d Tools And How They Help Everyone
1 The Marketing BankHere are the good pieces.SeeNonprofitMarketingGuide.com/bank
Write Down ThreeThings That PeopleAre Always AskingYou For (e.g. copiesof the logo)
2 flickr.com/photos/abbybatchelder/4443431145/ Style GuidesMake it look and sound like this.
Write Down ThreeCorrections You AreConstantly Making toContent by Others
3 Templates You don’t need to start from scratch.
Write Down ThreeContent FormatsWhere You CouldGive People a HeadStart with aTemplate.
4 Do & Don’t Examplesflickr.com/photos/msvg/3761083720/ Let’s learn from experience.
Write Down ThreeExamples You CanShare as Do’s orDon’ts.
5 Checklists flickr.com/photos/rog2bark/3437630552/ Let’s do the most important things right – every time.
Write Down ThreeActivities that CouldBenefit from a ShortChecklist.