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Digital Teams in 2018: The New Landscape of Digital Engagement – Jason Mogus

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The state of digital teams inside our nonprofits often reflects deeper issues of culture and structure and how well adapted our institutions are to today's communications landscape. So what's going on with digital teams today? What team structures, roles, and behaviours are producing the best outcomes? Are we getting better at cross-silo and cross-channel communications? Are we set up to really deliver on the promise of digital engagement?


Jason Mogus - Digital Teams in 2018: The new landscape of digital engagement
Principal Strategist at NetChange Consulting
Linkedin: https://www.linkedin.com/in/jasonmogus/

Bio
advocacy campaign and organizational change consultant
been doing digital transformation for 22 years, his firm celebrates 25 years this summer
helped shape some of today's most successful campaigns including tar sands / pipeline work, australia's biggest campaign, $10 a day childcare in BC

What's interesting: lives on an island, is an obsessive walker; if you call him you'll likely hear the leaves crunching under feet
Secret skill: weird sound effects and made up songs for his 8 year old

Published in: Government & Nonprofit
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Digital Teams in 2018: The New Landscape of Digital Engagement – Jason Mogus

  1. 1. Jason Mogus June 11, 2018 Digital Teams in 2018: The new landscape of digital engagement
  2. 2. STORYTELLIN G
  3. 3. ENGAGEMENT
  4. 4. INTEGRATION
  5. 5. LEADERSHIP
  6. 6. what should a digital team actually do?
  7. 7. it depends on your goals engagementinfo or service delivery advocacy fundraising
  8. 8. selected report respondents
  9. 9. section 1: digital teams what do our teams look like today?
  10. 10. Digital teams still mostly live in communications, though a lot less than before Insight: The dramatic drop of teams situated in the comms silo reflects a shifting understanding of digital’s unique value, though we still don’t know where to put it. Organizing? Program? Engagement? Standalone? It depends.
  11. 11. The most common digital roles have stayed remarkably the same
  12. 12. Today’s most desired digital roles are all about social and data Insight: Social media is one of the biggest ways for digital departments to flex their muscles inside orgs today. We are excited to see more online campaigners soon as this strategic role tends to add more punch to teams.
  13. 13. Digital teams continue to grow, more evenly this time
  14. 14. The vast majority of digital staff are still straight and white Insight: Our orgs are increasingly prioritizing diversity and inclusion but unsurprisingly this is not yet showing up in most digital teams. We all need to do a substantially better job here.
  15. 15. section 2: supporter engagement is engagement just a word?
  16. 16. Supporter engagement lacks a home Insight: It’s tough to improve engagement practices if it’s not clear who owns them. This lack of leadership and structural confusion around engagement leadership limits adoption of many best practices.
  17. 17. The vast majority are missing opportunities to understand and activate their best supporters Insight: This is so disappointing. Orgs that don’t know what their supporters are doing or who their leaders are will miss opportunities to build grassroots leadership and amplify the force of their campaigns.
  18. 18. Broadcast campaigns continue to dominate Insight: While many orgs report using new approaches sporadically, staff- driven campaigns are sadly still king. Engaging supporters in campaign design and execution is an approach that hasn’t yet been widely adopted.
  19. 19. Bright spot! Most are now asking supporters to take offline actions, regularly Insight: Online actions are most successful when coupled with real world actions and face to face relationship building. This is amazing and huge progress from the largely faux grassroots campaigns of the recent past.
  20. 20. Beyond the rhetoric, engagement still isn’t a priority Insight: If we pursue what we value, these numbers show we don’t value engagement by putting sufficient people or financial resources on it. Orgs are leaving significant opportunities on the table by not taking advantage of this help.
  21. 21. section 3: digital structure why is managing digital so hard to get right?
  22. 22. Hybrid and Centralized teams still dominate Insight: Centralized teams, which tend to suffer from overload, have remained surprisingly resilient, though the hybrid model is now fully proven. Intentionally separate teams that share power well are a welcome new trend.
  23. 23. Centralized teams report lower digital program impact Insight: We have long advocated that Hybrid teams that distribute leadership are better suited to the pace and opportunities of digital innovation. The data now proves non-centralized teams run considerably more effective digital programs.
  24. 24. We restructure our teams, a lot. And it’s only sort of working Insight: Restructurings are stressful on people and orgs, and it’s painful to see so many struggle to find optimum digital structures. With all the opportunities digital offers, we should be loudly dissatisfied with ongoing dysfunctions.
  25. 25. Digital’s influence continues to grow, and it’s leading to better performance Insight: The data now proves that digital teams who lead or shape decisions around innovation perform substantially better than those who are left out. This should be a wake up call to all Campaigns and Executive Directors.
  26. 26. Yet digital isn’t at the top of most orgs, and senior leadership suffers as a result Insight: Leaders will continue to miss (or over-estimate) big opportunities from digital to transform campaigns and orgs until they add more digital leads to senior management. The data proves digital deserves a seat.
  27. 27. And we don’t invest in leadership development to help us get to the top Insight: With the never-ending pace of change in digital, unless an org supports training it may continue to be left behind. We won’t see more digital leaders rise to the top of orgs without more investment in leadership.
  28. 28. takeaway insights when digital leads we win engagement is still mostly just a word distributed digital skills lead to better programs we continue to struggle with structure
  29. 29. recommendations for better digital teams 01make engagement real and build your people- power consciously choose an optimum team structure 02 get support to be a network leader03 04 fix your org’s story and theory of change
  30. 30. evaluations engagement + storytelling training org + team change jason mogus www.netchange.co @mogusmoves jason@netchange.co netchange consulting

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