How Friends of the Earth restructured to encourage integration. Integration: breaking down the silos conference, 26 February 2015
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Joe Jenkins, director of fundraising, communications & activism, Friends of the Earth Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
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How Friends of the Earth restructured to encourage integration. Integration: breaking down the silos conference, 26 February 2015
- 2. Do you need to integrate structures to break down silos?
- 3. • There is no silver bullet • Structure is not THE answer • There will always be silos • I’ve not totally cracked it • These slides are a bit texty
- 4. Integration
- 5. Do you need to integrate structures to break down silos?
- 6. Our Vision: A new, positive relationship between people and the environment.
- 7. • International federation – over 70 countries • Grassroots network – approx. 200 local groups • EWNI office – approx. 150 staff • Spend around £10million every year • Dependent on individuals for over 90 per cent of income. • Awareness 80% / 1% Friends of the Earth
- 8. • Over a decade of successful growth • Massive campaign success • Dramatic changes in external environment • Green gap • Awareness, income, supporter numbers and influence facing decline (alongside our impact in real world) • Financial gap Context – our challenge in 2009
- 9. A new approach – integration at its heart INTEGRATION Strategy Structure Processes Culture
- 10. A new approach – integration at its heart INTEGRATION Strategy Structure ProcessesCulture
- 12. “Every organisation is perfectly designed to achieve the results it is getting”
- 13. New SMT – Part 1 Executive Director Managing Director Director of Policy & Campaigns Director of Fundraising, Communications & Activism Director of Resources Director of Organisational Development
- 14. New SMT – Part 2 Executive Director Director of Policy & Campaigns Director of Engagement Director of Operations
- 15. A new approach – integration at its heart INTEGRATION Strategy Structure Processes Culture
- 17. Organisational Strategy 10 year GOALS Engagement Programme 3 year OBJECTIVES Engagement Strategies 3 year STRATEGY Business Plans 1 year TARGETS Strategic Framework
- 18. • Replaced 4 strategic programmes • Prioritised approach • Single reference point for engagement • Hierarchy of Objectives • 5 organising ideas • Foundation for detailed strategies • Sets high level KPIs • Identifies key project requirements Engagement Programme Overview
- 19. • Audience Strategy • Brand Refresh • Fundraising Investment Project • Activism Relaunch Project • Supporter Journey Project Strategic Projects
- 21. • One organisational segmentation • Increasing our audience insight • Improving our targeting • Introducing new ways for people to get involved. Engagement Programme Focus
- 22. • Formed cross-organisational working group • Consolidated all existing audience research • Identified need for shared understanding of target audiences • Identified and addressed key strategic (audience) questions • Agreed new organisational priority segments Approach to audience strategy
- 27. • Established cross-department working group • Used Hierarchy of Objectives to inform project brief • Used Engagement Programme to inform approach • Established shared language on audiences • Shared understanding of different requirements from brand • Engagement Management Team supported conflict resolution • Collaborative working on design & delivery • New structure/processes enabling rapid pace Refreshing the Brand
- 28. Promise What you can expect from us A fresh perspective and ways to act with others to create a better world
- 29. Strapline Summary of our promise to people See things differently
- 32. Senior Management Team Executive Director Director of Policy & Campaigns Director of Engagement Director of Operations
- 33. Started as FCA Head of Fundraising Director of Fundraising, Communications & Activism Head of Communications Head of Activism
- 34. Engagement Directorate Head of Supporter Gifts & Engagement Director of Engagement Head of Communications & Experience Head of Mobilisation & Activism
- 35. • Early integration of management team • More positive/consistent use of “cascade comms” • Regularly brief and agree key messages with managers • Established schedule of meetings (Annual Summit, EPM Monthly, Monthly Managers, Weekly Senior Managers) • Thematic Leads: Audience, Experience, Innovation Engagement Management Structure
- 39. The Engagement Standard What is it? • The way we get stuff out the door • Based on principles & behaviour • Clear decision-making • Empowering people • Clear accountability • Driving agility, speed & innovation
- 40. The Engagement Standard What is it not? • Another strategy • … or policy • … or process • Permission to do whatever people want • Locating decision-making in any one area • The answer to all our ways of working
- 41. The Engagement Standard How does it work? • Only ONE decision maker for all “products” • Experts provide input to inform decisions • Directed by organisational standards • Regular assessment of delivery • Celebrating & challenging behaviours • Underpinned by principles
- 42. Financial Supporters Campaign Specific Activists/ Subscribers Local Groups/ Networks Friends of the Earth’s Supporters Move from supporter silos to a unified view of supporters maximizing the flexibility and freedom we have to ask as many of our supporters as possible to support whatever aspects of our work we consider to be the highest priority. Ending supporter “ownership”
- 43. Co-creation
- 44. Golden thread of Planning The Strategy (to 2050) including 10 year goals The Business Plan, including 3 Year Programme Objectives (2014-17), and 1 Year Directorate Operational Plans (2015/16) Team Plans (2015/16) Individual Objectives/Targets (2015/16)
- 46. Set expectations
- 48. Make it the day job
- 49. Win Champions
- 50. Fixate on “the Why”
- 51. It’s all about leadership
- 52. Why does any of that matter?
- 58. • New brand that works for all communications • After several years of decline, income grew overall by 6% • Turned around supporter base • Major campaign wins • Income projecting to grow significantly over next 5 years • Developing first ever BHAG Results
- 59. • Supporter Experience • Implementing Digital First • Rolling our Audience Strategy • Embedding Engagement Standard • Managing Single Supporter View
- 60. The best way to eat an elephant is one bite at a time
- 61. Do you need to integrate structures to break down silos? No …. … but it helps!
- 65. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do. www.charitycomms.org.uk
- 66. Integration: breaking down the silos Conference 26 February 2015 London #integratedcomms Sponsored by