Workshop: Becoming a Networked Nonprofit – An Essential TransformationBeth Kanter, Master Trainer, Author, Blogger

Buffalo, NY – September 2014Photo Credit: Vlad Krylov

Workshop: Becoming a Networked Nonprofit – An Essential TransformationBeth Kanter, Master Trainer, Author, Blogger

Buffalo, NY – September 2014Photo Credit: Vlad Krylov

Beth Kanter: Master Trainer, Author, and Blogger

@kanter

http://bethkanter.wikispaces.com/buffalo

Who is in the room?

Organizational Size

Type [Health, Arts, Children, Social Service, Education, Community, Environmental, Animal Welfare, other]

Role/Title

Raise Your Hand If Your Digital Strategy Goal Is …. Improve relationships

Increase awareness Increase traffic referral Increase engagement Increase innovation Change behavior Increase dollars Increase action

What’s your experience with social media?

• Oversee social media strategy

• Implement social media strategy

• Both

Stand Up, Sit Down

WelcomeYour Burning Questions!

Please write down your burning question about networked nonprofits or social media on sticky note

What do you want answered by the end of the day?

SHARE PAIR

Introduce yourself to someone you don’t know and share your burning question!

• To leave the room ready to implement one idea to take a small step to become a Networked Nonprofit

Agenda OUTCOMES

• Interactive

• Reflective

• Learning from Adjacent Practices

FRAMING

Becoming A Networked Nonprofit

Welcome and Introduction

Crawl, Walk, Run, Fly:Where is Your Organization

Becoming A Networked Nonprofit: Being and Doing

Break

Understanding Networks

Mapping Your Organization’s Network

Q/A

Reflection

http://bethkanter.wikispaces.com/buffalo

Networked NonprofitsSimple, agile, and

transparent organizations and

leaders. They are experts at

using networks, data, and learning

strategically to make the world a better

place.

If you can’t fly then run, if you can’t run then walk, if you can’t walk then crawl, but whatever you do you have

to keep moving forward.”

Maturity of Practice

CRAWL WALK RUN FLY

Where is your organization?

Linking Social with Results and Networks

Pilot: Focus one program or channel with measurement

Incremental Capacity

Ladder of Engagement

Content Strategy

Informal Champions Strategy

Best Practices

Measurement and learning in all above

Communications Strategy Development

Network Mindset and Map

Culture Change

Network Building

Formal Champions – internal/external Strategy

Multi-Channel Engagement, Content, and Measurement

Reflection and Continuous Improvement

What’s Your Maturity of Practice?

Where is your organization now? What does that look like? What do you need to get to the next level?

CRAWL Walk RUN FLY

Maturity of Practice: Crawl-Walk-Run-Fly

Categories PracticesCULTURE Networked Mindset

Institutional SupportCAPACITY Staffing StrategyMEASUREMENT Analysis Tools AdjustmentLISTENING Brand Monitoring Influencer Research ENGAGEMENT Ladder of Engagement CONTENT Integration/Optimization NETWORK Influencer Engagement Relationship Mapping

1 2 3 4

Becoming A Networked NonprofitNetworked Mindset

• Take notes on index card

• Ideas that resonate• Something you have

thought about before

• A challenge• A opportunity

Active Listening Challenge

Photo by niclindh

A Networked Mindset: A Leadership Style

• Leadership through active social participation • Listening and cultivating organizational and

professional networks to achieve the impact • Sharing control of decision-making• Communicating through a network model,

rather than a broadcast model• Openness, transparency, decentralized decision-

making, and collective action. • Being Data Informed, learning from failure

Open

What does a networked mindset for a nonprofit look like in practice?

• What people and organizations do we want to connect with?

• How are we already connected? Online? Offline?

• How can we connect with the networks of our internal champions? (Staff/Board/Volunteers)

• What are they currently seeking? • Where do they go for information?• What influences their decisions?• What’s important to them?• What makes them act?

Visualized Their Network

Vision Statement

• Encouragement and support

• Why policy is needed• Cases when it will be used,

distributed• Oversight, notifications, and

legal implications

• Guidelines• Identity and transparency• Responsibility• Confidentiality • Judgment and common sense

• Best practices for personal use in service of organization as Champion • Brand

• Voice • Links to Org Strategy

• Dos and Don’ts for Personal Use from Legal

• Additional resources• Training• Operational Guidelines• Escalation

Leadership Conversations

Are you listening and cultivating organizational and professional

networks to achieve the impact?

Balancing Individual and Organizational Voices

Authenticity

Open and accessible to the world and building relationships

Making interests, hobbies, passions visible creates authenticity

Personality

Do you have a social media policy that facilitates building

relationships and networks?

Best Practice: Write Down the Rules – Social Media Policy

http://www.bethkanter.org/category/organizational-culture/

Social Media Policy – All Staff Participate

http://www.bethkanter.org/staff-guidelines/

Do you have a communications strategy?

BREAK

SMARTER SOCIAL MEDIA: POST FRAMEWORK

Flickr Photo: graceinhim

POST

PEOPLE: Artists and people in their community

OBJECTIVES: Increase engagement by 2 comments per post by FY 2014Content analysis of conversations: Does it make the organization more accessible?

Increase enrollment in classes and attendance at events by 5% by FY 201410% students /attenders say they heard about us through Facebook

STRATEGYShow the human face of artists, remove the mystique, get audience to share their favorites, connect with other organizations.

TOOLSFocused on one social channel (Facebook) to use best practices and align engagement/content with other channels which includes flyers, emails, and web site.

POST APPLIED: SMALL NONPROFIT

• What keeps them up at night?• What are they currently seeking? • Where do they go for information?• What influences their decisions?• What’s important to them?• What makes them act?

POST: KNOW YOUR AUDIENCE

• Reach, Engagement, Action, Dollars

Results

1. How many? 2. By when?

3. Measure with metrics

POST: SMART OBJECTIVES

Are you building the capacity to implement incrementally?

Hybrid Model Staffing: Tear Down Those Silos

Source: SSIR – Mogus, Silberman, and Roy

• 3 person staff• Social media

responsibilities in all three job descriptions

• Each person 2-4 hours per week

• Weekly 20 minute meeting to coordinate

• Three initiatives to support SMART objectives

• Weekly video w/Flip• Blogger outreach• Facebook

Hybrid Model Adapted to Small Theatre

Understanding and Mapping Networks

What: Social networks are collections of people and organizations who are connected to each other in different ways through common interests or affiliations. A network map visualize these connections. Online and offline.

Why: If we understand the basic building blocks of social networks, and visually map them, we can leverage them for our work and organizations can leverage them for their campaigns. We bring in new people and resources and save time.

A Quick Network Primer

Network MapsTwo Lenses

1: Whole Network

2: Professional Network (Ego)

Whole Networks: Organizational Network

Professional Networks for Social Change Goals

National Wildlife Federation

Brought together team that is working on advocacy strategy to support a law that encourages children to play outside.

Team mapped their 5 “go to people” about this issue

Look at connections and strategic value of relationships, gaps

Network Map: Stakeholders

Whole Networks: Twitter Hashtag: WEF 2030

Create Your Map

1. Use sticky notes, markers and poster paper to create your organization’s map.

2. Think about communications goals and brainstorm a list of “go to” people, organizations, and online resources

3. Decide on different colors to distinguish between different groups, write the names on the sticky notes.

Walk About, View Other Maps, Leave Notes

What insights did you learn from mapping your organization’s network?

What did you learn from looking at other network maps?

Speed Debrief: 60 Seconds

Timing It!

A Few Minutes of Quiet Reflection

What small action steps can you take after the workshop to get to the next level in these different areas?

WelcomeLet’s Review Burning Questions!

Think and Write: What is your take away – one thing that you can put into practice?

Write on an index card for a book raffle!

Closing Circle and Reflection

Thank you!

www.bethkanter.orgwww.facebook.com/beth.kanter.blog@kanter on Twitter