From Silo'd to Synchro'd: Merging Individual Program Messages and Marching Under Your Organizational Banner#12NTCsynchro

Tara CollinsDerek HurwitchKivi Leroux MillerErica MillsMichael Wesolowski

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Silo'd to Synchro'd 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)

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Game Plan

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● 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

The Psychology of Silos

"A place where one item is kept, usually for safe keeping, that is dispersed at some time in the future, like a grain silo."

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The Case for Synchro

"Perfection is reached not when there is nothing left to add but when there is nothing left to take away." Antoine de St Exupery

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http://erinhasablog.files.wordpress.com/2011/05/the-little-prince.jpg

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

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Silo to Synchro

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Easy Fix:

Website footer for collaborationscatskillsfarmlink.org Resource page with partner info

Co-promoters Toolkit with Launch Image

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Easy Fix:Funding statements on website, brochures, collaborative pieces Child websites have an attribution statement: Pure Catskills is an economic initiative of the Watershed Agricultural Council.

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Tools:Easy to find Easy to use Assume NOTHING Empower your staff, board, co-promoters, press to share your message

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http://www.nycwatershed.org/news_mediacenter.html

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Easy Fix: Email Signature Tara CollinsCommunications DirectorWatershed Agricultural Council44 West Street, Walton, NY 13856(607) 865-7090, ext. 226 l (607) 643-5148 cell Subscribe to our monthly eNewsletter l Blog l Facebook l @WaterFarmForest

Confidentiality 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.

MHAUS: Issues, Actions, Solutions

Issues1. Program misunderstood by some audiences 2. Program leadership or staff resistant to change3. HIPAA compliance requires segregation of patient & member info4. 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

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MHAUS: example: issue #1

Issues1. Program misunderstood by some audiences

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MHAUS: examples: issues #2, #3

Issues 1. Program leadership or staff resistant to change2. HIPAA compliance requires segregation

of patient & member info

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You'd never know these two websites are from the same organization.

Synchronization

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www.flickr.com/photos/uwdigicollec/

Are your programmatic messages inline with your organziation's overall message, goals, & strategic plan? What are my organization's 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 orgraniztion's 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?

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Did We Answer All Your Questions Overview?

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Have we answered all the key questions? Do you have questions you need answered? Do you have answers to share?

http://www.evolutivity.info/?p=1669

"Love & Thanks" http://www.iamthankful.com/science/dr-masaru-emotos-hidden-message-in-water

5 Essential Syncro’d Tools

flickr.com/photos/denisecarbonell/3923601326/

And How They Help Everyone

The Marketing Bank1

Here are the good pieces.See NonprofitMarketingGuide.com/bank

Write Down Three Things That People Are Always Asking You For (e.g. copies of the logo)

Make it look and sound like this.

flickr.com/photos/abbybatchelder/4443431145/

Style Guides2

Write Down Three Corrections You Are Constantly Making to Content by Others

You don’t need to start from scratch.

Templates3

Write Down Three Content Formats Where You Could Give People a Head Start with a Template.

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Let’s learn from experience.

Do & Don’t Examples4

Write Down Three Examples You Can Share as Do’s or Don’ts.

flickr.com/photos/rog2bark/3437630552/

Let’s dothe most important things right – every time.

Checklists5

Write Down Three Activities that Could Benefit from a Short Checklist.

Got Your To-Do List?

Link to resources and extra info

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

or Online using #12NTCsynchro at www.nten.org/ntc/eval