University of Buffalo - School of Social Work - Workshop
1. Workshop: Becoming a Networked Nonprofit โ An Essential Transformation
Beth Kanter, Master Trainer, Author, Blogger
Buffalo, NY โ September 2014
Photo Credit: Vlad Krylov
2. Workshop: Becoming a Networked Nonprofit โ An Essential Transformation
Beth Kanter, Master Trainer, Author, Blogger
Buffalo, NY โ September 2014
Photo Credit: Vlad Krylov
3. Beth Kanter: Master Trainer, Author, and Blogger
@kanter
http://bethkanter.wikispaces.com/buffalo
4. Who is in the room?
Organizational Size
Type [Health, Arts, Children, Social Service, Education, Community,
Environmental, Animal Welfare, other]
Role/Title
5. Raise Your Hand If Your Digital Strategy Goal Is โฆ.
๏ฑ Improve relationships
๏ฑ Increase awareness
๏ฑ Increase traffic referral
๏ฑ Increase engagement
๏ฑ Increase innovation
๏ฑ Change behavior
๏ฑ Increase dollars
๏ฑ Increase action
6. Whatโs your experience with social media?
โข Oversee social
media strategy
โข Implement social
media strategy
โข Both
8. Your BWurenilncgo Qmueestions!
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?
9. SHARE PAIR
Introduce yourself to someone you donโt know
and share your burning question!
10. Becoming A Networked Nonprofit
Agenda OUTCOMES
โข To leave the
room ready to
implement one
idea to take a
small step to
become a
Networked
Nonprofit
FRAMING
โข Interactive
โข Reflective
โข Learning from Adjacent
Practices
Welcome and Introduction
Crawl, Walk, Run, Fly:
Where is Your Organization
Becoming A Networked
Nonprofit: Being and Doing
Break
Understanding Networks
Mapping Your Organizationโs
Network
Q/A
Reflection
http://bethkanter.wikispaces.com/buffalo
11. Networked Nonprofits
Simple, agile, and
transparent
organizations and
leaders.
They are experts at
using networks, data,
and learning
strategically to make
the world a better
place.
12. If you canโt fly then run, if you canโt
run then walk, if you canโt walk then
crawl, but whatever you do you have
to keep moving forward.โ
Maturity of Practice
13. Where is your organization?
CRAWL WALK RUN FLY
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 โ
internal/external Strategy
Multi-Channel Engagement,
Content, and Measurement
Reflection and Continuous
Improvement
14. Whatโs 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
15. Maturity of Practice: Crawl-Walk-Run-Fly
Categories Practices
CULTURE Networked Mindset
Institutional Support
CAPACITY Staffing
Strategy
MEASUREMENT Analysis
Tools
Adjustment
LISTENING Brand Monitoring
Influencer Research
ENGAGEMENT Ladder of Engagement
CONTENT Integration/Optimization
NETWORK Influencer Engagement
Relationship Mapping
1 2 3 4
17. Active Listening Challenge
โข Take notes on index
card
โข Ideas that resonate
โข Something you have
thought about
before
โข A challenge
โข A opportunity
Photo by niclindh
18. A Networked Mindset: A Leadership Style
โข Leadership through active social participation
โข Listening and cultivating organizational and
professional networks to achieve the impact
โข Sharing control of decision-making
โข Communicating through a network model,
rather than a broadcast model
โข Openness, transparency, decentralized decision-making,
and collective action.
โข Being Data Informed, learning from failure
20. What does a networked mindset
for a nonprofit look like in practice?
21.
22. Visualized Their Network
โข What people and organizations do we
want to connect with?
โข How are we already connected?
Online? Offline?
โข How can we connect with the
networks of our internal champions?
(Staff/Board/Volunteers)
โข What are they currently seeking?
โข Where do they go for information?
โข What influences their decisions?
โข Whatโs important to them?
โข What makes them act?
23.
24. Vision Statement
โข Encouragement and support
โขWhy policy is needed
โข Cases when it will be used,
distributed
โข Oversight, notifications, and
legal implications
โข Guidelines
โข Identity and transparency
โข Responsibility
โข Confidentiality
โข Judgment and common sense
โข Best practices for personal use in
service of organization as
Champion
โข Brand
โข Voice
โข Links to Org Strategy
โข Dos and Donโts for Personal Use
from Legal
โข Additional resources
โข Training
โข Operational Guidelines
โข Escalation
42. POST APPLIED: SMALL NONPROFIT
PEOPLE: Artists and people in their community
OBJECTIVES:
Increase engagement by 2 comments per post by FY 2014
Content analysis of conversations: Does it make the
organization more accessible?
Increase enrollment in classes and attendance at events by
5% by FY 2014
10% students /attenders say they heard about us through
Facebook
STRATEGY
Show the human face of artists, remove the mystique, get
audience to share their favorites, connect with other
organizations.
TOOLS
Focused on one social channel (Facebook) to use best
practices and align engagement/content with other channels
which includes flyers, emails, and web site.
43. POST: KNOW YOUR AUDIENCE
โข What keeps them up at night?
โข What are they currently seeking?
โข Where do they go for information?
โข What influences their decisions?
โข Whatโs important to them?
โข What makes them act?
44. POST: SMART OBJECTIVES
Results
โข Reach, Engagement, Action,
Dollars
1. How many? 2. By when?
3. Measure with metrics
47. Hybrid Model Adapted to Small Theatre
โข 3 person staff
โข Social media
responsibilities in all three
job descriptions
โข Each person 2-4 hours
per week
โข Weekly 20 minute
meeting to coordinate
โข Three initiatives to
support SMART
objectives
โข Weekly video w/Flip
โข Blogger outreach
โข Facebook
49. A Quick Network Primer
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.
50. Network Maps
Two Lenses
1: Whole Network
2: Professional Network (Ego)
52. 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 โgo to
peopleโ about this issue
Look at connections and strategic
value of relationships, gaps
55. Create Your Map
1. Use sticky notes, markers and
poster paper to create your
organizationโs map.
2. Think about communications
goals and brainstorm a list of
โgo toโ people, organizations,
and online resources
3. Decide on different colors to
distinguish between different
groups, write the names on
the sticky notes.
56. Walk About, View Other Maps, Leave Notes
What insights did you
learn from mapping your
organizationโs network?
What did you learn from
looking at other network
maps?