Upload
charitycomms
View
447
Download
2
Embed Size (px)
Citation preview
• 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
• 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
• 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
New SMT – Part 1
Executive Director
Managing Director
Director of Policy &
Campaigns
Director of Fundraising,
Communications & Activism
Director of Resources Director of Organisational
Development
New SMT – Part 2
Executive Director
Director of Policy &
Campaigns
Director of Engagement
Director of Operations
Organisational Strategy
10 year GOALS
Engagement Programme
3 year OBJECTIVES
Engagement Strategies
3 year STRATEGY
Business Plans
1 year TARGETS
Strategic Framework
• 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
• Audience Strategy
• Brand Refresh
• Fundraising Investment Project
• Activism Relaunch Project
• Supporter Journey Project
Strategic Projects
• One organisational segmentation
• Increasing our audience insight
• Improving our targeting
• Introducing new ways for people to get involved.
Engagement Programme Focus
• 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
Passionate Engagers
Disproportionally Affected
Business
Influencers
Young PeopleGenerous
Environmentalists
Political Decision Makers
Priority audiences
• 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
PromiseWhat you can expect from us
A fresh perspective and ways to act with others to create a better world
Senior Management Team
Executive Director
Director of Policy &
Campaigns
Director of Engagement
Director of Operations
Started as FCA
Head of Fundraising
Director of Fundraising,
Communications & Activism
Head of
Communications
Head of Activism
Engagement Directorate
Head of Supporter Gifts
& Engagement
Director of Engagement
Head of
Communications &
Experience
Head of Mobilisation &
Activism
• 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, EPMMonthly, Monthly Managers, Weekly Senior Managers)
• Thematic Leads: Audience, Experience, Innovation
Engagement Management Structure
The Engagement StandardWhat 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
The Engagement StandardWhat 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
The Engagement StandardHow 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
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”
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)
• 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
• Supporter Experience
• Implementing Digital First
• Rolling our Audience Strategy
• Embedding Engagement Standard
• Managing Single Supporter View
@MrJoeJenkins
www.foe.co.uk
Stay in touch!
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