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

1. From Silo'd to Synchro'd: Merging
Individual Program Messages and
Marching Under Your Organizational
Banner
#12NTCsynchro
Tara Collins
Derek Hurwitch
Kivi Leroux Miller
Erica Mills
Michael Wesolowski

2. Evaluate This Session!
Each entry is a chance to win an NTEN engraved iPad!
or Online using #12NTCsynchro at www.nten.org/ntc/eval

3. Silo'd to Synchro'd Team
Tara Collins, Communications Director
Watershed Agricultural Council (nycwatershed.org)
Derek Hurwitch, Senior Director of Marketing and Communication
Alpert Jewish Family And Childrens Service (jfcsonline.com)
Kivi Leroux Miller, President
Nonprofit Marketing Guide (ecoscribe.com)
Erica Mills, President
Claxon Marketing (claxonmarketing.com)
Michael Wesolowski, Public Relations/Project Coordinator
MHAUS: Malignant Hyperthermia Association of United States (mhaus.org)
#12NTCsynchro Slide 3

4. Game Plan
● 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
#12NTCsynchro Slide 4

5. 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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6. 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
http://erinhasablog.files.wordpress.com/2011/05/the-little-prince.jpg
#12NTCsynchro Slide 6

7. 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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8. Silo to Synchro
#12NTCsynchro Slide 7

9. Easy Fix:
Website footer
for collaborations
catskillsfarmlink.org
Resource page with
partner info
Co-promoters Toolkit
with Launch Image
#12NTCsynchro Slide 9

10. 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.
#12NTCsynchro Slide10

11. Tools:
Easy to find
Easy to use
Assume NOTHING
Empower your
staff, board, co-
promoters, press to
share your
message
http://www.nycwatershed.org/news_mediacenter.html
#12NTCsynchro Slide 11

12. Easy Fix: Email Signature
Tara Collins
Communications Director
Watershed Agricultural Council
44 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.
#12NTCsynchro Slide 12

13. MHAUS: Issues, Actions, Solutions
Issues
1. Program misunderstood by some audiences
2. Program leadership or staff resistant to change
3. HIPAA compliance requires segregation of patient & member info
4. 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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14. MHAUS: example: issue #1
Issues
1. Program misunderstood by some audiences
#12NTCsynchro Slide 14

15. MHAUS: examples: issues #2, #3
Issues
1. Program leadership or staff resistant to change
2. HIPAA compliance requires segregation
of patient & member info
You'd never know
these two websites are
from the same
organization.
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16. Synchronization
www.flickr.com/photos/uwdigicollec/
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17. Did We Answer All Your
Questions Overview?
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?
#12NTCsynchro Slide17

18. Have we answered all the
key questions?
Do you have questions you
need answered?
"Love & Thanks" http://www.iamthankful.
com/science/dr-masaru-emotos-hidden-message-
in-water
Do you have answers to
share?
http://www.evolutivity.info/?p=1669
#12NTCsynchro Slide 18

19. flickr.com/photos/denisecarbonell/3923601326/
5 Essential Syncro’d Tools
And How They Help Everyone

20. 1 The Marketing Bank
Here are the good pieces.See
NonprofitMarketingGuide.com/bank

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

22. 2
flickr.com/photos/abbybatchelder/4443431145/
Style Guides
Make it look and sound like this.

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

24. 3 Templates
You don’t
need to start
from scratch.

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

26. 4 Do & Don’t Examples
flickr.com/photos/msvg/3761083720/
Let’s learn from
experience.

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

28. 5 Checklists
flickr.com/photos/rog2bark/3437630552/
Let’s do
the most
important
things right
– every time.

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

30. Got Your
To-Do
List?

31. 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