team talk: changing shapes
TRANSCRIPT
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Team Talk: changing shapes
#twbdigital
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Team talk: the changing structure of charity communications departments
Analysis of over 60 UK charities with insight from key people across the sector
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Who has not been through an organisational restructure in the past 12 months?
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Structural change in a strategic vacuum
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“If you’re planning a restructure, make sure you’ve got an understandable, embedded strategy first. Don’t just restructure for the sake of it: strategy should lead any structure. If it doesn’t then you’ll either find that the new structure is very siloed or you’ll find yourself restructuring again in a year’s time.”
- Previous event attendee
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Triggers for structural change
- New strategy
- New leadership
- Operational constraints
- Disruptive external factors
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Image credit: Jason Mogus @ Communicopia
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Image credit: Jason Mogus @ Communicopia
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“We were told we were moving to a hub and spoke model, only no-one knew what the hub was or where the spokes were meant to be”
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“Culture eats strategy for breakfast”
Peter Drucker, founder of modern management consultancy, 1909-2005
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While an internal reorganisation
will struggle to be successful
without an overarching
structural strategy and
guidance, it will also be
unsuccessful without an
investment in the culture to
support it.
The right people, an investment
in skills and capabilities,
efficient processes and a
learning and development
programme build a culture that
will provide the foundation for a
solid restructure.
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Good governance, training and
process can highlight the
benefits in progressive
investment. Often the appetite
for change is apparent but time
is not allocated to explore these
avenues. It's imperative to get
buy-in from senior
management, evidence from
user and market research will
often be the most effective in
delivering this. In conjunction
with this buy-in, an investment
in grassroots training and
empowering those who've been
trained to use their skills can
lead to hugely positive change
for the organisation.
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Planning and governance
- Where does commissioning begin?
- Do you know your skills gaps?
- Workflow design & collaboration
- Shared metrics and KPIs
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Has your recent reorganisation been predicated on a coherent and clearly defined strategy?
Do you feel your organisational culture and values are understood and actively encourage change?
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Audience expectation has changed
The shift in device use and the
way in which people consume
content has changed
dramatically. Planning and
strategy needs to be looking 5
years ahead. Digital is pervasive
and an integrated, cross-
functional approach is needed
to respond to this in the best
way. An adaptive, integrated
team is best placed to respond
to change.
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Multi channel engagement
- Adapting to changing media consumption
- Integrated approach to campaigning
- Cross-functional planning (no silos)
- Digital is pervasive across disciplines
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Who can provide a good, recent example of a truly integrated campaign plan?
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Disruption is a good thing
- Disruption is constant and incremental
- Challenges the status quo
- Highlights inefficiency and blockage
- Digital is often the catalyst
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Active Disruptor
Disrupt before you get disrupted
Tends to be newer rather than older orgs
Opportunistic Navigator
Ready to adapt, but watchful and shrewd
Adopts successful strategies of others in the sector
Conservative Survivor
Well established and risk averse
Overly reliant on past success
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Who feels they have seen genuine disruption at play in their organisation and what was the outcome?
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Multidisciplinary vs T-Shaped
A team of people with a core
expertise, but also with a clear
understanding of the focus of
those around them can create a
more efficient and collaborative
working environment. However,
sharing of knowledge shouldn’t
rely on this collaboration, but
rather be harnessed and used as
a springboard for cross-team
learning. Regular meetings, or
“lunch and learns” can be really
beneficial in disseminating
knowledge and project
information throughout an
organisation.
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“Communications roles have been massively influenced by the rise of new technologies and social media, which has had a huge effect on the way charities communicate with their supporters. We no longer see general digital roles – digital skills have become a key requirement for any role.”
Kate Maunder, senior consultant, TPP Not For Profit
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Key points to consider
- Cultural change underpins strategy
- Don’t obsess about structure
- Influence and empowerment
- Be alive to the changing market context
- Welcome disruption!
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Thanks for reading!
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