Do you need to

integrate structures

to break down silos?

• 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

Integration

Do you need to

integrate structures

to break down silos?

Our Vision: A new, positive relationship between people and the environment.

• 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

A new approach – integration at its heart

INTEGRATION

Strategy

Structure Processes

Culture

A new approach – integration at its heart

INTEGRATION

Strategy

Structure ProcessesCulture

Strategy before structure

(mostly)

“Every organisation is perfectly designed to achieve the results it is getting”

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

A new approach – integration at its heart

INTEGRATION

Strategy

Structure Processes

Culture

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

Audience Strategy

• 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

StraplineSummary of our promise to people

See things differently

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

Structure is an enabler

The Engagement Standard

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”

Co-creation

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)

Set expectations

Shift the language

Make it the day job

Win Champions

Fixate on “the Why”

It’s all about leadership

Why does any of that matter?

• 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

The best way to eat an elephant is one bite at a time

Do you need to integrate

structures to break down silos?

No ….

… but it helps!

Structure is an enabler

joe.jenkins@foe.co.uk

@MrJoeJenkins

www.foe.co.uk

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Integration:breaking down the silos

Conference

26 February 2015

London

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