Connecting Your Organization to Deliver a Constituent-Driven Experience

Year after year, professionals in the sector keep coming back to that dreaded word, “silos.” We see countless articles about how barriers in communication diminish an organization’s impact – and just as crucially – how they inhibit constituent engagement. Outdated organizational models that segment departments into their own distinct areas and with their own distinct messaging leave constituents confused and even less connected than before they first engaged. As supporters are increasingly drawn to causes rather than specific organizations, we should listen to their interests and realign ourselves for success.

In the Blackbaud Institute’s newest publication, The Connected Office, we’re addressing these factors and taking a deep dive into how each departmental team can support a cohesive constituent experience. Organizations can adopt a 360-degree view of their office, with constituents as a core focus.

By considering who your constituents are to one department and to your organization as a whole, you can focus on engaging them with a cohesive, shared strategy while aligning your teams for success. Whether constituents are browsing your annual report, giving to your end of year campaign, or volunteering on site, departmental teams can sync up to create a 360-degree view of the office with supporters at the center.

If this has you reflecting on your experience, remember that there are tangible tips you can use to connect your organization. Though there are many, you might start with these top two:

• Partner with other teams. From grants to programs, to IT, to your executive leaders and beyond, motivate staff to learn about the roles of their departments and the myriad ways they can partner with others. This requires organizations to embrace the fact that fundraising and marketing often work side by side but are not necessarily synonymous! This leads us to try new things, like inviting program teams (often our on-the-ground service providers) to contribute to a social media strategy, or even onboarding development staff onto a strategic planning committee. Welcome departmental intricacies into the fold and support a future where these distinct responsibilities are acknowledged across the organization. This will help ensure that areas for cross-departmental partnership are first 1) understood, 2) acted upon, and 3) embraced.
• Focus on the supporters that make your work possible. By centering your work around constituents, you not only enable the type of supporter-driven frameworks required by today’s standards, but also structure yourself for success. When departmental teams can directly tie their responsibilities back to the constituent, you’re able to understand what mission delivery looks like from multiple points of view and align your teams’ strategies as needed. By staying in your department’s lanes, and strategically swerving into others’, you can better ensure that constituents hear a cohesive message each time they are engaged.

No matter your role or department, you play an important part in shaping your organization’s 360-degree constituent experience. To take an in-depth look at each department and access even more insights on connecting your office, check out the Blackbaud Institute’s full eBook.

ABOUT THE AUTHOR

Gabrielle Torres

Gabrielle Torres is an Editorial Production Coordinator at the Blackbaud Institute for Philanthropic Impact. She came to Blackbaud after serving as an AmeriCorps member at a community farm and youth development nonprofit in Austin, Texas. With experience in research, data collaboration, and writing, Gabrielle is passionate about using technology and innovation as tools for social good. When she’s not plugged into her Spotify, you can catch her jogging Austin’s trails and admiring fresh produce at her neighborhood farmers market.