Tag Archives: Communication

Shifting the Non-profit Sector Narrative

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I attended the Ontario Non-profit Network’s (ONN) 2012 Conference ‘Policy to Practice’ in late September. Tonya Surman of ONN updated participants on the Network’s work in relation to five policy priorities identified 3 years ago*. ONN is playing an important role in changing the narrative about the sector and shifting the relationship between the sector and the Ontario government.

We can’t underestimate the power of language to shift perspectives. A number of speakers commented on the disservice we do when we define the sector by what it’s not – i.e. ‘not-for-profit’, ‘non-governmental’. Tonya Surman highlighted some of ONN’s efforts to put the sector on a more equal footing with government by redefining the sector as: “solution innovators”, “community assets”, “community stewards”.

MPP Charles Sousa, from the Ministry of Citizenship and Immigration offered opening remarks that reflected greater government appreciation for the sector – he was well-informed about the size of the sector (e.g. representing $50 billion and 15% of jobs) and spoke of the sector as a ‘third pillar’ supporting Ontario’s society, on the front lines of public service. Assistant Deputy Minister Katherine Hewson spoke about how the provincial government’s OPEN for Business Program, which was initially designed to make government easier and more responsive to business and put clients at the centre of services, was expanded to include the non-profit sector. She praised ONN’s attitude of collaboration and interest in working together with government to find solutions.

Sandi

Questions for leaders:

  • Do the words you use when you talk about your work emphasize solutions and assets, or deficits?
  • Do you offer compelling solutions when engaging with government partners?

*ONN priorities

  1. Ontario Not-for-Profit Corporations Act – influencing the content of the Act (note: conversations continue as proclamation has been delayed until July 1, 2013)
  2. Sale of Surplus Public Lands – expanding the sector’s ability to express interest in the purchase of public lands before they go on the wider market
  3. Infrastructure Ontario’s Loan Program – gaining access to government’s low rate capital financing for non-profit organizations (NPOs)
  4. Police Record Checks Process – seeking greater clarity around process requirements to lessen the burden on NPOs
  5. Procurement and Vendor of Record – gaining access to public procurement program discounts for NPOs

Sharing the Plan – Communication Innovation at Durham Children’s Aid Society

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As part of our planning processes we encourage clients to invest some energy into attending to communication throughout the process. Doing so helps ensure that staff, clients and funders are aware of the importance placed on planning, how the process will unfold, and opportunities to participate. We find this helps generate interest in and commitment to the final plan.

Durham Children’s Aid Society recognized the importance of communications and used technology creatively to keep staff up to date and engaged throughout the process. As strategic priorities were being developed, it became clear that innovation would be a priority and that part of this involved greater and different use of technology. Durham’s Executive Director, Wanda Secord, with support from her communications manager, anchored a brief newscast (think CBC’s ‘The Journal’), to thank staff for their contributions, update them on progress in the plan and introduce Durham’s preliminary strategic priorities. It was a great way to reach all staff in a way that was fresh, informative and entertaining (bloopers were included).

Wanda could have circulated the information in an email, or presented to staff at different team meetings. But communicating via video sent a clear message about the organization’s commitment to innovation and doing differently. Staff got the message… provided feedback and encouraged more of the same. Wanda followed up with a second newscast after the plan had been approved by the board.

Ruth and Sandi

QUESTIONS FOR LEADERS:

  • How could you use new and low cost technologies to share your plan and/or keep it alive throughout the year?
  • How effectively are your organization’s and the Board’s communications aligned with your audience’s preferences?