Convio Unveils Study Results On How Nonprofits Structure and Staff for Online Success
May 20, 2009
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Organizational structure matters – The structure of an organization, or how the staff and other resources are aligned, determines which department(s), are responsible for making decisions about the organization’s online strategy, website content, and online objectives and impacts success. According to the survey results, 20 percent of nonprofit organizations currently are organized in a Centralized model. Nearly double that, or 39 percent are organized in a Decentralized model, and 41 percent have a Hybrid of the two. To understand the impact structure has on organizational performance, the study looked at each structure from a planning and goal setting, internal communication, decision making, and accountability standpoint. The centralized model proved to be most successful, followed by a hybrid structure.
Planning is imperative – According to the survey, 26 percent of nonprofits do not have any sort of Internet marketing plan for their organization. Including those that do not know if they have a plan or who only review their plan once every few years, the number increases to 44 percent. Centralized groups have the best planning record with 100 percent of the respondents having a plan, and reviewing it frequently. Conversely, less than half of Decentralized groups have a plan and review it frequently. Taking the time to develop an online plan that includes goal setting and clearly defines ownership and accountability for each metric will help create success.
Structure impacts performance – The results of having a plan, communicating effectively, and holding staff accountable can be seen in a Centralized organization’s ability to succeed in key areas of online success such as building an email file or increasing the amount of revenue received online. As an organizations overall structure evolves (which is common in tough economic times), organizations must re-evaluate the online team’s structure and look for ways to concentrate online staff into more of a centralized or hybrid structure to achieve the best results.
With the current economic situation many organizations are making strategic decisions on how they staff and the structure of their organization to weather the recession, while maintaining the foundation for future success.
“We hope this report will help nonprofit leaders make the best staffing and structural decisions possible to ensure current and future success,” explained Hauf.
The report is immediately available at: www.convio.com/structureguide2.
About Convio
Convio is the leading provider of on-demand constituent relationship management (CRM) software and services that give nonprofit organizations a better way to inspire and mobilize people to support their organization. The company’s online marketing suite offers integrated software for fundraising, advocacy, events, email marketing and web content management, and its innovative database system, Convio Common Ground™ CRM, helps organizations efficiently track and manage all interactions with supporters. All Convio products are delivered through the Software-as-a-Service (SaaS) model and are backed by a portfolio of best-in-class consulting and support services and a network of partners who provide value-added services and applications focused on the unique needs of nonprofit organizations.
Convio clients include nonprofit organizations, Institutions of Higher Education, Associations and Faith-based organizations around the world such as American Red Cross, American Diabetes Association, American Society for the Prevention of Cruelty to Animals, Humane Society of the United States, Easter Seals, National Multiple Sclerosis Society, Susan G. Komen for the Cure®, and Sierra Club. For more information, please visit www.convio.com.
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