If implementing change takes forever, it might be a sign to revamp your decision-making structure. Also: an example of successful marketing storytelling.
Making a big organizational decision comes with a lot of strategic research and, often enough, bureaucracy—which can make the decision-making process lengthy. If your association is looking to make a change faster than the process currently allows, you may need to take a step back and look at the decision-making structure itself.
“Does your association have a convoluted ladder that requires decisions get OK’d by top brass? Then it might be time to shake things up,” says Chelsea Brasted on Association Success. “Instead, put the power into the hands of the people who actually know the material best.”
But beyond structure, you also need to cultivate a culture where teams feel empowered to make decisions. Brasted says that starts with recruiting employees who fit within the environment you’re trying to build.
“You wouldn’t want to bring someone into the mix who doesn’t want that a role-based decision making environment,” she says. “It’s about culture fit.”
A New Approach to Your PSA
Marketing is all about driving connection. But with brand messages and bottom lines in play, sometimes the stories marketers tell are less about the cause than achieving a goal.
That’s why the Alzheimer’s Association tried a different approach. In a short film called A Good Man, the organization shares the Craddock family’s frustrating experience before Jeff, 51, was diagnosed with early onset Alzheimer’s. His wife, Elissa, explains the anger and resentment she felt toward what she perceived to be the deterioration of their relationship.
For marketers, the film highlights storytelling’s ability to create compelling, successful campaigns.
“This isn’t a knock on anyone. But marketers, when they’re in charge, are not necessarily the most adept storytellers,” said director Matt Luem in an interview with MM&M. “One of the ways to do some good in the world is to get those stories out there.”
Other Links of Note
Doing away with snail mail? Future Fundraising Now explains why direct mail still works.
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Despite common belief, innovation benefits from constraints rather than limitless possibilities, says Harvard Business Review.