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How digital technologies will change the way NFP operate

The Maxxia Workplace Insights Not-for-Profit Sentiment Study shows that communication with employees is vital to job satisfaction in the not-for-profit (NFP) sector. NFP organisations using digital technology to engage with their frontline workers will reap the rewards with their employees, managers and volunteers.

Maxxia’s study found there is an opportunity for NFP organisations to implement more inclusive and responsive people-engagement strategies. There are many creative ways to make this possible, no matter how large or small the organisation.

As NFPs grow, it’s important to keep the personalised feel. Maxxia’s study showed an 18% difference in employee satisfaction between small and large NFP organisations. Evolving to include technology can be greatly beneficial to bridge the communication gap as your NFP increases in size. While nothing can truly replace the value of personal interaction within a team, digital technologies play a complementary role in engaging with staff to increase job satisfaction and retention levels.

Communicating with frontline workers is vital to satisfaction

Maxxia’s research showed that NFP employees value personal engagement within their organisation, regardless of the NFP’s size. The six key areas contributing to personal engagement are:

  1. Strong performance management processes
  2. Input into decisions that affect them
  3. Management looking after their best interests
  4. Feeling respected at work
  5. Having confidence and trust in the organisation’s leadership team
  6. Balancing the organisation’s goals with individual needs

Employees at all levels of the organisation respond well to a strong communication approach. During growth, NFPs can use technology as a staff engagement tool to assist in keeping satisfaction levels high.

Embracing technological change will help communication

Speaking at the national launch of Maxxia’s study, The Hon. Mary Wooldridge, Victorian Minister for Community Services, said it’s important for NFP communications to reach workers at every level.

“Nothing gets done without our frontline workers… So the transformations that we necessarily need to make will… fundamentally require significant workforce change.” Such transformations include the changes involved in this digital age. With employees and volunteers striving to work towards the organisation’s goals in order to make a real difference, NFPs have a strong incentive to utilise social workplace networking, videos and blogging to keep those communication channels thriving.

Using technology effectively, such as making videos of the CEO speaking about the organisation’s goals for the coming months, or an internal blog about the difference each team’s efforts are making in the wider community, could mean the difference between an engaged workforce and one with a disconnect that results in high departure levels.

Pro Bono Australia research indicates that senior managers of NFPs are often concerned about digital advances such as social media. Manager education and support is beneficial explain its uses, potential impacts and internal communication strengths and downfalls. The Digital Business Kits program provided by the Department of Communications, assist NFPs to boost their digital skills to improve communications and business operations.

Keeping employees connected with is vital to maintaining a high level of satisfaction, and digital technology helps two-way communication between frontline workers and management. This ensures your NFP employees can continue to focus on their core purpose - providing important services to the community.

Register for the Maxxia Workplace Insights Not-for-Profit Sentiment study for more information to shape your attraction and retention strategies.


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