Posted: March 10th, 2022
The Bowery Mission
The Bowery Mission is a nonprofit organization that was formed in 1879 by Albert Gleason Ruliffson and his wife. They the time of its formation, it was the third rescue mission to be formed in the United States and the second to be formed in New York City (Bowery.org, n.d.). The work of the organization is to serve homeless and hungry New Yorkers by providing them with services that help meet their needs and transform their lives. The organization operates within the boundaries of New York City with a goal of being an effective provider of compassionate care and life transformation benefits to the people (Bowery.org, n.d.). Being a nonprofit organization, the main sources of funds are from the New York government, donations, fundraising and volunteers. Thus the organization needs to have a well-created platform that will help them to reach out to people who can help through donations and fundraising to ensure that it does not encounter financial challenges. Developing well established digital media strategies can be a stepping stone to help the organization reach out to millions of people across the globe that can help through donations increasing the organization funds, which would help it to reach a wide range of people.
Needed type of change
The organization needs a transformation change from the current way of distributing information to the use of digital media to help reach out to a wide range of people across the whole world. This involves advertising the organization through the use of social media platforms such as Facebook, Twitter, Instagram and YouTube, as well as the use of Google through Google ads (White, 2014). This change will help the organization to reach out to a large number of people who can volunteer to help the organization with funds and other donations, making it help a lot of New York people. This change can be implemented by the use of two models of change: Kotter’s 8-step model and force field analysis model to analyze the readiness of Bowery mission to change.
Kotter’s 8-step model
This is an organizational change model that involves eight steps in the process of implementing change in an organization (Periyasamy, 2020). The eight steps in implementing change within the Bowery Mission are as follow.
Step one: creating a sense of urgency
With the increase in technology, the living standards have also increased. This has led to an increase in the number of people living in poverty. Also, the challenge that has been brought about by the outbreak of COVID 19 has led to an increase in the number of people seeking help. Therefore the number of people who are looking up at the organization for help has also increased. Therefore the organization also needs to increase its funds to ensure that it is capable of catering for all those in need. In order to increase its fund, the organization needs to reach out to more volunteers who can assist through donations and fundraising. Therefore, a way of ensuring The Bowery Mission reaches more people across the globe is by changing their way of communication by adopting digital media as a strategy to reach more volunteers. This change will ensure the donation will increase as its one of the main source of funding the organization and thus be in a position to reach out to many New York residents who needs help.
Step two: formation of peaceful coalition
During this step, there will be a meeting with the organization leaders including the information management manager. This will be the opportunity to explain the need for the change and the impacts that the change will bring to the organization. Also it’s important to recruit digital marketing specialists who will help the organization in marketing itself to the world through the use of digital media. Having specialists in the team will be an advantage to help the in reaching out a high number of volunteers across the world.
Step three: creating a vision
This change is aimed at increasing the number of volunteers within the organization. By reaching out a large number of population will increase the probability of having a wide range of volunteers. As the donations increase the organization chances of helping a much larger number of people will also increase. The vision of this change will be to increase the services offered by the organization by 20%.
Step four: communicate the vision
During this stage, there will be a meeting with all the stake holders including the hired digital marketing specialists. This meeting will be purposely to create awareness of the proposed change while explaining its impact on the organization. The meeting agenda will be also to discuss the expectations that are there after implementing the change. Communicating of the vision of this change will still continue even at personal level in order to ensure that every person gets to understand the need for the change and be in agreement with the strategy.
Stage five: empower people to clear obstacles
Like any other change, there are expected challenges for this change. One of the challenges is the need to have funds that will be used to ensure success of the program. Another challenge is the need to have highly specialized personnel who can learn the digital media in a manner that they can reach the whole world. Digital media is largely affected by cyber-crime cases, thus forming the third challenge. For the success of the change all these identified challenges have defined solutions. There will be a written proposal to the government of New York with an aim of gathering funds to help in implementing the project hence solving the first challenge. For the second challenge is that there will be a very strict and professional recruitment process to ensure that the organization employs the best digital marketing specialist with the require skills. For the final challenge, the recruited specialist will be require to install all the security measures such as use of secure logins to avoid the issues of hacking and other cyber threats.
Step six: secure short term win
There will be a three month period of testing the effectiveness of the change. This will involve implementing the change for a short period to measure its effectiveness. By so doing, it will help in identifying any areas that requires improvement at the early stage to minimize future challenges.
Step seven: build on change
At this stage it will involve fully implementation of the change. It will also involve gathering of information through conducting research on the benefits of the change as well as on the things that require improvement. Also ensure that the organization is able to reach a wide range of population with easy by ensuring that the digital media used are user-friendly.
Step eight: anchor the change
This stage will involve discussing the success of the change with the organization management to ensure they are all supporting the change. This will develop as the culture of the organization in using the digital media platforms to market its self. When recruiting more employees its essential to recruit digital marketing specialist who have skills that will help in improving the change.
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