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20NTC Session Proposal

Herding Cats – Making Change in Complex Organizations


Make-A-Wish is a major nonprofit with 62 independent domestic chapters. Making change that sticks across this complex organization isn’t easy.

In this session, walk through a three-year branding and storytelling change process undertaken at Make-A-Wish. Learn what worked, where the challenges are, and how to get things to stick in a world with organizational silos, staff turnover, and strong personalities.

Review principles of change management that can be applied to any organization and learn from the attendees as we workshop key organizational challenges.

Learning Outcomes

  • navigate their internal silos
  • plan for long-term projects that can move an org over time
  • build internal champions for change


Case StudyWorkshop


Michael Hoffman


Gather Voices

Michael Hoffman is the CEO of Gather Voices and founder of See3 Communications. He is a leading authority in online video for nonprofits and businesses and a long-time consultant to leaders on constituent engagement strategies.

He started his career as a political consultant and Washington-based nonprofit fundraiser before joining a venture investment firm to develop internet start-ups. Hoffman worked in web and software development and founded See3 to bring together his belief in the power of the web and his passion and experience with nonprofit fundraising, advocacy, and education. In 2017, Hoffman founded Gather Voices to revolutionize how organizations collect, manage and publish user-generated content.

He is a frequent blogger and tweeter on marketing (@michael_hoffman) and is a nationally sought-after speaker on topics such as online cause marketing, web video, and social media for social change. Michael is the founder of the DoGooder Awards, a video contest for social good co-sponsored by NTEN and See3.

Specialties: User-generated content and the intersection of nonprofits, content marketing, software development, video and social change.

Jono Smith

Director of Digital & Brand Communications

Make-A-Wish America

Jono Smith is the digital & communications director for Make-A-Wish America, where he is responsible for the organization’s owned and earned media strategy. At Make-A-Wish, Jono has helped lead the global repositioning of the Make-A-Wish brand, as well as playing a key role in the creation of over $50 million in earned media value through the development of new campaigns. Jono has also held senior marketing roles at Event 360, Network for Good and Ellucian, in addition to serving as a Special Assistant for Communications in the Clinton White House. Jono is a graduate of Loyola Marymount University.

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March 13, 2019


3:15pm – 4:30pm



CFRE Credits

NFR - 1.25

Collaborative Notes

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Session Evaluation

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