Transmission Project

Appalshop has identified the development of our online communication as the key project to address to raise our organizational capacity. Specifically focused on our innovative criminal justice national dialogue project (www.thousandkites.org) we intend to: 1) measure the strengths and weakness of our organization and network partner’s communication capacity through face-based research and sharing, 2) improve intra and inter- regional communication around pressing social and economic issues , 3) develop a new platform of communication beyond current practices, and 4) create community pride and investment in Appalachia by challenging stereotypes and letting people tell their own story in their own way.

Specifically, the backbone of building our online communication capacity is the implementation of a relationship management system, CRM, for tracking and communicating with our partners, constituents and contacts. Training staff in the use of the CRM, creating institutional best practices, migrating current contacts into the new system, and setting up internal and external processes to fully utilize this new technology our are goals for the first phase of implementation. This project would expand our ability to communicate with our community, increasing the impact and reach of our programs. In addition to the CRM, we envision the online communication project developing a monthly email newsletter, increasing the number of updates to our website, and exploring innovative ways to migrate content from our daily work (audio, video, image, and text) to our emerging online community.

Appalshop has been granted a free CRM account from the Sales Force. In 2009 our current VISTA trained staff in the use of SaleForce, migrated a ‘test batch” into SalesForce, and has begun developing an implementation plan. Building on our current VISTA’s work, along with a team members from across the organization, the VISTA would take the lead in implementing the first phase of SF, using Sales Force’s online learning tools, identify the key programs applicable to our needs, and lead the staff through taking the courses and subsequent discussions to enhance learning. The key goals in the first phase of developing our CRM are: to work with our web design firm to connect Sales Force’s online forms to our website and email accounts, create a process for entering leads and contacts, develop email templates for communication, and customize SalesForce to fit our organization structure and needs. We anticipate the VISTA member convening meetings, tracking goals, and looking for opportunities to raise the capacity of our staff and community participants in the use of technology that moves our organizational goals forward. Specifically we intend to do an “assets survey” to evaluate and codify existing opportunities and content being produced through our education, radio, artistic, and community development work that could be migrated into engaging web content.

In early 2008 Appalshop began a consultancy with the Doris Duke Foundation/EMC2 to explore new innovations within the arts and community development. Appalshop’s leadership has identified the development of our database, online presence, social networking sites, and communication strategies as the pressing organizational priority. Expanding our communication capacity will increase the effectiveness of our work, garner more community participants, expanding our individual donor base, and allow us to use our staff time more efficiently. In late April 2009, key Appalshop staff will take part in a week long retreat to work with a technology consultant and organization planning expert to map our future steps in creating stronger communication and online strategies. A VISTA member will bring needed support at a crucial moment in our process.

Appalshop’s education and community work (community radio, theater, youth media, internet, and film making) addresses pressing social issues ranging from rural health issues to exploring the U.S. criminal justice system. At the heart of our artistic production is the belief that low-income communities have the knowledge and experience to find the solutions to problems in their own ways. Developing our online, database, and communication capacity will allow Appalshop to add breadth and depth to its work.

Appalshop’s programmatic work strives to involve community participants at every level of the organization’s process. Developing our online community and communication capacity will deepen our participation base, heighten our impact, and expand our possibilities for partnerships across the programmatic divisions of our institution. We anticipate an increased involvement from rural youth, low-income participants, traditional musicians, and stake-holders in the pressing social, economic, and environmental issues facing the central Appalachian region.