Project questions to start with

Here is project question to start with. We need to think different.

How will this project enhance the Constituent Experience in a way that’s so ‘dramatically different’ that we capture new constituents and retain old constituents and grow our share of the business with them? 

And, will it markedly boost the ‘top line’? What will the impact on our mission look like?

How can we do what has never been done before we think? We can. We need to think differently. That will lead us to act differently. Consider this from 1923.

“There is no likelihood man can ever tap the power of the atom.” ~~Robert Milikan, Nobel Prize in physics, 1923

What is at stake?

Stake, tr. Verb. To risk; at stake. In jeopardy.

I have been thinking about this as we frame our future. What is it that allows for us to produce extraordinary results? While there are many contributing factors, perhaps the most important is the way we listen. Which leads to breakthrough thinking. Which leads to extraordinary action. Which leads to amazing results for our mission.

For example, I would listen differently to a coach if I were training for an Olympic gold medal in speed skating than as an amateur spending an afternoon at the pond. Coaching makes a difference depending on how relevant or urgent or consequential I consider it to be – what I have at stake.

To maximize the results I produce, I must listen with something big at stake – something important enough to be worth the valuable time I am spending. I should ask myself, “If a real difference were possible here, in what area or on what issue or concern would I want an impact to be made?”

We're about saving lives, so everything we do matters. Every decision we make, every program we develop, every dollar we spend benefits our constituents. Deviating from this focus could have life-or-death consequences. Let’s make an impact every day by focusing 100 percent on constituent needs.

“Progress always involves risk; you can’t steal second base and keep your foot on first.” ~~Frederick Wilcox

Now is the time to make different decisions

As a nonprofit leader, you have focused on some traditional markets and strategies. Your mission has compelled you to think this way. Maybe you have benefited from direct mail, major gifts and planned gifts. Perhaps your growth over the last 10 years has been from special events. That history and success had you focused on Baby Boomers or the generation before them known as the “Lucky Few” (or “Silent Generation”). 

The new reality to deal with is that the connected constituent is now (or soon will) become a dominant source of constituents for you. Their focus is on the experience and how they feel about your programs, products and services as seen through the “experience” lens. They also know that other connected consumers depend on shared experiences to make decisions. If you are not designing the experience and path you want them to be on, you will not be able to influence in a positive way what they share about you.

This is all about alignment. As you look at your goals and strategies for the next year, a starting point is the experience you want connected constituents to be passionate about. As an executive and leader, here are some ideas to focus on.

• Test the “connected experience” connected constituents are having. For example, make (or have someone else make) several donations in different ways to your nonprofit. What is that experience like?
• Learn how your connected constituents connect and communicate. Regularly try out (and actively use) social media. Only use your smartphone for a week. Quit using email and actively communicate on social media or by text messaging. This list is long but if you learn it you will “get” how other “connected’s” communicate.
• Become a “discoverer”. Connected’s are always discovering new ways to connect. What are their preferences? What methods do they prefer? What do they value?
• Think design. Have you designed the experience to be enjoyable, easy to use and to meet connected constituent’s needs? Are you measuring that experience? Have you benchmarked with other nonprofits? Have you mapped out (designed) the journey you want them to go on?
• Lead!!! Yes, you need to be a passionate advocate and in fact lead the charge. No one else can or will do it for you, no matter what your role is.

The reality is that you will not be able to reach constituents by mail or phone any longer, unless you know them very well. They aren’t waiting by the mail box for your next direct mail mailer. This isn’t as dire and ominous as it sounds. Opportunities are around every corner. Your new connected constituent is waiting on you to connect in new ways. They want to be passionate about you mission. If you relentlessly pursue engaging with them on the channels they rely on, they will continue on the journey with you. Focus on creating stunning experiences for them. Test it yourself and assess, is that experience remarkable? You’ll know if they are sharing and “remarking” on the experience.

It is helpful to think, “Now is the time”. The landscape is shifting but it has not completely shifted yet. One way to look at the experience you have today is to create a document that has on the left side, todays experience and to put on the right side, the connected experience. Where are there gaps? 

What will it take to change it? What will it cost? Can we test the new experience and see what it does for us?

“Now is the time” to recognize constituents have already changed.

“Now is the time” to design a different experiences.

“Now is the time” to make decisions based on intentionally designed constituent experiences.