Hildy Gottlieb has been called “the most innovative and practical thinker in our sector.” As President of the Community-Driven Institute, her ground-breaking work aims the Community Benefit Sector at its highest potential – creating the future of our world. What follows is an exchange that Hildy and I had regarding Pollyanna Principled strategy, as discussed in her new book:
John: Given that social media is constantly changing (no-one knows what the Web will look like in a year), how can non-profits use the principle of “Reverse engineering the future”?
Hildy: Ok – let’s first talk about what Social Media really is. It is a communication tool. Period.
John: Yes. Like a phone or email.
Hildy: So yes, we have no idea if we will be using this tool in a year, or if by then we will simply beam our thoughts to the sky and have them land in the correct person’s ears. Because social media is just a tool, that is sort of like asking, “How can I use the phone to raise money?” which is really at the heart of what folks are thinking about these days.
John: Exactly.
Hildy: That said, let’s get back to your question about Creating the Future. Organizations are feeling desperate these days. But in reality, though, they are feeling desperate all the time! Even when times were good, community organizations have felt weak.
John: Yes, but how does that relate to creating the future?
Hildy: Here’s how it relates: We have no power to change the past or the present. We DO, however, have power to create a different future than the past or the present has been. So if we focus on the future we want to create, we are seating ourselves in the only place where we have power and control.
John: Agreed.
Hildy: That said, though, the question becomes, “Are we creating the future of our organization? Or are we creating the future of our community?”
John: Why is the difference between those two questions important?
Hildy: Because one question will lead to more strength than the other. At first, the answer may seem counterintuitive. So let me give you an analogy: Which will make me stronger – If I say “I need to be healthy and strong for myself” or “I need to be healthy and strong for my family.”?
John: So myself = org and family = community.
Hildy: That’s right.
We keep being told, “We can’t effect community change if we don’t get strong first.” But in truth, if we focus on community change, we will become strong on the way to building a strong community.
John: Focusing on the bigger community brings in a bigger sense of mission – don’t you think?
Hildy: Yes. You will have stronger purpose. It won’t be “all about me”. When times get hard, we tend to get a bunker mentality – we tend to close ranks. But what will make us stronger is engaging with others who care about the same things we care about. And that is why we must focus FIRST on the thing we all have in common – that we care passionately about our communities.
John: Almost as if the focus on community enables the organization to have more rocket fuel?
Hildy: Yes, exactly – I love that – rocket fuel!
John: That is powerful!
Hildy: The power of the rocket fuel is that it’s not just one pure element – it’s a combination of all sorts of powerful substances – just like we find in a community!
John: I imagine that the discussions about creating a great community are much more courageous and lively than creating a strong organization?
Hildy: Absolutely, and here’s why: The truth is that very few people care about your organization. Hard fact, but it’s true. BUT everyone cares about your community! So that is where the best conversations will begin and will stay focused – at the point where we all agree and feel passionate.
John: “Very few people care about your organization” – so true.
Hildy: More to the point, the people who care the most about your mission, and who can help your mission be the very most powerful it can be – they absolutely do not care about your organization. And those “people who care about what you care about” are all the other organizations in town who are doing the same thing!
So if we start by focusing on the future of our communities, we are creating the point where everyone cares about the issues, and is passionate – and excited. We are creating an environment where everyone wants to work together, in a sprit of cooperation (not the same as the forced “collaboration” we see nowadays)
John: So discussing the future of one’s community is the starting point?
Hildy: Yes, absolutely. Together, as a community filled with people / organizations who care about – let’s say hunger or homelessness – we can all come together and decide to work at making our community a place where everyone’s basic needs are met.
From there, we will engage others who care about what we care about.
And that engagement is what leads us to Social Media – and every other form of communication!
John: Can you share an example of an organization’s use of your book?
Hildy: A small counseling agency in a rural area was about to go out of business for lack of funding. Board members were adamant that they would not fundraise (not unusual for boards). The Board President got them each a copy of one of my community engagement books – FriendRaising – and they all agreed they would work to engage the community in the mission. They didn’t talk to movers and shakers – they talked to moms and shop owners and teachers. And they didn’t ask for money. They just spent time discussing the issues the center was all about. Within 6 months, the board president told me they had no more money problems. “Once we engaged the community in our mission,” she told me, “the money took care of itself!”
John: Thank you, Hildy!
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