In discussing Matterness with people, I use the analogy of viewing the world through a backwards facing telescope. Inside looks huge, overwhelming really, while out there looks very small and irrelevant. By turning the telescope around to the way it is intended to be used, and making people on the outside matter more becomes the primary concern of the organization.
- Think Abundance. Do you spend more time in meetings discussing what could go wrong or what could go right? Is your organization afraid of what people out there could do to harm your organization, or are you excited about engaging in their natural creativity and enthusiasm? Are critics treated as whackadoodles intending to do harm or as friends who are frustrated and want you to do better?
- Start Speaking With Not At Your Constituents. Stop using social media to just broadcast messages at people and start using them to ask real questions the answers to which are important to your efforts.
- Work with Your Crowds. Get in conversation with your crowds wherever they are. Ask them to do something creative with you, learn something together, gather information and intelligence, co-create an event together – before your ask them to buy a ticket!
- Gather Your People On Land. Gather ten or so donors together in someone’s home and talk about your cause with them. Discuss whether and how you make them feel like they matter. Do your communications feel personal? Does it feel like you only communicate with them to ask for money? Are they learning more about the cause?
- Figure Out What Scares You Most About Social Media– And Do It. Find a friend to teach you how to tweet, and spend a half an hour a day on Twitter. Talk to a critic on your blog, directly, like a human being, for the world to see. Encourage your younger staffers to use social media to talk about the organization (with some ground rules and talking points) and let them make mistakes. The sky won’t fall – I promise.