Conversations require interaction where people talk and listen. Maybe I’m missing something, but I observe a lot more talking than listening. It seems everyone has something to say and everyone is clamoring to be heard. To me, it looks like the talkers far outnumber the listeners.

Was I mistaken to assume that things would be different with the arrival of the social media revolution? Am I naive in thinking that people would connect with each other because 1) they were genuinely interested in what others had to say and 2) they actually had something of value to share?

As we interact, as we share information, we connect with each other. Social media give us the tools to connect and converse. Sometimes during our conversations we’ll encounter negative or inaccurate information. Does that mean we should immediately end the conversation? Should we refuse to talk because the conversation may be a little awkward or uncomfortable? Absolutely not!

Using social media, we can correct inaccurate information real time. We can connect with those who may have had a negative experience with our company’s service or product. We can deliberately choose to join conversations to gain understanding (listening) and to offer understanding (talking).

Wrong information conveyed through social media can be self-correcting. For example, I’ve actually watched as people on Twitter debunked a wild, salacious rumor of a celebrity’s death—all in less than 10 minutes. That’s powerful! The power came as people were not only willing to listen, but also to join the conversation.

Not everyone understands the new world we live in. Whether you like it or not, there really aren’t many places to hide. In our new 2.0 world we’ll never win by ignoring negative comments or by hiding in the shadows. No longer can we keep people from saying less-than-flattering things about us, especially if they’re true. (In reality, we never could.) Previously, though, we often didn’t know what people were saying behind our back. Today, we have an advantage because social media empower us to join conversations—real time.

Conversations are going to happen, with or without you. The real winners are those who recognize that the social media revolution has ushered in a new era of transparency, accountability and authenticity.

Recently the CEO of a major nonprofit expressed anxiety about a blog post that shined a flashlight in the direction of his organization. Some major decisions made by that organization affected a lot of people, yet the nonprofit was reluctant to be transparent in how those decisions were made. And why.

Rather than joining the conversation, the CEO hoped to exert political muscle and silence any communications that might reflect negatively on his organization. That might have worked 10 years ago. Today, such a tactic is naive and will ultimately backfire.

Any nonprofit must be open and transparent in all of its operations. Donors will appreciate having interactive conversations about how their contributions are being invested. Anything short of an authentic conversation will give an appearance of arrogance or perhaps even leave the impression that the organization is out of touch with reality.

A friend recently gave me the book Marketing in the Groundswell by Charlene Li and Josh Bernoff. The book is quick read, yet full of practical wisdom, tips for success and real-life examples. I hope you buy the book, but to whet your appetite I’ll share here the three steps to marketing success as outlined by the authors:

1. Listening. It goes without saying that any good conversationalist is first a good listener. Listening deeply produces insights that cannot be gained by market research or other traditional forms of gathering information.
2. Talking. In the past, marketers have used traditional media to shout at mass audiences. Today, we marketers are most effective when we don’t try to control the conversations, but rather join them and realize that we are having an ongoing dialogue with a real, live human being.
3. Engaging. People feel engaged when they feel ownership of something, when they know that they play a vital role in influencing the outcome of something. Volunteers and donors give of their time and money when they’ve been heard and when they feel like someone is talking with them in their language.

It’s all about conversations. Let’s talk.

I just finished re-reading the classic little book Who Moved My Cheese? It gave me a better understanding of what is happening in the nonprofit community—not just here in Kansas City, but across the nation.

For many years, the national United Way system has been struggling to redefine itself. Its leaders have created new methods for allocating money, and somehow they believe that “moving the cheese around” will make their cause more attractive to donors who have, over the years, found United Way to be waning in relevance.

That logic escapes me. In my opinion, United Way will become less relevant as it leaves gaping holes in human services programs. I guess you could call it their “Swiss cheese model” for meeting human needs. I assume United Way realizes that its decision to cut much-needed funding will actually force established, well-respected organizations such as the American Red Cross to compete more directly with them for contributions from within the same donor pool.

Personal Disclosure

To be transparent, I must disclose two important facts about myself before I continue sharing my opinions.

First, I am responsible for marketing at the American Red Cross of Greater Kansas City, the single largest recipient of United Way allocations in this region. Though I am employed by the Red Cross, this blog post has been written on my personal time and entirely reflects only my own opinions, not those of my employer.

Second, before coming to the Red Cross I served as the vice president of marketing for the United Way of Greater Kansas City. Because I have always had great respect for the organization and its mission, I am both a Diamond Donor (meaning I’ve given for 25+ years) and I’m also a member of the Leadership Giving Circle. However, in the weeks ahead I intend to reevaluate whether United Way is the wise investment I once thought it was.

By the way, I have many friends who work at United Way. They are exceptionally professional individuals and nothing I say here is a personal indictment of them or anyone else.

Dealing with Change

My purpose is not to disparage United Way or to marginalize its role in the community. Rather, this is my assessment of what the American Red Cross and other such organizations must do when forced to search for “cheese” in new corridors within the maze.

I believe major funding cuts from United Way can provide defining, watershed moments for progressive organizations. When compelled to find new sources of “cheese” these organizations will reduce their long-standing dependency upon United Way as a funding partner. Such changes can ultimately strengthen the American Red Cross and other nonprofit agencies as they regain more control over their own destinies.

So what are the first steps in recovering from a sudden and unexpected change of plans?

For starters, we must find answers to three very important questions—questions that are relevant far beyond the context of the evolving relationship between the Red Cross and United Way. The following questions can bring focus to any organization, group or individual confronted with major change:

1. What happened?
2. What impact will this have?
3. What are we going to do about it?

Let’s briefly look at each question, applying it to whatever changes you may be encountering in your life.

1. What happened?

To think clearly, you first must remove emotion from your assessment. Look objectively at what has happened. Ask lots of questions, analyze data and study the trends. If essential information is missing, find ways to acquire the needed information.

2. What impact with this have?

Once you understand what actually happened, you then need to ask, “So what?”

Evaluate the impact of your changing circumstances.

No matter what, never let something distract you from fulfilling your mission. Organizations and individuals alike must determine how they can best stay focused when unexpected change happens. You’ll likely have fewer resources to work with and adjustments will be inevitable. But never allow that to become an excuse for backing away from your purpose or mission.

3. What are we going to do?

After you know what happened, and once you understand the impact, it time to make a plan and take action.

Often it’s helpful to convene a group of diverse stakeholders who can brainstorm ideas from a variety of vantage points. A well-facilitated planning process can produce ideas that a visionary leader can then use as the basis for a plan of action.

Final Thoughts…

One thing is certain—the future will not be an extension of the past. Change happens. Someone moved our cheese. So what are we going to do about it?

The American Red Cross has an important work to do in the community. Much is at stake and we have some crucial decisions to make. I trust that we will respond with an abundance mentality rather than with a fearful scarcity mindset. I hope to be part of creating the long-term solutions that will help the American Red Cross continue doing what it does best—with or without United Way.

I’ll close with a favorite quote from the renowned architect Frank Lloyd Wright.

The human race built most nobly when limitations were greatest and, therefore, when most was required of imagination in order to build at all.

Everywhere I turn someone’s hitting me up for another contribution. Isn’t it enough that I’m a leadership giver to United Way? Or that I also tithe at my church? Or that I buy trash bags, cookies and popcorn to support worthy causes?

As I drive around town, I’ll often see a homeless person panhandling at a busy intersection. His “case for support” will likely be handwritten on a crude cardboard sign.

Last week as I walked into my favorite bookstore, I was accosted on the sidewalk by the same man who’s been there years. Quite literally, that’s his “job”—begging for money. That brief encounter prompted me to think about the similarities and differences between a panhandler and a nonprofit fundraiser. Here’s what I came up with:

How are they similar?

1. They both want my money.
2. They both think they are quite deserving of a contribution.
3. They both act as if it’s my patriotic duty or moral obligation to support them.
4. They both will say thank you once I’ve given.
5. Neither will likely follow up to let me know the positive impact my gift had.

How are they different?

1. One is dressed nicer than the other.
2. One has showered and shaved today.
3. One is more likely than the other to have my e-mail address.
4. One might publish my name in 6-point type in an annual report.
5. One is more likely to ask me to give again, reminding me how much I gave last time and even requesting an increase.

Having said all this, I’m very aware that my compensation as a nonprofit employee comes, in large part, from the generous contributions of our valued donors. This is not an indictment of donors or charitable giving. It is, rather, an appeal to fundraisers to be more purposeful in building interactive relationships with donors. I’d also like to encourage CEOs, board members and other influencers to have realistic expectations so fundraisers have ample time to build those relationships.

Granted, in this tough economy nonprofits need money. They desperately crave cash (as in contributions). Unrealistic expectations, though, will often prompt development officers to use quick, knee-jerk reactions to bring in money.

I’ve seen some nonprofit organizations naively expect to reap a bountiful harvest from an empty field. Somehow in their desperation they forgot the rule of the harvest:  You can’t pick apples if you don’t have any trees. And if you won’t have any trees unless you first plant the seed, nurture the crop and carefully prune the branches of each individual tree.

This all takes times. You must “develop an ongoing relationship” with the orchard if you want it to yield rich returns. Same with donors. You can never begin with the harvest (unless you’re a beggar or panhandler).

I’ve actually contributed to several methods of nonprofit panhandling. I’ve used my cell phone to text a contribution to a national charity. I’ve dropped coins into a kettle at the entrance of a shopping center. I’ve placed canned goods into a collection barrel. Each time I’ve been warmed by a fleeting feeling of doing something good. Yet I never developed an ongoing relationship with the charity. They never knew my name. They were never able to keep me involved and move me along the continuum of deepening levels of intimacy and engagement.

My message to panhandlers: I don’t like giving you spare change. I don’t feel like I’m doing much good. I’m only treating a symptom when I could help you better by giving a more sizable gift to the United Way. I expect them to use my contribution to address systemic problems and deal with underlying societal issues. (Yes, I understand that sometimes we have to give a man a fish before we can teach him to fish.)

My message to nonprofit fundraisers: I don’t want to feel guilty when I ignore an impassioned appeal that you’re in desperate need of money. That gets old after a while. I’ve built up immunity to such messages. In your professional circles you might attribute my apathy to donor fatigue. Yet I welcome opportunities to partner with you when you don’t come across as just another needy beggar. Let’s work together as partners. We can have an impact. Together we can do things neither of us would have achieved on our own.

They were probably created because 1) everyone else was doing it 2) the technology was available or 3) someone with influence told them they needed to be on Facebook. The problem is they don’t know why they have a Facebook page.

At the American Red Cross of Greater Kansas City, we decided not to launch a Facebook page until we could tie it to our strategy. As marketing director, I did not want to naively launch a traditional 1.0 tactic using a new 2.0 tool. Though I’m a huge proponent of the social media revolution, I wanted to understand how a Facebook page would fit into the smorgasbord of all the communication tools available.

We had just redesigned our Web site (kcredcross.org) and I wanted our Facebook page to be complementary rather than redundant. Our Web site would continue to serve as a useful reference in the 1.0 world of broadcasting or pushing information, whereas our social media activities would hopefully spawn interaction, provoke conversation and ultimately engage members of our 2.0 community.

The strategy came into focus as I re-read Seth Godin’s book Tribes. The Red Cross Facebook page could become the place where our “tribe” would gather to share information and rally around a common cause.

Several weeks ago when we launched the Facebook page, I wanted our key stakeholders to understand our purpose for having a Facebook presence. So, within the “Notes” section of our fan page, I posted the following message:

♦ —  ♦ —  ♦ —  ♦

Why Is the Red Cross on Facebook?

Some have asked why the Chapter now has a Facebook page. After all, we have a new Web site, some very impressive publications and great media relations. So why Facebook?

The truth is we’re not trying to replace any of the traditional media. There will always be a role for each vehicle in telling the Red Cross story. I’ll talk about that in a minute, but first I’ll give you the three most important reasons we created this page:

1. To connect. We have so many people affiliated with us that we need a place where the “family” can come together. We need a place where DATs, CPR instructors, Ready When the Time Comes volunteers, Cause for Alarm volunteers, donors, staff and even board members can connect. Our Facebook page is a great no-cost way of doing that.
2. To converse. Once we’ve connected, let’s talk. Facebook gives each of us an equal opportunity to join the conversation. Your voice, your participation is important.
3. To engage. As we connect and converse here on Facebook, we will likely discover additional opportunities where we can make a difference. We’ll see more clearly how our unique talents and resources can contribute to the overall success of the team.

So, if that’s why we created this Facebook page, let me mention a couple of reasons that are not primary objectives.

1. Fundraising. Sure, the Red Cross needs contributions now more than ever, but Facebook is not primarily for raising money. As we connect and converse, the Chapter’s needs will likely become evident and those with resources can step forward to contribute.
2. Pushing information. The Web site, news releases, and publications are used to broadcast or push information out to the general public. Communication in those media is one-way, whereas here on Facebook, we thrive on interaction. Guess that’s why it’s called “social media.”

The primary audience of this page is our own family–volunteers, staff, donors, and others who have a stake in fulfilling the Chapter’s mission. The general public, news media and others are encouraged to look over our shoulders, but they are not the main focus.

It might help to think of this page as a camp fire around which we gather to exchange ideas, swap stories, share family pictures and enjoy each other’s company. No one (especially the marketing department) owns this camp fire. We all share in joint ownership. No one controls the messages. We all assume responsibility to contribute. If negativity or misperceptions surface, we can collectively steer the conversation in the right direction, and we can do so in real time.

So how can you best participate? Here are five suggestions:

1. Post your ideas. This “Notes” section is open to your writing. This is not just a place reserved for Liz, Almitra and me. Write something and send it to one of us for posting. (We’d love to have you post it directly, but Facebook is set up so you need an administrator to post something in the Notes sections of a company’s page.)
2. Comment. Be a good conversationalist and keep the dialogue going. Add a comment below or comment on the status updates on the main page. Comment on the comments of others. Just do something to keep the stream of communication flowing.
3. Upload a photo. Others would be interested in seeing a “family photo” of someone doing Red Cross work. It is interesting to others when they see what you’re doing or what goes on behind the scenes here at the Chapter.
4. Upload an entire photo album. Here’s your chance to become an iReporter from the field. Use your phone or laptop if you’re on disaster assignment and show your friends what the Red Cross is doing. Always remember, though, to protect the confidentiality of people we serve. You can upload a single photo to the page without using a page administrator, but posting an entire album requires Liz, Almitra, or me to help. A great option would be for you to create the album in your own personal Facebook profile and then post a link to it here on the Chapter’s page.
5. Tell others. Link to this page or make a comment on your own personal Facebook profile. Tell others why you are involved and invite them to join the family and become a fan of this Facebook page.

Just so you’ll know, the three of us in the marketing department (Liz, Almitra and I) are the official administrators of the Chapter’s page. All that means is that someone has to tend to the housekeeping details. But we are not the owners. You don’t need our permission to post something or to upload a picture. We’re happy to assist, though. Contact us with any questions or ideas. Or just leave us a comment. Your Red Cross family is waiting to hear from you!