Forces for Good and High-Impact Practices

What common practices are shared by "high-impact" nonprofits?  And can organizations in other industries benefit from these same practices?  Leslie Crutchfield and Heather McLeod Grant tackle the first question in their soon-to-be-published Forces for Good (due out October 19), and based on an excerpt that came out today in the Stanford Social Innovation Review, it's clear that the answer to the second question is an unqualified yes.

In the SSIR article, Crutchfield and McLeod Grant discuss the six high-impact practices that make up the heart of their book, and in my opinion all of these concepts have relevance beyond the nonprofit sector.

Their key theme is that what's happening outside an organization is more important than what's happening inside, and yet so many of our efforts aimed at improving effectiveness are focused on activities within an organization's formal boundaries.  (And not, I suspect, because that's where we can have the greatest impact, but because that's what's easiest.)

Here's are the six high-impact practices identified by Crutchfield and McLeod Grant, with brief excerpts from the SSIR article and my interpretation of how these concepts could be applied more broadly:

1. Serve and Advocate

High-impact organizations may start out providing great programs, but they eventually realize that they cannot achieve large-scale social change through service delivery alone. So they add policy advocacy to acquire government resources and to change legislation. Other nonprofits start out by doing advocacy and later add grassroots programs to supercharge their strategy. Ultimately, all high-impact organizations bridge the divide between service and advocacy. They become good at both. And the more they serve and advocate, the more they achieve impact.

So what's the equivalent of "advocacy" outside the nonprofit sector?  Lobbying.  Just take a stroll through the Lobbying Database to see how much "high-impact" companies are spending.  Microsoft has topped $8 million annually for the last 4 years, and Google went from $200K in 2005 to over $800K last year.  I'm not saying this results in good public policy, but it's reality.

2. Make Markets Work

High-impact nonprofits have learned that tapping into the power of self-interest and the laws of economics is far more effective than appealing to pure altruism. No longer content to rely on traditional notions of charity, or to see business as an enemy, these nonprofits find ways to work with markets and help companies "do good while doing well."

Not much to add here.

3. Inspire Evangelists

High-impact nonprofits build strong communities of supporters who help them achieve their larger goals. They value volunteers, donors, and advisers not only for their time, money, and guidance, but also for their evangelism. To inspire supporters' commitment, these nonprofits create emotional experiences that help connect supporters to the group's mission and core values.

What jumps out at me is the emphasis on "emotional experiences."  Is your organization creating any emotional experiences for your supporters?  And if not, why would you expect them to evangelize on your behalf?

4. Nurture Nonprofit Networks

Although most nonprofits pay lip service to collaboration, many of them really see other groups as competition for scarce resources. But high impact organizations help their peers succeed, building networks of nonprofit allies and devoting remarkable time and energy to advancing their fields.

This is more industry-specific.  If you're in a mature industry and focused on stealing market share, collaborating doesn't make as much sense.  But if you're in an emerging industry and growing the overall market is a quicker and cheaper path to success, you need to take a broader view of the competition.  A zero-sum perspective will limit everyone's growth potential.

5. Master the Art of Adaptation

High-impact nonprofits are exceptionally adaptive, modifying their tactics as needed to increase their success. They have responded to changing circumstances with one innovation after another. Along the way, they've made mistakes and have even produced some flops. But unlike many nonprofits, they have also mastered the ability to listen, learn, and modify their approach on the basis of external cues.

I love the phrase "external cues."  What cues are you picking up from beyond the boundaries of your organization?  But listening is just the beginning--what are you doing with that information?

6. Share Leadership

The leaders of these 12 organizations all exhibit charisma, but they don't have oversized egos. They know that they must share power in order to be stronger forces for good. They distribute leadership within their organizations and throughout their external nonprofit networks, empowering others to lead.

I'm reminded of this comment on from Bill George: "To me, the great leaders today are able to align people around a sense of purpose and values and get that consistency all around the globe, and then empower other people to step up and lead.  And I've found that in organizations that are really effective at generating leaders, there are thousands of leaders because people empower them to step up and lead."