Generous leadership with Carolyn Mozell
In episode 45 of Mission: Impact, Carol and her guest, Carolyn Mozell discuss:
Carolyn Mozell is the founder and CEO of Leaders Who Connect and Inspire LLC and knows firsthand how transformative it can be when leaders and employees treat each other with mutual respect, kindness, and a genuine desire to see each other succeed.
Carolyn served in some of the highest levels of local government leadership for over 25 years. Rising from executive assistant to deputy chief, she also knows that leadership is a privilege. It can literally change someone’s life. She’s seen it happen and she’s made it happen.
Now, Carolyn leverages her direct experience advising elected officials, cabinet-level leaders and activating diverse high-performing teams to help leaders in business, nonprofit organizations and government agencies do the same.
Carolyn’s journey through leadership provided clear evidence that people do not leave companies, they leave bad bosses. That’s why she is dedicated to working with organizations to provide consulting, coaching and professional development programs to strengthen leadership, retain and attract good talent, and improve workplace culture through a lens of Emotional Intelligence.
Carolyn is passionate about putting more kind leaders into the world. That’s why she helps leaders develop their emotional intelligence skills so that they can grow teams that work more collaboratively and employees who thrive and want to stay. She can be found facilitating conversations on leadership, emotional intelligence, and diversity, equity and inclusion (DEI) to coaching clients on how to build a better team by being a better boss.
Clients appreciate Carolyn’s accumulated years of experience managing up, down, and across organizations as a former Chief of Staff and Deputy Chief and rely on her expertise to advise on what a positive workplace culture looks like for them, how to achieve it, and how to sustain it.
Carolyn is a graduate of the University of Maryland College Park, BA African American Studies, Public Policy Concentration, a certified DISC Behavioral Assessment Practitioner and a certified Emotional Intelligence Practitioner.
She is Vice President of Suited to Succeed and Dress for Success Greater Baltimore, member of the Society for Human Resource Management (SHRM), and host of the "Use Your Powers for Good with Carolyn Opher Mozell” podcast. She resides in Baltimore, Maryland with her husband, Dawyne and adopted cat, Eva.
Important Links and Resources:
Carol Hamilton: My guest today on Mission Impact is Carolyn Mozell. Mission Impact is the podcast for progressive nonprofit leaders who want to build a better world without becoming a martyr to the cause. I’m Carol Hamilton, your podcast host and nonprofit strategic planning consultant. On this podcast we explore how to make your organization more effective and innovative. We dig into how to build organizational cultures where your work in the world is aligned with how you work together as staff, board members and volunteers, all of this is for the purpose of creating greater mission impact.
Carolyn and I talk about why everyone in organizations need to consider what their sphere of influence is and think about how they can contribute to making it better, why it is so important to share back the results of any survey or assessment with the people who participated and then to act on the information, and why it’s important to know what is critical for your self care so you can manage the energy you bring to work and your colleagues.
Before we jump into the conversation I want to let you know about a new thing that I am doing. I am hosting the Nonprofit Leadership Roundtable every couple months. During the Roundtable, you get to talk with your peers, share an opportunity or challenge you are having at work and get some peer coaching on the topic. The Roundtable is free and I host it on Zoom. The next one will be Thursday April 28, 2022. You can register on the Eventbrite site. We will post a link from the mission impact website. It would be great to see you there.
Well, welcome Carolyn, it’s great to have you on the podcast.
Carolyn Mozell: Thank you so much. Great to be here. So
Carol: I like to start with a question around what drew you to the work that you're doing? What, what motivates you and what would you describe as your work?
Carolyn: Well, having served in local city government for decades. And I, and I, when I say decades, that just sounds like something my parents would say, but yes, decades I saw like so many problems that were caused by a toxic workplace. And the impact that it had on employees, the leaders and even the customers. And then it made it very clear to me that when your workplace is sick, your employees are sick and it's a vicious cycle that leads to an unhealthy, unstable, and unproductive work environment for everyone. So I started solving this problem through my own leadership, because I felt like it doesn't have to be this way. I have no desire to lead in a way that promotes or fosters an unhealthy environment. And I started just being, as I grew in leadership, started being more intentional about my interactions with people that basically led to me consistently leading with empathy. Compassion. Integrity and accountability though. And that helped to inspire a work environment where people felt seen and heard and valued, all those things that we as humans like in the field. And at the same time, created an environment where the organization is, in this case, the agency, so the agency was productive. So, I began to understand that. It was a win-win for everyone. And even the constituents, now that the workforce is happy, when they're out. We're interacting with the community, we'd get, we would always get a lot of good feedback about how our people are nice and professional and polite and get the work done. So I began to really understand that it didn't have to be the other way, that you can lead with compassion. You can, with empathy, then on behalf to be a model of integrity. Because otherwise your employees don't trust you. And they'll, they won't do it. They won't do that. As you say, they'll do FAC. And then you know that, but I always, always, it was very clear about we are here for business purposes because we are all here and our job to work. For an outcome. But so that was my way of having some compassionate accountability with people, just so being there for them, but unders pairing them up to understand that You need it to also get the work done. So now I work with leaders in Munis municipalities and nonprofit organizations who want to break that vicious cycle that leads to something unhealthy, unstable, and unproductive.
Carol: Yeah, and I so appreciate your statement around, when the workplace is sick, then, infects everyone else. Everyone else is sick too. And I love the turn of phrase, compassionate accountability, because it really brings both sides. Right. It's a ying yang of but we need both. And yeah. So your, your work now, you're really working with leaders. Foster those productive and healthy work cultures. And I think it's everything. It's something that everyone wants. A lot of people just don't know how they can contribute, how, or how they can make a change. And I really appreciate your story and that, you're in a big agency, you could, could look around and say, well, what can I do? But you decided, no, I have a sphere of influence. There are things. So there are ways that I can be there, ways that I can show up for my team and then the people that I'm working with. So, so how, when you're working with leaders, what are some steps that you take to help them see that, that they can start doing to cultivate that healthier work environment.
Carolyn: First I, I really always say that I consult and then I coach interactively because at first you need to understand you, you have to. Make sure that you are willing to uncover your blind spots that may be leading to this environment and be willing to have the blind spots exposed, of people that maybe you have a higher regard for et cetera, that the blind spots are being uncovered. Are going to eventually lead to that healthy workforce. So, be willing to uncut, get data to uncover blind spots. The first thing I always do is to have either an insight survey or assessments behavioral or, or emotional intelligence assessments to go in and just understand where people are so that we know where we're starting and get some baseline data. And then using that information to align that with your goals and all, and the most important thing is, involving people who are directly impacted in that process and whatever the recommendations will be in the process so that you're not faced with a situation where when you're done. People are like, I don't agree with that or I'm not doing that, you know? And I found that like having a representative, so to speak of all levels of the organization helps to give that insight more a more well-rounded insight so that even if like, 100% of the people are not going to agree all of the time, but at least you will get the representation from all of the levels of your organization to make sure that you are incorporating those diverse voices. And then after that, then it's time to always say you got, you gotta apply the results timely, just not be worse than going through, getting people to answer surveys or getting people to take assessments. And then. having meetings and then not doing anything with the information. Yeah, that's the same as, having, we talked about having a workflow committee or a task force and, you just sit the document on the shelf. And so I always encourage leaders to keep the communication consistent. And reliable because humans again, we all like reliability, and it's the same as businesses, businesses like reliability and, in humans like reliability. So, having people to know that, they're going to hear about the survey update or the next step. On Fridays from their leadership, is what I try to encourage them to do to establish some level of consistent communication. And it's all in one case, they would do it at their Monday staff meeting, but just having, keeping people engaged and letting them know that the process is resulting in some action and action that will be.
Carol: Yeah, I really appreciate it. It's so important that when you ask people to take their time to contribute their thoughts and, and answer a survey or do anything like that, that, that you do complete that circle and that a group of people looks at it synthesizes it, but that synthesis then goes out, back out to the folks who originally were asked the question so that they can, can see that they were heard. And, and yeah, that's, that's so important. So can you say a little bit about this, because you also do some executive coaching with leaders? Can you say a little bit more about what that is and, and how you work with clients in that situation? Yeah.
Carolyn: So the local clients that I've been working with so far are either in like a big government or a smaller non-profit. And when I have, but they're, they have been mid to senior level executives and they are, they, they are at a point in their. Career where they want to understand how to gain, influence to expand and their leadership. And so what I do, I help them with understanding how to interact better to gain that influence and using it again on like, improving their emotional intelligence and using disc assessments to help them understand how to, how they, how they are communicating. And if they're, if they're communicating what they intend to communicate or is, are people hearing differently than what they are trying to say. And, I learned that, through my leadership process, that was really important. And gaining influences, they'll always used to say, say what you mean and mean what you say, and, but you gotta be careful of what you're saying, you know? And so it's a whole, it's a whole self-awareness piece, as well as understanding how to communicate with different types of people.
Carol: Yeah. Sometimes those truisms are true.
Carol: So when folks are trying, you talked about self-awareness, you talked about being aware of how you're communicating with folks, is what you're intending to say, matching up with how people are hearing it. What are some other ways that leaders can start to be more intentional about growing their influence?
Carolyn: Well, they can be careful and intentional about the energy that you embrace into a conversation. The energy that you're bringing into a room, the energy that you're bringing into a meeting, it's always I would say you can't change the reaction of the other person, but you can always, always control how you respond to that other person. And so I always make sure that they are intentional about responding and not reacting and understanding what that means for them. And, if you know that. John, every quarter is gonna trigger you for some, will be because of what he's going to say or do in a meeting then, prepare yourself for that because you can't necessarily control. You can only control him to a certain extent, if you're directly you have that. If he started direct reports, then there's always that coaching conversation about, would be appropriate this and what he's doing, if there's anything inappropriate, but John, as his own personality, So, you, he, John just may communicate in a way that's different from how you communicate, but as a leader, you should just be, you need to be aware of that so that you can. The most productive output from John all while making sure that he feels seen, heard and valued. So, it's, it's, it all works. So if the change is believed, interchange, it bleeds together and, having empathy, having empathetic leadership can be exhausting. So always encourage leaders to make sure that they're taking care of themselves and that they are understanding what their balance means. I always see a lot of people say, oh, there's no such thing as balance, but we all have our own personal balance. There's no one definition for what balance means for you or for me or anyone else. Everyone has their own. Version of what balance means to them, but by whatever priorities they have in their life. So I always make sure that leaders take care, take, and have a routine to take care of themselves, whether it's meditation, whether it's, getting a good night's sleep, whether it's, time-blocking for your calendar to make sure that you are incorporating. Priorities that are going to make your life feel like you are living. As well as, having a professional life, because I know like when I worked at city hall, it just felt like my, like, it could be 24 hours, that because in the city there was always something going on. And so you just felt all absorbed in all of that. So I had to understand how to take care of myself so that I can go in and lead the people that I had to lead in, in a productive way. And show up with energy and show up, with my best version of myself, to encourage them to bring their best version of themselves.
Carol: Yeah. All of those things and, and, ideally you get, you can meditate and go to get a good night's sleep and get some exercise and have some time blocking and do all those things to create those guardrails that really. Help you stay centered so that you can show up with empathy for people. So, yeah, but it takes a lot of practice. And, then I think also for me obviously we all want to be more, we're, we're aspiring to be less reactive, more proactive and then things catch up. Right. And we get triggered. And so how do you recover from that and repair what might've happened?
Carolyn: Well, first as always, it goes back around to just being aware of those things about yourself and repairing those things. Again, different for everyone. Repairing could be that you are you, that you need to turn off your email at a certain time or that you need to, they'll schedule looking at your email at a certain time. It depends on what your circumstances are, but recovering are some of those things that you mentioned, exercising. I worked for a mayor who. That was her recovery exercise. We took exercising out of her schedule one, one time because of a conflict and it was a horrible afternoon for everyone. She could not show up as her best self. I tease about that all the time. I'm like, oh, I told her it's her executive assistant at the time. Please do not take exercise out of her schedule because she was just a barrel the rest of the day. And so, but that made me really understand that, being a leader. It's exhausting because you are trying to solve a lot of different problems and still have a life of your own. So you do have to have things in place to recover, like, going exercise, taking a walk, getting fresh air, being out in nature. And I learned over the summer, I've been very. Intentional about just trying different things over the last year and a half. And I, and I came across a coach who talked about grounding yourself and going and standing on like in the grass on seeing it with no shoes on and how that just does something to the body and makes you feel refreshed. And I said, let me try that. So over the summer I did that. It was awesome. I went out and stood on the patio and I just stood there. The neighbors probably didn't understand what was happening. I'm standing there in my bare feet and in the middle of the patio, not really looking at anything, eyes closing up, just absorbing all of the energy. And it was really refreshing because over this last year and a half or so leaders have had to rethink everything about how they're leading themselves and So, I tried to be very intentional and open about learning new things.
Carol: I love that. Cause I think of lots of meditations where I've had, where the instruction has been imagined, the, or, feel the ground that you're you're on and imagine how you're connected to the earth, but actually going out. Standing with bare feet and, in grass or wherever you can to really, really feel that. Yeah. That's interesting. What other, what other things have you tried out in this last year and a half of experimentation?
Carolyn: A night routine. So I had, and this was a, this was mostly actually recently I had a young woman on my podcast. You should power, so good. And she is, she dealt, she was a healer and a coach, a healing coach. And so she talked about the importance of a night routine to get sleep that would help to revive you and re-energize you and all, and some of the things she said, I tried and I was like, oh my gosh, I feel so good. And it was, there were several things to do, but you don't really understand the impact unless you're consistent with them. And so for me, I took my shower at night and she suggested like, take a nice hot shower and have the water just run on your phone. And that disliked does something. She has all her terms. So then you can check the podcast, but it does something to your body. And, it just promotes some sleep stuff for lack of a better term. Because that's not my area. And then, doing things that are going to make your next day more productive. So for me, getting my clothes out the night before now for me, I couldn't understand why I had so much anxiety around this when I wasn't leaving the house. Really zoom calls. Yes. But, then I would like recordings and stuff for some of my content. And so I had so much anxiety around, like, what am I going to wear? And then, I spend half the morning, like finding something and then. didn't want to iron. So I just really, so I, what I decided to do was like one Sunday. If I needed to put the clothes out and if I needed to iron something, iron it, then and sell them. That's taken care of, check it out off my list as I have something to do in the morning. So, she shows you how, like on the, on the back of your feet, the different pressure points that help to relax you. And so, I try some of that and that scene. To spark some type of relaxation for me and using an IMS to blackout the light. Now I'm married and my husband likes the TV on all night, all night. And, I grew up like that, but then I started somewhere along the way, I didn't have to have the television on. So having the eye covers really helped me to just get into my, getting to sleep mode and, oh, one important thing that almost everybody probably has. Well, if you have an iPhone, turn it on that night mode where the screen goes into more of a blue demo mode because she talked about getting yourself. Prepare for sleep and remove yourself from the light of the television of your phone and all that. But you're the fluorescent lights above you. And getting blue light glasses to help with that. I haven't purchased those yet, but that's one thing that I'm going to try. So there are like so many ways, so. Help yourself, but a lot of times we just struggle with getting started. So I, I've, I've gotten into a mindset where I make it uncomplicated and I just take the best next step.
Carol: The best next step. I love that. Yeah. Yeah, I think there's so much emphasis on creating a good morning routine, but people forget about the night routine and how you kind of, you, you, you think about it with kids, right? Like what's their routine for getting them to bed so that they can get to sleep well, we're just grown up kids. So, yeah, that's awesome. So what are some of the common challenges that you see leaders facing as you work with?
Carolyn: One of the biggest ones is dealing with people who are like bringing their personal problems to work and just dealing, not how to manage themselves personally in the workplace. And so they bring all their stresses and then they, that shows up in the work that they're doing. How they're interacting with people. And so helping people to manage that piece of their participation in the workforce and workplace is one thing. And then also helping people to. Understand how to work collaboratively, like in groups, without it feeling like a competition. And so, one of the things that I did with a client, I have. After we did the survey process, we put together a task force that I facilitated and it had various generations of people, diverse people in all respects. And so one of the things I laid out for them in the beginning is that as I always say, we're gonna, let's w we're going to jointly come up with our rules of engagement. And, so we listed about five things, about listening, respecting conversations, respecting differences, in opinion a grade to disagree, so, we, we just, we, we, we covered things that. We agreed to want to gather so that, as we were moving forward, the process didn't seem offensive or unfair or anything to any, any person in particular. And that, we were all, we just all remember when our rules of engagement were that we agreed. And we're able to have a very productive meeting with a very productive outcome. We got through the recommended survey recommendations and like two sessions. So the third session was just a tweak, But we were able to substantially get the work done and all, and everyone was really happy. And, those are the kinds of things that really make my work feel very gratifying knowing that I've gotten people. A diverse people able to work together for a common goal to achieve a common goal.
Carol: Yeah. Those, those having a conversation about those rules of engagement and how are we going to work together? And what do each of those things mean? Like what does respect mean to you? How does that show up? How do you demonstrate it? What, how am I going to know or what, what demonstrates to me that, that you're respecting me or listening to me or effectively communicating yeah, that, that work it, you know infrequently take the time to do it. And that feels like, oh, it's a big conversation, but they can use that, meeting after meeting to work productively together. And it's, it's just so, so helpful. Oh, I'm sorry. Go ahead.
Carolyn: Let's say one of the, one of the biggest benefits of that process that I just, was some of the middle management leaders. Stepping up to like continue the pro content, continue in the process and bring. And, like, because some of the work is included, the next steps included. We outlined the five goals that we would want to work on. And then the next step was like assigning resources to those at those arm recommendations. So, we had people step up to say, all right, I'll take this one. And then I'll go talk to this department and explain to them what this work has been about. And I understand how the capacity is for completing the work and getting this goal completed. And so it was really awesome to say, those leaders, like just raising their hands, like if there was no. No. Yeah. Like sometimes you'll, you'll say, well, who's going to do this. And then you hear pins dropping and all kinds of stuff. And, but then this case, it was like, I'll take this one. I'll take that one. I'll take this one. So, I was like, it's done. Our work is done.
Carol: Leaders who built leaders. They go, they go. Yeah. And the other thing you talked about in terms of people bringing their personal challenges into work. And I think that, it's gotten even more so, muddied with, with so many people working from home and us literally, being on video calls where you can see into people's homes. And obviously some people have. Manage that by figuring out how to, or having computers that can manage a virtual background or a blind thing, I've tried them. But for some reason, the, the, the Whatever it is with my hair. Like I disappear, like, so I can't use them. So I'm like, okay, here I am. This is, this is what's behind me. But yeah, I wonder what you've seen in the last, almost two years now for leaders that I feel like there's been a call to be more empathetic with everything that people are dealing with. And at the same time how, helping people set those bands.
Carolyn: Yes. And oh, I am like, this pandemic has caused us to have to reef. And everything, everything, we are just, at anything that you thought, anything that you thought about leadership, post I made free COBIT, has gotten twisted and turned and changed like ever. But the bottom line is that employers want to grow a workforce where employees don't leave and employees want to have a workplace where they can grow professionally and financially. So understanding that. Sprinkle some empathy around all of the challenges that people are experiencing. I've found that the best thing that leaders have been able to do in this environment is to just really exercise, flexibility, responsible flexibility. Now, again, Yeah, they have that compassionate accountability piece where we are here for the business purpose. But understanding that, your workforce and your poor employees are people who are the engines of your organization. If they all go away, you have no organism. So, so, so leaders have had to really be more flexible and especially the work from home piece and, and understanding how that impacts the work and, and. Wherever possible, making the environment flexible enough that a person could work from home or do a hybrid situation. But just making things more flexible and understanding that with the knowledge of knowing, everyone on the same page about the work still has to get done.
Carol: Yeah. Yeah. Definitely. So you encourage everyone to put a little more kindness into the world. What, what inspired you to put that front and center? And I'm, I'm also curious what, how you put more kindness into the world.
Carolyn: So, so. What inspired me to, to create the podcast, use your powers for good that inspires leaders, managers, and supervisors, to put more kindness into the world, because through my experience, I saw how leaders build other leaders. And though that could go, you could be building positive leaders or negative leaders. And I haven't experienced back in like the late eighties. But one of my first jobs out of college, And I worked at the us chamber of commerce in the manager director there. She said I am right, I don't expect you to be in this job for more than three years. It was as a staff assistant. She said, I will expect you to be here for more than three years. And I was like, what job is this? I can't say more than three years. That was the whole, you go to a place and you retire. So I'm like, what the heck? So but what she said after that was, I'm going to give you everything. You need to be sunsetted. So it's up to you to use the tools that I gave you, the experiences that I gave you the opportunities that are put in front of you to be successful. And she did, and she gave me, she put me in front of people and, I was 23, 24 years old. Put me in. People that I would never think that would be a front of and situations, but she gave me the tools and, she allowed me to go to different trainings and, and to hone how to interact with higher level people at the time I considered. Because they weren't like chamber presidents from around the country. And so, I've never forgotten that and I never forgot that. And so that created a lead. And myself that paid that forward to other leaders, to other people that I was, I was developing into leaders. And so I have always led with a, so this is how I put my kindness into the world. I always lead. And whether it's in the workplace or in the personal and personal life, always lead in a way where, someone is left with an impression that is so. Heartwarming or inspiring that they feel compelled and inspired to do kindness for someone else, be kind to someone else or exhibit that kindness for someone else. And that really was like really I saw that in my recent work when I was in city hall. creating the people that were directly sat directly supervise, they went on to become leaders who, understood how to place empathy in their leadership, without it feeling like they were like gonna be a pushover and all that, because empathy, when people hear that, they think, oh, you're just a soft manager. I was very clear that we are here for business purposes, but I understand your situation. So let's solve the problem together. And so that you can get a productive outcome. We can still get the work done, but then it leaves the person. I gained a lot of loyalty through leading in that way. And so people showed up for me and I, I will never forget that. And I want all leaders to have that feeling. So that's why I want to inspire leaders, managers, and supervisors that put more kindness in the world through their leader.
Carol: Yeah. And I love that story that you tell because it demonstrates a lot of different things. One, she knew the reality that this was an entry-level job that, if, if you were, if she was doing things right, you weren't going to stay in. Cause you were going to grow and learn algebra. But the trust that she also put in you to say, let's, let's have you go here and there and do these different things. And the fact that you're telling your story, years later, it's pretty amazing. And then the ripple effects that you're talking about makes me think of it, is it the Maya Angelou quote of, my favorite. Yeah, we'll forget what you say, but we’ll remember how you made them feel and as a recovering, no, at all. I try to remind myself that every day.
Carolyn: I forgot that that's one of the quotes that I always have in all of my coaching that people are going to ever re they may remember. They won't remember what you did, but they will remember how you made them feel. And that's it like, yo, that's exactly what happened from an experience and the eighties, So telling that story, it still feels that emotion around that.
Carol: Right, right. Then the way that she trusted you. Yeah. That's awesome. So one thing that I like to do at the end of my podcasts is ask one random icebreaker question that I pull out of a box. So the one for you today is in what way do you feel your childhood was happier than most? People's?
Carolyn: I didn't know we were poor. I never, I never knew we were living paycheck to paycheck. Until I went to high school and I went to for those who are involved, the Baltimore area, Western high school, an all girls high school and, and you're seeing a year, they're like, like they have so many activities that no one, everything required. They do everything that is required like a white gown or something. Outfit. And so I did not know that we did not have the resources to support that until I got to that time in my life. And my parents, my parents were awesome. They were awesome. But they, they, they, said it in a compassionate way, but they were pretty much like we don't have the money. And they said it in such a compassionate way that that just led me to go and get my first job in worry Rogers and raise my own money to do all this stuff. So then they wouldn't have the burden of doing that. And so, I always remember that, I didn't know, we were living paycheck to paycheck. I had everything I needed. And some of what I wanted and I think it didn't help that I wasn't a very needy child. So, I had everything I needed, some of what I wanted, we ate, I was, I was. A little baby, but my brother who was next in line to up for me was 14 years older. So they were like, my brothers, brother, and sisters were like stairsteps. And then I came like 14 years later. So have another story behind that. I'll go into that. But so I said, boys are pretty spread out too, so yeah, so I was like an only child. because they were pretty much not paying me any attention because they were teenagers. And then either the house, by the time I really got to any like, like elementary school. So, we ate together, my parents and I, we ate dinner together. I watched after school special holes. and I just didn't need anything. And, I felt safe and protected. So I never knew we were poor until high school.
Carol: All right. Well, thank you so much. So what are you excited about? What's coming up next for you?
Carolyn: Oh, wow. So I am going to be rebranding my podcast. Well, it's starting now. So anyone who wants to like, come on the podcast, I'm starting to do, I was doing all audio. So now I'm doing visuals because what I learned is like, people love seeing other people and I get, I got so much, I get so much feedback and people engage when they are, when they see me. So if anyone's interested in being a guest on the podcast, please reach out to me. Subscribe to my mailing list. All of this can be found on my website at www dot leaders who connect and inspire. And if you are looking for. The speaker or moderator I've recently met. I didn't know. You have plans. I plan. So who knew I was like a speaker or a moderator? I didn't. So recently I got asked to be a speaker and my reader at the Maryland association of counties con on winter conference. And I loved it. I did. That was one of those things that I did not know I would love, but I had done another event prior to that and I got my feet wet and now I'm just like, I love it. So, those are some of the things that I want to just explore more of, and especially in municipalities, because those are the people that I understand most and that I feel like, my experience. Yeah. Help inspire and lead to leaders, building other and other better leaders in. So the solos, those are some of the things I have coming up But I really look forward to connecting hopefully with anyone who wants to oh, one other thing. So I've been working with folks who, or having conversations with folks who are working in DEI, diversity, equity, inclusion, and belonging. And, those are, those things are still evolving. And one of the things that has come up. Especially as a person who had to build the infrastructure for the city's program, that the law was passed and then had to be implemented. So I was one of them, I was the deputy that implemented it. And so. One of the things that came up for me as I left that process and started looking at how others were approaching it is the using emotional intelligence in that process. Because if I had to do it over again, that's where I'm going to start it with, like getting people prepared for all of these uncomfortable emotional conversations and helping them to understand how to interact with that. If anyone needs any, if anyone is in that space and is thinking that is something that they would be interested in exploring, I'm doing information gathering, especially what that means for municipalities and leaders.
Carol: That's awesome. Well, thank you so much. Thank you for coming on the podcast.
Carolyn: You're welcome. Thank you for having me.
Carol: I appreciated Carolyn’s comment about the best next step. Or I might make a slight edit – to a good next step. You may not really know whether it is best or not. But that approach pulls us out of trying to game out all the possibilities and pretend we can predict the future. It keeps us in action – just make one small choice about your next good step and it keeps you out of analysis paralysis. I also appreciated Carolyn’s perspective on being a leader who builds leaders. Confident leaders want to invest in those around them and contribute to their growth, learning and success. And this may mean they leave your team. Wish them well and know that by investing in them, your support will continue to have a ripple effect as they contribute in their next role. It can be challenging in the short term as you have to fill a vacancy – but you are contributing to the long term. And your mission of your organization is likely part of a wider movement – your investing in your teammates and what they go on to accomplish will likely contribute to that wider movement you care about. Be generous.
Thank you for listening to this episode. I really appreciate the time you spend with me and my guests. You can find out how to connect with Carolyn, her full bio, the transcript of our conversation, as well as any links and resources mentioned during the show in the show notes at missionimpactpodcast.com/shownotes. I want to thank Isabelle Strauss-Riggs for her support in editing and production as well as April Koester of 100 Ninjas for her production support. If you enjoyed this episode please share it with a colleague or friend. We appreciate you helping us get the word out. The easiest way to do that is to share pod.link/missionimpact – then your colleague can access the podcast on their preferred platform.
Thanks again for your support. Until next time!
In episode 45 of Mission: Impact, Carol and her guest, Stu Swineford discuss:
If you know me, you’ll know I’m never one to shy away from an opportunity to grow and take on new challenges.
For example, I started my marketing career as a copywriter and ad man. But one day, when my graphic designer colleague didn’t show up for work, I evolved (very quickly) into a designer. After all, I was the only other person in the building who knew how to turn on the Mac.
Since then, I’ve performed virtually every role in the digital marketing production lifecycle – from strategy and concepting, to design and development, to QA/QC and everything in between.
Along the way, I realized that I get the greatest joy from helping others achieve their goals. In a way, you could say I’m making the world a better place, one frustrated professional at a time.
These days, I’m in love with purposeful, conversion-focused digital marketing strategy and execution. That, and doing ridiculous things outdoors – usually where oxygen is limited.
When I’m not helping entrepreneurs and executive-level professionals, I can be found traipsing around the woods near the cabin in which I have lived with my wife and menagerie of pets since 1993. There I watch movies, read, and polish the details of my latest (possibly ill-advised) master plan for world domination.
If you’re interested in pulling me out of the woods for a coffee and talking shop (or hearing how I managed to actually run 100 miles in one go), please send an email my way (email@example.com), give me a call (303.825.4441), check out the podcast (relishthis.org), or grab a copy of my book, Mission Uncomfortable.
Important Links and Resources:
Carol Hamilton: My guest today on Mission Impact is Stu Swineford of Relish Studios. Welcome to Mission Impact, the podcast for progressive nonprofit leaders who want to build a better world without becoming a martyr to the cause. I am Carol Hamilton, your podcast host and nonprofit strategic planning consultant. Stu and I talk about the nonprofit marketing ecosystem and how complex it can be, why it is important to really be able to articulate what makes your organization different, and why many nonprofits struggle with the attract phase of the marketing cycle
Before we jump into the conversation I want to let you know about a new thing that I am doing. I am hosting the Nonprofit Leadership Roundtable every couple months. During the Roundtable, you get to talk with your peers, share an opportunity or challenge you are having at work and get some peer coaching on the topic. The Roundtable is free and I host it on Zoom. The next one will be Thursday April 28, 2022. You can register on the Eventbrite site. We will post a link from the mission impact website. It would be great to see you there.
All right. Welcome Stu. Welcome to the podcast.
Stu Swineford: Thank you so much for having me on Carol. I'm really excited to talk with you today.
Carol: So I like to start out with a question around what, what drew you to the work that you do? What, what motivates you and what would you describe as your why?
Stu: That's a great question. I think that it comes down to my initial motivation, [it] was opportunity. I was working as a sales guy at a bike catalog company back in the early nineties. And had been working there for a couple of years. And one day the owner came to me and said, Hey, do you want to go to lunch? And I thought, well, this is a weird way to fire somebody. But we went on a bike ride for lunch and during that ride invited me to help them with copywriting. So at the time I was just being, I was just a sales guy, but they needed some help writing copy for the county business. This tells you how old I am. We're talking about actual physical catalogs back in the day. So I raised my hand and said, yeah, that sounds great. I think that sounds like fun. So I became a copywriter in about six weeks. After that the graphic artists decided that she no longer wanted to work there and just stopped showing up. So we had a catalog that needed to be completed and gotten out the door in about three or four weeks after that. And I thought to myself, well, I know how to turn the Mac on. So maybe this is something I can do. So I raised my hand and said, how about I take this on and see about. Being a graphic designer and all of a sudden at about the age of 23 or so, I found myself as the director of marketing for one of the top three catalog companies in the states at the time. So it was really an opportunity that drove me initially to marketing. From there, I really was able to, Work for during the.com boom, and worked for a number of agencies and eventually found myself in a position where I decided that I knew enough to be dangerous, to run my own business. And so started relish studio back in 2018. I'm one of the co-founders of, and, and partners at relish studio. And we were able to refine what we do to bring a little bit of a different take to it where we recognized that. We had the most fun. And we did our best work when we were working for companies who had something more in mind than just making money. It wasn't just buying the owners next yacht or, or Porsche or something like that. There was a mission behind what these companies were doing. And so we really pivoted what we do to try to work with purpose driven businesses, nonprofits, people in that, in that zone who. Who really do have a little bit of a giving back mentality. So that's what we try to do here at relish studio. So I think that's our, why being able to serve authentically one of my declarations is I exist to serve and and so I really have embraced that and, and, and that's what gets me up.
Carol: That's awesome. Yeah, I, I can, I can relate to that story because I feel like when I first moved into the nonprofit sector, I had a little bit of a background of doing some Well, they were actually advertorials and it was also in a, in a physical magazine that got sent to people who, who did a radio talk shows back in the day, then moved into the nonprofit sector because I wanted to really support causes that I believed in, but it was also a little bit of the case of, oh, well, she can write, so she should do marketing. Like, or, and she's organized so she can manage production. it was very much falling into it and, and, not moving out of the, out of the circles fast enough when it's like, well, okay, you, and and I've since moved away from that, but I feel like for a lot of people in the non-profit sector they may not come to their role with a huge amount of background or, they may have some basic skills. Don't have a degree in marketing or business or, and they're having to learn as they go. So where would you say is a place to start for folks who, they, they somehow end up with that title. But aren't really, don't necessarily have a real huge background in, in the field for a, for a small organization.
Stu: That's a really fantastic question. It's like marketing a marketing title through necessity and opportunity there. Right. I think that. So we have a blog post that actually has gotten quite a bit of traction over the years that just talks about the marketing ecosystem and how complex it can be and understanding that there are a thousand things that you can do in any given day. The best plan of action is to pick one and do it really well. And then you can move on into other options, understanding also where your audience is going to play. I think that there are a lot of people who feel forced into social media. They may not be comfortable with it, or, they're, they're trying to do all of the things in social media instead of just figuring out which one will have the most impact and going there. So we always try to start with values, vision, mission making sure that there's a good understanding, a good solid understanding of, of what makes your organization different. And then really rolling into the audience, who are the people who are going to support your organization. And where do they go to get information where they go to engage and, and start there? So for example, in the nonprofit world, the boomer generation is still one of the most powerful. Donor pools out there. But there are a lot of new social media platforms out there that are exciting and fun and people want to play in. But, for example, putting all of your eggs into the TikTok basket with. Your organization and the donor pool is really in the, more aligned with the Facebook basket or even direct mail or email basket is something that you want to consider. So just make sure that you are hitting things hitting the people where they should. There are programs out there to help with coaching. In fact, relish studio has a coaching program as well, where we help budding marketers learn more about marketing and, and become more adept at being able to fill. Role within their organizations. So I'd say that going out and trying to seek out those types of service opportunities or learning opportunities would be another, another place to, to start as you're dipping your toe in the marketing.
Carol: Yeah. And you make some great points there. I mean, one of the things that, as I was thinking about our conversation today, I was thinking about was, with marketing today, there are just so many different options, different directions that people can go in different channels. And so starting about thinking, who are you trying to reach? Who you're trying to educate or inform about what you're doing, what your organization is doing and then where they hang out and go there. And instead of, “oh, well I'm comfortable writing, so I'm going to do a blog,” but no one's going to come to it or, from your own comfort level of like, “oh, I have fun on Instagram and I'm going to go there.” [Try] thinking about it from the other person's point of view: where are your donors – or potential donors – and how can you reach them where they're at?
Stu: One of the things that we've done, we have a blog but one of the things we recognized is, it's really challenging to get people to come to your site for a “regular blog” type of scenario. So we looked at a couple of ideas and in one of those was why don't we go where the audience is. And so I spent a lot of time on LinkedIn basically putting material there. It can be, it can be reused on the blog. So it's not like you can't use that material on your site as well. And we've actually seen a strong growth in both organic and redirected traffic from LinkedIn to our site. So, I think that what I really recognized was I was able to reach a larger audience. If I went to where they were actually hanging out, rather than asking them to come, come join me wherever.
Carol: Yeah, exactly. And I think the other thing that you talked about right, there was just the ability to use one thing, but re put it in different places, repurpose it. And, and I think that that's a great opportunity for organizations, especially when there's, they're stretched so thin. They don't need to be in that constant turn of, we’ve got to create something new all the time, what's the take, the one thing, and how can you use it in five different ways? So if somebody were to try to do some more repurposing of what they're already producing, what are some ways that you would talk them through thinking about.
Stu: Well, a podcast is a great example. You can start with an audio or a video explanation or discussion or conversation. And from that, you can get a variety of different materials. So I have a podcast called Relish. It's about nonprofit marketing. And I have conversations with nonprofit leaders and experts in the field who bring a lot to the table in terms of opportunities to just have discussions around, around marketing and how people can do a better job. So there's one asset there, which is the podcast itself. That podcast theoretically can be broken into sound bites. If there are nice little quotes in there, those can be leveraged on social media. You can put a sound byte out that is a teaser to the show that drives people back to the podcast. The transcript of the podcast becomes an opportunity to create written content that can be used in a variety of different ways, both on social media and on a blog et cetera. In fact, what are the, one of the ideas around starting the show was that I would get a book out of it, out of it. I'd have, let's say 52 conversations. And from that we had a book, essentially. I have not yet written that book, but it's certainly there and the opportunity there to take what started as an audio recording and. pretty quickly enables you to repurpose that material. in a variety of different ways to, to get the most out of that one piece of media. I am also always on the lookout during my show for blog opportunities and ideas. And so we leverage it that way as well as send out an email about the show, send out an email with that, with those blog post opportunities. So, we're repurposing what started as one conversation into a whole variety of different materials. We also publish the audio to YouTube as a video. I know there are a lot of podcasts out there that record video for their shows as well. So, there's just a lot, a lot of ways to to take one piece of media and make it really like.
Carol: Yeah. I mean, I started including transcripts of the interviews. My initial motivation was just around accessibility in terms of the deaf community who obviously can't listen to a podcast. But I realized there was someone who was listening who said “No, I love the fact that you do transcripts because I don't generally listen to podcasts, but I love reading the conversation.” So it makes it accessible to folks whether they have a challenge in the way or not. So yeah, then all those things that you're talking about, how can you springboard from that one piece? What do you see as the biggest challenges facing nonprofits when it comes to marketing and getting the word out about the work that they do?
Stu: Well it really depends on the non-profit the maturity level of, of, of each nonprofit, I would say. I think that non-profits tend to have a real challenge in the attract phase. So if you consider our idea that there are essentially four major phases of a stakeholders life cycle: attract, bond, connect, and then inspire. Within those, you can break it out into a little more granularly where people need to know about you. So they need to find out who you are. They need to then develop a sense of liking you where they're like, okay. Yeah, this is a person I'm interested in continuing to follow trusting you. So providing proof that you're doing a good job or. social proof that demonstrates that that is what you're doing. And then we move into the connect phase so that those are part of the bond of the attraction phase. We move into the connect phase where they're really being able to try and buy. So, small offers, small opportunities to have a value exchange. Usually that's an email. It starts with time for value. And then you escalate that to perhaps an email address for value. And then eventually that becomes a financial transaction where you're actually getting a donation. And then or, or a purchase, if you're a nonprofit actually has a product that they can sell. And then we move into the inspire phase, which is essentially once you have established that financial, transactional relationship moving into the inspire phase is really getting those people to shout your praises, to spread the message to reach a wider audience, as well as repeat. So you're taking a one-time donor and turning them into a second time donor, turning them into a monthly donor. Maybe getting their business involved and having. Those relationships grow into something that's bigger than what it first started, which might be a simple $20 donation. And so, so really I think some of the big challenges lie in that attract phase. What are the things that we can do as a nonprofit to get the word out and encourage people to come learn more? What are those offers? What are those things that are going to get people to. To say, oh, I want to learn more about this. And that tends to be I think one of the, one of the biggest areas of challenge is, is just starting to, how do I, how do I get in front of the right people to get them to come to my site or to learn more about.
Carol: So, what are some things that you've seen organizations be successful in, in terms of that attract phase or that, just building some awareness around the work that the organization is doing.
Stu: I think that organizations, one of the things that we see organizations of almost every type struggle with is how to position themselves as the guidance story. All of us want to be the hero in our own stories. And most organizations fall into that trap where, when they talk about themselves with. When they're attempting to talk to their audiences, they tend to talk more about themselves than their audiences and fail to really see opportunities to reframe that narrative where the audience becomes the hero of that story. And it's a challenge in the non-profit space because people are out doing really good work. They are out there, changing lives and. Perhaps saving lives. And so it's, it's pretty easy to fall into that trap of, we do this type of language. I think reframing that narrative and doing the best that you can to put it into that perspective of where your donors are, where the people in that audience are framed as the hero of that story. So trying to figure out what their motivations would be to donate to your organization, what is inspiring them to fill that role and then framing your narrative around that is one, one way to just start that process certainly as I said a few minutes ago, making sure that you're, you're in the right place to be starting. Those conversations are important as well. I would recommend that every organization out there do a survey of their constituents or their stakeholders and just find out where, where they go to get information, what social channels are they on? Where do they go, how do they even like gathering information? So, I like to read, but I don't want to watch a video. And that'll really inform not only. Where to go, but what media type to to leverage in that place in order to, to get in front of the right people and, and and create materials with that, they'll be interested in engaging with,
Carol: Can you give me an example of turning that around that reframe that you're saying of being the guide versus the hero in the story?
Stu: Yeah. So an example in the nonprofit space might be, let's say you are a, let's say you're an organization that builds trails and advocates for trail use in in a certain area. One of the ways that you might re-frame that conversation. So instead of saying, Hey, we help save the trails and keep them clean. And ready for all of the access that people might want. You might want to reframe that in the perspective of, if we know that you are passionate about trails and want to keep them safe. So by donating today, you help w you help keep this area's trails open and accessible for all.
Carol: Yeah. So it's turning it around again. I mean, just like you were saying at the beginning where it's, go, go where the folks are, right. Rather than where you want to hang out and then put them in the center of the story instead of, instead of yourself. Yeah, just really appreciate that you talked about maturity levels of organizations, kind of. I'm curious what you see. Well, obviously there, there are organizations that are early on small as they get bigger. What are some different things that you see as opportunities as, as organizations grow to maybe, I don't know whether it's necessarily to expand their marketing, but maybe do it differently as they.
Stu: Yeah. So I think as organizations grow and this can be any organization you have, have built up an audience, you have built up a base of clients or donors or stakeholders that have raised their hand that are ready to continue to engage. With your organization, if you just ask them. And so the lowest hanging fruit tends to fall into that inspire phase where it's way easier to get a donor to donate again than it is to take someone through that entire journey of attracting, bond and connect and get them to donate for the first time. We, as people love shiny new things, it's just, for whatever reason our brains are geared toward how exciting it is to land something new. So it's a little boring to go back to Stephanie or Jim or, or, or, or Gail and say, Hey, would you be willing to do it? Would you be willing to donate again? Could we turn you into potentially a monthly donor? That just isn't as exciting in our brains, but it's an easier opportunity. So two things there first is. Yeah, it's way easier to get someone to donate again than it is to get them to donate the first time. And the second thing is those people also have demonstrated their interest in your organization and their desire to help your organization. And so even though. Even if they aren't able to donate again right now, they will probably be willing to share your mission with their networks. So that repeat and refer area is something that we see as more available to a mature organization, because you've just simply been around for longer. And you have those connections built up versus a startup, nonprofit who right now doesn't really have a whole lot of opportunity to re-engage donors if they, if they're just starting to get them.
Carol: Yeah. And what comes to mind is the phrase, “oh, you're just preaching to the choir.” Well, you need the choir yeah. Those folks that continue to, to show up maybe at your events, maybe, participating in programs, donating all of those different things. And so making sure that you're treating the choir well is, is, is important
Stu: Well to extend that metaphor, the choir sings really, really well.
Carol: Right. And how can you help them see broader, broader audiences?
Stu: Exactly, exactly. And a lot of times that's just giving them something to say, that social post and sharing it, writing an email that they can share with their, with their team, just, getting them one step down the road, saying, Hey. Feel free to modify this, however you'd like, but here's, here's some ways that you can spread this message a little bit, a little bit more effectively, and we wanted to help you help make that easier. That's certainly among the recommendations that we would have for that referral type of athlete.
Carol: Yeah, that, that point of making it easy for folks. I was with a group the other day, and a woman was talking about, she wanted to take action in this particular arena. And, she went on to a website. It was, this was around, advocating for voting rights. And she was motivated. She went. But there was just so much information on the website. It was so complicated. It just overwhelmed her and she ended up in paralysis. She didn't take any action, even though she was motivated enough to go to their website and try to read, but they, they didn't, keep it simple, they wanted to give the person all the information. And so, unfortunately it probably had the opposite impact that they actually wanted because she didn't end up making the phone calls that they were hoping that she would do or anyone who would show up on the website. Right. And was motivated to take action.
Stu: Yeah. We tend to fall into the trap of wanting to tell people all the things. And if we can focus on one thing at a time, this is why I've, I've gotten a little bit away from newsletters and have started focusing email outreach on a single idea and a single action. So instead of giving people a choose your own adventure, monthly newsletter, where, there are nine things that they could possibly do. Get interested in and maybe go exploring hitting people more frequently with more focused intentional single, single ideas. Emails have proven to be a lot more than that.
Carol: Yeah, I've seen that for myself. When I first started out, I did a newsletter where I went once a month where I shared both. I did a twice-monthly blog. And so I shared links to each of them. And after a year looked at my stats and every single month, the one at the top was the one that got opened more. I was like, well, and, and the one, one further down, just and so yeah, I went to one thing, one email, one thing and people are just so bombarded with information that yeah, I think that, that desire to tell you everything that. We've got a lot to share. We want it, we want to do that. But what, what's that one thing that you really want people to take away or take action on?
Stu: Exactly. Exactly. Yeah. We've found that creating synergy between your email message and where you're sending people as well is super effective. And so making sure. the tendency is to be just like, okay, well we'll send them to the homepage. Well, once I get to the homepage, there's dozens of things on most sites that people can do from there. So even creating a single landing page, that is the action that we want you to take from that particular email is a really valuable exercise.
Carol: So what do you see as the opportunities for organizations as they're trying to connect with people, attract them, may do that bonding help them get to know each other, create that relationship. Really. It's not just about that transaction and then moving them to inspire what are some of the opportunities that you're seeing? Stay the course and don't get distracted with the shiny new things, or are there some new things that are coming along that people should be paying attention to?
Stu: Well, that's a one fun thing about marketing is there's always something new, something that's either falling out of favor because it's no longer really working or coming into favor because it's it's something that people are trying, I would say nonprofits have a tendency to lag in terms of what they are. They just don't have the bandwidth to stay on top of the latest trends. However, like I mentioned earlier, most of the donations are still coming from the boomers. At this point that'll, fairly quickly move into Gen X-ers. And it just tends to be the people with more. Less time left on the earth, as well as more income opportunities or more, more disposable income opportunities. Tend to give a little more, it's just, we tend to do that as we age. So I would say nonprofits should probably be a little less focused on the newest. Information a delivery mechanism or, or marketing channel and stay focused more on some of the things that are a little bit more tried and true. For example, email continues to be a very viable way to engage with some of the older populations. That's been something they're comfortable with. Email, if someone's on your email list, they tend to have raised their hand at some point. So they tend to be a little more engaged with you than just, something that happens to flow into their feed. I would say consistency is something that most businesses including nonprofits can benefit from is just creating content. Map a a roadmap for what the next six months look like develop themes around that, that a roadmap. So, maybe April is going to be, when you talk about this particular program, maybe when you promote some event or sweepstakes opportunity that you have et cetera, and then develop the content that's of help support that. And then just be, get really good at executing on, on that content. just be consistent about it when shiny things, I call it the shiny squirrel syndrome. When those things come up, put them, put them in a sandbox and be willing to explore those as future opportunities, but don't let those try to not let those get in the way of the plan.
Carol: Yeah, I appreciate the notion of, you don't, you don't need to be on top of all the trends and picking a couple of things, doing it well, doing it consistently. Those all can have multiplier effects. So yeah, I, I think that may be a sigh of relief for most people in the nonprofit sector where it's like, we're, we're, we're trying to do so many different things. And, and I mean, I think probably that those principles would work in a lot of different areas within an organization, oftentimes where I'm working with them around strategy. It's it's, it's also trying to figure out what are the. Couple big things that you're going to be focused on, not 95 different things that you could be doing within a particular space. So yeah it aligned.
Stu: You mentioned relationships earlier, and frankly, I see marketing as just relationship building, whether you're selling, trying to sell a widget or let's say a bottle of soda or trying to get someone to come on board as a major corporate donor, it's all about building relationships and getting good at having those conversations consistently. And making sure that those are authentic. And I would say if there's, if there's ever one thing to do for an executive director or a donation manager or, someone out there it's pick up the phone or get people on calls and ask them questions and develop relationships with them. even, even buying soda, for example, Coke and Pepsi and all those guys are out there trying to develop a relationship with a customer. And it may be a fairly easy relationship to develop, a dollar or whatever, however much a soda costs these days is not a heavy lift to get somebody to try something. But at the end of the day, you’re billing awareness. So not getting people to know who you are, getting people to like you, to trust you, to try to buy, to repeat your refer. that's that, that's that cycle that, that we want to get people into. And yeah, it's just about having authentic conversations is, is really, if there was one thing that every non. Leader or their team could do it, contact X amount of people and have good solid conversations with them every week. And just put a number to that and, and make sure you're hitting that.
Carol: Yeah. And I think just keeping the relationship and the conversation front of line. So even when you're, you're creating something that may not be in a conversation format and back and forth too. Remember that whatever you're sharing is only one half of the conversation. So what's, what's the other half that you went back to? So that back and forth I think is really
Stu: Yeah. And developing opportunities to just provide value, whatever that is. So we talked about content a little while ago. You don't always have to be, you don't always have to come up with the big story out of thin air to be a good blog post, if there's something that aligns with your mission that, in another organization, is doing, or that's interesting. I had a conversation last night about food scarcity, scarcity at a, at a meetup that I had appeared with some somebody and, there's information there that I could then share. I didn't come up with it. Found out about it. But that's like being the Maven, being the person willing to share that information. if you can just reach out to somebody and be like, Hey, I saw this article, it reminded me of you. Here's why you think it's important or why. I thought you might be interested. Let me know what you think and send that to an individual or send that to your list, in an authentic capacity that that's good.
Carol: Yeah. I actually love the parts of newsletters where it's, what we're reading right now or what we're listening to. And, and, some of my most read things have been my little, like, short reviews of books, et cetera, because people are always on the lookout for recommendations from people, as you said that from people that they trust and, and they know, have a similar perspective. Yeah, yeah, yeah. So at the end of each podcast, I ask a somewhat random icebreaker question. I have a box of icebreaker questions I pull them out of. And so I've got a couple here for you. I'll just ask you one. What I usually do is pick out three and then see where the conversation goes and see what I'm pulled to, pull to, to then ask. So what's the best advice that you've ever received?
Stu: Wow. The best advice. I have been fortunate throughout my life to be able to engage with experts in a variety of different fields: business, personal life. No even athletics. I just somehow managed to be able to spend time with world champions and, and people of that nature. So I've received a lot of amazing advice over the years. I think that probably the best advice I have that I could share is to be yourself. And if you can come to every conversation and every interaction as you are authentic and be interested and, and all of those things, but essentially coming from that from who you are you're going to feel more fulfilled and you're going to develop better, stronger relationships. It's that authenticity piece that I think is super important.
Carol: Yeah. And I think, yeah, absolutely. And I think that that goes for organizations as well. Right. Be themselves. Yeah, I think we're, we're social creatures and our antennae are pretty good for when people are faking it. Right. And they're not, they're phony or whatnot. And so, yeah, I think that that's, that's great. That's great advice. And we're always stepping into that. I think as we, as we continue to evolve, hopefully. Yeah, I hope
Stu: so. It feels to me like I've been around in the business world since, I mean, I guess I graduated college back in the early nineties. And so I entered the business world pretty, pretty soon thereafter, and for a while, there was a real trend to never show weakness and never, never be. demonstrate that things might not be going well. We're asked for help and, and I, I'm very encouraged and maybe it's just the people that I hang with, but I'm very encouraged to see at least among that group, people being more and more vulnerable and more and more willing to share both the good things and the bad things that are going on. I think that social media has created a situation where a lot of us argue. Given the opportunity to, to see how people may be struggling because they just put out the good stuff out there and just really understand that it's okay to be vulnerable. And when you can be yourself and show up in an authentic way good things happen.
Carol: Yeah. And with that, I think I appreciate it. I've heard it from Brene Brown of also being aware of who's earned the right to your story. Who's earned the right to, what levels of vulnerability. Are you, are you telling a story from a wound or a scar? So I think that that's also important when you, those, those big, big blanket statements don't, obviously it never works in every situation, but the more that you can, be willing to yeah. I recognize, and share when, when you're struggling and that. But you need help. Right. And asking for help, I think, is certainly something that I've had to step into and learn more about as I grow older. So yeah. Appreciate that. So what are you excited about? What's emerging in your work?
Stu: I think that is one of the things that I have been working on for quite some time. And it's really coming to fruition and I'm incredibly excited about it. It's something I spoke about a little while ago, which is this coaching opportunity. I love helping people. I love helping people be their best selves. And so being able to create a coaching program that puts me in a, in a. In a position to be able to help people in that capacity has been really fulfilling and I'm super excited to continue to expand that program. So, it's something that we have, I have several, several coaching clients at this point and And so it's really fun to be able to meet with them on a, on a regular basis and watch their progress and see how much they can come alive in, in the marketing space and be able to contribute to the growth and success and ability for their organizations to to expand that.
Carol: Yeah. So it goes back to that. You don't have to do it young. You don't have to go it alone. You can, you can get help.
Stu: Yeah, for sure. There are lots of resources available out there and I'm certainly available. And, and, if somebody would like to discuss some of the challenges they're facing or, or what coaching might look like, I'd be happy to chat with them about.
Carol: Well, thank you so much. Thank you for being on the podcast. It's been a super pleasure. I'm excited to be able to have this chat with you and look forward to talking with you soon.
Stu: Alright. Thank you so much. Thanks Carol.
Carol: I appreciated Stu’s point about thinking about all of your communications from the point of view of those you are trying to reach. So if your average donor is a Baby Boomer, spending a lot of time on TikTok probably doesn’t make a lot of sense. Where do they hang out and how can you go to them? And then when you are telling your story – making yourself the guide not the hero of the story – putting the people that benefit from your work at the center instead of yourself. That can be a little tricky because you don’t want to be in the business of not respecting your clients privacy or using their challenges for inspiration porn. At the same time – how can you get yourself out of the way of the story you are trying to tell. I also appreciated Stu’s emphasis on keeping it simple. Asking people to do one thing – just one thing. When I am talking to people as part of the strategic planning processes that I support, I ask them if they had a magic wand and could change the organization in any way, what would their wishes be. So if I were to give myself the magic wand, it would be to have every policy person who writes policy updates and asks their constituents to take an action – write an email, call their representative to simplify their messages. And if they really want to share all the details – they would have two options – Click here for the highlight summary – that would have at most a sentence or two explaining – why they wanted me to contact my representative to vote for or against the bill and then provide a mechanism for me to do that. SIMPLE. Then they could include a second option – if you want all the details – click here – But right now – most of the advocacy communications I receive only have the second version. Maybe the policy people think it is the simple version – but to a layperson like me it is not. So yes – keep it simple and to the point! With that I should get to the point…
Thank you for listening to this episode. I really appreciate the time you spend with me and my guests. You can find out how to connect with Stu, his bio, the full transcript of our conversation, as well as any links and resources mentioned during the show in the show notes at missionimpactpodcast.com/shownotes. I want to thank Isabelle Strauss-Riggs for her support in editing and production as well as April Koester of 100 Ninjas for her production support. Please take a minute to rate and review Mission Impact on Apple podcasts or wherever you listen to podcasts. I also hope of course that you subscribe so that you will get future episodes. Reviewing the podcast helps other people find the podcast. We appreciate it!
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