In episode 32 of Mission: Impact, some of the topics that Carol and her guest, Don Tebbe discussed include:
Guest Information: Don Tebbe is an organizational planning consultant and one of America’s most experienced advisors on nonprofit CEO transition and leadership succession. He experienced, first-hand, the challenges of sustaining an organization and navigating leadership succession as a former nonprofit executive director and five-time interim CEO. Since 1993, he’s helped hundreds of nonprofit leaders plan for and manage turnover in their chief executive positions. Don was one of the national thought leaders involved in an Annie E. Casey Foundation-sponsored project to develop better practices for nonprofit leadership succession. Many of the concepts and practices used by succession practitioners today originated with the Casey project. He is the author of Chief Executive Transitions: How to Hire & Support a Nonprofit CEO and The Nonprofit CEO Succession Roadmap: Your Guide for the Journey to Life’s Next Chapter.
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Carol Hamilton: Welcome Don. Welcome to the podcast.
Don Tebbe: Thanks Carol. I'm excited to be here. Have this chat with you and.
Carol: Absolutely. And I always like to start out and I know you've had a very long career. So this made this, this, the answer to this question may have changed over time, but what really drew you to the work that you do? What motivates you and what would you describe as your, why?
Don: I see you sent me that question in advance and I had really pondered that because I think it's been more of a feeling than an explicit calling. In fact, I did some research for one of my books on callings and I am trying to figure out why I was attracted to this, to this nonprofit sector work. But it just seemed like a great place to really do work that's meaningful. And that's one of the things I discovered in doing the research on callings is that everybody has this innate desire for a meaningful life. And I couldn't think of any, I tried business, I tried government. But I couldn't think of any place else where you could have a much more meaningful life than the nonprofit world.
Carol: Yeah. I've definitely found that as well. I mean, it's meaningful in the work that you're doing, but I also find it attracts other good people. And so I enjoy it. I often really enjoy my colleagues and enjoy their thoughtfulness and their sense of calm.
Don: Yeah, I think for me, the perfect place was to move in. In the consulting arena. I had been an executive director and deputy director for about 10 years before I moved into consulting in 1993. And I just really, I just fell in love with it. the opportunity to work with great people to work with them at a very meaningful moment when they're particularly, if they're. Maybe not necessarily struggling, but questioning, like when we're doing planning work. And it also gave me a lot of flexibility to really double down on, on the missions that I really care about without having the, the daily grind of, of being an executive, like developmental disabilities, like food security, like housing like, child services.
Carol: Yeah. Getting to contribute to all of those different things rather than having to pick one, one major passion. Yeah. So you, as you said, you've had a long career in the sector ranging over a number of different areas and, including executive search and really pioneering, how many transition specialists approach executive search today? I think actually. You're one of the people who's been quoted multiple times on this podcast over the past year. So kudos for that. And one thing that I especially appreciated about how you address this issue is that you address it from both sides, from the point of view of the board and the organization, but then also the point of view of a long term executive director or the founder. In your book the nonprofit CEO succession roadmap. I'm your guide for the journey to life's next chapter? Why was it important for you to address the exiting executive director directly?
Don: Well, it can't really came out of work that Tom Adamson I did when we were partners in a firm called transition guides. Tom and I met when he was leading a project for the Annie Casey foundation that was looking at the question of how we can have better transitions in the nonprofit world. Invited a small group of practitioners when myself included at the time I was the interim executive director of the interim ministry network. So Tom and I put together this program a two day retreat called next steps. Particularly targeting founders and long term executive directors. Cause it was, yourself, those are some of them. Can be some of the most problematic transitions out there. And, I think it's just, it's, it's, it's, it's a space where governance, executive leadership and strategy all come together in, in one moment. And so I think it's a great opportunity to really address all three of those, those prongs also the organizational capacity. So we started off with, we were focused on executive transitions in, came up with the executive transition management model, all that, and what we realized that we needed to be working with organizations. Earlier, before they hit that moment of transition. So that led us into the succession planning work. And then in early two thousands, I was looking at the, I do these deep dives every few years. And the deep dive I was doing then was around really organizational vitality. I did 140 CEO transitions in my career and managed 104 of them. And some organizations come to you in all sorts of conditions. There's the high performing organizations. There's the low performing organizations. There's the organism. They are firing their executive director. I really wanted to take a look at and see what characters, what are the characteristics of these high valleys? Tell the organization, those organizations where you walk in the front door and you can just feel it. You can feel the energy, the excitement, the commitment, the impact I am w what's what was going on in those organizations that I came away from. I did literature review and some case study research and came up with these three tiers, that base level there's organizational stability, the, the vital signs that are okay. It's not at risk, it's not in the intensive care ward. The next level up was what I would call Sustainability. And then, layering on top of that. What is vitality? And so you really have to, I think you have to address both the executive and, and work leadership on that board higher. So the executive, the board, is responsible for shepherding the mission and shepherding him. And obviously the executive is their key partner in driving that impact. So I think it's terribly important to address both. But we found though with these retreats we had about, I think we had about 600 alumni when I left transition guides. We would do it a couple times a year, small groups, about 25 to 30 executives. It may, when I did interviews with. So folks that are with our alumni, what I found was that just really, They, they, they were our point of entry into the organization and, and, the opportunity to then work, with a board. So I think also my belief is that the executive really should initiate the succession process. And rather than the board initiating it on their behalf. So I think, it's, it's, it's. It's just like in a situation with a nonprofit; their key partners need to be working with both of them.
Carol: What would you say is important for exiting executive directors to realize about the transition?
Don: Well, probably the thing that I heard the most and was most surprising is to a person for these interviews, they. They were shocked and surprised by how emotional the process was for them. That was something that really caught them off guard. So we really tried to make sure that they understood that in, in, in this retreat process. So I think that's, I think that's one thing that's a surprising thing, but I think in terms of the points that I would make with executives is you probably can't start too early. We were focusing on primarily trying to get to people for three to four to five years ahead of their Parker, I'm thinking of one particular instance this executive was a household name and, she was not just the, the leader of this nonprofit. She was a leader of a whole movement and she was, that's, that's a pretty hard person to replace. So we actually, I started talking with her 10 years before she left and I don't, I don't think that was the cause, That there needed to be some capacity building around the movement and not just inside her for her organization. So, and that's an extreme case, but usually I'd say three to four years, it's not too early. because particularly if it's founder or long-term executive, cause there may need to be some capacity building needs to take place in the organization. They baby, They grew into the role as the organization grew up around them. Right. And so there may be, they may be covering for somebody, they are, there may be a hole in their operation or there may be somebody that they'd been making do with in, in the organization. Also, there may be a board that's overly dependent on them and really needs to do some board building work to make sure that there's a, I would call. The board's gone through a reformation process and it's not a friend's a founder board any longer, it's a fully functioning, or that has a, it has a sense of itself independent of the founder. And so I think that you just can't start too early. And I think the third point that I would make is that a lot of times executives are confused about their role in, in the transition process and the succession process. It's to me, there's no ambiguity, you got three jobs. Job number one, lead the organization through the transition, of course, but understand that that role is going to evolve as your departure date draws closer. Number two is to prepare yourself for that next chapter of life. Like if you're going to retire, have something magnetic, that's drawing you forward rather than a job that you're leaving. And job number three is to prepare the organization for the succession and transition process.
Carol: And you mentioned that often folks were caught off guard with how emotional the whole process was. What were some of the common things that folks experienced as they, as they move through? And what were some of the unhelpful behaviors that came out of that, that, that roller coaster, that emotional roller coaster.
Don: Yeah. I think it'd be a lot of it distributed by the executives personality. Jeffrey Sonnenfeld was at Yale university and wrote a book a few years back about the hero's farewell and he outlined four different characters for different profiles. There were the ambassadors, people that could leave the organization gracefully, or even have a continuing role with the organization. And, everything's going to be just fine. Governance. Who went on to other, big, big jobs and left the organization behind, so forth. And Oh, I forgot the other two right off the top of my head here, but the Monarch and the steward, right? Oh, that's right there. Exactly. Yeah. Well, steward was my year's term monarch, that you're going to be carried out feet first or X showing the door kicking and screaming. But my belief is that there's a fifth category out there. Another category out there is called stewards. And that's what I see most. In, in the nonprofit world, people that can, leave gracefully and but not necessarily have a continuing role with the organization science and courage to pardon executives, to think of themselves as stewards. And they're going to hand off the organization to the next sewer. So did that answer it quickly?
Carol: Yeah. Yeah. So what would you say you, you talked about the three tasks that are inherent in the job of leading an organization through the transition. What can executives do to help make the transition go more smoothly?
Don: Oh, gosh encouraging the board chair to pick good leadership for the succession process. And as I said, starting the succession process earlier, and I also, I've been listening to your interview. Liz Wolf and I take a little bit different tack about the idea of, of interim executives being the standard approach for an organization. Now that was the, that is the experience in, in many religious denominations, right? Place what's called a settled pastor until there's been an interim there for at least a year, so that there is that breathing room, that separation, but the challenge, and I brought that into discussions with the KC project and what we found. By comparing notes with compass points in our own practice, for a lot of organizations that just don't work for you, you've got fundraising relationships that you need handoff, or you've got P government contract relationships that you need to hand off and, have you. Having an interim in there and doing that handoff twice, just, just, just doesn't seem to work. And so that's one reason why we took a step back and said, let's start earlier, work intensively and encourage the executives to get some coaching in the process so that they're, they're dealing with their own stuff. About how the transition is going, because the job does evolve and, or, people can feel a sense of loss when decisions are deferred to the new executive and so forth.
Carol: Yeah. And one of them is that I'm not listening to the train. And so I totally lost my train of thought, wanted to follow up on, oh, I remember what it is now. One of the points that you made, which I thought was really key, was the scent, the recommendation to pick a date and stick with it, not to be going back and forth. Well, I thought that was a good idea, but really we've got one more project to do, one more project to do and kicking the can down the road. What, how, what impact have you seen that have on the rest of the organization? When, when. That executive isn't it from, and their plans and how they move forward?
Don: Yeah. One person comes to mind very clearly. I was coaching him on his departure and we were having coffee. About a month after our initial meeting, he then let out to me that he was rethinking his departure date and his long time, well seasoned deputy just up and quit and said, look, I'm done with this, you're, you're never going to leave this organization. I'm going to go do something else. I think I gave some notice, but what do I mean? It really upset the applecart. And I think I'd also feel whipsawed. Cause for the staff a departure particularly of a founder or long-term executives, this may be the only boss they've ever known. Right. and particularly to their long term staff members and it's unnerving for the staff. And so you don't want your best people to be, cause people. It's an unknown and nerving time men, particularly if you couple that with, The executive or the board being guarded about information. It can be a real stew for the staff and right, for people, you're some of your best people to look elsewhere because they're questioning them. The future with the organization again, and there's always questions anyway. we'll, we like the new executive, can we trust the board to pick the right person for the job? Are they going to bring in some, somebody that's going to bring in their own team and they want a gun we're going to clean house when we don't necessarily need to clean houses as a high-performing organization, all those things.
Carol: What are other mistakes that you've seen executive directors make as they're exiting?
Don: There's a touchy topic there. One of the points I try to make is you need to take responsibility. You need to take responsibility for your departure and your exit plan. And then I will try to clarify that that doesn't mean you surf the board's authority and try to force in your hand pick success or are on the one hand nor does it mean dumping everything in the board's lap. And saying, Hey, it's their, it's their problem. It's their job. I'm running the organization. It's finding that, that, that place where you can really be a good steward of this entire process without, without rush riding rough shots over the board and not dumping it all in their laps, which volunteer boards are. Oftentimes really pretty clueless about what's really needed in that, in that way.
Carol: Yeah, so helping them through. And that's where I think, bringing in external help because, if the person's a founder, it's unlikely that they've managed a transition or their own exit before in, in that case. And so may not know all the things that that could be helpful to, to pay attention to as they're going through that process.
Don: Yeah. I think the other thing is that I am paying a lot of tension, a lot of attention to the preparation for the hand. And that can be a great comfort to you, to your leadership team, to your staff. If they're helping to prepare the way for the new executive. In fact, that really is one of your roles as a departing executive is to prepare the way for your successor. And so getting staff engaged in that, whether it's paying the CEO's office. So rewinding here a little bit is, I think it's really important that executives pay attention to the, the preparation to receive and work effect for causation work effectively with the new executive and paying attention to the handoff. So preparation for the new executive. I think there's a, I think. Engaging the board in some con getting the board to engage in conversations about what governance relationship do they want with us new executive, you spent a long time, writing this profile, imagining what this new person going to be like, getting clear about, the priorities for the first 12 to 18 months of their tenure. Well, what relationship? Should you have, within an executive, particularly if you've got a founder or long-term executive leading staff preparation, getting the staff involved in preparing briefing materials for the new executive that it becomes part of that, the handoff, getting some bios together about what the team looks like that sort of. And then expecting that there might be a little bit of overlap between you in, in your successor and that's, that can be fair. Yeah. in small organizations, it may be a couple hours, a couple of days in a large organization. Like one of our clients was an international health charity that had, has. Offices are all around the world. So the current CEO stayed on and the new CEO came in and worked out a month, I think, going on listening tours, visiting all the facilities around the world as the CEO of. And so paying attention to how that, that handoff and making sure that the, the critical relationships get handed off that there's briefing materials for the new executive, that there's an opportunity to really get it's no the organization that they're taking over and and then, then, riding off handoff and ride off.
Carol: I love it. So at the end of each episode, I like to play a game where I ask one random icebreaker question. And so what's something that you believed earlier in your career that you think about differently now?
Don: Oh my gosh. Well, I think a hard lesson I learned as a, as an executive director was not to expect the board to spontaneously fundraise. Yeah. Do you mind if I go back to a point about that? Yeah, sure. Go ahead. Okay. Well, so one of the things back in the mid nineties I had a great opportunity working with organizations in Silicon valley based here, but worked out there almost a quarter of the time and. So I wrote a book for this and worked for the center for excellence and nonprofits in San Jose. It was started by Dean Martin. When he retired as a CEO of COO of Hewlett Packard, he was the board chair and he was on the Packard foundation board and a really great guy, a great relationship, and worked with him and bopped on Bob carton on the evolution of this organization. Seven years. So one of the things I did with them was do this report, looking at governance practices in highly effective nonprofits. It's really had a very formative relationship for me, our impact on me because I was fresh off a fairly new consultant at that time, fresh off the heels of, of Relationship with a board. And one of the things that really saw was that it really opened my eyes to that whole board executive relationship. And by the way, I loved Mary Highland's interview with you on that, on that point, Mary and I are old friends and what I came away with and it's really had a forum. Fo helped really from my approach to executive transitions and the importance of following through and having that onboarding process and having an intentional relationship building process with the board. What I saw in these organizations is what I came to call the board executive social contract, you in every work situation, we've got our literal contract. Maybe it's as simple as a job description, or maybe it is a formal written contract, but then we have, how do we live? And that's the social contract. And when I saw his organization's spine large, they were clear about four things. Number one, they were clear about the priorities that they were pursuing together as a board and an executive team. That might be what's in their strategic plan. It might be some developmental work with the organization. It might be exploring new ventures or something like that, but they were clear about their priorities that they were going to work on together. They were clear about their roles and responsibilities. And I know you've got an organizational development background, so this is going to make lots of sense. I'm sure. you're you got that separation of executive roles or board roles and responsibilities. How do you tie that together? Well, you tie that together with some sort of accountability mechanism, that thing, that relationship looks different in every organization, but. Every one of those seem to have those four characteristics to it. So that really made an impact on me. And so I brought that into the executive transition work to make sure that there's an intentional way of the board, an executive building that relationship and that there's a process, a guided process that they could actually go through.
Carol: Yeah. I had the chance to work with one organization that was going through that executive transition and worked with the group before, it wasn't part of the search process, but then came back afterwards to help the board and the new executive director have that exact conversation about what's important to us in terms of how we work together. How are we gonna, what are the ways that we're going to show up? What are the behaviors that we're going to demonstrate that are going to support? Working together in a collaborative, positive way. So, I had a chance to work with them on their strategic planning. And so then I was able to remind you, and these are the things you said you were going to do when you worked together. And none of them were, that they're all good things. People would come up with in terms of being respectful and communicating and collaborating, but I think being explicit about it and then coming back to it and reminding yourself and then thinking, so how are we doing on that? Are there other places where we could adjust and, and, and tweak it to make it better, can be really helpful.
Don: Yeah. And, and having been clear that that, that, that. The connecting mechanism, that evaluation mechanism, has an evolution to it, and should be multi-stage at least in the first year, because, what's the big question on the board? I often hire the right person. Right. And so you want it to, you want to have an intentional non-intrusive way of a non-intrusive way of, of. Yeah, getting that information, getting, getting that. Sure. And so, it might be the first 30 days, having a ha how's it going at conversation? Maybe the first quarter, that's a little bit more of a ha ha how are you, how are you feeling about, your. you're taking charge because there is a taking charge process that John Kabarro at Harvard documented a number of years ago. And so it's, rather than an executive, parachuting in and stepping into the role, it's oftentimes a ramping up process. And so understanding that and just being realistic about that evaluation process. So quarterly. First quarter. Half of the year and then, maybe the annual review after that, but thinking of it as an assurance mechanism and in being realistic about it, because the executives aren't there. They're coming into an organization, they may be confronting problems. There's oftentimes as, legacy issues that don't come up and don't get the cat's not out of the bag until the new executive is there. And so making sure that they're feeling well supported on that. And everybody's being realistic about this.
Carol: Yeah. And you've got all those lines of communication open, which is really key. And yeah, so we did that once, but it doesn't mean that it's done, right. It's not something you just checked off the list. It's something you'd come back to and what needs to be adjusted and how are, where, where are we now? And what else, what, what do we need to think of? So what, what, what are you excited about? What's coming up next for you. What's emerging and the work that you're doing now.
Don: Oh, wow. Just a bunch of things. I'm retooling a course that Susan Shaffer and I developed called going solar going big. It's of course for consultants. And so I'm doing some editing of that after it's been out there for a couple of years online. We do it in person. Yeah. Yeah, some are retooling that this sounds very nerdy, but I'm really excited about a series of books, discussions that I've been facilitating with a group of consultants, mostly alumni from our workshop. Last year we worked on productivity and the sugar we're going to work on communications and insights. And so doing that and just and really, really enjoying, my practice now is primarily focused on succession planning and organizational planning, and I'm developing a process that I call impact crafting, and I am working. I've worked with about five organizations now with that pilot, it can bring in a lot of the ideas from my executor transition work, I've looked at air free organizations, strategic plan and ask them how they, developed it and really discovered that a lot of organizations, th they, They think the board should do it. They think the staff shouldn't do it. sort of trying to bring that into sharp focus and also discovered in the transition work, a lot of organizations have broken business models and the board doesn't understand how the work really gets done, in the organization. So one of the pieces that I bring to an organization is really to clarify their impact statement beyond their vision, bring it down to a little bit more operational level, and then work with them to actually make. Yeah. Using a variation of the business model canvas to actually map how the work gets done, how they turn vision over here into impact over here. And so that's been really satisfying work and I think it brings a much more grounded feel to the. The planning process.
Carol: Well, we'll probably have to have you back on, to dig into that a little bit more because you love to use all the words that I like to use. So I want to get one, I like to open the door and see what's behind it, but thank you so much for coming on. It's been great talking to you.
Don: Thanks Carol. Great talking with you. Good luck on the podcast, loving the episodes thus far.
Carol: Thank you so much. I really appreciate it.
In episode 31 of Mission: Impact, some of the topics that Carol and her guest, Sharon Anderson discussed include:
Important Guest Links:
Carol Hamilton: Welcome Sharon. Welcome to the podcast.
Sharon Anderson: Thank you. Pleasure to be.
Carol: So I'd like to start out with a question of what you, what drew you to the work you do, what motivates you and, and what would you describe as your why?
Sharon: Okay, I would actually say the roots of it really go back to my growing up actually, because I saw with my parents, my family a lot of engagement with community service. And that just resonated with me through whatever form of non-governmental organization, the non-profits space, the ways that people found to address needs. And I just grew up with the sense of how important that was. And then. Having some opportunities to serve on some nonprofit boards and to see it in, in that regard. But I think as far as really the motivator around my consulting with nonprofits came from a project that I worked on for capacity building. And this was one of my friends. Projects. When I started as a consultant, I just saw that need and that space of different nonprofits with really good intentions, but needing support, needing the information to help them take it up to the next level. Yeah. And one of the areas you focus on is helping organizations with their advocacy and policy development starting with a definition, what, what would you describe? How would you describe advocacy? My conversation opener with advocacy is telling your story. And finding a way to make certain that you are clear about what it is that as an organization, what is the organization about, what do you do? Who are you trying to help? What kinds of things are you doing to make those and make improvements. So That for me is the, the why I, and going back to something I mentioned sort of earlier, just looking at, at nonprofit, I saw some times that there were a lot of nonprofit boards in particular that when you said advocacy to them, it was like, oh my gosh, no, I can't, I can't do that. And so that's what I mean. To address the importance of it not only to their sustainability, but also the fact that, yes, there are rules and you can meet those rules and still do what you need to do in this space of advocacy.
Carol: Let’s start with why it's important. And then I'm curious for you to say a little bit more about why you think it's so scary to folks, and then what the reality is.
Sharon: Okay. The reason that I think it's important is the fact that when you really sort of look at it, And sort of put the nonprofit under the microscope. Almost everything that they do is in that sphere of advocacy, there's raising money. You need to be able to advocate for yourself in order to indicate this is why we are a good investment, because this is what we do. And here are the people that we are right. You are looking at issues around sustainability. You need to be able to advocate for your organization in order to get board members, potential board members in the pipeline to get community supporters in the pipeline. And I think more and more now there's a reality to that in that public policy space. There is a place for nonprofits to be able to come to the table and say, this is an important area. So for instance, as a quick example I worked in a couple of areas with a nonprofit dealing with the foster care system and being able at one point to go before the city council to talk about foster care in the city, what was working, what was needed.
And I think sometimes that gets missed in that legislative space. Which is nonpartisan. What you're addressing are the guts of legislation and why certain legislation is important and what's needed in order for the system to function.
Carol: Yeah. And I think it's important for organizations to remember that in that whole public policy and that policy development process, there's often that, that initial steps where legislators are hearing from a lot of people doing hearings, getting testimony, and they may not have even, I don't I'm, I'm not an expert in this, so correct me if I'm wrong, but they may not have even put a bill forward yet. That may be in the formation phase or maybe they have, and, and it's to inform, what else, what might be missing, what needs to be amended. Correct?
Sharon: Yes. and, and at various stages, yes. In some instances they are looking at legislation sometimes within, especially I would say the local and state government sphere, a lot of times when they are doing budget oversight, because a lot of these profits are working with governmental agencies, the question becomes, how are things working? What's working well with that, and what's not working, in order to make any necessary adjustments or changes to the system. And that's a good space for them to be because of the fact that, government. A lot of times it basically needs those kinds of partnerships with nonprofits to help. When I mentioned the foster care system, for instance working with court appointed special advocates, well, it's a nonprofit that brings in the volunteers and trains them, and then they work. The family court system. And so there is a need to have those conversation lanes open in order to make the necessary improvements in order to share here's, here are the trends so that adjustments can be made or, What, what needs to happen to stop what's going on here? How do we protect the children?
Carol: Yeah. And I think that there are a couple of different things in there, but one thing that comes to mind is with all the growing distrust of the government in our country, one of the things I think people don't realize is how it actually is. Non Profit organizations that are actually getting, being granted money, being contracted with, to deliver a lot of these services. So it's not necessarily the government doing it themselves, but empowering it, giving others the resources to then, fulfill those goals and, and, and provide those services. What, what would you say Are some of the misconceptions, especially among boards that folks have around, what nonprofits are and aren't allowed to do in terms of advocacy.
Sharon: I think a lot of times there's a concern because of the discussion around, especially with a 501C3 designation of not lobbying. And so it's that confusion between what is lobbying and what is advocacy and. And sometimes it's like, I don't, I don't even want to touch it and it is daunting. And, and a lot of times too, especially within the state government, sometimes their additional rules are our requirements, but I think it's been. Clear about what it is that this particular agency needs to do. And I think there are also some very clear points where you can say, okay, first and foremost, you don't endorse. You just have to clearly be key. You don't endorse candidates. That is a definite no-no. So stay out of that realm. However, if as a nonprofit. And maybe in partnership with other nonprofits, you want to put together a candidates forum so that your stakeholders in the community can hear what people feel about income support programs, or about. Foster care. I keep sort of circling back to that one or about these literacy programs. Then basically there's a way to do that. You invite all of the candidates and you make certain that they all come and they all answer the same question. And that's a service. That's a part of advocacy, but it's a service to educate your stakeholders.
Carol: And what is the definition of lobby?
Sharon: Lobbying is basically getting into the partisan space. So it's also, it's about the people running for office and saying we do or don't vote for them, do or don't vote for somebody. So that is some part of it. And then the other part of lobbying can also be around. And it's tricky. Area, and I will, it really depends on local guidance a lot of times, but it's around legislation and the extent to which you try to make certain that people are informed about legislation and where the particular nonprofit stands on it. Without necessarily saying now, go out there and change this legislation or, it's, it is a tricky navigation and a lot of times it does depend on the state too. So I'm thinking, for example being able to say that this as an organization, we support. Back in when the affordable care act was being challenged, to be able to say the affordable care act is important because of these reasons for our, our community.And it's an essence saying, think about this Congressperson, council member versus putting forth that debate without getting deep into the politics of, and if you don't do this, then we're not going to vote for you.
Carol: Yeah, the way I've heard it described as, and it's interesting that you say that there's, there's variation at each state and locality. So putting a caveat on that, folks should really pay attention to what the rules are in their local area. But the way I heard it described was, advocacy education, when you're providing information. Stories about your constituents and the people that you work with. Statistics, trends that you're seeing, that's all in the realm of education. And then lobbying is only really, when you say, our members where we're getting part we're part of a coalition and our members are supporting this particular bill, we urge you to vote for it. And, and yeah, without any . Connection to whether or not. The people that you represent, the people that you work with might or might not vote for a particular candidate that being walled off, but the space that, that is okay within limits for non-profits 502 and 501-C 3 is to engage in is that piece of, we urge you to vote for HR. Number one, whatever it is within limits and their limits. But, since it's a pretty narrow definition, very few nonprofits. You know that very few who do some advocacy and are actually gonna run up against that limit. And I think that's the part that boards don't understand.
Sharon: Yeah. And, and it's, it's interesting one of the parts maybe. Right, right. And, and, and of course to the whole, when you look at the range of 5 0 1. Organizations, we always focus on the 5 0 1 C3 because of the fact that they generally tend to be charitable. And then, realizing that there are other nonprofits. Who are in that space of doing endorsements and the likes. So this is why I think it also gets to be tricky for boards because they need to understand the range of things the different options that are available to a non-profit and then just be sure to stay within their space. But I, I definitely agree and appreciate the, when you mentioned the education piece that educating people and that's your stakeholders. Elected officials about what's going on in this space that this nonprofit serves, then you're definitely in an, in your lane, that's the sweet spot for nonprofits advocacy.
Carol: Yeah. And I think that another point that you make is that, W w we quote the part of the IRS code, the 5 0 1 C3 that, that designates one particular type, which is, a large portion of the, of the nonprofit sector, but there are others C4, C5, C6, all who, all of which have different purposes and, and then different rules. But yeah, what we were just talking about really pertains to the C3 category, which is. Most organizations that are trying to do either serving a field or trying to do some educational, some, charitable service work, making things better for people, animals meant the whole range, all of it, the whole of things that could be within a mission. What would you say helps organizations be successful with their advocacy efforts?
Sharon: I think being really clear about What is their advocacy policy and their plan. I think having some very doing that work and what the standards for excellence, for instance, program there. Resources there as far as being able to talk about here's a draft plan, but you need to be clear. So from an organizational perspective, who speaks for the organization. So making certain that they've clearly delineated that if a question comes in, let's say the media calls and says, where do you stand on this? Well, everybody in the organization needs to know who's equipped. Answer that question because not everybody in the organization can answer that. So, you want to be clear about that and also be clear about what the objectives are. So, let me pick another organization, like the league of women voters, there's the league of us and then the league in various localities. And so in the interest of full disclosure, I'm a member of the league and the district of Columbia. And, there's a strong non-partisan state. But there, but the, the educational pieces about making certain that people know about the candidates and that there's an effort made to get feedback from all of the candidates. So in an election year, the policy is going to be, we're doing everything we can to make certain that people understand what the rules and regulations are for voting in our community. During an off year, it may be some other thing, but that's the policy. And then you just have to be able to have what the plan looks like as to how you go about doing that? How do you accomplish that and how do you, what are the outcomes you're targeting?
Carol: Yeah. When one point that you made around who can, who can talk to the media, having a plan for that pause for a second while the train goes by. One of those enthusiastic conductors who really likes to blow their horn.
Sharon: Maybe it has some spectators on the side of the tracks.
Carol: Maybe they're waving and yeah, a couple of points there with who can talk to the media or who can talk, who can represent and speak on behalf of the organization. And especially if, if a stance is being taken, who could write a letter to the editor, all those things I think are really exciting. For groups to have conversations about and know, make sure that everyone's clear. I think one of the things that on any board decision is important is for ma board members to understand that they can only work on behalf of the organization as a whole. And so if they're the board member who's empowered, they then need to. I mean to talk to everybody else. So they have a sense of, they know what the organization stance is. They themselves may have a different opinion and to be really careful and clear, are you talking as XYZ, individual citizen? Or are you speaking now on behalf of the organization?
Sharon: Right? Right. And depending on the nature of that organization, there, there may be some very specific pieces of. You know what that looks like and how that's interpreted. So, the, the league of women voters, I'll go back to that, with their non-partisan position, if you're serving on the board, there is a nonpartisan statement, which indicates that, you have this hat on representing the organization writ large and in the interest of not muddying the waters. It's encouraged that you stay in that lane and not get involved in campaigns, for instance. Of course, as an individual, that's your right, but because you are with the board and people, if they know, especially that you're a board member, it gets a little dicey. And in order to just make it clear that policy is you wouldn't be campaigning.
Carol: So you could, after you're done with your board service, that might be something you choose to do, but while you're a board member, they've made that policy just so that they have a super bright line. And again, that's an individual organizational policy. Others might have different ones, but having those policies and having had discussions and then documenting it about. Yeah, how do we take a stance as an organization? What are they, what has to happen? what discussions and processes have to happen so that we know that we're in agreement on this, et cetera, I think would be super important. Yes. Yes. And you had mentioned the standards of excellence before. I just want to make sure folks know what that is. It's Program that came out of and is still housed within the Maryland nonprofit association, the Maryland association of nonprofit organizations. And it's a way for nonprofits to be accredited in this set of very high standards. The standards of. In all aspects of their operations. So, advocacy is just one component. And all the other things that you need to think about in terms of how you run your nonprofit are part of that accrediting program.
Sharon: Yes. And one of the things that I truly appreciate about the standards for excellence program is that. There is that accreditation process. If an organization chooses, they are very generous with their information. So I often use in the work that I do when I do workshops on advocacy their policy and plan. I, I provide copies of that to say, here's the sample that you might work from, just because they are open with a lot of their information.
Carol: Yeah. And they have samples for all, all other aspects. So I've, I've built used pieces from, and we're both standards of excellence consultants. So we have access to all of this, but I've used their board assessments as a jumping off point when working with the boards and organizational assessments, right. Pretty much everything. And, and even if our organization doesn't decide to go through the entire process, there are aspects that could be really useful. And a lot of the state level associations also offer it. So you don't necessarily have to be in Maryland. This is nationwide.
Sharon: Yes. It is a nationwide program and they have, what's a code which basically provides, guidelines, high level. And the code is easy. There's an app for that.
Carol: I didn't realize I'm going to have to look it up. All right. Well, at the end of each episode, I'd like to play a game where I ask one random icebreaker question. So I have one here for you. I'm out of my handy box of icebreaker questions and it is what is the last random thing that made you smile?
Sharon: Lately, given everything that's been going on with health challenges in the country and the world. The last random thing that made me smile was noticing that birds were starting to be attracted to the flowers on my patio. And, and starting to , I've seen them in the general vicinity flying over, but actually coming down and landing all the table versus just sitting on the fence and it just. Actually that just happened to me before this call. In fact, I just was like, oh wow. And I just was so tickled by that. So it gave me joy.
Carol: Awesome. Awesome. I'm not much of a birder, but we are big. We have a lot of flowers around in our front and there was a Cardinal that came by and landed in a tree. So that dramatic red was quite, quite lovely. Yeah. Lovely birds. So, what are you excited about? What's up next for you? What's emerging in the work that you do
Sharon: Currently we’re making some pivots as far as being, if you will, in the nonprofit space, but I'm starting to work with the national museum of African-American history and culture. And I've worked with them previously, but I'm now working as far as with visitor services and it's just First and foremost, I am just taken by the museum and all that it's done and, and just the immense scope and importance of it. And to have an opportunity to contribute means a lot to me. So for me right now, personally, that's where I am.
Carol: Yeah, it's an amazing, amazing museum. I am definitely going to go back to it because you can, it's not possible to do, to really take all of it in, in one visit. So I definitely need to go back.
Sharon: And, and I just I, I guess I should tread gently here, but I think it's legitimate as an employee. I could still say but wonderful resources on their website too, because and, and a huge. I am biased in the museum space, but the Smithsonian has been doing a wonderful job with all of its museums and digitizing a lot of their information and definitely during the pandemic, making that those resources available as a way to reach everyone and definitely check them out because they're just amazing museums within the system.
Carol: Yeah, I think we forget living here in Washington, how spoiled we are to have those amazing resources. So-called so close by. Yes. All right. Well, thank you so much. It was great having you on the podcast.
Sharon: Well, thank you. I greatly appreciate being invited and I've enjoyed the conversation. Thank you.
In the special 1-year anniversary episode of Mission: Impact, Carol Hamilton discussed the following:
Carol Hamilton: 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'm Carol Hamilton, your podcast host and nonprofit strategic planning consultant. This is an exciting episode for me. I've been podcasting now for a year. So this is my one-year pot of nursery, and it's been so much fun doing this podcast. I've had a lot of great guests, wonderful conversations, and have really appreciated everything that I've learned from everybody that I've spoken to. And I launched the podcast back in August of 2020, but actually started doing interviews for it. Even at the beginning of the pandemic, starting in March. And so this has really been a pandemic project, although I will continue. I intend to continue on after that. Hopefully there will be an after at some point But I certainly have learned a lot.
I've learned, heard a lot about how the pandemic has impacted how folks do their work, how they approach their work. And it certainly had a lot of impact on how I approach my work. The default before the pandemic for strategic planning was of course, to have some in-person event where you did the planning of one day retreat, a one and a half day retreat. Where you brought the key stakeholders together, got them all in a room and had a series of conversations that helped them make decisions about the future of the organization. Other parts of the process certainly have been done online though.
Video conference, focus groups, listening sessions, interviews over the phone, et cetera, but that main crux of the process where you bring together the planning group has always by default, been done in person.
And of course we had to shift that overnight to working online. Now I had a head start because I'd been doing online events since the early two thousands, I in fact organized my first virtual conference in 2004 and had been producing a number of different online experiences over the course of those years. And so it was pretty easy for me to switch up how we were going to do strategic planning, but what's been so interesting to me over the course of this period.
As I've done over 10 different processes with 10 different organizations is actually to see the benefit of doing it online, doing it in a, in a remote setting. And most folks think, well, how can you really make good decisions if you're not all in the same room? And the thing that I've really noticed is that when you do that intensive retreat oftentimes right, when you get to the point of making a decision. With the group, they have hit cognitive load. It's three o'clock in the afternoon, four o'clock in the afternoon. They've been thinking hard all day processing lots of different information brainstorming and they are worn out. And that is the point in the agenda often. When you need the group to make some important decisions.
In the virtual environment, there's no need to have that intensive long eight hour experience. You can take that eight hours or 10 hours, whatever amount of time you might've had at that retreat. Pace it over a number of sessions, two hours here, three hours here, and with a contained set of goals that you're trying to accomplish in each one. Then beginning each the next one with, this is what we did last time, and this is where we are in the process.
But what I've seen is that groups really benefit from having a little bit of time to do one piece of the process and then process that integrated, to think more about it. Be able to kind of mull over the conversations that they had to then bring all of those new, all of that thinking into the next session. With a little more pacing over the period of time, I find that groups are able to get further quicker. In some ways it takes a little bit longer because you have a little bit of a gap between those two or three hour sessions, but in the same amount of meeting time, I'm able to get groups further with more clear and more refined goals than I might do if I were working with them in person.
Pacing also allows strategic planning or other leadership groups to do refinement between the large group planning sessions with time, for back and forth. So people really feel like their perspectives have been taken into consideration. And then with the pandemic, of course, everyone has thought it just has brought to the fore how unpredictable our world is. And can you really plan in this VUCA world volatile, uncertain, chaotic, and I can't remember what the, a stands for (ambiguity). And it was always unpredictable. It's just more obvious now.
I always tell folks that a plan is just a plan. It's not set in stone. They aren't tablets from on high. There's something that you created yourself, but the process itself brings clarity and alignment by creating an opportunity to talk together and explore issues together.
Another thing that I'm seeing a lot about recently with people writing about and considering whether they're going back to the office, whether they're going to stay remote, the method they might do, a blended version is talk about that you can't have culture unless you're all together in the same office. And the truth is that any organization always has called.
There's always an organizational culture, whether you've named it, whether you've explored it or not. It really more, a matter of, are you clear about it? Are you explicit about it? Are you, do you have a type of culture that you want to move towards? That that feels healthier, that you're trying to work. And just bringing everyone back into the office is kind of a de default. It's a default that allows that culture to kind of be there by accident. It allows folks to maybe not pay so much attention to it.
I think one of the blessings in disguise is actually working remotely. That we really have to pay more attention to what the expectations are? How are you working together? What are those guide rails in terms of how much flexibility folks have and their schedules and, and how they're doing their work, what are they expected to produce in a particular week, et cetera. And so it's, again, it may be more of. Are the managers in your organization? Do they have the sufficient training and tools for how to, to manage in this remote and. And so in-person can be such a, just a substitute for giving folks the tools and training that they need to really build that intentional culture and manage well within a remote or a blended context.
So this provides you with an opportunity to shift their culture in a positive direction and get everyone in gray involved and envisioning and working towards and creating that new future instead of just favoring the preferences of leadership and defaulting to. Whether you continue remote or go for a blended schedule, all you have to do is decide if you all have to go back to the office together. Think about what you've learned in this past year, past a year and a half. What do you want to keep? What do you want to let go? There's lots of opportunity there for being more intentional, more and more in clear and more explicit about the type of organization and how you want it to feel to work within your organization.
Thank you for listening to this episode. I really appreciate the time you spend with me and my guests. Again, we're excited to be celebrating our one year anniversary and as with every episode you can find show notes and links and resources at missionimpactpodcast.com/shownotes. And you'll also find transcripts for each episode.
I'd like to thank Nora Strauss-Riggs for her support in editing and production, as well as April coaster of a hundred ninjas for her production support.
Please take a minute to rate and review mission impact on apple podcasts or wherever you listen to your podcasts. It helps others find the podcast and we appreciate it. Thanks a lot. And until next time.
In episode 27 of Mission: Impact, some of the topics that Carol and her guest, Carlyn Madden discussed include:
Carlyn Madden helps nonprofits find new leaders. She is the CEO of Good Insight, a national executive search firm and governance consultancy that focuses on small nonprofits. Good Insight is committed to becoming an anti-racist search firm and she is a sought-after speaker and adviser on the nonprofit workforce’s generational and demographic shifts. She comes to this work through philanthropy, beginning her career at The Morris and Gwendolyn Cafritz Foundation, where she managed a portfolio of grants that spanned education, the arts, human services, and the environment.
Important Guest Links:
Carol Hamilton: My guest today on Mission Impact is Carlyn Madden. She is the CEO of Good Insight, a national executive search firm and governance consultancy that focuses on small nonprofits. 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. Carlyn and I talk about why smaller organizations can benefit from the support of a search firm for their leadership searches. She describes some of the newer good practices to ensure that a search is equitable. We talk about how to avoid being an accidental interim executive director and what aspiring executive directors can do to start now to get ready for a future leadership role
Welcome, Carlyn. And it's great to have you on the podcast.
Carlyn Madden: Yeah. Thanks so much for having me. I appreciate it.
Carol: So I love, I like to get started just by asking a question about what drew you to the work that you do, what motivates you and how would you describe your why?
Carlyn: Yeah, great question. So, I started my nonprofit career in philanthropy, which means that I have a bird's eye perspective on what happens in the nonprofit sector, particularly with community-based organizations. And so after being in philanthropy for almost a decade, I started consulting and did a little bit of everything for a while and saw a number of my former grantees and clients go through adverse executive transitions. So some of the organizations, unfortunately had founders pass away, unexpectedly. Others had hired the wrong person and really the organization took a nosedive. And so as I was building my own consulting practice, I kept being a sounding board for the boards of these nonprofits and thought. Gosh, I think I have a different vision for how organizations can tackle this and started designing a executive server executive search services that embedded a more racial equity approach to the work and started rolling that out in 2018 and have been really fully focused on that in the last few years.
Carol: So, Yeah, it seems like there's, there's been a body of work around leadership transitions that probably started, I don't know, maybe 20 years ago. And it's been the standard of how you do things. So I'm really curious to hear more about, what, how, how you were seeing and how you are approaching those transitions differently.
Carlyn: Great question. there was an interesting article a couple years ago, maybe, and Carol, I'll send this to you so you can include it in the notes, from Jeanne Bell who talks about, I think it's called hire by hire and talks about, some of the survey data on executive leadership in the nonprofit sector has not changed in the last 20 years, right. The demographics have not actually changed. And so what is required is are the conditions of executive search have to change. And so while the model that you're talking about, the last 20 years, it's called executive transition management and they talk about, How does it prepare pivot and thrive or something of that nature, that Don Tevye and Tom Adams and Annie E Casey foundation and Compass Point, all of these organizations came together to design this model, which is an effective model at the base of it. But the conditions around the model have changed. And so things that we do that are a little bit different or, or, a lot of my colleagues are starting to do the same, but we're, we're very firm in this. Salary transparency for all of our clients. I'm really thinking about building, not thinking actually building out networks multi-racial networks, leveraging affinity groups, having open exchange with clients, recognizing that often leaders of color don't have those sponsors or, when we are reaching out to folks saying who do you know in this space, that would be a good executive director. Because there are so many white people in the sector in top leadership roles, our networks are very homogenous. We know that I'm a white lady, you know where this is it podcast, but I'm a white lady. We're two white ladies talking to each other. but our networks are very diverse.
And so we have an open door policy that anybody that has questions about a search can call us, can talk to one of our associates about their interest in the role so that they can really prepare their materials to be successful in front of that transition committee. We're also coaching transition committees on what are some best practices. So if a transition committee is hiring an executive director and says only executive directors can apply for this. Well, what we know to be true about the field is that there are fewer executive directors of color than white executive directors. And so we're already starting to limit the pool.
Some like even subtle things, right? How are we, how are we gender coding? Job descriptions. We know the studies say not just in the nonprofit sector, but HR writ large say women are less likely to apply to a job that is masculine coded. So if your job description says things like. Aggressive goal achievement. Yeah. women, or, women read that as like, well, can I aggressively achieve goals? So we use words like collaborate, not compete, thinking really about gender coding there. So it's a really cool tool. And again, I'll send this to you. You can include in the notes that will read your job descriptions for gender coding and tell you if it's a feminized or masculinized job description, which is really neat. We also avoid militarized language, like execute. We don't say execute, we say implement. And we don't say targets. We say focus, all of these sorts of things that are really subtle, but affect how people are receiving a job description and think about themselves in that position.
Carol: And it seems like, you, you are, are really focused in, on the search phase of that transition.And what misconceptions do you think, you've seen that people have about working with someone on S H working with an outside party to support that search process?
Carlyn: Gosh, I think they think it's really expensive. Right. Like most of my clients are under 5 million. That was the area that, so while I was at, I was at a regional foundation called the Cambridge foundation. I had a portfolio that covered indications with domestic violence survivors, homelessness, and the environment just like a broad generalist. But the thing that they all had in common is that they were relatively small, right. There are under 3 million and we say our ideal clients are under five. And we say that because they don't have, HR apparatus, right? There's not a strong internal system, multiple people they're really helping develop out job descriptions and search services internally. There's no internal strategy around it. So yeah. Our clients are best served. When they're small, we provide good services to small clients, but small clients also lack fewer resources. There's a reason that they're small. And so boards often think that they can do it themselves. But again, what do we know about boards? Many of them are predominantly white led. So we look again at these imaginative networks. they don't have the time to, to do the search themselves. So they're not communicating back to the candidates. And so people don't know where they stand that affects the organization's reputation, all sorts of things like that. So I think a common misconception is that it's really expensive and it's not worth the cost that they can find the executive director themselves. That might be absolutely true. However, the ability, particularly with long tenured and founder transitions, long-tenured executive and founder transitions, is the ability to have a partner that understands where the organization's capacity is.
Can explain that clearly both to the board and to candidates and finding a candidate that doesn't just check all the boxes, but really can meet the organization in this exact moment in time is really crucial. So one of the things that we also know is implicit bias is a big thing. We all carry implicit bias. And so you'll receive a resume from somebody and they'll be like, well, they worked at all the right organizations to successfully lead this nonprofit. But maybe they didn't hold the right roles in those organizations. If you are preparing to launch a capital campaign and somebody has come from a competitor organization, but only worked on the program side, they're not going to have necessarily the skill sets necessary to. Be able to launch that capital campaign that's not going to be their area of expertise. So what we help our clients do is really hone in on the key skills and hire for skills and capacity for that organization's next chapter and boards just don't, aren't going to necessarily understand where the organization is in its life cycle and what's next. And because we are experts in the nonprofit sector, we have a clear vision for that.
Carol: And you talked about, I think, one of those really hard transitions, from a founder and, and how you witnessed, a number of specific examples where that, where that didn't go well, what, what have you seen a transition from, from the founder? Go better or go more smoothly?
Carlyn: Well once they’ve decided that they're going to transition, they do need to identify what the date is of that transition. So, whether that person is leaving in a year, six months, three months, all sorts of, it doesn't, it doesn't matter. But having a firm date in mind and working backwards from that with some succession planning, Carol, I know succession planning is also an area of topic that you care a lot about too. And then the organization can make a decision. Is that executive director going to be the person that hands over the keys, or is that person going to need to use an interim executive director in order to facilitate that transition? And we're dealing with people. So every person is different. Every organization is different because of that person. I can't say there's one right way to do it, but often an interim executive director after the founder is a good idea because. This person can help steward and steer the organization's operations and help clean up. it's not like there's a mess necessarily, but, but be able to implement some new systems, be able to identify if there are staff members that need to be promoted. If there are staff members that have outgrown their positions, they can do some of that quote unquote dirty work before the next executive director comes in. We commonly say there's this accidental interim that often follows a founder, somebody that is in that role for about 18 months. And you don't want that. You want the next person to follow the founder to be there much longer term, maybe not another 30 years, but five, 10 years be able to take the organization through its next cycle of, of opportunity. And so you need somebody in there for six months to a year, maybe even 18 months in order to make sure that all the systems are go and the fundraising relationships are strong and, All of the things that, that next executive director would otherwise work on and take up a lot of time, rather than being able to implement a bigger vision for the organization.
Carol: And I could imagine, as, or as organizations are becoming more aware and centering, equity and racial equity that. an unfortunate offshoot of that might be that, they rushed to hire a person of color where they've, where there's been a white founder. And then just because of all the founders and plus many other things, that person becomes that accidental, inner, accidental interim. And I'm, I'm just it. I can imagine that it could have an even greater detrimental effect on that person's career than it might be. For a white accidental interim.
Carlyn: Yeah, it's a good point, Carol. And again, we're dealing with individuals so individual by individual basis. Certainly. but I have seen some very specific scenarios where. That has really torpedoed somebody's career, women of color's career. and then she had a successive accidental interim tenure. And then, as people are reviewing a resume, well, why was so-and-so there for just nine months? Well, so-and-so walked into a really terrible situation, but it's hard to communicate that to, a set of board members that are thinking about, gosh, are we going to take quote unquote, a risk? It's like, you're not taking a risk, but. A resume does not show a holistic vision of who a person is. And that's really unfortunate. So it's a good point. It can be very detrimental, particularly for women of color who are already up against it. A lot of implicit bias that comes up during the hiring process.
Carol: It almost reminds me of that. I don't know. What did they call it? The glass cliff? Not just the glass ceiling, but the glass cliff of being offered, women, women of color, especially being offered the impossible job. Yeah. And then people wondered why they couldn't complete it.
Carlyn: There's a really interesting, I can send this to you so you can share, really interesting podcasts and possibly a company article. And I think it's from Forbes or possibly a fast company that talks about this in the for-profit sector. but this exact same thing where women are called in to clean up a mess and then have an impossible job ahead of them. And then their performance is managed in a way that. Is not commensurate with the, with the opportunity ahead, right. Or the challenge ahead. So I think it's a very good thing to be thinking about that glass clip. And what does it mean to take over, particularly from a founder who is doing more than an executive director, would traditionally, do you have to reshape that role?
Carol: Yeah. And I think for any role, an executive director or any role when an organization is looking at a job description, especially if someone's been in the role for a long time. and of course a founder has, has its own particular set of circumstances or, or impact on the organization. But, anytime someone's been in a role for awhile, though, if the organization has done a good job of maximizing that person's strengths, the role starts to morph into what works for that person. And then you have to separate it from that person and think, well, what do we need from an organizational point of view? And what is realistic? What, what can really one person take on, how do you help boards walk through that process? So it isn't, and, and identify what those really key competencies are. It's not necessarily something that most people think about on a day-to-day basis. Yeah.
Carlyn: That's a great question as well. So it goes back to the, again, to the common misconceptions about why use a search firm. Versus being able to self administer a search. One of the things that we do for all of our clients is stakeholder engagement. So on the front end, we are not just reviewing key documents to get a sense of the lay of the land, or what does the last audit say and all of those sorts of things. But also we are surveying board members, key staff members from membership associations, the actual members of the association, key volunteers. Possibly even program participants, we're talking to funders, we're doing surveys. We're doing one-on-one phone calls. We're doing listening sessions. It’s just going to depend on what the organization's needs are, how recently they've done similar things. And we're trying to learn what was. What was really stellar about the last person in this position? What were some of the key achievements? What do you think is next? What's on the horizon? What hasn't been paid attention to that needs to, often staff culture is a big piece. I think we're really going through a. Tumultuous time. Rightly so.
In my opinion, where staff are much more vocal about what they're going to need from their next leader and what hasn't been happening, particularly in the equity piece, the racial equity or gender justice, or whatever, these different, different elements that affect images, visual organizations. And this is their time to be able to lift and surface that. And for the board to be able to hear that in an objective way, that's not the, The theses banged on the front door that says, we're demanding change or we are unionizing because our rights are being infringed upon. but enables the search firm to play this intermediary buffer zone and then communicate between the two parties about what are the needs of the organization. What's surfacing? We'll also hear from funders or other key stakeholders. What role does this organization play in the community and what, what gaps exist? So are there things that the organization could be doing that it's not, are there needs of the community that aren't being fulfilled? So it's the chance to do a, I even hate to say it like mini strategic plan, to really understand what are the opportunities ahead, what are the challenges that exist at this organization? And then we can effectively communicate reality to the potential candidates so that the board is choosing a candidate that can deal with the circumstances ahead.
Carol: No. I mean, the way you described it, it really is, essentially a mini strategic plan because all those stakeholder engagement is, is key to, any, any strategic process. And the, the, the timeframe may not be quite as long. To really help the board identify, what is this moment in time? Where are we in our life cycle? and then, what do we need from the person immediately? And then in the, in the short to long-term.
Carlyn: Yeah. And it also has helped them actually in conversation with a client that I've had over the number of years and their founders transitioning. And, we were talking about like, What's his pet project, right? The organization has been shaped around his identity and in many ways it's been really successful. His vision has helped propel this organization to really incredible Heights in a very small period of time for a period of time. But there are also things that are pet projects and the board. Recognizes it to some extent, but not necessarily the full extent. So that was the focus of our conversation yesterday, but it was really helpful just to identify, like there are some things that only he can do and only he wants to do. And so the next executive director might even bring their own pet projects and that's okay. But what is essential to the mission of the organization and what would be nice to have, but it's not urgent.
Carol: Yeah. I feel like so many of my conversations come down to that. What's truly essential and what's nice to have.
Carlyn: I think the pandemic has helped us get clarity around that. Hopefully as well, maybe not complete clarity, but.
Carol: At least realizing that that would be a good thing. If we can, if we can identify with the essential items, what mistakes do you see organizations making when they, when they're managing these later leadership transitions?
Carlyn: It’s all about timing. It's all about timing. So I'll often talk to people. That'll say. We're looking for the next person to be here by our gala, which is about two and a half months. And, yeah, I'm going to announce them there. Well, that's going to be tough if, if we work together, that's going to be tough. I'm not saying another search firm couldn't do it, but you're not going to have that stakeholder engagement. You're not going to have that reality check. You're not going to have that candidate care that comes through the process so often. Particularly for executive search at executive director or CEO searches boards are unaware of how long the process is actually going to take, which is usually about four to six months and most often six months. and that's from initiation to. Nope start date. So it's not necessarily from like, I, starting the search, the actual recruitment process to the offer, but that's from the stakeholder engagement to the person, actually walking in the front door. When you're dealing with executive directors, they need at least a month to be able to exit their organization and particularly, it's such a. It's going to sound funny to even say this, but it's a really tight job market right now. Like there are people who are very eager to depart their job and there are people that are very eager to hire new people.
I think I've never seen so many calls that we're getting that are going through executive transitions. I think it's a little bit of the baby boomer retirement. People are excited for new opportunities or maybe executive directors are exiting to take care of elder parents or child care. They scale back. They're so burnt out. And so it's just, there's a lot of things that are going to be floating around the market. So if you're an aspiring ed, this is your time to shine. But, if you're a board member, know that that is going to be very competitive to get the right person. And so you might walk away with the perfect person, but you might be offering it to a couple of different people. We've had a couple scenarios just in the last few months where someone's accepted a job offer, been in the situation where they're. They're negotiating parallel job offers, and you have to be willing to make some, some adjustments to your timeline, to the amount of money that you have on the table. All sorts of things. People aren't just thankful for a new job. They are careerists that are really thinking about how this fits into their personal and professional trajectories.
Carol: And what would you say to those aspiring executive directors? What are some things that they might start doing now to prepare themselves and help them be well positioned to apply for a leadership role?
Carlyn: Yeah. As much as somebody can do to shadow. The development function of an organization. So if somebody is looking to ascend into an exhibit creative director role, the board is paying close attention to how much fundraising experience they have, or what is their external facing experience? I think, unfortunately, and I say this as an introvert, extroverts are rewarded in a search, right. Somebody that can come in and really wow. Somebody, but research shows that introverts are actually better suited for executive director positions or leadership positions. So don't take that. But even introverted people enjoy connecting with others and, Thinking about the fundraising functions of an organization are going to be really key to aspiring executive directors. So even if you are not a development director, looking to move up, if you're a program person, we'll have you start shadowing, start having conversations with fundraising colleagues so that you understand the soup to nuts fundraising process, join a board so that you get hands-on experience of soliciting donations. Those are going to be key for you to be successful in an executive director interview. I tease, I have a colleague that works in a fundraising space and I was like, whenever you're ready to do something like an Institute for fundraising, like a three-day long weekend seminar to help fundraisers understand fundraising too. Do executive director positions. I was like, I will invest in that idea. So anybody has an idea you can call me. I will invest in that idea because it is so important. And it's, it, it really is lacking, unfortunately, in a lot of, a lot of potential, really awesome executive directors. And it's hard to change the board's mind around that because fundraising is so essential to an executive director position.
Carol: And then, once the search process is over, the person has accepted the role, what are some things to help set them up for success?
Carlyn: Yeah. So one of the things we do, bi-fold our onboarding plan with the transition committee and some staff members, so that there's 90 days worth of activities that are happening for that person. Now we can all remember an occasion where we've walked into an office and so much just like. Glad to have you, you sit here. Well, we don't want that to happen. We want everything to start off on a good foot, particularly for those executive directors. So, what are the technology needs that they're going to have? What are the key people that they need to meet in the first few weeks? How are they? Let's go ahead and set up meetings with the board members. That's all done for them. They like to walk in, they open their calendar and they're like, great. I’ll meet Jim for lunch next Tuesday. And Jill and Joanie are going to have a happy hour, blah, blah, blah, have all of that. Go ahead and set that up for them. So that it's really clear what they're supposed to be working on. how they're going to communicate what the organization's communication is to the community about the arrival, blah, blah, blah. And then what we also do is 30, 60, 90 day check-ins with both the incoming executive director and the board chair. And we do that for two reasons. One helps us transfer all of this great knowledge that we've received about the organization, through the stakeholder surveys, through people's individual perceptions of the organization, as we're going through the candidate process, tricky board relationships that you might need to navigate, all the things that we've, we've learned. As well as for the board chair, it helps us understand if there are hiccups along the way with that executive director so that we can bring in resources to course-correct if we need to, or if at the end of 90 days, things look like they're going to go sideways, it allows the, the board chair to understand what their options are. And if we need to replace that person, we can always go back to the candidate pool before starting a search. Good search firms are going to give a guarantee of their work that they'll replace the NEC the executive director within a year. we have not had to do that, but it's inevitable it's going to happen. And so, our guarantee is after a year, if within a year, somebody either resigns or is fired, we would start a search for free and. That 90 days helps us do that on the earlier side than like 360 days into that person's tenure.
Carol: Well, at the end of each episode, I like to play a game where I ask a somewhat random, icebreaker question. And so, if you were right, if you were to write a book, what would it be about,
Carlyn: Oh gosh, I mean work is such a big part of my life. I'd like to think I would write like a non-work book. Right. But so if, if I had to write a work-related book, I think we would really feature some of the great nonprofits that we're, that we're working with and use that as case studies. I think there's so many lessons to learn about. The executive search process, but the process happens in a vacuright? We don't get a lot of information about what's happening behind the scenes. Other than an email to say so-and-so is leaving and look so-and-so has arrived. And so what are some of the dynamics that are happening in nonprofits today and what are the different things that are needed that are different than 20 years ago? So what's the contemporary viewpoint on executive search might be my next book. We'll see if I can find time.
Carol: All right. Well, we'll look for that in bookstores.
Carlyn: Coming to a bookstore near you, coming to a bookstore and meeting you.
Carol: And, what are you excited about? What's coming up next for you. What's emerging in the work that you're doing?
Carlyn: It’s been, it's been a really interesting spring into summer. I mean, we're getting so many requests for searches, which is great. so we're building the team, so we'll have two new hires coming on this summer. and so thinking about how we build a team that represents the type of placements that we want to make. So no differentiating, and the nonprofit will only work in the nonprofit sector, but who are people in housing who are people in community development and all of those sorts of things that we're building those skills into the team are looking at racial diversity of our own team. we're looking at gender diversity, age diversity, all of these different elements for us so that we can serve our clients. Well, And I think we're really in just the beginning of a big way for executive transition. So we're trying to wax a surfboard and swim on out and get ready for the wave.
Carol: Sounds great. Well, thank you so much.
Carlyn: Thanks so much, Carol. I appreciate it.
Carol: I appreciated how our conversation about how too often people of color, especially women get handed a “glass cliff” assignment in leadership. This could be succeeding a founder or being hired to turn around an organization. These glass cliff assignments not only serves to hurt the individual’s career, they really do a to the sector more broadly. As organizations prioritize racial equity in their hiring, they need to do the work that ensures that their focus on equity is beyond just the hiring process. That they are doing the work internally to ensure new leaders of color have the resources they need to succeed in their roles and they are not being expected to do all the work of anti-racism for the organization on their own. 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 Carlyn as well as any links and resources mentioned during the show in the show notes at missionimpactpodcast.com/shownotes. I want to thank Nora Strauss-Riggs for her support in editing and production as well as April Koester of 100 Ninjas for her production support. We want to hear from you! Take a minute to give us feedback or ask a question at missionimpactpodcast.com/feedback. Until next time!
In episode 26 of Mission: Impact, some of the topics that Carol and her guest, Sabrina Walker Hernandez discussed include:
Sabrina Walker Hernandez is the President & CEO of Supporting World Hope. She has over 25 years of experience in nonprofit management, fundraising, and leadership. One of Sabrina’s greatest successes is that she increased operation revenue from $750,000 to $2.5 million over an 8-year period as well as being responsible for the planning and operations of a $12 million comprehensive capital campaign in the 3rd poorest county in the United States. She has also facilitated numerous workshops with hundreds of nonprofit professionals and is a master trainer for the Boys & Girls Clubs of America. Sabrina is certified in Nonprofit Management by Harvard Business School. She is an active community leader and volunteer in Edinburg, Texas where she is based.
Important Guest Links:
Carol Hamilton: My guest today on Mission Impact is Sabrina Walker Hernandez. Sabrina is the President & CEO of Supporting World Hope. She has over 25 years of experience in nonprofit management, fundraising, and leadership. 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.
Sabrina and I talk about some fundraising fundamentals. We talk about what makes fundraising so scary – especially the ask – and why the ask is actually only 5 percent of the process. The first part of the cycle is identifying and qualifying potential donors, and then the most important part is cultivation or building relationships. And then ultimately it comes to the ask. And then thanking the donor – the way they want to be thanked! But a lot of the work is the fun work of getting to know people and getting to know whether they would be excited about your mission. We talk about why both extroverts and introverts can make great fundraisers as well as why it is so important to remember that you are not asking for the money for yourself – it is for the mission you are working towards and the people your organization works with.
Welcome Sabrina. It's great to have you on the podcast.
Sabrina Walker Hernandez: Thank you for having me here. I'm excited about our conversation.
Carol: So to get us started what drew you to the work you do? What, what motivates you and what would you describe as your why?
Sabrina: Well, I, as I thought about that question it really amazes me that it goes back to childhood. My mom was a missionary in the church and we grew up really doing service projects in the community through the church. And now, in retrospect, I realized that it really had an impact on my life. When I was drying up, I thought I wanted to be an attorney. And so I went to college, did pre law But then I'm going to intern with a non-profit and I realized that being an attorney did not give me any joy. I did an internship with this nonprofit called advocacy resource center for housing. And I had to mediate between landlords and tenants who were being evicted. And I got to work with a lot of attorneys and the way attorneys work is there is no. Right way or wrong way. There is only the law. And I discovered that in that process, and I realized I didn't want to be an attorney, but really what spoke to my heart? What reminded me of my childhood, what reminded me of what my mom taught me was working on the non-profit side. So since that day I have been hooked on this journey.
Carol: And we're certainly grateful for all the work that lawyers do, especially in policy and helping laws get revised, et cetera. But I love the, your, your point about it. Didn't bring me joy, like, okay. How do you “Marie Kondo” your career and the fact that you did it from the very beginning from your very first. Job and an internship that really was a pivotal moment for you. I'd love that. Yes.
Sabrina: Save me a lot of time and a lot of money. Let me just say right.
Carol: I mean, to have done it before, you're going to law school yeah. Too many people wake up 10 years later and go wait a second. What am I doing?
Sabrina: Exactly. So I'm very, very appreciative of the process.
Carol: Yes. Yes, definitely. So you focus on helping non-profits be more successful in their fundraising efforts and a lot of folks when they're new to the sector, whether they're staff or a staff leader or board member, and probably myself too - I'm not a fundraising person - are afraid of fundraising. They don't want to ask people for money. It feels awkward. What helps make it feel less scary for folks?
Sabrina: Well, I think helping people understand that the fundraising process is more than making the ask. The ask is only about 5% of the fundraising process. And so I tell people don't let that 5%, Deter you from, from the whole thing. So 20% of fundraising is really identifying and qualifying who the donors are, do these donors, does my mission resonate with them? Are they passionate about kids - if I happen to service kids. Are they passionate about animals or the homeless or. Whatever it is your non-profit does. And then saying, okay, if they're passionate about my cause now, do they have the ability to financially support my calls? And then once you identify it, that's like 20% of the fundraising process. So now you have your list of the names of people who, having an affinity to origin of mission and have the ability to give towards your mission the next 60%.
And that's the highest percentage of the pie, 60% is cultivation and cultivation is building relationships. And personally, I like that. People and I like building relationships. So building relationships means taking them out to lunch. It means picking up the phone and checking on them. It means inviting them to an event, and making sure that you connect with them at that event. It's inviting them in to volunteer for a specific program or having them come in on a tour of your nonprofit. That's the part that I really like and stuff. I really appreciate that as 60% of the fundraising process. Because if you are a social butterfly, you really like that part. Even if you're not a social butterfly, my introverts also Excel at that part because they actually listen. They can build those relationships and they remember those details. And then 5% is the ask and that's. Oh, it is. And then most of the time, especially with board members, I always say a lot of board members are not going to feel comfortable with the ask, even that 5%. So I always say board members come along with me on the visit for the ask. But what I want you to do is be there to land credibility, because you are a volunteer and. They know that you are volunteering your time. Whereas I'm a staff person. I get paid to do this job. I get paid to perform this mission. So I will make the ask, even if it still makes me nervous, even if that 5% still makes me nervous and it does 20 something years later I will do that part. And uttering that phrase. Will you consider a gift of $10,000 to our ABC nonprofit? Once you say that. You be silent. Right. And I always say the first person who speaks, loses so just be silent. And then beyond that, 15% is thanking, thanking the donor, making sure they understand the impact that their money provided, making sure they understand how that program affected individuals in your clientele roster? So that's the whole fundraising process and I think people still get a little caught up on that 5%. Like I said, I still get nervous, but one of the mantras that I would tell myself before I went into any fundraising ask, It was always, this is not for me. This is not for Sabrina. This is for the kids that I serve because I worked in a youth serving organization. This is for the kids that I serve. They deserve to have the best. They deserve to have opportunities. They deserve to have hope. And you're going in here on their behalf because they cannot. Speak for themselves. So I remove myself from the conversation because all of that nervousness and fear is really about self and you're not there for yourself. You're there for your client. And for those that, you're the reason why you are in this mission. The reason why, if you're a founder, why you started this. So that's one of the mantras that I tell myself as I go into the room. That's a great reminder. Cause it, all, yeah, all that nervousness and how will, how will it come across and what will they, is all caught up in, what will they think of me? And, and so, yeah. So removing yourself out of the equation, reminding yourself, going back to the original question of why do you do this work? Why, what motivates you? Why did you choose to work in this particular organization? All of those things to reconnect you with the mission.
Carol: That is what the person's contributing to anyway, right? Yeah, they may be handing it to you. It may be in the, in the, in the before times, but they're, they're really about supporting that organization and the work it's doing. So you talked about different percentages and the first one being identifying and qualifying possible donors. For someone who's getting started in this. Maybe they've had some, most organizations will be doing something around fundraising, but maybe they haven't really been strategic about it or been really super intentional. Where would you S what, where would you say you should start in terms of thinking about who might be those folks that ultimately would end up on that list to start being qualified as donors.
Sabrina: So one of the exercises that I like to do is I like to do this thing called a list generator. They have the circle of influence and the circle or the sphere of influence. And the sphere of influence is where you draw a little circle and it's you, and then you put spokes off and you identify like. People that, that one for me, doesn't give me enough details. I happen to serve on a board of directors and it is really funny because of my experience in nonprofit. And that's one of the things that I did was like, okay, so we need to we, we, we have this event coming up and we need to get some sponsors. So can you write down different people? And my mind went totally. Blank. And I thought this is how board members feel. Got it. Got it. So it's always nice to have a tool called a list generator. And this list generator is a tool that I use in his front and his back. And basically it says name two people that you are in a service club with name to people that you attend church with name two people that are in law enforcement. Name two people that are elected officials and the list goes on and on and on. And so about the time you finished with that list, you have about 25 names, right? And so then from that 25 names, you can narrow it down and say, okay, of these people who have an affinity towards this mission, who do I think our mission resonates with. So that's one of the ways that you can do it. And then another way that I like to do it once you have those names, I still read the newspaper and I still look at magazines and things like that. And a lot of times non-profits will do the, thank you, post an event and I still scour those and I still look at them and see, okay, who sponsored this event, who, who who's involved in this, because that also helps me generate names and not only generate names, it helps with the affinity part because now not only do I have their name and it might be a name that's on my list. But I also know that they have the ability to give and they, and they have given in the past. So I use those two methods and I encourage boards to use those methods because even if you only have three board members, if it's three board members and you each walk away with 25 names, that's 75 people that you have to vet and go through. And so that's a good pool of people. And if you're lucky to have a CRM system, then I say, go to your CRM system and see who your last donors were, who were your most loyal donors, who's giving the longest and start from that process.
Carol: CRM being customer relations, management, and database thing. One thing that I loved about how you described that process is how you made it so concrete instead of just a blank sheet of paper, and think of the people you gave us all sorts of different categories. And even if someone didn't have two people to put in one specific category that would probably get them to think. Let's say, I don't know anyone in law enforcement, but I think who else works with law enforcement, but I know, this person who is the head of the hospital or whatever it might be in the community, it really, by being concrete, you help people spark the ideas and, and. shift out of that.
Sabrina: I had a blank piece of paper and what am I supposed to do with it? And then what is funny because this, that was my first thought as a board member, I couldn't believe it. And then you also have those that think, well, I don't, you tell them to give names and you talk about fundraising or sponsorships. And one of the first thoughts is also, well, I don't know anybody that's rich, or I don't know, I don't know anyone or, but when you give them that piece of paper with some ideas on it, it starts to generate another conversation and you start to put people on there that you hadn't even thought of. So it's good to give board members and staff members only about staff members. If you have staff members you can go through that process with them as well.
Carol: And you said the next, the next really, and the biggest chunk of the whole process is the cultivation process. And when people hear relationship building and they hear cultivation, they think, oh, but it's all about fundraising. They may still feel a little anxious about it. Well, is this really just transactional? And am I just trying to get something out of someone? So how do you help people really be authentic and how they're building relationships with folks?
Sabrina: It's funny that you asked that question because I had someone to ask that question as well, and I told them, look, you're a nonprofit. They already know you're coming. Yeah, there is no way around it. Just accept that they know that you're a non-profit and that's not a bad thing. I said people should have one or two reactions when they see you. If you're working with a nonprofit, they should like, oh my God, here, she comes. She's going to ask me for something or, oh my God, here she comes. Let me think about what I can give her. Those are these reactions because they should have. It's not a bad thing again, because you're not asking. Meaning for yourself, they are truly identifying you with the mission of the organization in the night. Oh my God, here she comes. What is she gonna ask me for, for herself? It's like, what is she going to ask me for, for her organization? And so it really is As a nonprofit, they genuinely know that you are in the fundraising business. They know that you are developing a relationship with them in order to not as a genuine relationship, but it's also in order to support the work that you do. And I've had some very great relationships that have developed through that process. In 2018, I got diagnosed with cancer and I had been working with my organization for about 20 years and all of my donors came together. These people that I had built relationships with over time and they all pulled together and they sent me a $20,000 check and I did not ask for that. And that was for Sabrina to help with her medical bills. And that was because of their relationships that I had built with them. But when I go out and I take donors, potential donors out and get to know them, it's not necessarily always talking about the organization. It really is learning about their family, learning what they're passionate about, learning about their career. But not what college date they went to, trying to find some of those common grounds? I just enjoy learning about people. And I think that if you go to the table with that in mind, I want to learn about you as a person, then that will also come across. it's not, I want to learn about you as a person, just so you can support me.
My nonprofit, most of the time, what I do is, and I guess maybe this is some tricks, not tricks, but this is, this is some things that I've done that have helped bridge that. So if I invite you out for lunch, I'm going to pay, I don't care if you're worth millions of dollars. That doesn't matter to me. I am going to pay because I extended the invitation to you. The other one is If I, if I am listening and I realize, oh, this person collects horses or this person collects shoes or whatever it is, if I'm out of town or if I see something that I think you might like, I will buy that for you and I will make sure that you get it right. So it's those little things like that. And also another thing that I do is I always go to the table to see how I can be of service first. That is a G that is a true key to it. How can I be a service to this person first? And lots of times that really smooth the process because when I'm at a mixer or I go to lunch with somebody, I'm, I'm constantly listening to what it is that they're doing and what they're passionate about. And I see how I can be a service to them.
Carol: I love that point about listening and really keying into, what's important to them looking at thinking about it from their point of view, what are, what are other interests that they have that, that you can, and then to remember those right, and, and to take the time, be thoughtful enough to. As you said, if you're, if you see something or send them something related to that, so that they know that you, that you care and you took the time to, to pay attention to them as an, as a unique individual.
Sabrina: Yes. Yes. Even if they don't give, you can spend a lot of time and cultivation and ultimately they might not be in alignment for them. That's okay. You do not sever the relationship. You continue with the relationship because there, your relationship is with that person, not with their ATM card. No, that's very important to remember
Carol: For sure. One thing that's interesting from your background is that I think a lot of people think, well, fundraising is easy in New York or Silicon valley where there's these massive cons for DC, I'm in the DC area. Were these, just these massive concentrations of wealth. But you spearheaded a really large comprehensive capital campaign in one of the poorest counties in the U S so I'm curious how you were able to be successful in that situation.
Sabrina: Well, I God, That's what I say, but no, it was, it really was having the right people on the, on the bus and having the right team behind you. So, it was really interesting with that $12 million capital campaign. I had a board of about 17. Board members. But my capital campaign was really five people. And four of them were not board members. I had one board member that was on that capital campaign committee. But the other four people were really just the good team identifying those in the community that were already very, very philanthropic. Right. So having those people and cultivating those people. It took about a couple years to cultivate those people and, and make them aware of who we were and make them aware of our services.
And so we started out, inviting them in, on a tour going in and with a board member and, and making introductions and talking to them, joining some of the same social clubs that they joined, a lot of them. Two of them, half of them, were Rotarians. So joining the rotary club and getting really active there so that they could see the work ethics so they can learn who you are as well. So it took about two years to cultivate that team of people that I really wanted to have as the capital campaign committee. And so that, that was really how we, how it was done. It was thinking very strategically. And saying, okay, who do I want? As my capital campaign team, and I had to look and see who, when you think of especially in a small community, when you think of philanthropy in that community, What name keeps rising up over and over and over again. Now having said that, that everybody is after those same people, right? So now how do you set yourself apart from everybody else? And, and that was one of the strategies, cultivate them, invite them in, but also be in the same circle that they're in. Again, if they're heavily involved in rotary, you get involved in rotary. If they're heavily involved in the chamber, you'll get involved in the chamber. It's almost like social stalking. But it is so that they get to know you on a whole nother level.
Carol: Right. Because they're looking for your competence. Do they have confidence in you that you can talk about a wonderful mission and it sounds great, but do they, do they trust that you'll be able to make that vision happen? I do a lot of strategic planning and of course organizations are oftentimes through a process coming up with a big vision that then they're like, oops, how are we going to, how are we going to fund this? So What, what do you say in terms of getting started in terms, just in terms of building a fundraising strategy, you talked about the different phases, but I'm wondering about what some of the first steps for coming up with a good plan are?
Sabrina: So I think one of the first steps of coming up with a good plan is it's always amazing to me. How many nonprofits, especially the newer nonprofits now just winging it as far as the budget is concerned. And so I'm like, look guys, It's a guesstimation, especially in your first year, right? It is how much revenue do you anticipate bringing in and breaking that down as in. Okay, so I'm going to do a peer to peer campaign and it's going to bring in this much, I'm going to do an event and it's going to bring in this much. I'm going to budget this much for grants. Okay. Okay. And then have your expenses. The expenses are generally a little bit more concrete than that than your revenues, right? So what your expenses are, and then you're going to work your butt off to hit those revenues. And if you don't hit those revenues, then you have to adjust your expenses. Something has to go. So having an operating budget in place would be one of the first strategies that I say that you need to have. And then beyond that, I think that Nonprofits need to be innovative in their pursuit of different revenues. And when I say innovative I hate that nonprofits get on that specially vent wheel. I want them to get off that wheel so bad of jumping from one event to the next event. To the next event, because that's really not getting you anywhere, especially about a time you factor in hours, board, our staff hours, all of these things. So I always tell them to have maybe two signature events figure out what your signature events are. And the first year, of course, you're not gonna. Raise a huge amount.
But as you, as you move forward, you will improve the event and you will continue around the innovation specifically, though. I think that people need to look at social enterprise. They need to be looked at, depending on what state you’re in, and of course I'm in the great state of Texas and we're a little bit more loosey goosey down. Yeah. Y'all seen our rules, they got that tight on. So we can do a lot more things than others. look at bingo revenue. Look at, like I said, a social enterprise looking at how you can do some type of business partnership as well. As far as sharing the credit. And that's when businesses can designate a part of their credit card processing fees to a nonprofit. So look and be innovative, explore some of those innovative things that you can do that will help you towards your revenue. So don't get stuck in the traditional and the mundane because that traditional, most of the time, people. We'll go to the special event and Vince can be very straining on time and on budget.
Carol: Yeah. And, and off too often, I think Organizations, if they really factor in all the work that goes into producing that event they may have had a nice number on their gross revenue raised, but the net doesn't look as pretty,
Sabrina: It does not look as pretty, especially by the time you factor in all those hours. Yeah. So yeah. I would do no more than two signature events, if I can get anything out there, no more than two signature events, that's it.
Carol: So in the last year, obviously a lot of fundraisers have really relied on those face to face events. And of course, couldn't, couldn't do those. What kinds of innovations have you seen over the past year as people have had to pivot.
Sabrina: Well, I've seen I attended a lot of virtual events. Of course I attended them just kind of, I guess I'm a stalker. I stopped a lot of virtual events. And I saw people do some really creative things. I think some type of hybrid events are here to stay. I hope they're here to stay because they're less, the cost is less to put on a virtual event and you can still even engage. If a celebrity, if that's who you want to engage, you can engage them. At a much lower cost because it is virtual and there's no flight involved. There's no hotel involved. It might be a discount, a speaking fee because it is virtual. I saw one local nonprofit that raised money for scholarships. They actually bought in a comedian from Saturday night, live home. Yes. And I thought that that was. Great. Cause it's kinda right there, you live where you get to laugh, you get to the end. And not only that, they also partnered with the local restaurant so that everybody received the delivery of some wine and like let's just say wine and a meal. So everybody was enjoying their wine and meal at home while they got to listen to this comedian. And I thought that that was good. I liked the concerts as well. So things like that. I think that hybrid is, like I said, I think that some form of hybrid is here to stay. As long as the donors will support it. I tend to appreciate not having to get up off my couch and go somewhere. That's just me though. So we'll see how it goes. But I will say at the same time, just this past week I went to two different events. Because even though I enjoy the virtual world, there is something about getting out, people are ready to get out. But I think that the pendulum has swung and it will come back to where you can do some hybrid things that people are very used to now.
Carol: Yeah. Even before I'm thinking of this, it wasn't a fundraising event, but it was a conference where I was on staff with the organization and it was a big conference and they had a fair, a good budget for, for really. Premiere speakers and, one year the person that they had lined up something happened either with their travel or something with their family. They weren't able to show up. They got them on the equivalent of zoom at that time. That was several years ago, and had them up on the big screen. And honestly, because it was such a big event for most people, they were looking at the JumboTron, you, even if the person was in the front of the room, if they had been in front of the room.
Sabrina: So, they probably had a better seat.
Carol: They probably had a better view? And it had a different feel. Yeah. It was very interesting to see. So yeah, it gives you, it gives you access. So even if all of your local people, you want to have come and gather and be able to socialize face to face, if you think about that, you can. You could. potentially pull in someone with a little higher profile that you wouldn't be able to afford normally.
Sabrina: Exactly. Yes. And they wouldn't say yes. And then on top of that, you will also put a pool in some additional donors. Like I said, I attended a lot of virtual events and none of them were necessarily in my backyard. They were on the east coast or west coast or somewhere in between. And I would not have had that opportunity to do that, had it not been virtual. So I think it's a good thing. I hope it is here to stay. Like I said, I hope it's here to stay only because of the cost factor for nonprofits and saving on the staff hours and, and all those things that go into those events I think would be a good thing for nonprofits. And I think, I had a donor that used to tell me, don't buy me that plat, that just put the money towards the mission. I hope that at some point we will. donors will say, what, y'all need to hold that in-person event. Let's do this hybrid to save some money for the mission. it might become a standard like that. So we'll just have to wait and see, the world is constantly changing. So we just go with, go with the flow.
Carol: Yeah. And I mean, having produced a lot of virtual events, not necessarily fundraising events, I wouldn't want. Organizations to, to think, I think from an hours point of view, it's pretty equal in terms of the planning and all of that, that has to go into it. But the direct cost is substantially different. Cause you're so right. You may cater from a restaurant, have people deliver some food, but. you're not paying for hotel space in a ballroom and all of that. So yeah.
Sabrina: Yeah, so that directs their direct cost which is a lot less, the centerpiece is the linen, the napkins, the plates,
Carol: You don't have to worry about it.
Sabrina: And then the cleanup afterwards, God forbid, you don't have to deal with any of that.
Carol: At the end of each episode, I play a game where I ask folks one icebreaker question. I've got one for you here. Okay. If you could be famous, what would you want to be famous for?
Sabrina: if I could be famous what would I want to be? If I could be famous, I would want to be famous for curing cancer because I've had that journey. And I know a lot of people who are having that journey and it's not something I wish on my worst enemy. So it would, it just seems like it seems like more and more people are having that experience. And I think that that would really truly impact the world in a positive way.
Carol: It sure would, no doubt. No doubt about it. What are you excited about? What's coming up for you in your work? What's emerging?
Sabrina: What's coming up for me and my work is, I am in October holding a summit and I will be launching that pretty soon, but what I really want people to, to, to leave with people is to join my Facebook group is called nonprofit professionals exchange. And I live there every Thursday. And I do like 30 minutes to an hour coaching, free coaching based on the questions that they post in the group. So again, and I share in that group, I share a lot of free content. And every day at two o'clock in my group, a free tool pops up every day. No doubt about it. There is a free tool out there. I remember being a CEO of an organization and not having time to research because you're wearing so many hats. So that's one of the reasons why I started this group. I'm going to do the research for you. Here you go, come to one central location, find that, that information. So you don't have to go down. I call it the Google rabbit hole. You don't have to go down the Google rabbit hole.
Carol: We'll put a link in the show notes to that group so people can find it. And that's, and as you talked about, I mean, you talked about from the beginning what got you into this work was an ethic of service and approaching fundraising from that point of view, and then sounds like how you're approaching this work as well. So I really appreciate it. Thank you. All right. Well, thanks a lot. It's been great talking to you. Thank you.
I appreciated how Sabrina reflected on her experience as a board member and how that experience made her a better fundraising consultant. When she was asked to ‘think of 20 people’ to reach out to – she went blank. So now instead when she is working with a board, she has very specific prompts that help spark people’s thinking. I also appreciated her point – that when you are with a nonprofit and you are getting in touch with people in the community – they know….they know you have to fundraise and if they are working on connecting with you and building a relationship that part of it will be about how you might be able to support the work of the organization. They know you are coming! So with that in mind, it is easier to put that concern aside.
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 Sabrina Walker Hernandez as well as any links and resources mentioned during the show in the show notes at missionimpactpodcast.com/shownotes. I want to thank Nora Strauss-Riggs for her support in editing and production as well as April Koester of 100 Ninjas for her production support. If you enjoyed the episode, please share it with a colleague or friend. We appreciate you helping us get the word out. Until next time!
My passion is helping nonprofit organizations and associations have a greater mission impact.
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