[Editor's note: The following first appeared in the June 2011 issue of NTEN:Change. Read the complete issue of NTEN's new quarterly journal for nonprofit leaders by subscribing to the journal for free!]
By Rebecca Krause-Hardie, AudienceWorks
Recently I was talking with John Michael Schert, Executive Director of Trey McIntyre Project (TMP), about their social media activities. What became abundantly clear almost at once was that I was asking the wrong question. Technology is hugely important, but like investing in a vehicle for transportation, what’s most important is to first ask “where do we want to go?” and “who is going?”
Everything starts with vision, Schert says. In their case, that comes from founder and choreographer, Trey McIntyre. From their vision and mission statements they created a style guide that is clearly reflected in everything they do online and off. That vision and mission are also translated into the way that everyone in the company engages. Dancers tweet, post blogs, and represent the company in the course of their day. Why? Because it is part of the culture, and ties directly back to their core institutional values of being “transformative, captivating, honest, innovative and personal.”
Dancers tweet, post blogs, and represent the company in the course of their day. Why? Because it is part of their institutional values
I would hazard a guess that everyone in TMP knows what their organization’s values are. And they understand how their role relates to this. When dancer Chanel DaSilva greets me after a show, I don’t get the impression that it is because she “has to,” but rather because she genuinely embraces their company values, appreciates our expressions of interest, and welcomes making a personal connection with us.
Does this internal alignment payoff? One-in-three people in Boise know what TMP is, and recently someone came up to them in the airport, having recognized them in their TMP t-shirts, and ended up presenting them with a $30K check.
It makes me think the question we need to be asking is, “Are we all clear on what our mission and vision is, and are we acting on it together?” What do you think?
(Note: You can read the complete June Issue of NTEN:Change online for free. We'd also love to hear YOUR responses to Rebecca's question. Leave your feedback in the comments!)