How does it feel when a friend or acquaintance surprises you with your favorite treat?
Or when someone brings you the ice-cold soda you’ve been
pining for on a hot day?
The good feelings aren’t limited to your taste buds. It’s
like they read your mind. You feel understood. That’s what happened when we ordered a gluten free sandwich
for an attendee at one of our events in 2011. There were 100 people there that day and most would eat a
sandwich fully loaded with gluten. We knew that that one person would
appreciate being able to actually eat something from the buffet at lunch. And
he did. He thanked us profusely and has mentioned it several times since. That
one gluten free sandwich was an a-ha
moment for me: there are easy ways to make real connections between people and
your organization. Executed well and consistently, these simple acts can have a
huge impact.
Over the past 4 years we at the Bay Area Open Space Council have increased
our reach from 1,000 to 5,000+ people, generated 5 times more event sponsorship,
increased membership dues by 360%, and doubled event attendance. We have been
called “essential,” “connective,” and “inspiring” by event attendees. Our approach to building community is
being copied by others (which is definitely flattering!) and we’re being asked
to present on our work more and more.
It’s more than just gluten free sandwiches. We have dozens
of lessons, tools, tips, and perspectives on how we now have more people caring
about and involved with our work. They range from the language you use
(sentences that an 8-year-old can understand work best), pictures tell more
than 1,000 words (they make the intangible more tangible and employ peer pressure
in a really good way), and move past the standard thank you note (there is a
range of tools available to thank donors – use them!). I have data, examples,
and stories. And I want to share them all.
The lessons we’ve learned can be applied to nonprofits who want more people to care
about their work, companies who want
to build relationships with current and potential customers, schools who want more engaged parents, and public agencies who want to get past
forms to connect with the community they serve.
You’re invited to virtually sit with me to eat some
sandwiches – with or without gluten – and talk shop.
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