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- Herausgeber: John Wiley & Sons
- Kategorie: Fachliteratur
- Sprache: Englisch
Create opportunities for your nonprofit or social enterprise with partnerships and social media
In Impact Redefined: Transforming Partnerships, Social Moments, and Personal Connections to Drive Change, social entrepreneur and advisor Nick Lynch delivers an insightful exploration of how to use a variety of social opportunities to your advantage. Easy-to-understand, this book is for folks who desire positive change and are looking for strategies to create long-lasting impact via partnerships, real-life opportunities, and social media. You’ll discover the importance of self-branding, nurturing healthy collaborations and connections, championing empathy, and multiplying impact through relationships.
In the book, you’ll find:
- Methods for developing social moments to foster connection and build community
- Tips for building and maintaining successful partnerships and collaborations with influencers and other people
- Ways to nurture human connections to form a wider network that benefits your social organization
A can’t-miss roadmap to maximizing your impact on your community and the wider world around you, Impact Redefined is an essential resource for social entrepreneurs, nonprofit leaders, and other philanthropically minded professionals.
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Seitenzahl: 237
Veröffentlichungsjahr: 2024
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Table of Contents
Cover
Table of Contents
Title Page
Copyright
Dedication
Acknowledgments
About the Author
Introduction
The Power of a Wish
When Personal and Professional Collide
The Emergence of Three Key Elements
Element 1: Social
Element 2: Partnerships
Element 3: Human
Navigating the Future
Note
PART I: Social
CHAPTER 1: Storytelling and Socializing
Impactful Storytelling
The Medium Is the Message
Creating Social Moments
CHAPTER 2: Community and Connection
The Seed of Connection: Storytelling
The Three Ts of Impact: Time, Talent, and Treasure
PART II: Partnerships
CHAPTER 3: How Should Partnerships Look?
Corporate Partners
Influencer Partners
Synergistic Cause‐Based Partners
Building Sustainable, Mutually Beneficial, and Impactful Partnerships
CHAPTER 4: Whom Should You Partner Up With?
Speaking the Partnership Language
Partner Discernment
CHAPTER 5: Partnering with Influencers
How Do Influencers Help?
Different Kinds of Influencers
Choosing the Right Influencer
CHAPTER 6: How to Grow Partnerships
The Three Ts of Partnership
Help Others So They Want to Help You
It's About Using Each Party's Strengths
Pitching Your Partnership
Prioritize the Right People
Cultivate—Don't Compete
Know When to Step Away
PART III: Human
CHAPTER 7: Creating and Nurturing Connections
How Can I Create Connections?
Being Authentic Means Being Vulnerable
Nurture Your Connections
Note
CHAPTER 8: Championing Empathy
The Power of Empathy
Understanding Empathy
Becoming a More Empathetic Person
Welcoming More Empathy in Your Office
Ask the Right Questions
Create a Culture of Understanding and Appreciation
CHAPTER 9: Using Social Moments, Partnerships, and Human Elements Collectively
Leveraging Social Moments for Partnership Building
Developing Empathy‐Focused Partnerships
Empathy as the Inspiration for Social Moments
Hypothetical Scenarios
CHAPTER 10: Final Thoughts
The Imperative of Integration
The Changing Landscape of Social Impact
Index
End User License Agreement
Guide
Cover
Table of Contents
Title Page
Copyright
Dedication
Acknowledgments
About the Author
Introduction
Begin Reading
Index
End User License Agreement
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IMPACT REDEFINED
NICK LYNCH
Transforming Partnerships, Social Moments, and Personal Connections to Drive Change
Copyright © 2024 by John Wiley & Sons, Inc. All rights reserved.
Published by John Wiley & Sons, Inc., Hoboken, New Jersey.Published simultaneously in Canada.
No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per‐copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, (978) 750‐8400, fax (978) 750‐4470, or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748‐6011, fax (201) 748‐6008, or online at http://www.wiley.com/go/permission.
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Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Further, readers should be aware that websites listed in this work may have changed or disappeared between when this work was written and when it is read. Neither the publisher nor authors shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages.
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Library of Congress Cataloging‐in‐Publication Data is Available:
ISBN 9781394237098 (Cloth)ISBN 9781394237104 (ePub)ISBN 9781394237111 (ePDF)
Cover Image and Design: Basic Consultants, Inc.
This book is dedicated to the amazing nonprofits and the passionate individuals steering the ship whose unwavering commitment to driving social impact forward and making a real difference in the world inspires us all. Your tireless efforts illuminate the path toward a brighter future for us all.
Acknowledgments
As I reflect on the incredible journey of creating this book, my heart is filled with profound gratitude for the unwavering love and support that has surrounded me. Writing a book has been a goal of mine for a very long time, and I want to express my deepest appreciation to those who have been instrumental in making it possible.
First and foremost, I want to extend my heartfelt gratitude to my wife, Joslin, and my son, Noah, who have been my unwavering pillars of support and constant sources of inspiration. Your love, patience, and encouragement have been the driving force behind this project, and I am profoundly grateful for the beautiful moments we've shared throughout this journey.
To my parents, your love and support have been a guiding light in my life, especially during the challenging days of my early battle with cancer. Your infinite belief in me has fueled my determination to create positive change in the world.
I also want to express my heartfelt thanks to the Make‐A‐Wish Foundation for profoundly changing the trajectory of my life when they granted my wish to go to Disneyland. That experience was a turning point that instilled in me a deep sense of purpose and a commitment to making a difference in the lives of others.
To Wiley, thank you for taking a chance on a social impact enthusiast who is passionate about making the world a better place. Your belief in the importance of this work has been instrumental in bringing this book to fruition, and I am honored to be a part of the Wiley family.
To all the readers, I am deeply appreciative of your interest in the topics discussed in this book. Your dedication to creating positive social impact aligns with my vision, and I hope the insights within these pages inspire and empower you to continue making a lasting difference.
This book represents the culmination of the collective support, love, and inspiration I have received from these incredible individuals and organizations. Thank you for joining me on this meaningful journey and may our shared commitment to impact create waves of positive change that resonate far and wide.
With heartfelt appreciation,
Nick
About the Author
Nick Lynch has spent his professional career building solutions for brands to better identify and target their audiences online. Nick is more than a businessman: from personal experience as a former Make‐A‐Wish recipient who survived cancer at an early age, Nick is passionate about nonprofit organizations. When the COVID‐19 pandemic suddenly forced many nonprofits into the digital space, it triggered Nick to think strategically about solving the challenges of creating opportunities to thrive without in‐person events. This prompted Nick into creating Collidescope, an innovative technology and services provider in the social impact space, dedicated to activating and empowering social change through cutting‐edge digital solutions. Collidescope empowers global causes, influencers, and organizations to collaborate and measure their cumulative influence and impact, as well as companies looking to add or improve their corporate social responsibility initiatives. Out of 2,900‐plus start‐ups analyzed, StartUs named Collidescope as one of the top five Social Tech Startups to Watch in 2021.
After spending nearly two decades developing expertise in digital media and advertising technology for public media brands, high‐growth private companies, and start‐ups, Nick Lynch knows what truly drives revenue, performance, and innovation: execution. Leveraging his diversified product experience from MySpace to Fox, the Rubicon Project, and Amobee has helped him build profitable products throughout his career. Nick has developed a unique expertise in marketing and advertising technology to enable companies to create a dynamic digital presence.
Nick has landed coverage in print and broadcast outlets around the world, including TechCrunch, Yahoo!, MediaPost, ClickZ, Adotas, Beet.TV, and Forbes.
Introduction
The social impact landscape is dramatically shifting. The effect COVID‐19 has had on the world, beyond the health implications, has changed the way individuals, corporations, and nonprofit organizations look at delivering impact. In most cases, it has accelerated the way corporations and organizations use new tools and technology to achieve impact. And though there is now more attention to and participation in social impact activities, there is also more distance and confusion about how organizations and corporations can build communities, increase long‐term engagement, develop mutually beneficial partnerships, and amplify the amazing works they are undertaking. So how do we navigate this new world of partnerships, social media, and other gateways to social impact?
The Power of a Wish
First, let me tell you a bit more about myself. After all, you may be wondering why it is that you should believe whatever this stranger is telling you! My name is Nick. When I was three, I was diagnosed with a stage 3 Wilms tumor in my right kidney. For months, my parents would take me to the doctor, where he would review my symptoms, my vitals, and my labs, and come up with the conclusion that nothing was wrong. When we would return home after every visit, my mom's intuition was telling her that there was something else going on. And after each mostly uneventful visit, that intuition grew stronger. Until she finally decided to get a second opinion from another doctor.
Within the first 15 minutes of meeting with our new doctor, he agreed with my mother, and that based on my lab results, I needed to go to the Oakland Children's Hospital emergency room immediately. By the time they found my cancer, it had spread from my right kidney, down to my groin, and into my inferior vena cava—the largest vein in the human body, which carries deoxygenated blood from the lower body to the heart. The operating report said that the tumor had “fingerlings” that were centimeters from my heart. After six hours of surgery, a few weeks of radiation, and months of chemotherapy, I was cancer free, and have been now for nearly 37 years.
At the tail end of my chemotherapy, a family friend had recommended me to a relatively new nonprofit out of Phoenix, Arizona, called the Make‐A‐Wish Foundation. Their organization granted “wishes” to children who were battling life‐threatening illnesses. My wish was to go to Disneyland. The wish was filled with limousine rides to and from the airport, my first flight, multiple days at Disneyland, and, most important, memories that eclipsed the trauma of childhood cancer. Not just for me, but for my family, too. When I think about that time in my life, even though I was only three, I mostly only have memories of my wish and not the hospital stays and treatments.
Cancer can be a strange, common bond between people. I have yet to meet someone that hasn't directly or indirectly been affected by it. Typically, the idea of having cancer, surviving cancer, or knowing someone who has had or is battling cancer creates feelings of fear and despair. All totally understandable and rational feelings to have. My mom and dad are both cancer survivors as well, so I have been entrenched in the disease repeatedly throughout my life from multiple vantage points. But I view cancer differently. Yes, it is scary, but it's never been a better time to be fighting as modern medicine continuingly is finding new ways to treat and beat the disease. And so, we fight. It's this fight that has shaped my perspectives.
My cancer experience has been a source of pride and confidence for me. The scar down the middle of my chest has always reminded me that if I can survive cancer, I can do anything. I have used this to power through any challenge I've ever encountered in my life. I believe that using this experience in this way, has enabled me to be successful in my personal and professional life. And for the last 16‐plus years, I have been able to build a successful marketing and advertising career that has been focused on building solutions for brands and advertisers to better target their audiences on digital and social media.
Eight years ago, my life came full circle. I had recently found out that my wife was pregnant with our son. I am sure every parent goes through that moment when things get real. And when I saw him for the first time on the ultrasound, things got very real. I was suddenly transported back to 1987, but in my parents' shoes, empathizing with them and what it's like to be a parent. Though there was nothing wrong with my son, I still began to feel their helplessness of not being able to do anything to heal their child, the agony of pacing in the waiting room while their son was being operated on, and also the immense joy of seeing their son in remission and eating ice cream under the fireworks‐filled sky of Disneyland. Through this wave of emotion, I had an epiphany, and one thing became clear: it was time to do anything and everything I could to support Make‐A‐Wish. Over the last eight years, I have supported Make‐A‐Wish Greater Los Angeles through fundraising, developing their young professional's council, and providing leadership on their advisory board. I have used my professional expertise and network to guide and scale impact for this amazing organization. I have also become a volunteer wish granter, enabling me to conduct the full wish experience from discovery to reveal. After I granted my first wish, I sat in my car and cried. The emotion was overwhelming, and I knew that child whose wish I granted and his family's experience was going to change their life in the most meaningful and positive way.
When Personal and Professional Collide
In late February 2020, I was on a business trip to Southeast Asia, which as we all remember was ground zero for COVID at that time. I foolishly underestimated its seriousness and flew out to meet clients. At the time, I was running a global influencer marketing company and was scheduled for my quarterly trip to the region. Though at that time, we were getting more and more information about COVID, its seriousness hadn't really contextualized for me until I landed in Hong Kong. A large international hub, usually shuffling more than 200,000 people in and out of Hong Kong per day, was completely empty. From my gate to the airport lounge in the international terminal was about a half‐mile walk. During that walk I would have typically navigated around thousands of people. This time, I only saw seven other people. All of the shops were closed. Looking outside the windows at the tarmac I saw dozens of airplanes triple and quadruple parked in a surreal pattern of wings, tails, and cockpits. It was a scene out of an apocalyptic movie. As I made my way to my connecting flight to Singapore, I was imagining what the rest of my trip was going to look like. As you can imagine, it was filled with masked meetings and temperature checks at every stop. But it was during one of these masked meetings that sparked an idea that would change the course of my life, again.
On my last day in Singapore, I was meeting a friend who told me, “This is just the beginning. Things are going to get bad, people will lose their jobs, and we will all need help.” He knew my background in advertising and influencer marketing and asked, “What can you do to help?” His tone, body language, and question stuck with me for the rest of my trip. And for the next 30 hours of travel time back home, all I could think about was what I could do. When I landed back in the states, I had a pitch deck, financial model, and name for an idea that would answer my friend's question: Collidescope.
The concept of Collidescope was the amalgamation of my personal and professional worlds—they were “colliding” … get it? I knew that brands were spending billions of dollars a year in cause marketing and corporate social responsibility and that they would spend more directly with mission‐driven organizations if there was better insights and transparency into not only how those dollars made an impact but also if the business saw any meaningful and positive lift. I also knew that influencers were becoming a fast‐growing and legitimate marketing channel, and these influencers would happily use their platform to promote vision and value‐aligned missions if they were presented with opportunities to do so. It was this triangulation of brands, nonprofits, and influencer stakeholders that was the start of Collidescope. I built some tools, technology, and processes that helped identify corporate partners, nonprofits, and influencers that had value alignment, facilitated these collaborations, and measured the efficacy of these partnerships. We coined the phrase Double ROI, which is a term we use to describe how we measure return on investment for the corporate partner in terms of business benefits and return on impact in terms of mission benefits. By looking at this holistically and identifying correlations between tactics and outcomes, stakeholders are able to understand the value of their participation in the impact equation.
Our first campaigns were in partnership with our friends in Singapore, where we powered a social enterprise called We The Good. Through this partnership we were able to create hundreds of social media posts with five influencer partners, which enabled our cause partners to reach more than 5 million people and generate nearly $150,000. We knew that this was the start of something special. Since then, we've been recognized as a top‐five social start‐up to watch, and our innovative products and processes have helped our clients raise millions of dollars and reach tens of millions of people. We are now commonly referred to as the Deloitte For Social Good.
The Emergence of Three Key Elements
Over the last nearly four years of building and scaling our impact platform in Collidescope, and working with brands, nonprofits, and social media influencers to build collaborative partnerships at scale, I have started to notice interesting patterns emerge. Certain trends, when harnessed, bring about exponential impact and produce positive results.
Throughout my hands‐on experience in the impact space, I have found that real, meaningful change is slow, old habits are hard to break, and even though new technologies emerge and evolve, adoption sometimes feels forced or, even worse, haphazardly implemented. In conversation after conversation and engagement after engagement with our Collidescope clients and partners, we could see the struggle and fear of change. COVID essentially forced every single nonprofit to become digital experts, almost overnight. Though some organizations have been innovative in their community‐building and storytelling efforts, when it comes to their digital presence and use of tools, the vast majority of organizations weren't. As we worked to support this transition, it was obvious that leadership felt lost. We looked for ways to apply what they have always done to this new reality. But with all of this new noise, where do you start?
It is in this chaos that I found three simple truths, key elements that simplify process and purpose. These three key elements can be used, returned to, and reflected on to help start, rebuild, or refocus your social impact mission. Throughout this book, my goal is to share these elements with you to help achieve the impact you desire. Whether this is an impact in your local community, region, state, country, or something that you can apply to the global community, these elements apply to all scenarios. Before we examine these three elements more closely, let's take a broader look at businesses that are focusing on social impact with some success.
When businesses, nonprofits, and similar entities say that they focus on social impact, they are referring to the effects that their actions and decisions have on society. This can include positive and negative effects and can be related to a wide range of issues, such as the environment, the economy, and social and cultural issues. You can look to businesses like Ben and Jerry's, or recently, Patagonia, who both shocked the world and showed leadership by donating the entire companies' profits to charity.
Businesses that are focused on social impact often prioritize the well‐being of society and the environment over short‐term profit, and they may take actions such as investing in sustainable practices, supporting local communities, and promoting diversity and inclusion. What these businesses find is that by making these investments and executing on these initiatives, their margins increase, the employees are happier, are more engaged, and stay at the company longer, all while the value of their company increases. These businesses may also measure their social impact using specific metrics and key performance indicators, like the United Nations 17 Sustainable Development Goals (commonly referred to as SDGs), to assess the extent to which they are achieving their social and environmental goals.
Social impact is a wide‐ranging topic, one that can be difficult to discuss without losing focus. However, at its core, there are key areas that I have identified that provide a strong base for any social impact organization to start and grow from. This book has been broken down into three key parts—one for each of the three elements—to keep this discussion more efficient and focused:
Element 1: Social
Element 2: Partnerships
Element 3: Human
These three elements are the pillars of the social, partnerships, human (SPH) model, my impact philosophy that I explain in depth throughout this entire book. The right mix of these three core elements are the ingredients for any person, team, or entire organization to being impactful, regardless of mission, size, region, or industry.
Element 1: Social
First, we have the social element. On its surface, this may seem obvious. Everyone uses social media. It is integrated into everything that we do. And, yes, social media is a part of the social element, but there is so much more than just a social media presence. We are more connected than ever, and this is in large part due to social media. We are no longer limited by our geography or by the close‐knit circle we have. On top of this, social media as a way to connect is evolving in itself—we are not only able to connect more easily but also algorithms and artificial intelligence (AI) are growing increasingly strong and making these connections even easier to make. Though we are more digitally connected than ever before, we have also never been more disconnected in real life. According to US Census Bureau surveys,1 Americans have been spending less time with friends and more time alone than they did before the pandemic, which has only intensified the sense of social isolation. As we get back to “normal,” get past the pandemic and lockdowns, how do we create real and meaningful connections outside of social media? How do you take what you've built on social media to the real world? As an impact organization, community building is key to enhancing growth and infusing real and digital social elements to build, reinforce, and empower your community, and it is vitally important to the evolution of how and where you tell your story.
At its core, the social element operates as a fundamental piece of modern existence. Although the term social media immediately comes to mind, the scope of the social element transcends mere digital interactions. Yes, social media forms an integral part, but it is merely a facet of the multidimensional spectrum that constitutes the essence of social connectivity. The resonance of the social element lies in its capacity to intertwine lives, transcend geographical boundaries, and revolutionize the dynamics of human relationships. This provides an epic opportunity to develop relationships that were previously hidden, unattainable, impossible to maintain, and to grow. Even us introverts crave some level of social engagement and interaction, and it has never been easier to develop and deliver these social experiences.
The Web of Connectivity
The omnipresence of social media is a testament to the integration of the social element in our lives. However, its significance extends far beyond scrolling feeds and posting updates. The digital age has gifted humanity with unprecedented connectivity, shattering limitations imposed by distance and time zones. This has led to the weaving of intricate webs of interconnectedness that span the globe. The traditional confines of geographical location and limited social circles are no longer restrictive barriers. When harnessed and blended with in‐person social engagement, it provides a potent recipe for community activation, building, and ultimately amplifying impact.
The Evolution of Connection: Algorithms and AI
The very essence of connection is evolving in tandem with the rapid advancements of algorithms and AI. These technological marvels, fueled by data‐driven insights, have amplified our ability to establish and strengthen connections. Algorithms facilitate the discovery of like‐minded individuals and potential allies, effectively reducing the barriers to forming meaningful relationships. The integration of AI enhances the accuracy of matchmaking, enabling connections to be made with individuals who share common interests, values, and goals.
