Vision: A Key to Organizational Change
Nonprofit organizations are always changing. Each fiscal year brings new programs, stakeholders, funding opportunities, and challenges. Some changes, like which toner to purchase, may be easy. However, have you ever heard the phrase “We’ve never done it like that before.”? If you have, you know that change is often hard for groups to manage effectively.
As a leader, one of the quickest ways to thwart a new opportunity is to expect that others will jump on board quickly without taking the time to explain why the change is necessary.
Vision casting is one of the foundations of successful change.
Two scenarios where casting a strong vision makes a significant impact:
Fund Development:
Organization ABC wants to improve the rate of return on the end of the year fundraising campaign. In recent years, ABC crafted an email solicitation that described current programmatic impacts. “This quarter, ABC delivered 5,100 hot meals to homeless men and women.” This approach resulted in donations to ABC but left room for improvement. This year, ABC focuses on casting the vision of their work and decides to use this message
“At your Thanksgiving tables, you share food and fellowship that nourishes your bodies and minds. Because of your recent donation to ABC, 5,100 men and women living on the streets in our neighborhood received warm food and hospitality too. Thank you for spreading the joy of the season!”
Program Design Change:
Organization XYZ, an animal rescue & rehabilitation group, recognizes the need to expand services. Historically many of XYZ’s services focused on stray dogs, but the city’s stray cat population grew significantly recently. XYZ’s volunteers and donors mostly view the organization as a dog rescue despite committing to all animals. The Director of XYZ understands the need to cast vision, so instead of hastily expanding services, she uses vision to gain support. Her message to the community is
“XYZ’s staff and volunteers enjoy the friendly debate over dogs vs. cats, but one thing we can agree on is that all animals deserve care and love! Join us in our effort to expand services and share the love of XYZ to more of our feline friends.”
Vision casting helps organizations to tell their story more effectively both internally and with external stakeholders. When organizations share the “why” of their decisions, more people can support the “how.”
Does your organization need help to cast vision? If so, contact Spark Group to set up an initial consultation today.
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