Times are a Changin: Why Non-Profits [and Businesses] Need to Act Like Startups to Change the World (Brian Solis)

I'd have to agree with this, but then I'm biased.

Times are a Changin: Why Non-Profits [and Businesses] Need to Act Like Startups to Change the World

In a connected economy one thing is for certain, the more connected we are, the more empowered and demanding we become. We learn to expect things in real-time and soon, optimized for who we are and what we value. Information is a currency and because of the connected lifestyles we're learning to live, information and technology along with it are also becoming commodities. This resets markets and flattens the landscape for business where now and in the future, no business is too big to fail or too small to succeed. But make no mistake, to flourish in this egosystem, one where people make information and connections come to them via devices, apps, and social networks, a new philosophy and approach is required to connect with "the connected" aka Generation-C.

To see the impact of how businesses fail to invent or re-invent models for how business is done, one doesn't have to look much further than the world of non-profits. The world is changing around them, how attention is earned and converted into action is becoming increasingly difficult to grab, and because of this so-called digital life, people are changing what they value and how they spend (or give) money. I use non-profits as an example here because like in any business, there are those who get it and they're fighting for change every day. But, they push against those who prevent progress simply because they can't see or touch change even though the foundation on which they stand is crumbling around them.

Over the years, I've admired the work of friends such as Beth Kanter and Allison Fine who have tirelessly worked to empower change agents to bring about transformation in the non-profit world from the inside out. I've learned so much from them. Additionally, I recently learned by reading "The Next Generation of American Giving," a study published by non-profit technology provider Convio, that younger generations are already less loyal to less charities.That has an interesting impact on all businesses.

Each year, they give on average $341 to 3.6 charities. In comparison, Matures give on average $1,066 annually to 6.3 charities, Boomers give $901 to 5.2 charities, and Gen X’ers donate $796 to 4.2 charities. If we can extrapolate the meaning behind giving and link it to overall consumerism, we can assume that younger generations will be loyal to fewer brands than that of their predecessors.

Attention, relevance, and relationships mean everything now. It's how you earn each that changes. In a world where attention is a scare resource, businesses must learn that the approaches we take to market and the methodologies and reward systems behind them, are literally dying. There are, as Craig Newmark, founder of non-profit accelerator Craig Connects(and also Craigslist) says, "too many words vying for our attention."

Newmark founded CraigConnects.org to help non-profits Use technology to give the voiceless a real voice and the powerless real power. He believes that in order to change, we must work together for the common good while still competing of course. His view is that this only grows the proverbial pie. As you'll see in this episode of Revolution, that change starts with a shift in perspective to, as he states, "make it trivial to get the help you seek."