Earlier today, Dennis Whittle was looking at the Global Open Challenge leaderboard over John’s shoulder.
“Can you believe it? This page is getting more traffic than our homepage!” John said.
“Naturally. This is where the action is,” I said.
Meanwhile, our accountant James has been clicking the refresh screen every 2 minutes. “Look, an organization just overtook the #5 spot!”
“What does it all mean?” Dennis asked. “This is the most dynamic thing on our site. I was at a conference, and someone mentioned his experience getting on the site and this leaderboard in the same breath.”
I am realizing that it all adds up to something different than we ever expected.
Now, I think our impact comes by transforming nonprofits to be more effective, more responsive, and more successful in turning those million little earth changing ideas into a better world.
This transformation comes in the first 30 days, if it comes at all. We train organizations on social media. Some adopt the best practices. Then we test everyone.
Those who fail still gain, sometimes even more, because the staff come back with a new hunger for learning. That hunger is what the official aid guys have been struggling to create for decades. And we get it for free, because everyone wants to be noticed and validated on the leaderboard.
It takes failure before some realize that we mean it when we say that they own their success. The work they do determines the funds they raise, not some granting foundation. Regular people empower the organization, especially when the people see they are part of something meaningful, a community with a cause. This dynamic is why the leaderboard matters.
As a PhD neuroscientist and a teacher, I fully believe testing and failure is how we make progress. Scientific research is about learning through failure. The Open Challenge is a test of whether nonprofits have a sustaining community of supporters.
Winners like Critical Exposure who built that community during the open challenge can attest to being transformed in three weeks (from Jared Schwartz of Frogloop.com, a nonprofit online marketing blog):
- “We regularly updated our supporters on the fruits of their labor and during the final weeks of the competition.”
- “We pointed our supporters directly to the real-time standings.”
- “Many of our supporters later told us that as the competition entered its final days, they wore out the refresh buttons on their browser keeping tabs on the competition.”
- “Our supporters were 100% emotionally invested in the competition and did whatever they could to help Critical Exposure win.”
- “They actually wanted more updates from us!”
What it means:
A community based organization in Zimbabwe can now compete with a 501(c)3 nonprofit in New York City, if enough people care about them. What matters is how passionate their supporters are in advocating on behalf of the great work the organization is doing.