Leaders often use the word “transformation” to describe a small or incremental change, but the definition is “a thorough or dramatic change in form or appearance”. When using the phrase “Transformational Communities”, my intention is to define these communities as having a profound and thorough change effect on participating stakeholders.
One of the most interesting examples I’ve encountered is the hybrid online & real-world community development model that Family Independence Initiative uses for its UpTogether program. To date, families participating in FII’s community-powered program have experienced a 27% lift in income, have established an average of $1,000 in personal savings, and have collectively established $2.5 million in home equity.
Jorge Blandón, Executive Vice President at FII, joins me on the Cohere Podcast to talk about the mission of FII, to discuss their community model in detail, and to talk about the stories of some of the families who have collectively walked out of poverty together.
Key Quotes From the Episode:
“FII really is aiming for all people in the United States to be seen and invested in for their strengths and that they’re able to build their social and financial assets. I think until today, there are systemic barriers that prevent a lot of low-income families from leveraging their assets, their strengths, and even community. FII wants to remove those barriers and really create a new environment where families are trusted as change agents and communities are collectively addressing the challenges that prevent them from pursuing their wellbeing.”
“FII’s approach is really anchored in historic models of just how communities and families would come together to support each other from barn raisings to examples of the Chinatowns throughout the country, the Black wall street and in Tulsa, or the fact that there are over 1500 donut shops owned and run by Cambodians. These are people, that are coming together, leading the way, showing a path forward. This country has a rich history of, of people just pooling their resources, their money, their time, and collective strength and, and, and wisdom.”
“So UpTogether is an online community-building platform. It’s a place where low-income families can take their offline conversations and bring them online to connect with other UpTogether members. They may live in their same neighborhood, in the same city, or connect with other families, experiencing similar challenges across, across the country. It’s really the place where social and financial capital is exchanged and ultimately accelerated. On UpTogether families can, can share news around accomplishments, like paying off debt, buying a home, sending their kids to college, eating healthier. They can curate groups to share ideas around parenting, children with special needs, starting a business, or even being civically engaged. It’s really a platform that recognizes that we all bring something to the table.”
Key Resources From This Episode
Jorge Blandon on LinkedIn
Family Independence Initiative
FII’s UpTogether Platform
Analytics – Learning From Families
Stories from UpTogether Member’s
Help if you can:
Lastly, low-income families have been hit especially hard by the COVID-19 pandemic. Please consider making a donation to #GiveTogetherNow, a campaign that FII families benefit directly from.
Do you know someone who would be an interesting guest for the Cohere Podcast? Someone who has built an extraordinary community, is nurturing an novel human network, or has an extraordinary vision for the future of human networks? If so, please send me a note – I’d love to talk to them.
“…people’s identification of, and intention to pursue, particular highly valued, overarching life goals.” (Steger & Dik, 2010).
a.k.a. “Your reason for getting up in the morning.”
Bryan Dik PhD – Professor of Psychology at Colorado State & Cofounder of Jobzology
The Fine Line Between Engagement & Manipulation
Growthhacking, gamification, content snacks and personalization. Your feed is overflowing with tricks, hacks and best practices to “drive engagement”. The best of these techniques tap into a member’s intrinsic motivation to trigger participation, the worst rely on psychological tricks and negative emotional responses.
What if there was a way to create sustained engagement in communities and collaborative experiences that harnessed genuine motivation and strove for positive outcomes for participants? Through my work as a Fellow with Life Reimagined, I have (with my team of Fellows) developed an approach that taps into the power of purpose to drive community engagement.
As Community Architects (and Builders, Managers, Hosts, etc), we’ve always known that we needed to define a community’s purpose as part of strategic development, but we generally haven’t paid much attention to the role of purpose for community participants. Tactical goals in the context of a community experience, yes. Thinking about the community member as a “whole person” with a life beyond your community? Let’s be honest – rarely.
Our community experiences today are largely designed around the limitations of the platform we choose to grow our communities on. Content (posts and messages) is typically the most dynamic element, followed by algorithmically-driven “streams”. Reputation elements develop over time and are helpful to make judgements about the value of content and contributors, but it is hard to say any given community experience truly evolves. On the whole, the Community experiences are surprisingly static.
There is opportunity for improvement here. Looking at Communities through the lens of Maslow’s Hierarchy of Needs, you can make a case that online communities support many of the needs that Abraham Maslow describes in his model, especially 1.) Belonging (through social connections), and 2.) Esteem (through participation and the advancement through reputation system). The missing ingredient has been the proverbial top of the pyramid: Self-Actualization.
What might happen if the community and collaborative experiences we designed supported the discovery, refinement and actualization of a person’s purpose?
Next, think about what a community might look like if the host organization was actively refining and expressing its purpose through community interactions. As an example: If a software company’s purpose is to empower the world through digital design software, you could imagine community activities going well beyond break/ fix support forums and into eduction, skills mentoring and specific efforts to reach people in the developing world and the associated technological challenges. The host organization evolves from an authoritarian role to become a responsive partner in co-development.
Early Development of the Purpose Model – In Flight Now
In November of 2015, I was honored to be chosen as part of the inaugural Rand Fellows with the Life Reimagined Institute. I was asked to be team leader and had the opportunity to work with Bryan Dik, Brooke Erol and Roberta Taylor on my team. Our team was mentored by an amazing group of thought leaders, including Richard Leider, Alan Weber (co-founder of Fast Company) and Dr. Janet Taylor. The goal of my team was to create community-based programs that help people discover, refine and express their purpose. My team of fellows is in the middle of a pilot and research project that lasts through the end of July to study the best ways to help our community of participants discover, refine and express purpose through their work. Our team took the Life Reimagined process (shown in the graphic below) and mapped community activities to each stage to come up with the needed content and features for our pilot community program.
Meaningful Results Beyond Engagement
One of the most incredible outcomes of our pilot program was that we saw significant improvement in 12 of 20 psychosocial variables that we measured in our participants. Specifically, we saw large gains in feelings of Happiness, Resilience, Presence of Meaning, and Career Decision Self-Efficacy. We also saw reductions in feelings of Loneliness and Depression in participants.
We are in the early days of developing a model for Purpose-Driven Communities but we are already seeing impactful results from our studies. The Purpose-based model I’ve described doesn’t exist in the wild (yet), but the time to consider the implications and possibilities is now if you want your organization’s community to evolve beyond static growth, low engagement and specious results & impact . There are many positive and disruptive implications of the model – I’ve highlighted a few below.
- Shared Purpose of Community
- Hosts will have to clearly state the purpose of their community, as well as help individual community members define, refine and express their purpose in the community experience. The development of a “Purpose Model” is required.
- Purpose Expressed in Community Leadership and Actions (Member)
- Once the “Purpose Model” is created, more effective Member journeys, reputation and roles can be developed that align near term activities with longer-term accomplishments.
- Evolving Role of Community Manager
- Once the language of Purpose is understood in a community, and once members and hosts can share their purpose (via statements / profile), the Community Manager can play a critical role of connecting members with the content, people and activities they need to actualize the member’s purpose.
- A New System of Context & Feedback Loops (Platform)
- New tools will need to be developed to facilitate purpose discovery, and to drive the community experience through context (activity streams, member matching & networking, journey models) and feedback loops (based on activity).
- Federated Communities
- The expression of an individual’s purpose is a large and complex topic. It is unlikely that any one community or organization can fully support the breadth of an individual’s need. Complimentary communities have an opportunity to partner around customer types and segments to offer experiences that support purpose. We will begin to see examples of Federated Communities as an alternative to mass social networks in the next 12-24. Powering these Community Federations with Purpose will be a game changer.
Creating a Purpose-driven model for communities will be a break through in performance, engagement and impact for many organizations. This new model will create the canvas for life-long relationships that are based on mutually beneficial outcomes for the host and member. Community platforms, programs and roles will need to evolve to realize the full value of the model.
I will continue to research and write about the Purpose-driven Community Model as part of my ongoing #NetworkThinking series. To stay up to date, subscribe to my newsletter here.
I’m currently working a select list of clients to build amazing communities. If you would like to schedule some time to talk about how I can help, firstname.lastname@example.org.