As we discuss the importance of focusing on transformation, we need to remember that it happens one step at a time.

I was reminded of this listening to the Fundraising is Beautiful podcast. Jeff Brook and Steven Screen remind listeners to do one thing at a time.

They point out that many fundraising efforts fail when they try to accomplish too much at once. They try to educate, inspire grassroots lobbying, show impact, fundraise, raise awareness and more all in one communication. Jeff and Steven point out that when you try to do all that at once, you usually fail at everything.

Instead, they recommend doing one thing at a time. If it’s a fundraising letter, focus the letter on raising funds. Then you can follow up with showing impact or educating in the newsletter.

A key part of their argument is that you have a relationship with your members, so over time you can work on your laundry list of goals, but it has to happen one action at a time.

So while I’m championing the importance of transformation, likewise transformation happens one step at a time.

You can’t transform someone from a passive bystander to an uber-activist in one step; and you’ll probably scare them away if you try.

So plan each action with an eye toward transformation and recognize you’ll get there one step at a time.

I blogged earlier about how ICPJ needs to look closely at the challenges and trade offs involved in recruiting the next generation of activists.

Allison Fine adds a bit more to question in her book Momentum: Ignititing Social Change in the Connected Age.

It is likely that Net-Gen donors will be episodic in their giving. . . . Net-Genners are unlikely to fill out membership applications–they do not think of themselves as members in the traditional sense.

This observation squares with my experience, though I do see a continued sense of membership is smaller, face-to-face groups even if it wanes in connection to larger, impersonal institutions.

What does this mean for ICPJ?

1. We can’t expect business as usual to provide us with a new stream of members.
2. We need to constantly work to stay relevant for our supporters.
3. We need to make it easy for people to share our work when they are pumped up about our work.
4. We need to invite people to make ongoing pledges of support as a way to help build an ongoing relationship.