Look Out the Window

The view can be not only inspirational but an education. We all forget to do it. It’s easy to become absorbed by the internal workings of our organizations. We respond to our clients, staff, donors and other constituents and increasingly view the world through a narrower lens. Overtime, we may base decisions, conclusions, and recommendations on an internal perspective without drawing information from a broader environment.

Yet, to gain a truly comprehensive and objective mindset, we need to open the window, watch and listen to what’s going on outside. We need information and knowledge from the larger world.

Exceptional nonprofits are in touch with the outside world in a way that others are not. They regularly receive and internalize information on community need, perceptions, and behavior. They monitor and anticipate trends and are masters at adopting change and best practices. They establish listening posts and viewing stations and use exquisite listening skills to process incoming information to perfect their strategies. So, how do they do that?

1) Establish creative and active listening through informal meetings, town meetings, focus groups, surveys or key informant interviews with a wide range of people.
2) Create a culture of non-defensiveness and receptivity to change by rewarding adaptability, encouraging information exchange, and incentivizing continuous learning.
3) Set up listening posts encouraging customer and public suggestions through comment boxes, email, survey or a dedicated phone line. And then, review and respond to the information you receive.

Most importantly, get out of the office mentally and physically. Talk to people, listen to them and observe. You'll learn a lot!