Matterness is a way to make people feel known, acknowledged and invited to participate in all your organizational efforts. Passive audiences become active, and passionate supporters  then become your best ambassadors. Supporters enthusiastically contribute their knowledge, networks and funds to support your cause. This presentation, given at a Valley Gives 1.5 hr in-person workshop, covers the principles of Matterness to make your people feel acknowledged, empowered and activated using social media, along with examples and a deep case study. Slide deck includes discussion prompts for nonprofits around fundraising and organizational behavior. Developed in collaboration with Allison Fine, my partner in MatternessConsulting.com

1. Matterness
Making People Matter More
In A Social World

2. 2
About the presenter
2
Former executive
director, community
organizer, business
consultant
Social media & digital
engagement strategy for
mission-driven orgs
since 2009
debra@communityorganizer20.com
Digital Engagement Strategist
@askdebra

3. http://www.flickr.com/photos/ooh_food/3295778011/sizes/o/in/photostream/
Who’s in the room?

5. When has an organization or person
made you feel…
like you
matter?

7. People don’t feel as if
they matter
“I’ve been a
member for
years!”
“Why don’t
you talk to me
like a
person?”
“You keep
misspelling
my name”
“I never got
a thank
you”

8. Why is Matterness so important?
Our people have a lot of choices
Make our resources go further
Donor retention
Organizational sustainability
Countering negative publicity
Moving stakeholders to action!

9. Matterness is a different way of
working that turns passive
stakeholders into active
participants by making each
person
known, acknowledged &
invested
in your success.

10. Institutionalizing Matterness
Org Culture
Stakeholder
Engagement
Capital
Unleashed

11. Org culture
http://www.flickr.com/photos/47817241@N00/4094538566/

12. Inherent tensions prevent
Matterness
• Fear of losing control
• Busyness trap of transactions
• Push < > Pull of broadcasting content vs.
online engagement
• Need to raise money
• Limited staff time
• Hard to simultaneously “do the work” and
strategize
• And...?

13. But tensions can become
conversations
https://www.flickr.com/photos/136629440@N06/21910887703/

14. Making it part of the culture:
#GivingTuesday

16. Institutionalizing Matterness
Org Culture
Stakeholder
Engagement
Capital
Unleashed

17. Matterness is not really what you want
to talk about…
http://www.flickr.com/photos/47390431@N08/5549926350/

18. It’s what they want to talk about
http://www.flickr.com/photos/32454422@N00/4074805374/

19. Matterness is not…
Customer service
Window dressing
A zero-sum game
A plan to raise money
https://www.flickr.com/photos/8628862@N05/21830617459/

20. https://vine.co/DiabetesUK
Make the org personal

22. Even when it’s hard

24. Matterness is also personal
“82% of people are more likely to trust a company
whose CEO and leadership team engage with
social media.”
“86% of people rated CEO social media
engagement as somewhat important, very
important or mission critical.”
- BRANDfog CEO Social Media Leadership Survey
24

25. Exactly how personal??
Your
interests
only
Your
interests
(+ your
professional
voice)
Your
professional
voice
(+ your
interests)
The
distanced
professional
25
© 2016 Community Organizer 2.0

27. Transparent
Trustworthy
Generating ideas
Conversational
Willingness to be YOU

30. Matterness is a different way of
working that turns passive
stakeholders into active
participants by making each
person
known, acknowledged &
invested
in your success.

31. Share Pair Exercise
1. What is holding your organization back from
implementing Matterness?
1. How could you make people known and heard
as part of your Valley Gives experience?

32. Institutionalizing Matterness
Org Culture
Stakeholder
Engagement
Capital
Unleashed

33. Matterness = More Resources
What happens when they’re unleashed?

34. SocialMedia
Engage Create
Trust
Moveto
Action
Understand the Social Media
Ladder of Engagement

35. Matterness is working with
and not at people
• Creating ways for people to participate
• Being in conversation online and on land
• Providing opportunities for supporters to tell their
own stories
• Providing opportunities to connect with each
other
• Following as well as leading
• Treating everyone like people
• Being real online

37. Insert ADA Give It Forward
example

38. Spread out the work

39. Libraries Yes! Multnomah County
http://communityorganizer20.com/2012/05/23/libraries-yes-a-place-based-community-advocacy-campaign/

42. Case Study:
Lily The Black Bear

49. Lily The Black Bear’s Matterness
Engage: Watch videos on Facebook and Livecam,
read blog, visit site
Participate: Facebook comment, follow tweets,
discuss and comment
Acknowledged and valued: Offer opinions and
feedback, vote in contests, name the bear, ask a
question on Facebook forum, etc.
Co-create & invest in the org: Post your own
photos, tweet & comment proactively, build a
birdhouse, etc.

50. Share Pair Exercise
1. How could you bring co-creation and
stakeholder engagement into your Valley Gives
success?
1. What opportunities could your organization
offer its stakeholders to engage in co-creation,
on land and online?

51. Your Matterness Challenge
EXPERIMENT!
https://www.flickr.com/photos/27703797@N06/11908812463/

52. Putting it all together
• Create your connected self online
• Understand what your people want to talk about
• Develop a plan for real online community co-
creation and other deep engagement
• Determine what capital you want to unleash
• Implement a Matterness experiment…and have
fun learning!

53. Don’t forget to have fun!I’m always available to answer follow-
up questions!
Email: debra@communityorganizer20.com
Website/blog: communityorganizer20.com
Linkedin: linkedin.com/in/debraaskanase
Twitter: @askdebra
Other slides: slideshare.net/debask
Telephone: (617) 682-2977