Читать книгу Joan Garry's Guide to Nonprofit Leadership - Garry Joan, Joan Garry - Страница 37

“If the story is not about the hearer, he will not listen. And here I make a rule — a great and interesting story is about everyone or it will not last.” —John Steinbeck, East of Eden

I'm going to take my own advice here and not assume.

Let's talk about the elements of a powerful and compelling story. And to make my point, I will tell the story of my friends Ken and Judy and an organization in New York City called Transportation Alternatives.

 Someone to Root ForJudy's story is the story of Transportation Alternatives, the community they have built, and the impact they have had. My friend Judy lost her daughter Ella when Ella was hit by a New York City bus. I've known this family since Ella and our daughter Scout met weekly in a local play group. Ella was special.Judy is our protagonist. Her story is tragic. And my credibility as a messenger is high because of my personal connection. And you want to know more.

 Struggle or Conflict“The only thing that kept Judy and Ken ‘alive’ was a need to do something — anything — to make that Brooklyn intersection safer. It had already been identified as one of the most dangerous in the city. But how could they get anyone to pay attention? So much bureaucracy. So much red tape. And they felt they were fighting the battle alone.”The struggle is clear. They want changes to the intersection; no one is paying attention to them.

 Empathy“I admire Ken and Judy so much. This could have been my daughter. Or yours. I'd like to think that I would focus on securing a legacy for my daughter.”This is an important part. Put the listener in the shoes of that protagonist. God forbid, if you were Judy and Ken, what would you want?

 How Is Your Organization Working to Solve This Problem?“Transportation Alternatives created an army of the bereaved — a community in which the words I know what you are going through really meant something. The organization worked with this group to create a goal, a different one from Ken and Judy's, one that it believed — based on their understanding of NYC politics — was actually achievable. They secured buy‐in from the army and in less than three months, the new goal was met. The speed limit in New York City was dropped from 30mph to 25mph.”What have we learned? TA was compassionate and empathetic and worked with this group to help them, to offer them hope, to help them attempt to find some good in unimaginable loss. The organization worked with the group to set a tangible goal and met it in record time. Makes you want to write a check right now, doesn't it?

 Evidence of Forward Motion with New Goals“Empowered by this remarkable accomplishment, the TA army set new goals. Their next stop is the bus drivers’ union and the Taxi and Limousine Commission to tackle the issue of enforcement. And yes, there is talk of replicating this model in other cities”.

I totally get this organization. I recognize TA as caring and compassionate and also driven to make a change that honors the legacy of children taken too soon. But not only driven — smart, diplomatic, and intentional, too. It's an organization with measurable impact (speed limit) and immeasurable impact (offering hope to families broken by loss).

This is how it works.