Podcast Summary: We Are For Good Podcast - Episode 634: "Making a Movement: Organize + Optimize"
Introduction
In Episode 634 of the We Are For Good Podcast, titled "Making a Movement: Organize + Optimize," hosts Jon McCoy, CFRE, and Becky Endicott, CFRE delve into the intricacies of building and sustaining impactful movements within the nonprofit sector. Released on July 28, 2025, this episode is part of a five-part limited series aimed at empowering nonprofit professionals to amplify their missions through strategic organization and continuous optimization.
Setting the Stage: The Power of Organization and Optimization
The episode kicks off with Jon and Becky emphasizing the necessity of moving beyond initial motivation to create lasting change. Becky states, “[...] change doesn't happen when we sit still” (00:03), highlighting the dynamic nature of nonprofit missions. Jon adds, “Welcome to Making A Movement, a five part limited series from We Are For Good,” setting the tone for a deep dive into movement-building strategies.
Segment 1: Organizing Your Movement
Organizing is the first focal point of the episode, where Jon and Becky discuss how to transition from a spark of interest to an organized, scalable movement. They introduce three exemplary organizations—Movember, Susan G. Komen, and Unshattered—that have successfully navigated this journey.
Case Study 1: Movember
Movember serves as a prime example of effective organization. Jon introduces a clip featuring Tim Lockey, co-founder of Movember, who recounts the movement’s humble beginnings:
“It was just a mustache themed party, which was epic, unbelievable.” (03:31)
Tim elaborates on how Movember evolved from a personal celebration into a global phenomenon, raising approximately $1.5 billion and mobilizing millions annually. The key to Movember's success, as discussed by Becky, lies in providing supporters with a clear roadmap. Caitlin Whitaker, former marketing lead for Movember, emphasizes the creation of comprehensive toolkits that enable widespread participation:
“We have like, social ad sets. Last year, we created zoom backgrounds... branding 101 guide...” (07:27)
These resources simplified the engagement process, allowing individuals to seamlessly integrate their personal stories into the movement, thereby fostering a sense of community and purpose.
Case Study 2: Susan G. Komen
The second case study focuses on Susan G. Komen, elucidating how Nancy Brinker transformed a personal promise into a nationwide movement. A clip from Nancy Brinker underscores the importance of adaptability and organizational structure:
“You have to be very careful when you grow something because you have to know how much it's going to cost. And when it comes too expensive, it no longer can function.” (26:20)
Nancy’s strategic approach involved creating the first "Race for the Cure," a scalable model that allowed affiliates to establish local events while supporting national fundraising efforts. This balance between local autonomy and centralized support was pivotal in Susan G. Komen's expansive growth.
Segmentation: Transitioning from Organizing to Optimization
With the foundations of organizing laid out, Jon and Becky transition to the second major theme of the episode: Optimization. Becky describes optimization as the continuous process of tweaking and refining systems to maintain efficiency and effectiveness as the movement scales:
“Optimization means you're going to tweak, you’re going to listen, you’re going to adjust so that your system keeps working as the mission is growing.” (16:41)
Segment 2: Optimizing Your Movement
Case Study 3: Unshattered
Unshattered, a social enterprise founded by Kelly Lingard, exemplifies optimization in action. Kelly shares her journey of identifying gaps in support for women in recovery and systematically addressing them through her organization. A pivotal moment in her narrative includes:
“It was devastating to start to learn that even when people go through a 365 day program, ... There was no safe community to go back home to.” (18:15)
Through continuous assessment and adaptation, Unshattered developed programs that provide employment, community housing, and education, thereby preventing relapse. Kelly’s background in physics and engineering contributed to her ability to recognize patterns and implement effective solutions:
“My background in physics and engineering is pattern repetition and recognition... It has helped me figure out how to address and support.” (22:06)
Practical Insights on Optimization
Jon and Becky offer actionable prompts for listeners to identify and address friction points within their own organizations:
- Identify Drop-Off Points: “Where are people getting stuck or dropping off in your process?” (24:04)
- Address Recurring Questions: “What questions keep on coming up again and again?” (24:04)
- Eliminate Clunky Processes: “What part of your process feels clunky or confusing every single time?” (24:04)
Becky expands on the significance of addressing these friction points, suggesting that embracing and mitigating them can lead to smoother operations and sustained momentum.
Closing Thoughts: The Symbiosis of Organization and Optimization
The episode concludes by reinforcing the idea that both organizing and optimizing are integral to the lifecycle of a successful movement. Jon and Becky encourage listeners to take immediate, actionable steps to refine their missions, whether by automating processes, delegating tasks, or improving communication strategies.
Becky tees up the next episode, which will focus on "Voice and Vision," emphasizing the importance of effective storytelling in rallying support and driving engagement.
Notable Quotes
- Becky on the necessity of movement: “Our missions are made to move, to create change in the power of community. But change doesn't happen when we sit still.” (00:03)
- Jon on organizing: “...how do we organize, how do we optimize to really take that spark and translate it into something incredible?” (01:51)
- Tim Lockey on Movember’s origins: “It was just a mustache themed party, which was epic, unbelievable.” (03:31)
- Nancy Brinker on growth and sustainability: “You have to be very careful when you grow something because you have to know how much it's going to cost.” (26:20)
Conclusion
Episode 634 of the We Are For Good Podcast offers invaluable insights into the foundational elements of building and sustaining a movement within the nonprofit landscape. Through compelling case studies and practical advice, Jon and Becky provide listeners with a roadmap to effectively organize their missions and continuously optimize their operations for greater impact. Whether you’re just igniting your movement or looking to enhance an established cause, this episode equips you with the knowledge and inspiration to drive meaningful change.
For more information and resources mentioned in this episode, visit WeAreForGood.com.
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