Podcast Summary: We Are For Good Podcast - The Podcast for Nonprofits
Episode: 635. Making a Movement: Voice + Vision - Jon and Becky
Release Date: August 4, 2025

Introduction

In Episode 635 of the We Are For Good Podcast, titled "Making a Movement: Voice + Vision", hosts Jon McCoy, CFRE, and Becky Endicott, CFRE delve into the critical elements that transform a nonprofit mission into a thriving movement. This episode is part of a five-part limited series focused on unlocking movement within nonprofit organizations by sharing insights from renowned movement builders, dreamers, and doers in the industry.

Defining Voice and Vision

Jon and Becky emphasize the paramount importance of voice and vision in crafting a message that resonates and spreads organically.

• Voice is defined as the tone, promise, and overall feel that encapsulates the essence of the movement or organization. It’s the human element that makes the message relatable and trustworthy.

  “When we talk about voice today, it is… how you say it. It's your tone, it's that promise. It's the feeling like, almost like a brand wraparound.” — John (01:28)

• Vision refers to the clear and compelling picture of the future that the organization aspires to create. It should be a future that people want to be a part of and actively contribute to building.

  “It's the picture that you're painting. It's the future that people believe in and it's a future that they want to be a part of building.” — Becky (02:34)

Case Study: St. Jude Children's Research Hospital

One of the episode's highlights is the discussion surrounding St. Jude Children's Research Hospital, featuring insights from Rick Shadiac, the immediate past president and CEO of ALSAC (American Lebanese Syrian Associated Charities).

• Foundational Vision: Founded by Danny Thomas with the simple yet profound vision that “no child should die in the dawn of life,” St. Jude emphasizes that families will never receive a bill for treatment, travel, housing, or food.

  “We're doing this to say thank you to God and the United States of America for giving their parents, my grandparents, the opportunity to come to this country and to make life.” — Rick Shadiac (03:40)

• Dual-Organization Model: Danny Thomas established ALSAC separately from St. Jude to focus on fundraising and awareness, allowing the hospital to concentrate solely on patient care and research.

• Impact Through Trust: Rick highlights the trust built over decades, with ALSAC raising over $2.5 billion annually and maintaining 12 million donors, showcasing the power of a clear promise and community engagement.

  “That's why I call St. Jude the People's Hospital, because they're operating it every single day.” — Rick Shadiac (07:45)

• Community Storytelling: Stephen Hackett, a St. Jude supporter, shares how storytelling and community involvement have raised over $2.2 million through podcasting, demonstrating the ripple effect of a clear and trust-based message.

  “If you can tell a good story about the mission and show people you're putting your money where your mouth is, when a community buys into that and owns it themselves, that's when you see true success.” — Stephen Hackett (14:03)

Empowering Through Storytelling: P4H Global and Dr. Bertrude Albert

Another inspiring example comes from P4H Global, co-founded by Dr. Bertrude Albert. P4H Global focuses on training and equipping local leaders, especially teachers in Haiti and other developing nations, to drive sustainable change in education and community development.

• Authentic Storytelling: Dr. Albert emphasizes the importance of sharing authentic and comprehensive stories to change perceptions and inspire action.

  “Stories, that's how you change the world. It's through telling your story.” — Gloria Umana (15:44)

• Leveraging Social Media: Despite initial hesitations with technology, Dr. Albert successfully utilized TikTok to reach nearly half a million followers, effectively spreading the true story of Haiti and fostering a global community committed to the mission.

  “People are attracted to stories… They want to hold on to something they feel is real and authentic.” — Gloria Umana (17:50)

Innovative Approaches: Hope Booth by Gloria Umana

Gloria Umana introduces Hope Booth, an innovative initiative that repurposes old telephone booths into accessible mental health resource centers.

• Community-Embedded Solutions: Inspired by the permanence and accessibility of telephone booths, Hope Booth aims to provide 24/7 mental health support embedded within communities.

  “We wanted to create something that's accessible and embedded in our culture and our community.” — Rick Shadiac (20:14)

• Collaborative Vision: The successful realization of Hope Booth underscores the importance of community collaboration and overcoming personal insecurities to bring a vision to life.

  “If I had never invited people into the story of building and developing Hope Booth, it actually would still be on a piece of paper.” — Rick Shadiac (22:00)

Actionable Insights and Takeaways

Jon and Becky conclude the episode by offering practical steps for nonprofits to refine their messaging and build effective movements:

1. Clarify Your One-Line Promise: Define a concise, impactful message that encapsulates your mission.

2. Visualize the Future: Ensure that your audience can see and aspire to the future you're advocating for.

3. Validate Your Message: Engage with supporters to ensure your story is understood and resonates as intended.

4. Simplify for Shareability: Distill your message into easily repeatable and shareable content.

Becky further elaborates on enhancing your message with authenticity, clear vision, repeatability, and allowing the community to carry and amplify your message.

“Let Community carry your message. This concept… the carriers are the passionate community that can take it and run with it, and they will take it to heights that we could have never conceived on our own.” — Becky (27:50)

Closing Challenge

The episode wraps up with a call to action for listeners:

• Define Your Message: Write down a one-line promise that clearly communicates your mission.

• Test and Iterate: Share this message with your community and gather feedback to refine it.

• Mobilize: Empower your audience to carry your message forward, fostering a collective movement.

“Your voice deeply matters, my friend. Your vision deeply matters. But both of those things only connect if they can really move people to carry it with you.” — John (28:56)

Jon and Becky tease the next episode, which will focus on empowering action, the next critical step after establishing a resonant message.

Notable Quotes

• “Money moves at the speed of trust.” — John (08:17)

• “If you can tell a good story about the mission and show people you're putting your money where your mouth is, when a community buys into that and owns it themselves, that's when you see true success.” — Stephen Hackett (14:03)

• “Let Community carry your message… they will take it to heights that we could have never conceived on our own.” — Becky (27:50)

Conclusion

Episode 635 effectively illustrates how a clear and authentic voice, coupled with a compelling vision, can galvanize communities into powerful movements. Through real-world examples like St. Jude, P4H Global, and Hope Booth, Jon and Becky provide invaluable insights into building trust, fostering community engagement, and empowering supporters to become active ambassadors for the cause. The actionable steps offered serve as a practical guide for nonprofit professionals aiming to elevate their missions and create lasting impact.

For more insights and resources, visit We Are For Good.