We Are For Good Podcast – Episode 672

Shift 2 — Communication to Connection: The Reconnection Era with Susan McPherson
Date: January 7, 2026 — Hosts: Jon McCoy & Becky Endicott

Episode Overview

In this episode, hosts Jon McCoy and Becky Endicott welcome back Susan McPherson, renowned connection expert, author of The Lost Art of Connecting, and CEO of McPherson Strategies. Together, they dive deeply into one of the most urgent shifts for nonprofits in 2026: moving from mere communication to cultivating true connection—the “Reconnection Era.” Through data, stories, and practical wisdom, the panel explores how nonprofits can address rising loneliness, foster belonging, and reimagine their missions as catalysts for meaningful human relationships.

Key Discussion Points & Insights

1. The Growing Crisis of Disconnection

• Loneliness by the Numbers: According to recent Barnes Family Foundation data, 41% of Americans report feeling “extremely lonely,” and 75% see friends no more than twice a month. (02:00)
  • Susan: “41% of Americans say they are extremely lonely, and 75% get together with a friend, twice or less a month.” [02:11]
• Nonprofits have a unique opportunity—and imperative—to help reverse this trend by fostering real points of human connection within communities.

2. Technology’s Double-Edged Sword

• The ease and ubiquity of tech tools (social media, AI, chatbots) can create the illusion of connection while deepening disconnection.
• Susan: “Clearly, people are craving to find connection ... and they’re realizing it’s not going to be through a chatbot. It’s not going to be through social media.” [00:05] [04:26]
• The proliferation of platforms leaves people drowning in messages, but not necessarily feeling seen or understood. Trust and belonging are not built with more noise.

3. Why ‘More’ Communication Isn’t the Answer

• Overloading teams with messages, updates, and channels doesn’t equate to deeper relationships.
• The group discusses the “two ears, one mouth” principle—listening is central:
  • Susan: “We have two ears and one mouth for a reason. So we should be listening twice as much, not talking twice as much.” [06:14]
• Effective communication is not about volume; it’s about meaningful, intentional dialogue.

4. Connection as a Root Cause, not a Byproduct

• The pandemic, political vitriol, and rising AI use have magnified isolation.
• Susan recounts updating her book post-pandemic, noting: “We tend to put connection, like all the other problems lead to lack of connection. As opposed to what does lack of connection lead to?” [09:49]
• Lack of connection is a systemic issue fueling other social and mental health problems (e.g., teen suicide, civic disengagement).

5. The Call for a ‘Reconnection Era’

• Nonprofit leaders need to consciously prioritize trust and authentic relationships—internally and externally—even amidst sectoral uncertainty and fatigue.
• Susan: “Take a deep breath...really focus on the relationships within your organization, your funders, the people, the populations you serve. And this sounds so trite, but really prioritize trust.” [11:48]
• The shift begins with listening, cultivating curiosity, and implementing insights from your community.

6. Return to Local & the Power of Smaller Gatherings

• There’s a noticeable trend toward smaller, localized events—“salons”—and volunteer-based connections rather than large, impersonal gatherings. (14:30)
  • Susan: “They’re doing smaller local salons, gatherings—not fancy. Right. Like not rehearsed, not polished—brass tacks, like roll up your sleeves.” [14:30]
• Companies increasingly use “giving circles” to connect employees to causes, with nonprofits benefitting both financially and relationally.

7. Living and Leading with Vulnerability

• Authentic connection is built on shared humanity, empathy, and being okay with imperfection.
  • Susan: “Vulnerability. Right? None of us are perfect...we can only expect from others what we expect of ourselves.” [16:50]
• Leaders must show and encourage vulnerability, empathy, and compassion within their teams and with stakeholders.

8. From Conversation to Action: Embedding Connection in Daily Practice

• Connection shouldn’t be relegated to special events; it must be a central “operating system.”
• Action Steps & Homework:
  • Make connection a daily practice—focused on outreach, deep listening, and meaningful exchange.
  • Susan: “Connection isn’t a nice to have. It needs to be your operating system...start there. And not to be redundant, but listen twice as much as you speak.” [18:43]
  • Begin with your internal team, then ripple out to volunteers, donors, and your wider community in concentric circles.

Notable Quotes & Moments

• Jon (on Susan’s style): “That’s how you build connection.” [01:17]
• Susan on virtual versus real connection: “If you are only talking to a chatbot, you’re just—it’s like talking to yourself, right?” [04:26]
• Becky: “Trust is the work right now...the cohesion tightens [when] people see their words and ideas implemented into the culture.” [13:08]
• Susan on her new talk: “It’s called how to Meaningfully Connect in a World that’s Gone to Shit with an asterisk. Beep.” [09:49]
• On leadership and support: “I had four surgeries this year and it was horrible. Like, horrible. But...that’s just the face I put on podcasts, right?” [16:50]

Recommended Resources & Further Connection

• Susan McPherson’s Work
  • McPherson Strategies
  • The McPherson Memo newsletter (subscribe via LinkedIn or her website)
  • The Lost Art of Connecting (Top 10 recommended reads by hosts) [08:16]
• Contact Susan online: @SusanMcP1 on all social channels
• Giving Circles/Corporate Engagement: Grapevine (recommended by Susan) [15:22]
• US Chamber of Connection: Skills-based volunteerism as a bridge between sectors [02:39]

Timestamps for Key Segments

• 00:05: Opening remarks—state of connection in America
• 02:00: Loneliness statistics and nonprofits’ role
• 06:14: More communication ≠ more trust; two ears, one mouth
• 09:49: Evolving definition of connection, new talk post-pandemic
• 11:48: What nonprofit leaders must shift in 2026
• 13:08: Trust, local focus, and building connection from the inside out
• 14:30: Rise of local gatherings, giving circles
• 16:50: Leading with vulnerability and empathy
• 18:43: Action steps—embedding connection as an operating system

Takeaways for Changemakers

• Embed Connection Deeply: Move beyond surface-level comms to authentic, daily relationship building.
• Listen More: Use conversations not for information distribution but for genuine understanding and co-creation.
• Start Small, Go Local: Harness the power of intimate gatherings and grassroots engagement to foster true belonging.
• Model Vulnerability: As a leader, your openness and empathy set the tone for genuine connection.
• Make It Your Operating System: Treat connection as central, not optional, to your organization’s fabric.

This conversation is a clarion call: In an era of isolation, nonprofits can (and must) put connection at the heart of their work, unlocking new possibilities for trust, belonging, and collective impact.