Giving Compass' Take:

• Lisa Jepson describes her experience in applying start-up strategies to building a more effective vision in a legacy institution.

• How can you use a similar strategy to communicate effectively about vision within your own institution? 

• Learn more about creating a legacy in your own giving journey.

Over the past 20 years, I’ve wrestled with the mission/vision/values of dozens of start up nonprofits as an executive, a board member and a coach. All of these experiences highly informed our thinking here at The Forward, the nation’s leading Jewish journalism outlet.

Working with Dara Lehon, a marketing consultant, we solicited input from all staff at our off-site retreat in May 2019, and from the board of directors at a meeting the same month. Following these wide brainstorms, we put together a task force including representatives from each department at The Forward, and members of our board and association, The Forward’s broader governing body.

Over the course of four months, we analyzed themes and language used in past communications with employees, readers and donors; we discussed the essential what, how and whys; and came up with a draft that was approved in November and published in December.

Perhaps most importantly: The application goes beyond what we ever thought possible: We understand that the reason for conducting this process was to effectively communicate internally and externally what the Forward does, why we do it, and how we do it. We hoped that it would assist us in our everyday work, and yet, we were blown away when we realized how often and how critical the application of our vision, mission and values actually were.

As a digitally-focused publication, innovation is essential to our DNA – we continue to rely on start-up methodology, especially the idea of piloting, iterating and learning as we go. Combining start-up processes with a legacy institution isn’t always easy, but it’s surely the only way to continue to thrive.

Read the full article about how a start-up approach applies to a legacy institution by Lisa Lepson at eJewish Philanthropy.