Slow Food International’s website has a quote from Carlo Petrini, Slow Food founder and president, at the top of the homepage that does a great job summing up what the movement is about:
“Slow Food unites the pleasure of food with responsibility, sustainability and harmony with nature.”
Set aside the “food” part for a minute and let’s talk about “slow.” I know, nobody wants to deal with slow. In our culture – and organizations – slow seems counter to progress. And progress, moving forward and change is what we want. Most often, change needs to happen now. Or tomorrow. Or at least by that key deadline for donations at the end of the month.
Take a look at our communications with constituents. Emails are action alerts. We strive to create a sense of urgency. There is so much “noise” out there that we presume that if the tone isn’t critical, dire and needing action today then we’ll be ignored.
There is nothing slow about what we’re doing. In fact, we can be so frantic that constituents can’t keep track of who we are and what we’re doing.
What’s missing is not so much the “slow” but rather engagement and intention. Campaigns roll out quickly, perhaps even unexpectedly from the view of the member.
One concept at the base of slow food is “oneness.” A deep understanding of food issues – and agriculture, nutrition and humane eating – is fostered over time by establishing relationships with other people, recipes, animals and the meals themselves.
What’s often missing is an intentional plan and commitment to helping people create relationships with issues – and with other people in and around the issue – over time. Immediate needs and critical issues are not sustainable over time. Relationships – deeply felt bonds – can be held onto and built upon.
Perhaps we need to up our expectations: both what we hope for the time and investment that people will make in our issues AND the level of guidance and support that we provide to constituents.
In most organizations we can’t have personal engagement plans for each and every person that comes through the door (or the inbox) but we can create general guidelines and strategies to implement them. Maybe we say that 50% of new subscribers will take a second action within 45 days (and while that may not seem impressive it would be a big reach in most organizations). Then we need to measure for that and create, assess and adjust our tactics to meet that goal.
This might be a start. We could create similar plans for Facebook and other social network constituents – and I would argue that those networks need clear goals, plans and resources to move fans to action-taking contributors to issues.
Engagement and relationships are a process. The tortoise didn’t beat the hare with quick action but through intention and commitment to a plan. If organizations are going to be good stewards of their goals, issues and donor resources then there needs to be a commitment to strategic intention that builds and deepens relationships over time.