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What does it mean to be a catalyst?
Paul Massey
I’ve been in a number of conversations recently with leaders in the philanthropic and nonprofit sector where the term “catalyst” is starting to feel like the term of the moment. It’s not a new one, certainly, but it did get me thinking: What does it mean for an organization to be a catalyst? And, how has an explosion in social media enhanced nonprofits organizations’ ability to be a catalyst?
First, some context. Most often, the term is used as follows: We want our organization to be a catalyst for social change. Meaning, we want to bring resources and expertise to bear on an issue, and we want to enable and inspire others – individual advocates and allied organizations – to take action that brings about measurable impact and outcomes on a social issue.
To deliver on this promise, organizations need to show audiences what it means to be a catalyst in practice. They need to provide insights, data and stories about their missions, theories of change and programs, plus how they empower partners, capture lessons learned and measure success.
That’s where social media has such a powerful role to play. Through social media, whether it’s Facebook, Twitter or another platform, nonprofits that frame, and live, their work as catalysts can show how they are fulfilling that vision by providing timely, relevant and accessible content. And they can do this far more immediately and consistently via social media than any other communications channel. By its very nature, social media is about connectivity, giving nonprofits a platform not only to showcase their work, but to bring people together to rally around issues they care about.
In subsequent posts, I’ll be looking at great examples of organizations that leverage social media to showcase their impact, and to strengthen their standing as, you guessed it, a catalyst.
