If you haven’t seen it already, it is worth reading Joanna Jones’ piece on Medium about how the Oakland Museum of California developed and then abandoned their social impact statement.
One of the central identity problems non-profits face is generating statements of mission, goals, etc that are meaningful and alive for the organization. Creating these statements is seen as a necessary evil for strategic plans, grant applications, etc and are filed away until it comes time to revise them for the new strategic plan or copy it down on a grant application.
But people join non-profit organizations with the hope that they can make a difference. Even if it is contrary to whatever is written on the reference document gathering dust in the filing cabinet, every organization should have some aspirational statement of purpose they are telling new hires that actually aligns with the organizational practice. (Making enough money to meet payroll doesn’t count.)
Now, the thing that everyone thinks they are doing that keeps them coming to work every morning still may not be the most practical and realistic. That was the issue that Jones says the Oakland Museum quickly came to recognize. In 2017, they created a social impact statement that, “OMCA makes Oakland a more equitable and caring city.”
Focus groups asked whether a museum could really solve the problems contributing to the lack of equity and caring in the city. The museum’s internal stakeholders also questioned the viability of the statement.
The museum invited six experts on social impact to spend two days participating in convenings and museum activities. While these experts were excited and energized by the reach and inclusion of museum events, they too were skeptical about the social impact statement. They wondered how the museum could ever meet the myriad concepts people would have about what equity and caring looked like.
After a lot of work, conversation and introspection, Jones writes that they realized they didn’t actually need a social impact statement,
Rather, we simply needed to articulate the problem our community is facing that we are uniquely suited to address, the best solution we believe exists for that problem, and the concrete and tangible outcomes we’re going to measure that will demonstrate our positive social impact.
The problem we’re trying to solve is social fragmentation.
The community of Oakland is presently undergoing significant fallout from inequities within institutions, the state, and civil society resulting in a decline in social cohesion and an increase in social exclusion.
Our contribution is facilitating greater social cohesion.
We will know that we are achieving that impact–creating greater social cohesion–when our Museum visitors say that they:
- feel welcome at OMCA
- see their stories reflected at OMCA
- connect with other people at OMCA, and
- feel comfortable expressing their own ideas and are open to the ideas of others at OMCA
What I valued about this piece was the discussion of the process they went through to come to this realization. There are statements of purpose non-profit organizations are obligated to have. There are some statements/actions organizations may feel self-obligated to enact in order to adhere to trends or to remain relevant. But these may not be relevant or constructive to the developing organizational identity. I was glad to see they recognized that while it was valuable to enunciate a clear purpose, their statement didn’t necessarily need to conform to a specific definition.