Developing volunteer leadership demands that individuals not formally employed by the organization accept responsibility to create shared purpose within the community they hope to mobilize.
Community organizing demands volunteer leadership. Giving up some degree of control of brand is one of the more interesting tensions inherent in introducing grassroots community organizing into an established nonprofit organization. These ideas remind me very much of Seth Godin. Brands are fluid and dynamic interactions between the ways that organizations portray and communicate their work and the ways that stakeholders, donors, volunteers, participants, clients, etc perceive that communication and actually interact with the work.
The idea that a brand is something defined primarily by a logo and tagline and that a central office can command and control the evolution of brand is outdated. One of the things that resonated with me most strongly about the book’s description and the brief excerpt linked above is the need for organizations engaging in social change work to dispose of the outdated idea of brand protection and control. I intend to read over the next week or so and hope to have a review and some comments on it shortly. The book looks amazing and I just bought it. I just stumbled upon a new book that was tweeted about by the Stanford Social Innovation Review (they provide a great excerpt) called The Brand IDEA: Managing Nonprofit Brands with Integrity, Democracy and Affinity.
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