Crowdsourcing for Impact - WWF Switzerland
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Collaborating for Impact Holger Hoffmann-Riem, WWF Presented at Crowdsourcing Week Summit Geneva. For more information or to join the next event: http://crowdsourcingweek.com/
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Crowdsourcing for Impact - WWF Switzerland
- 1. 1 Crowdsourcing for impact Holger Hoffmann-Riem WWF Switzerland May 26, 2015
- 2. 2 company
- 4. 4 Ideas
- 6. 6 "Never doubt that a small group of thoughtful, committed people can change the world. Indeed, it is the only thing that ever has." Margaret Mead.
- 9. 9 they work for me
- 10. 10 they work for me I work for them
- 11. 11 employees
- 13. 13 strategy
- 15. 15 competition
- 18. 18 1. provide meaning 2. provide tools for structured feedback among participants 3. encourage them to collaborate, not compete 4. give the community a say 5. make sure ideas are implemented 6. encourage participants to invite their friends to create a strong community Recipe for Redundancy
- 19. 19
Notes de l'éditeur
- I am Holger Hoffmann-Riem… Head of Innovation at WWF.ch in a way «crowdsourcing facilitator within the international WWF network» I have used Crowdsourcing for about 4 years now, in various contexts today I want to focus on the question: «how can an NGO use crowdsourcing to create more impact»? 1 min
- Company: purpose: to exist and serve customers; goal usually: increase market share and profits
- NGO: purpose: to solve problems relevant to society → become redundant focus: impact it does not matter who creates the impact! → smaller market share desired if there is a better alternative 1 min
- Many people argue: Crowdsourcing is about discovering great ideas. It’s true that ideas are important. However, an idea that doesn’t get implemented will not create any impact.
- You need people to implement an idea. Therefore I think there is something more important than idea: people. A crowdsourcing platform can be used to discover highly motivated people. If you work on an exciting project, the ideas usually need to be adjusted a couple of times, so that the idea that gets implemented in the end is very different from the idea that you started with. However, through that process the same team will be working on the project. Hence change is more about identifying potential leaders than about identifying great ideas. By the way, Crowdourcing platforms can be used in creative ways: when we were looking for a team member, we once ran a Crowdsourcing challenge, asking people to submit their own job description, and then asking the community to vote for each job description. The people who got the most votes were invited for a job interview. This resulted in a very different pre-selection compared to normal HR selection criteria. I highly recommend this approach! 2 min
- First Hypothesis: to create change, we need people. We need the most talented, committed, creative and enduring people we can mobilize. Problems are no longer solved by lonely heroes but rather by groups of people who collaborate in meaningful ways and who manage to create a growing community. Question hence becomes: how can we attract the best possible leaders and how can we help them to create «ecosystems for change» ? Second Hypothesis: Crowdsourcing can help us to get there, but we need to think differently and use Crowdsourcing in a different way, compared to companies that try to maximize market share and profits. 2 min
- In my view, Crowdsourcing is about empowering people. You begin with an Changemaker. You help them to find a committed team. And you help them to create a network of supporters and clients. Then you let them interact with other teams who work on similar issues. Each of these teams will bring their supporters – so that you end up with what I call an «impact ecosystem». 1 min hier nach ca. 6 Minuten
- so my first conclusion is: Crowdsourcing for impact means to create an ecosystem that connects entrepreneurs, teams members, and a community of supporters.
- Conventional thinking would be: the people in the community are working for me – they are helping me (and my organization) to create more profit. For example they couldbe helping an outdoor company to develop a new tent. We all know that this can be highly efficient.
- But if you want to create social impact, you need a different attitude: if you are running a crowdsourcing challenge to create impact, the mindset that you will need is «I work for them». They will recognize the difference! Crowdsourcing is about empowering individuals and doing your best to help them to turn their ideas into successful projects! 1 min
- As I said, I highly recommend Crowdsourcing to recruit talent. However, if you really want to create change, you are looking for a different breed of people – for people who take the initiative, who create enthusiasm around an idea, who move forward quickly. Large organizations are usually not the environment where these people can thrive.
- Therefore we are no longer looking for employees, we are looking for entrepreneurs who can create impact outside of our organization. They will not be working for us, they will be pursuing their own vision on their own. We need to give them freedom and flexibility, but they can also benefit from access to our networks. 1 min
- Doing this has one drawback: it becomes much more difficult to ensure that the chosen ideas match the strategy of your organization.
- But I don’t think strategic fit is that important – after all your strategy could be wrong! If you let the community decide, you will end up with a portfolio of ideas, and something interesting will happen: the changemakers who you support will discover synergies between their projects, and they will begin to work together, even without a pre-defined overarching strategy. Furthermore, having lots of small ventures means that they will grow at different speed, and the most successful ones will grow fastest – so ressources are automatically directed to where they create the greatest impact. This approach has its drawbacks, but in the end I think it is much more agile than existing large NGOs. 1 min hier nach 11 Minuten
- In many cases Crowdsourcing is run as a competition: you are looking for a the best idea, and somebody selects a winner. Such a format attracts people who want to beat the others. For a company this may make perfect sense.
- However, if you want to maximize synergies within an ecosytem of changemakers, I believe that competition is counterproductive. You teach people to fight each other, and then you want them to collaborate later on. This is unlikely to happen. I think it’s much better to encourage them from the beginning to collaborate with each other. If they collaborate during an online challenge, they are much more likely to collaborate later on when they are working on their projects. Therefore we don’t have a fixed number of winners. Instead we communicate that we will support all projects that meet our quality criteria. This creates a very different dynamics: the best thing that you can do to be selected is to help others to improve their ideas. If you do that, they are likely to support you, and as a result all ideas will get better. So there is a win-win situation. In our challenges there is usually a very strong correlation between the number of comments that somebody writes and the number of votes that he or she receives from others. We know we have done a good job when people are happy to see another project win, because that project has more potential than their own project. 2 min
- making myself redundant first as an employee of an NGO, to become a faciliator within an independent network later get rid of the facilitator and let the community run itself
- 1 min