Me: “What?”

Jay: “A Harvard Business School professor did a study on the impact of really tight deadlines on the creative process. Now what does that make you think of?”

He pulled up the transcript right then and there as we sat on a bench at Lexington Middle School, waiting on our daughter who was ever-so busy socializing at the Spring Arts Festival. I scanned it to confirm someone had actually studied this dynamic, and sure enough there it was.

Teresa Amabile, a contributor to NPR’s Marketplace on workplace performance and the author of The Progress Principle, shared some research findings that were frankly not all that surprising in the general work world. For example, she cited that professionals in her study indicated they were 45 percent less likely to come up with a new idea or solve a complex problem on a tight deadline.

Grace under pressure?

(By the way, does that mean they are 55 percent MORE likely to be creative? Isn’t that pretty good?) But I digress.

What caught my eye was this: “We did find some creativity under high pressure, but the enabling circumstances are rare in most workplaces. People have to feel that they are on a mission to tackle something crucial — and they have to be protected from interruptions and extraneous demands.”

Let’s see: A 24-hour work marathon during which a company closes for business and releases its staff to develop marketing strategies and creative deliverables for nonprofit organizations. Might that constitute a higher sense of purpose? Perhaps even generate national, award-winning creative work? Check. Check.

So I’m off to find my soul sister Teresa (she even spells it right, it’s so karma) and load her up with some CreateAthon ammo. I’d love to have a cup of coffee or a good email over her comment that “the most important (thing in motivating people) in making progress is meaningful work.”

Purpose always produces.

Wouldn’t it be cool if we CreateAthon-ers ended up in a Harvard study to help prove her thesis true? Then again, we already know it is.

A company designated as a B-Corp operates in a legal structure that acknowledges and rewards an organization’s impact on societal issues as well as bottom-line performance. So a company doesn’t have to be all about making money. Nor does it have to be all about doing good, and never making any money. It can do both, peacefully coexisting in a way that gives companies, their stockholders and their employees the opportunity to do business in a way that upholds a set of shared values. All of which makes for a more productive and meaningful work experience.

Some folks believe this new corporate structure has the potential to create an entirely new sector on the economy that can use the power of business to solve critical issues in the world. Count me among them.

So it was with much delight that I read about South Carolina lawmakers coming together in a bipartisan manner to bring this new business model to our state. If passed, South Carolina would be recognized as an early adopter of B-Corp legislation (only seven states in the US have enacted B-Corp laws thus far), another great demonstration of the Palmetto State’s advanced, pro-business climate.

If you’re not familiar with the B-Corp movement, take a moment and watch this TED video from B-Corp founder Jay Coen Gilbert. It may just change the way you think about business, for good.

Jay Coen Gilbert on B-Corp and the Evolution of Capitalism

Take that in for a second.

Nonprofit organizations are filled with the very best people you would ever hope to find: hardworking, passionate, committed to making a difference. Doing everything they can on a daily basis to lessen the negative impact of various social crises. All while fighting the odds of too little time, money and manpower to affect the real kind of change they want to see around their particular issues.

While growth in the nonprofit sector may reflect a more noble nature among us all, the result is increased competition for limited resources. This reality means we’re looking at more nonprofits competing for the same dollars to treat more symptoms — without necessarily solving the underlying problem.

Attacking the root problems that are causing a preponderance of negative social conditions demands not more organizations developing more programs, but more organizations coming together and building the kind of scale that can address the real problem. This type of collaboration can take place in several forms:

• Nonprofits that partner with each other in community initiatives around an issue
• Nonprofits that formally merge with other nonprofits that share a similar mission
• Nonprofits that build programs that can be replicated by other nonprofits in the country

Whatever the model, one thing is certain. We will never break the cycle of social ills that exist in our country until we step out of a parochial, separatist mindset and acknowledge that collaboration is the only way forward. A simple concept, but one that falls short of execution all too often, given too many competing agendas.

I’ll stop at that, and leave you with this look at two models for consideration. Which do you think has the most potential to solve the big problems that plague our communities? I’d love to hear your thoughts.

Sharing CreateAthon and the pro bono love

Yesterday, I had the privilege of joining 14 other speakers and performers at the inaugural TEDx Columbia event. What began for me as an Oh my God, how will I ever have time to prepare for this item on my never-ending list became a transformative experience second only to CreateAthon, my subject de jour.

While I was more than humbled to have the opportunity to spread the CreateAthon gospel on such a distinguished stage, I was more moved by the cumulative effect of the day. It crept inside me as these words bounced in and out of every conversation.

What if. Who knew. We can. You can. I did. I asked. Yes.

There also was a lot of talk during the day about Columbia and the undiscovered potential of our city as evidenced by the talent, intellect and passion of everyone assembled at TEDx Columbia. The mere fact that we “did TEDx” was viewed as a great achievement. Certainly it was.

I submit the greater outcome of the day, however, lies in a heightened awareness of the other. Look at what that other person is doing. Look at the terrible thing that happened to her, and what she did with it. Look at the risk he took.

TEDx gave us a day to put down our own ego-driven lens and peer through the lens of the other. To soak in our fellow man’s distinctive experiences, and to consider just how vital it is that we all see the world a little bit differently.

After all, if two of us are exactly the same, one of us is irrelevant (to quote Jay Coles).

I think the world’s a little more beautiful today, being reminded of that.

So many thanks to the incredible TEDx Columbia team and fellow speakers for inviting me to be part of this incredible experience, for working so hard to make it such a success, and for entering my life as new friends.

This from Vinay Bhagat, founder and chief strategy officer for Convio, as commentary to support their predictions of Key Trends for the Nonprofit Sector in 2012. A quick look at these five indicates the significant challenges organizations are up against:

1. Online and New Media Channels Will Continue To Extend Their Influence
2. Peer-to-Peer Engagement Will Play An Expanded Role
3. Donor Fatigue Will Be More Pronounced
4. Supporters Want To Control Their Experience
5. Integrated Marketing Will Rise To New Heights

So what’s at the bottom of all this? Is there one thing nonprofits can call on to help address these complex marketing issues?

Yes. It’s called strategy.

After a couple of years basking in the glow of social media tactics, nonprofits must accept the consequences of all the “free and easy” noise that has resulted in a highly crowded nonprofit marketplace. One in which the consumers who have been bombarded with so many cause-related digital messages may be considering a way out (see points 3 and 4).

On the other hand, nonprofits that design and deploy well orchestrated, multi-channel  marketing initiatives — with highly focused objectives, clearly defined audiences, and a razor-sharp message —  will not only prevent “donor fatigue” but also attract and engage record levels of supporters (see points 1, 2 and 5).

But it’s neither free nor easy. Planning integrated, multi-channel marketing programs is hard, and it demands a tremendous amount of focus, self-discipline and attention to detail. Start now with an assessment of current marketing efforts, give yourself an honest grade, and commit to a marketing program in 2012 that is built  on an integrated, strategic platform that takes into consideration these five consumer predictions. Then stand back and watch the magic.

TEDx events allow people to use the “talk” model as a tool for effecting change in their own communities. On January 16 (MLK Day), I’ll have the honor of joining seven other speakers in the first-ever TEDx Columbia event. I’ll be talking about CreateAthon, and the incredible things that can happen when you let a big idea go in the world. Others will share stories on topics ranging from First Amendment Rights and brain damage research to urban farming and a program that uses rescue dogs to teach compassion and character development.

To say I was a bit overwhelmed at the thought of joining the distinguished ranks TED presenters is an understatement indeed. So being me, I began the task of preparing my presentation by researching other TED presentations. I was amazed to find the types of topics that were tagged at TED.com: the arts, humanities, animal rights, environmentalism, social justice, health, education, energy, philanthropy. A treasure trove of good.

Meanwhile, back at TEDx Columbia, I thought about the amazing story of Anna Bigham, one of my fellow presenters. She founded a nonprofit organization called Hidden Wounds that provides interim and emergency counseling services to combat veterans and their families. Her work honors her beloved younger brother, who took his life while struggling with PTSD. To realize I will be sharing a stage with someone like her — with such a noble and noteworthy cause — has humbled me even more. And what a gift the TED organization gives by lending a stage to nonprofits and their causes, as well as commercial endeavors that can make a difference in the world.

If you have a cause you’re passionate about, or just looking for a little inspiration, I encourage you to spend some time with TED. If you have a TEDx event in your area, consider how you might introduce your cause to the audience of inspired doers and thinkers in the TED universe. If you don’t have TEDx nearby, organize a team and make it happen now.

Taproot’s founder and champion of all things pro bono, Aaron Hurst.

In the Taproot session that followed, there was much discussion around the fact that companies are sometimes reticent to develop pro bono programs for nonprofits because the nonprofits are not ready. That is to say, nonprofits may not have seriously considered or strategically planned for receiving pro bono counsel from professional organizations.

Why on earth would a nonprofit not be ready to accept pro bono services? Consider these stark but unfortunate truths:

The nonprofit has not developed a strategic plan of any kind. Professional service organizations will be wary of committing their employees’ valuable time to work for a nonprofit that has no idea of where it’s really heading or how it can possibly get there.

The nonprofit is not ready to execute the recommendations provided to them. Companies that provide pro bono consulting services to nonprofits offer highly sought-after, professional solutions, and nothing is more frustrating than to see smart planning sitting on a shelf. A nonprofit must have adequate resources —time, money, manpower — to carry out the counsel delivered to them.

The nonprofit is scared of letting “outside” consultants critique their work. Let’s face it: some people just don’t want to hear they have been doing it wrong or could do it better. Could it make them look bad in front of their boards? Heaven forbid.

The pro bono tide is rising, as evidenced by the commitment of A Billion + Change movement. Nonprofits will be wise to consider how they can strategically position their organization to be a worthwhile investment of time for companies that are actively seeking pro bono opportunities in their community and throughout the country. Don’t let tactical shortsightedness get in the way of what can be transformative progress for your organization.

And large it was.

Teresa Coles, panelist at the Billion+ luncheon

We were asked at the end of the day to share an interesting takeaway. I’ll start with my response to that question, but I just can’t limit it to one. Instead, here are five takeaways that illuminated the day for me:

1. There now exists a whole new professional sector of people who are trained and committed to seriously pursuing corporate social responsibility, not just managing donations. I think that’s amazing.
2. The opportunity to experience the vibe that exists among these people. It’s unlike anything I’ve ever seen, other than CreateAthon: open, selfless, joyful. “Let me know what I can do to help” ended every conversation.
3. The willingness to readily connect with others. Never have I been approached by so many people who wanted to trade cards, connect online, stay in touch. There’s a sense that we can all benefit by upholding each other, and it’s readily embraced.
4. The chance that pro bono can become a permanent fixture of corporate culture. Jean Case stated it repeatedly, and I had never thought about it in those terms. Imagine if pro bono service became a given in every company in America.
5. The grace that filled every corner of the room, be that a handshake, a smile, a hug. The opportunity to meet and develop relationships with so many incredible people dedicated to doing incredible things will carry me for the days and weeks to come.

in pretty good company

My heart beats a little faster today with the promise of so many good things to come through A Billion + Change, as well as the opportunities for CreateAthon. I truly believe the new relationships that have been formed will impact our ability to help CreateAthon grow in leaps and bounds. Today, Peyton and I are off to tell the CreateAthon story to friends at the ONE Campaign. Just imagine where that conversation could go: CreateAthon International?

This morning, I will attend a kick off breakfast in the Russell Senate Office Building hosted by Sen. Mark Warner, honorary chair of the initiative. Later on, I’ll participate in a panel discussion alongside leaders in corporate social responsibility from companies who are also involved in the program. I’ll be asked to share our experiences with CreateAthon as a model for how a small business can generate large-scale probono impact.

Teresa

So how does a Billion + Change work? Participating companies define a pledge amount toward the cause and report on their progress throughout the initiative. A majority of the companies involved are major corporations with significant CSR programs, like HP, Microsoft, IBM, Walmart, and Discovery Channel.

On behalf of CreateAthon, we’ve pledged to more than double the number of partner agencies, universities and professional organizations involved in the program. Our estimates tell us if we reach this goal, we will move from generating approximately $2.3 million in pro bono services each year to an annual impact of $5.6 million.

As if it couldn’t get any better, I’m joined today by none other than Peyton Rowe, Chief Evangelical Officer of CreateAthon. She’s just in from Richmond, and we are truly beside ourselves with the prospect of meeting so many folks who are committed to sharing professional talents for social good.

So know that today, the CreateAthon story will be told from the one place in America that was most meant to inspire servant leadership. Who knows? Maybe some good karma will rub off down the street.

Why doesn’t everyone in our industry do CreateAthon?

The simple, truthful answer has to do with resources. If only we had the time to put more into CreateAthon. If only we had more money to spend on marketing it. If only we had the resources to hire someone to run the program, full-time, we could recruit more people into the program to do more good for more nonprofits.

For as long as we’ve faced this conundrum, we’ve known what we had to do to address it. So I’m thrilled to announce that CreateAthon has become a 501(c)3 in its own right, joining the ranks of the organizations we’ve proudly served over the years. As a 501(c)3, CreateAthon is now in a position to pursue funding opportunities that can help us build much-needed organizational capacity — with a goal of adding full-time personnel and other resources to help the program grow.

When this sheet of paper arrived in the mail the other day, there was a collective gasp, immediately followed by parental-caliber squeals normally reserved for a child’s college acceptance letter. Proof again that our little idea is growing up.