It was a late night last night. We had our quarterly board meeting for Our Pal’s Place where I presented some of what I’ve learned from Robin Hood Marketing.

The purpose of the presentation was to educate the board about concept of focusing on getting an audience to take a specific action and putting the evangelism to the cause on the back burner. My expectation was that I would come out with a list of key audiences and actions we want them to take (I did, but that’s not the real story).

I honestly thought that the point of focusing on changing behaviors would be a slam dunk– you know the type… the ones that you get everyone nodding yes seconds after you say it. However, I was really surprised at the reaction I got when I suggested that we put the cause second. It only took a few moments after I said it for one of the board members to chime in and say: “I understand what you are saying. I know you are right, but I sure don’t like it. I really like thinking that we can change the way people think.”

Now admittedly, I have my passions and my feelings of a calling, but I am a very task and goal oriented person. Subsequently, I tend to approach things very methodically and with a business perspective. Experience has taught me to have a keen appreciation for the fact that you cannot make people think, feel, or do things that they really do not want to. This has taught me to celebrate when people actually behave in the ways that I want them to and to pay no attention to making them agree with me. However, I think that many folks out for a good cause believe that the only permanent solution to a social problem is to make someone agree with them.

The discussion that ensued focused on the role of behaviors in changing attitudes and beliefs. Since we have rescued many animals with behavior problems, we had an easy metaphor to use. From time to time we get dogs that don’t like men. Since we have no real insight into the inner feelings and thoughts of animals (after all, they can’t talk) the only real solution is to shape behaviors through appropriate rewarding for the behaviors we want. Eventually through this process we teach the animals to be more comfortable around men.

According to the basic premise of Robin Hood of focusing on behaviors first and cause second, this is really the function of good nonprofits. By shaping behaviors, we open the door to changing values, beliefs, and outlook.

Now, I’m not suggesting that you let go of the dream of drawing people to the cause. Instead I’m suggesting that you consider the role of changing behaviors in the process of changing minds. The natural conclusion for me is that if you’re really good at changing behaviors then perhaps you can begin to influence attitudes and social values. As this occurs, you will certainly draw people to the cause.

I welcome your thoughts, insights and examples.

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