Linkedin CEO Jeff Weiner has a big vision for the next 10 years — a plan that now involves matching professionals with social sector projects that can effectively utilize their passions and skills, while giving underserved communities access to creating more economic opportunity. Last year LinkedIn identified TechSoup Global as a potential partner to help build demand for its LinkedIn for Good program, which really excites me and here’s why:
Between 2008 and 2013 LinkedIn membership jumped from 32 to 277 million. (My LinkedIn profile was one of the top 10% most viewed — out of about 200 million — for 2012.) Then in 2014, more than two million members (and this number will grow) signed up for LinkedIn for Good, showing there are plenty of able hands willing to get dirty for a good cause. But the current lack of available work caused by an imbalance between volunteers and program partners means there’s a lot of expertise sitting on the sidelines. Not good if you’re in the game to play.
In this article from Stanford Social Innovation Review John Cary, the former lead of Public Architecture’s 1% program, warns against ‘learned helplessness’, a psychology term that describes what happens when volunteers sign up for work that fails to utilize their potential. Sure disengagement is rough, especially where it can be avoided, but solutions do exist, I’ve seen them. Cary says “building demand is a high-touch affair”, one that “requires significant relationship building” across sectors that are “very segregated in general, so there aren’t a lot of authentic relationships between contrasting cultural boundaries”.
Kyle Reis, TechSoup’s senior director for Global Data Services, sees “an opportunity to collaborate with others working in the space to unlock a potentially enormous resource for thousands of nonprofits around the world”. Translate: it won’t be long before the pro bono space becomes a prospector’s race for the best human resources on the planet. And with a database of more than 600,000 nonprofits worldwide and a service list of more than 100,000 organizations per year, TechSoup Global is in pole position.
Finding a solution to bridge sectors won’t be easy but we know where to start. When we do we can apply that solution to larger cross-sector initiatives. The ‘every day social’ of what we do on LinkedIn, Facebook and Twitter is a fine way to forge connections that can lead to the cross-sector collaborations Cary alludes to. More demand means we’ll find a solution sooner. And one thing science taught me is that when you find a plan that works, you stick to it.