Vidya Sundaram
San Francisco Bay Area
vidya
4 Principles of Successful Projects
There's a strong connection between compelling performances and successful projects.* When both are done at their best, the stakeholders are not merely entertained. They're transformed.
Here are the four principles I follow over the course of almost every project. To illustrate each principle, I'll walk you through a quick example. Even though the example relates to fundraising, these principles apply to just about any type of project.
* And, no, I'm not referring to the "old song and dance" or "smoke and mirrors"!!
1. start at the end
Each and every project should begin with a set of clearly stated and measurable objectives. This is also an important performance principle as an actor must know her character's full arc, or journey, when she is preparing for her role. Because after all, it's the responsibility of the actor to take the audience on the exact same journey every step of the way! Clear objectives keep everyone on the same page.
Example: Raise $500,000 from private donors for an childhood obesity prevention program in Sunny City, CA.
2. observe
Successful projects often rely on successful collaborations, whether they be with partners, customers, service providers or investors. Identifying and cultivating the right collaborations requires careful observation. A skilled performer can quickly observe the difference between an engaged audience (where you could hear a pin drop) and a bored audience (where the rustling and yawns can be deafening!) and quickly adjust his performance to bring everyone back on board. Observing their past and present behavior, including observing what stakeholders don't do, gives key insight into what needs they have and are trying to fulfill.
Example: Analyze recent private donations to youth programs in Sunny City and neighboring areas. What is the average donation and range of donation amounts? How are donations received (personal requests, events, pledge drives)? Which programs receive more donations? Which youth programs have not been successful at fundraising? Why? Which stakeholders are most concerned with childhood obesity?
3. thrill
After careful observation of your stakeholders behavior, you should have a pretty good idea of what their core needs are. Now it's time to design and deliver and product, message or service that drives straight to the heart of that need. This is an intuitive process that is only possible after not only observing, but also connecting with your audience.
Example: The majority of donations in Sunny City, CA are small amounts in response to personal appeals. Large fundraisers are rare and unsuccessful. Engage Sunny City's growing community of fitness-conscious young professionals to become program ambassadors to raise funds through community fitness events.
4. encore
The end of the story should bring us back to the beginning. Were the stated goals met? Did the story transform audience attitudes and/or behavior?
Example: Were fundraising goals met? Check short term and long term engagement of volunteers and donors.
Copyright 2010 Vidya Sundaram. All rights reserved.
San Francisco Bay Area
vidya
