Free Agents: Insights from #TakeBackThePink
I had pre-ordered Beth Kanter and Allison Fine's book, The Networked Nonprofit, and read it within 48 hours of it arriving on my doorsteps. Yet I am amazed by how what I learned from it continues to mature over time, rather than become outdated or irrelevant. Like a good wine or well aged cheese, it just keeps getting better. Of particular interest to me lately is the concept -- and value-- of free agents.
Free agents are individuals who are working outside of organizations to pursue the mission -- organizing, fundraising, energizing. They aren't on staff, or on the board, or hold any formal volunteer position. They're just enthusiastic fans who believe in the purpose. In the past, they have been dismissed as either novices who are not committed to working with the system, or risky because they aren't signed on to "tow the company line" so to speak. In today's connected world however, each free agent is able to not only spread their message far and wide, but are able to organize and create real impact. While they may believe in the mission wholeheartedly, they also want to be free, creative and engage on their own terms.
The recent Komen/Planned Parenthood debacle provided an interesting experiment through which to reflect on free agents and their work specifically in a fast paced situation. [Note that my participation in this effort was personal, as a free agent, not as a representative of Darim Online. However, I believe that my experience and reflections can provide import insight for the Darim community and thus are worth sharing here.] After hearing the news, my colleague Allison Fine started a Facebook Cause called "Komen Kan Kiss My Mammogram" which has raised over $17,000 as Alison, her friends and their friends passed around the link, enabling people to turn emotional outrage into action. Shortly thereafter, the free agents began to circle and convene. There was a big opportunity to make a difference here. What impact did we want to make, and how would we do it?
Enter #TakeBackThePink, a campaign which, briefly, was designed to highjack the #supercure Superbowl campaign to keep the riled up country focused on taking action to combat the real enemy: breast cancer. We have documented the campaign and our reflections here. Beth Kanter has blogged about it here, Allison Fine here, Amy Sample Ward here, and Lucy Bernholz here. Stephanie Rudat was also a critical member of the team. It was an honor and privilege to collaborate with these brilliant women, and many many others who added their voice, energy, personal stories, heart and brain to the effort too. We were passionate, and we had fun doing it. We were free agents. We were coordinating among ourselves, feeling out emotions, boundaries, strategies, division of labor. And while we were so attentive to each other, we were not also dealing with the politics or policies or pace of any institution. We were free free agents. No strings attached.
At a few points, our potential collaboration with organizations did rise as an option. For example, soon after we clarified that #TakeBackThePink was not anti-Komen but rather pro-women's health, we sought to spread the word and build partnerships in a way that's very consistent with our networked approach to working. We learned that Brian Reid had compiled a list of statements from local Komen affiliates in many cases distancing themselves from the mothership, or articulating their freedom to making their own local funding decisions in their region. To me, it seemed quite powerful to align with them -- it may have helped add legitimacy to their local brands, and would have helped our message grow roots and spread further. Yet while many of the fighters and survivors (or friends of survivors or victims) in our group felt strongly that Komen funds important research and is not all bad, others wanted nothing to do with Komen. And aligning with us may have been risky for those affiliates as we are (to some degree) unknown free agents, with rapidly evolving goals and approaches, and they were in a risky situation to begin with. As much as our goals may have been aligned, there were too many strings attached for all of us. And in a rapidly moving blitz that was evolving hour by hour across the country, any strings were too much, too slow, too compromising.
The lesson I learn here is that there are different kinds of free agents: regular free agents (those who work fairly independently but in conjunction with organizations) and then there are really free agents who have no organizational alignment whatsoever, but can have massive influence nonetheless. There are also long distance free agents who work on an ongoing basis to make social change, and there are sprinter free agents who pour a ton of energy and time into short term, high impact opportunities to make social change. Interestingly, in the recent Komen uproar, Planned Parenthood found they were long on sprinting really free agents, and it (literally) paid off.
Leaders of today's organizations should educate themselves about free agents (read The Networked Nonprofit for starters) and think deeply about how to work with free agents on an ongoing basis, and in fast paced environments as well. Millennials in particular are well positioned to be free agents, and as they continue to mature, their modes of engaging and supporting organizations may look more and more free-agent-y. As Ben Wiener said at the 2011 Jewish Future's conference, "We don't meet, we tweet."
Do you think about how you engage with your free agents? What can organizations and leaders do to make their missions and work more free-agent-friendly? As a free agent, what organizations make you feel like you can run and soar? How do others take the wind out of your sails?
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Richard D Solomon, PhD