How important it is to LISTEN?

Interestingly, after reading chapter six for Forces For Good, I saw this word again. It is at least the third time in our textbooks (both from last and this semester) I read about the importance of listening.

In the book, Social Entrepreneurship: What Everyone Needs to Know, David and Susan define listening as a necessary quality for social entrepreneurs. “Entrepreneurs tend to be good listeners. They must be able to identify with others so they can understand their motivations and bring them together into effective teams.” (p.28) Social entrepreneurs need to listen to useful information, needs of beneficiaries, incentives of partners, etc.

The book The Networked Nonprofit also emphasized on listening. “The key ingredient for building any relationship is good listening. Rather than just talking to, or worse, at people online, organizations first should listen to what people are talking about, what interests or concerns them, and how they view the organization” (p.61). When starting to get involved in social media, organizations should start listening first to orient themselves online. It is also helpful for organizations to listen for the successful ideas and try to follow them.

Lastly, this week’s chapter rose the example of Share Our Strength as they “listen to chef’s interests and needs” (p.133). Furthermore, the authors said “adaption begins with listening for external cues in the environment and looking internally for opportunities to increase impact” (p.143). So listening is also a key element in the success of adaption. By listening and analyzing the interests of donors and needs of beneficiaries, NPOs can increase the chance of running successful adaption.

So, at least from the materials above, after start any campaign or program in nonprofit organizations, I personally will think about a question: “should we start by listening?”