Collective Impact - Kania & Kramer - Stanford SIR
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Collective Impact - Kania & Kramer - Stanford SIR Document Transcript

  • 1. 
 
 
 

 
 
 
 Collective
Impact
 By John Kania & Mark Kramer 
 
 
 Stanford
Social
Innovation
Review
 Winter
2011
 
 Copyright
©
2011
by
Leland
Stanford
Jr.
University
 All
Rights
Reserved
 
 Stanford Social Innovation Review Email: info@ssireview.org, www.ssireview.org
  • 2. Collective Impact Large-scaLe sociaL change requires 300 leaders of local organizations agreed to participate, includ- ing the heads of influential private and corporate foundations, broad cross-sector coordination, city government officials, school district representatives, the yet the sociaL sector remains presidents of eight universities and community colleges, and focused on the isoLated intervention the executive directors of hundreds of education-related non- of individuaL organizations. profit and advocacy groups. These leaders realized that fixing one point on the educational By John Kania & Mark Kramer continuum—such as better after-school programs—wouldn’t T Illustration by Martin Jarrie make much difference unless all parts of the continuum im- proved at the same time. No he scale and complexity of the U.S. public education system has single organization, however thwarted attempted reforms for decades. Major funders, such as innovative or powerful, could the Annenberg Foundation, Ford Foundation, and Pew Charitable accomplish this alone. Instead, Trusts have abandoned many of their efforts in frustration after ac- their ambitious mission became knowledging their lack of progress. Once the global leader—after to coordinate improvements at World War II the United States had the highest high school gradu- every stage of a young person’s ation rate in the world—the country now ranks 18th among the top life, from “cradle to career.” 24 industrialized nations, with more than 1 million secondary school Strive didn’t try to create students dropping out every year. The heroic efforts of countless teachers, administrators, a new educational program or and nonprofits, together with billions of dollars in charitable contributions, may have led to attempt to convince donors to important improvements in individual schools and classrooms, spend more money. Instead, yet system-wide progress has seemed virtually unobtainable. through a carefully structured process, Strive focused the en- Against these daunting odds, a remarkable exception seems tire educational community on a single set of goals, measured to be emerging in Cincinnati. Strive, a nonprofit subsidiary in the same way. Participating organizations are grouped of KnowledgeWorks, has brought together local leaders to into 15 different Student Success Networks (SSNs) by type of tackle the student achievement crisis and improve education activity, such as early childhood education or tutoring. Each throughout greater Cincinnati and northern Kentucky. In SSN has been meeting with coaches and facilitators for two the four years since the group was launched, Strive partners hours every two weeks for the past three years, developing have improved student success in dozens of key areas across shared performance indicators, discussing their progress, three large public school districts. Despite the recession and and most important, learning from each other and aligning budget cuts, 34 of the 53 success indicators that Strive tracks their efforts to support each other. have shown positive trends, including high school graduation Strive, both the organization and the process it helps fa- rates, fourth-grade reading and math scores, and the number cilitate, is an example of collective impact, the commitment of a of preschool children prepared for kindergarten. group of important actors from different sectors to a common Why has Strive made progress when so many other efforts agenda for solving a specific social problem. Collaboration is have failed? It is because a core group of community leaders nothing new. The social sector is filled with examples of part- decided to abandon their individual agendas in favor of a col- nerships, networks, and other types of joint efforts. But col- lective approach to improving student achievement. More than lective impact initiatives are distinctly different. Unlike most36 Stanford Social innovation review • Winter 2011
  • 3. Winter 2011 • Stanford Social innovation review 37
  • 4. collaborations, collective impact initiatives involve a centralized that better farming practices and improved plant stocks could tripleinfrastructure, a dedicated staff, and a structured process that leads the yield per hectare, dramatically increasing farmer incomes andto a common agenda, shared measurement, continuous communi- improving the sustainability of Mars’s supply chain. To accomplishcation, and mutually reinforcing activities among all participants. this, Mars must enlist the coordinated efforts of multiple organiza-(See “Types of Collaborations” on page 39.) tions: the Cote d’Ivoire government needs to provide more agricul- Although rare, other successful examples of collective impact are tural extension workers, the World Bank needs to finance new roads,addressing social issues that, like education, require many different and bilateral donors need to support NGOs in improving health care,players to change their behavior in order to solve a complex problem. nutrition, and education in cocoa growing communities. And MarsIn 1993, Marjorie Mayfield Jackson helped found the Elizabeth River must find ways to work with its direct competitors on pre-competi-Project with a mission of cleaning up the Elizabeth River in southeast- tive issues to reach farmers outside its supply chain.ern Virginia, which for decades had been a dumping ground for indus- These varied examples all have a common theme: that large-scaletrial waste. They engaged more than 100 stakeholders, including the social change comes from better cross-sector coordination rathercity governments of Chesapeake, Norfolk, Portsmouth, and Virginia than from the isolated intervention of individual organizations. Evi-Beach, Va., the Virginia Department of Environmental Quality, the U.S. dence of the effectiveness of this approach is still limited, but theseEnvironmental Protection Agency (EPA), the U.S. Navy, and dozens examples suggest that substantially greater progress could be madeof local businesses, schools, community groups, environmental orga- in alleviating many of our most serious and complex social problemsnizations, and universities, in developing an 18-point plan to restore if nonprofits, governments, businesses, and the public were broughtthe watershed. Fifteen years later, more than 1,000 acres of watershed together around a common agenda to create collective impact. Itland have been conserved or restored, pollution has been reduced doesn’t happen often, not because it is impossible, but because itby more than 215 million pounds, concentrations of the most severe is so rarely attempted. Funders and nonprofits alike overlook thecarcinogen have been cut sixfold, and water quality has significantly potential for collective impact because they are used to focusing onimproved. Much remains to be done before the river is fully restored, independent action as the primary vehicle for social change.but already 27 species of fish and oysters are thriving in the restoredwetlands, and bald eagles have returned to nest on the shores. Isolated Impact M Or consider Shape up Somerville, a citywide effort to reduce and ost funders, faced with the task of choosing a few grant-prevent childhood obesity in elementary school children in Somer- ees from many applicants, try to ascertain which orga-ville, Mass. Led by Christina Economos, an associate professor at nizations make the greatest contribution toward solv-Tufts University’s Gerald J. and Dorothy R. Friedman School of Nutri- ing a social problem. Grantees, in turn, compete to be chosen bytion Science and Policy, and funded by the Centers for Disease Control emphasizing how their individual activities produce the greatestand Prevention, the Robert Wood Johnson Foundation, Blue Cross effect. Each organization is judged on its own potential to achieveBlue Shield of Massachusetts, and United Way of Massachusetts Bay impact, independent of the numerous other organizations that mayand Merrimack Valley, the program engaged government officials, also influence the issue. And when a grantee is asked to evaluate theeducators, businesses, nonprofits, and citizens in collectively defin- impact of its work, every attempt is made to isolate that grantee’sing wellness and weight gain prevention practices. Schools agreed to individual influence from all other variables.offer healthier foods, teach nutrition, and promote physical activity. In short, the nonprofit sector most frequently operates using anLocal restaurants received a certification if they served low-fat, high approach that we call isolated impact. It is an approach oriented towardnutritional food. The city organized a farmers’ market and provided finding and funding a solution embodied within a single organiza-healthy lifestyle incentives such as reduced-price gym memberships tion, combined with the hope that the most effective organizationsfor city employees. Even sidewalks were modified and crosswalks will grow or replicate to extend their impact more widely. Fundersrepainted to encourage more children to walk to school. The result search for more effective interventions as if there were a cure for fail-was a statistically significant decrease in body mass index among ing schools that only needs to be discovered, in the way that medi-the community’s young children between 2002 and 2005. cal cures are discovered in laboratories. As a result of this process, Even companies are beginning to explore collective impact to nearly 1.4 million nonprofits try to invent independent solutions totackle social problems. Mars, a manufacturer of chocolate brands major social problems, often working at odds with each other andsuch as M&M’s, Snickers, and Dove, is working with NGOs, local exponentially increasing the perceived resources required to makegovernments, and even direct competitors to improve the lives of meaningful progress. Recent trends have only reinforced this per-more than 500,000 impoverished cocoa farmers in Cote d’Ivoire, spective. The growing interest in venture philanthropy and socialwhere Mars sources a large portion of its cocoa. Research suggests entrepreneurship, for example, has greatly benefited the social sector by identifying and accelerating the growth of many high-performingJohn K a ni a is a managing director at FSG, where he oversees the firm’s nonprofits, yet it has also accentuated an emphasis on scaling up aconsulting practice. Before joining FSG, he was a consultant at Mercer Manage-ment Consulting and Corporate Decisions Inc. This is Kania’s third article for few select organizations as the key to social progress.the Stanford Social Innovation Review. Despite the dominance of this approach, there is scant evidenceM a rk K r a mer is the co-founder and a managing director of FSG. He is also the that isolated initiatives are the best way to solve many social problemsco-founder and the initial board chair of the Center for Effective Philanthropy, anda senior fellow at Harvard University’s John F. Kennedy School of Government. in today’s complex and interdependent world. No single organiza-This is Kramer’s fifth article for the Stanford Social Innovation Review. tion is responsible for any major social problem, nor can any single38 Stanford Social innovation review • Winter 2011
  • 5. Shifting from isolated impact to col-types oF collaboratIons lective impact is not merely a matter oforganizations have attempted to solve social problems by collaboration for decades without encouraging more collaboration or public-producing many results. the vast majority of these efforts lack the elements of success that private partnerships. It requires a systemicenable collective impact initiatives to achieve a sustained alignment of efforts. approach to social impact that focuses onFunder Collaboratives are groups of funders interested in supporting the same issue who the relationships between organizationspool their resources. generally, participants do not adopt an overarching evidence-based and the progress toward shared objectives.plan of action or a shared measurement system, nor do they engage in differentiated And it requires the creation of a new set ofactivities beyond check writing or engage stakeholders from other sectors. nonprofit management organizations thatPublic-Private Partnerships are partnerships formed between government and private have the skills and resources to assemblesector organizations to deliver specific services or benefits. they are often targeted narrowly, and coordinate the specific elements neces-such as developing a particular drug to fight a single disease, and usually don’t engage the full sary for collective action to succeed.set of stakeholders that affect the issue, such as the potential drug’s distribution system.Multi-Stakeholder Initiatives are voluntary activities by stakeholders from different sec- the FIve condItIons oFtors around a common theme. typically, these initiatives lack any shared measurement of collectIve success Oimpact and the supporting infrastructure to forge any true alignment of efforts oraccountability for results. ur research shows that successfulSocial Sector Networks are groups of individuals or organizations fluidly connected collective impact initiatives typi-through purposeful relationships, whether formal or informal. collaboration is generally cally have five conditions that to-ad hoc, and most often the emphasis is placed on information sharing and targeted short- gether produce true alignment and lead toterm actions, rather than a sustained and structured initiative. powerful results: a common agenda, sharedCollective Impact Initiatives are long-term commitments by a group of important actors measurement systems, mutually reinforc-from different sectors to a common agenda for solving a specific social problem. their ing activities, continuous communication,actions are supported by a shared measurement system, mutually reinforcing activities, and backbone support organizations.and ongoing communication, and are staffed by an independent backbone organization. Common Agenda | Collective impact requires all participants to have a sharedorganization cure it. In the field of education, even the most highly vision for change, one that includes a common understanding of therespected nonprofits—such as the Harlem Children’s Zone, Teach for problem and a joint approach to solving it through agreed upon ac-America, and the Knowledge Is Power Program (KIPP)—have taken tions. Take a close look at any group of funders and nonprofits thatdecades to reach tens of thousands of children, a remarkable achieve- believe they are working on the same social issue, and you quicklyment that deserves praise, but one that is three orders of magnitude find that it is often not the same issue at all. Each organization oftenshort of the tens of millions of U.S. children that need help. has a slightly different definition of the problem and the ultimate The problem with relying on the isolated impact of individual goal. These differences are easily ignored when organizations workorganizations is further compounded by the isolation of the non- independently on isolated initiatives, yet these differences splinterprofit sector. Social problems arise from the interplay of govern- the efforts and undermine the impact of the field as a whole. Collec-mental and commercial activities, not only from the behavior of tive impact requires that these differences be discussed and resolved.social sector organizations. As a result, complex problems can be Every participant need not agree with every other participant onsolved only by cross-sector coalitions that engage those outside all dimensions of the problem. In fact, disagreements continue tothe nonprofit sector. divide participants in all of our examples of collective impact. All We don’t want to imply that all social problems require collec- participants must agree, however, on the primary goals for the col-tive impact. In fact, some problems are best solved by individual lective impact initiative as a whole. The Elizabeth River Project, fororganizations. In “Leading Boldly,” an article we wrote with Ron example, had to find common ground among the different objectivesHeifetz for the winter 2004 issue of the Stanford Social Innovation of corporations, governments, community groups, and local citizensReview, we described the difference between technical problems and in order to establish workable cross-sector initiatives.adaptive problems. Some social problems are technical in that the Funders can play an important role in getting organizations toproblem is well defined, the answer is known in advance, and one or act in concert. In the case of Strive, rather than fueling hundredsa few organizations have the ability to implement the solution. Ex- of strategies and nonprofits, many funders have aligned to supportamples include funding college scholarships, building a hospital, or Strive’s central goals. The Greater Cincinnati Foundation realignedinstalling inventory controls in a food bank. Adaptive problems, by its education goals to be more compatible with Strive, adoptingcontrast, are complex, the answer is not known, and even if it were, Strive’s annual report card as the foundation’s own measures forno single entity has the resources or authority to bring about the progress in education. Every time an organization applied to Dukenecessary change. Reforming public education, restoring wetland Energy for a grant, Duke asked, “Are you part of the [Strive] network?”environments, and improving community health are all adaptive And when a new funder, the Carol Ann and Ralph V. Haile Jr./U.S.problems. In these cases, reaching an effective solution requires Bank Foundation, expressed interest in education, they were encour-learning by the stakeholders involved in the problem, who must then aged by virtually every major education leader in Cincinnati to joinchange their own behavior in order to create a solution. Strive if they wanted to have an impact in local education.1 Winter 2011 • Stanford Social innovation review 39
  • 6. Shared Measurement Systems | Developing a shared measure- Continuous Communication | Developing trust among nonprof-ment system is essential to collective impact. Agreement on a com- its, corporations, and government agencies is a monumental chal-mon agenda is illusory without agreement on the ways success will lenge. Participants need several years of regular meetings to buildbe measured and reported. Collecting data and measuring results up enough experience with each other to recognize and appreciateconsistently on a short list of indicators at the community level and the common motivation behind their different efforts. They needacross all participating organizations not only ensures that all efforts time to see that their own interests will be treated fairly, and thatremain aligned, it also enables the participants to hold each other decisions will be made on the basis of objective evidence and theaccountable and learn from each other’s successes and failures. best possible solution to the problem, not to favor the priorities of It may seem impossible to evaluate hundreds of different or- one organization over another.ganizations on the same set of measures. Yet recent advances in Even the process of creating a common vocabulary takes time,Web-based technologies have enabled common systems for report- and it is an essential prerequisite to developing shared measurementing performance and measuring outcomes. These systems increase systems. All the collective impact initiatives we have studied heldefficiency and reduce cost. They can also improve the quality and monthly or even biweekly in-person meetings among the organiza-credibility of the data collected, increase effectiveness by enabling tions’ CEO-level leaders. Skipping meetings or sending lower-levelgrantees to learn from each other’s performance, and document the delegates was not acceptable. Most of the meetings were supportedprogress of the field as a whole.2 by external facilitators and followed a structured agenda. All of the preschool programs in Strive, for example, have agreed to The Strive networks, for example, have been meeting regularly formeasure their results on the same criteria and use only evidence-based more than three years. Communication happens between meetingsdecision making. Each type of activity requires a different set of mea- too: Strive uses Web-based tools, such as Google Groups, to keepsures, but all organizations engaged in the same type of activity report communication flowing among and within the networks. At first,on the same measures. Looking at results across multiple organizations many of the leaders showed up because they hoped that their par-enables the participants to spot patterns, find solutions, and implement ticipation would bring their organizations additional funding, butthem rapidly. The preschool programs discovered that children regress they soon learned that was not the meetings’ purpose. What theyduring the summer break before kindergarten. By launching an innova- discovered instead were the rewards of learning and solving prob-tive “summer bridge” session, a technique more often used in middle lems together with others who shared their same deep knowledgeschool, and implementing it simultaneously in all preschool programs, and passion about the issue.they increased the average kindergarten readiness scores throughout Backbone Support Organizations | Creating and managingthe region by an average of 10 percent in a single year.3 collective impact requires a separate organization and staff with Mutually Reinforcing Activities | Collective impact initiatives a very specific set of skills to serve as the backbone for the entiredepend on a diverse group of stakeholders working together, not initiative. Coordination takes time, and none of the participatingby requiring that all participants do the same thing, but by encour- organizations has any to spare. The expectation that collaborationaging each participant to undertake the specific set of activities at can occur without a supporting infrastructure is one of the mostwhich it excels in a way that supports and is coordinated with the frequent reasons why it fails.actions of others. The backbone organization requires a dedicated staff separate The power of collective action comes not from the sheer num- from the participating organizations who can plan, manage, andber of participants or the uniformity of their efforts, but from the support the initiative through ongoing facilitation, technology andcoordination of their differentiated activities through a mutually communications support, data collection and reporting, and han-reinforcing plan of action. Each stakeholder’s efforts must fit into dling the myriad logistical and administrative details needed foran overarching plan if their combined efforts are to succeed. The the initiative to function smoothly. Strive has simplified the initialmultiple causes of social problems, and the components of their staffing requirements for a backbone organization to three roles:solutions, are interdependent. They cannot be addressed by unco- project manager, data manager, and facilitator.ordinated actions among isolated organizations. Collective impact also requires a highly structured process All participants in the Elizabeth River Project, for example, agreed that leads to effective decision making. In the case of Strive, staffon the 18-point watershed restoration plan, but each is playing a worked with General Electric (GE) to adapt for the social sectordifferent role based on its particular capabilities. One group of or- the Six Sigma process that GE uses for its own continuous qualityganizations works on creating grassroots support and engagement improvement. The Strive Six Sigma process includes training, tools,among citizens, a second provides peer review and recruitment for and resources that each SSN uses to define its common agenda,industrial participants who voluntarily reduce pollution, and a third shared measures, and plan of action, supported by Strive facilita-coordinates and reviews scientific research. tors to guide the process. The 15 SSNs in Strive each undertake different types of activities In the best of circumstances, these backbone organizations em-at different stages of the educational continuum. Strive does not body the principles of adaptive leadership: the ability to focus people’sprescribe what practices each of the 300 participating organizations attention and create a sense of urgency, the skill to apply pressure toshould pursue. Each organization and network is free to chart its stakeholders without overwhelming them, the competence to frameown course consistent with the common agenda, and informed by issues in a way that presents opportunities as well as difficulties, andthe shared measurement of results. the strength to mediate conflict among stakeholders.40 Stanford Social innovation review • Winter 2011
  • 7. FundIng collectIve Impact increasing the effectiveness of organizations with combined bud-C reating a successful collective impact initiative requires gets of $7 billion. The social sector, however, has not yet changed a significant financial investment: the time participating its funding practices to enable the shift to collective impact. Until organizations must dedicate to the work, the development funders are willing to embrace this new approach and invest suffi-and monitoring of shared measurement systems, and the staff of cient resources in the necessary facilitation, coordination, and mea-the backbone organization needed to lead and support the initia- surement that enable organizations to work in concert, the requisitetive’s ongoing work. infrastructure will not evolve. As successful as Strive has been, it has struggled to raise money,confronting funders’ reluctance to pay for infrastructure and pref- Future shock Werence for short-term solutions. Collective impact requires instead hat might social change look like if funders, nonprofits,that funders support a long-term process of social change without government officials, civic leaders, and business ex-identifying any particular solution in advance. They must be willing ecutives embraced collective impact? Recent events atto let grantees steer the work and have the patience to stay with an Strive provide an exciting indication of what might be possible.initiative for years, recognizing that social change can come from the Strive has begun to codify what it has learned so that other com-gradual improvement of an entire system over time, not just from a munities can achieve collective impact more rapidly. The organizationsingle breakthrough by an individual organization. is working with nine other communities to establish similar cradle This requires a fundamental change in how funders see their role, to career initiatives.4 Importantly, although Strive is broadening itsfrom funding organizations to leading a long-term process of social impact to a national level, the organization is not scaling up its ownchange. It is no longer enough to fund an innovative solution created operations by opening branches in other cities. Instead, Strive is pro-by a single nonprofit or to build that organization’s capacity. Instead, mulgating a flexible process for change, offering each community afunders must help create and sustain the collective processes, mea- set of tools for collective impact, drawn from Strive’s experience butsurement reporting systems, and community leadership that enable adaptable to the community’s own needs and resources. As a result,cross-sector coalitions to arise and thrive. the new communities take true ownership of their own collective This is a shift that we foreshadowed in both “Leading Boldly” and impact initiatives, but they don’t need to start the process fromour more recent article, “Catalytic Philanthropy,” in the fall 2009 scratch. Activities such as developing a collective educational reformissue of the Stanford Social Innovation Review. In the former, we sug- mission and vision or creating specific community-level educationalgested that the most powerful role for funders to play in address- indicators are expedited through the use of Strive materials and as-ing adaptive problems is to focus attention on the issue and help to sistance from Strive staff. Processes that took Strive several yearscreate a process that mobilizes the organizations involved to find a to develop are being adapted and modified by other communitiessolution themselves. In “Catalytic Philanthropy,” we wrote: “Mobi- in significantly less time.lizing and coordinating stakeholders is far messier and slower work These nine communities plus Cincinnati have formed a commu-than funding a compelling grant request from a single organization. nity of practice in which representatives from each effort connectSystemic change, however, ultimately depends on a sustained cam- regularly to share what they are learning. Because of the numberpaign to increase the capacity and coordination of an entire field.” We and diversity of the communities, Strive and its partners can quicklyrecommended that funders who want to create large-scale change determine what processes are universal and which require adapta-follow four practices: take responsibility for assembling the elements tion to a local context. As learning accumulates, Strive staff willof a solution; create a movement for change; include solutions from incorporate new findings into an Internet-based knowledge portaloutside the nonprofit sector; and use actionable knowledge to influ- that will be available to any community wishing to create a collec-ence behavior and improve performance. tive impact initiative based on Strive’s model. These same four principles are embodied in collective impact This exciting evolution of the Strive collective impact initiativeinitiatives. The organizers of Strive abandoned the conventional ap- is far removed from the isolated impact approach that now domi-proach of funding specific programs at education nonprofits and took nates the social sector and that inhibits any major effort at com-responsibility for advancing education reform themselves. They built prehensive, large-scale change. If successful, it presages the spreada movement, engaging hundreds of organizations in a drive toward of a new approach that will enable us to solve today’s most seriousshared goals. They used tools outside the nonprofit sector, adapting social problems with the resources we already have at our disposal.GE’s Six Sigma planning process for the social sector. And through It would be a shock to the system. But it’s a form of shock therapythe community report card and the biweekly meetings of the SSNs that’s badly needed. nthey created actionable knowledge that motivated the communityand improved performance among the participants. Note s Funding collective impact initiatives costs money, but it can 1 Interview with Kathy Merchant, CEO of the Greater Cincinnati Foundation, April 10, 2010.be a highly leveraged investment. A backbone organization with a 2 See Mark Kramer, Marcie Parkhurst, and Lalitha Vaidyanathan, Breakthroughs in Shared Measurement and Social Impact, FSG Social Impact Advisors, 2009.modest annual budget can support a collective impact initiative of 3 “Successful Starts,” United Way of Greater Cincinnati, second edition, fall 2009.several hundred organizations, magnifying the impact of millions 4 Indianapolis, Houston, Richmond, Va., and Hayward, Calif., are the first four com-or even billions of dollars in existing funding. Strive, for example, munities to implement Strive’s process for educational reform. Portland, Ore., Fresno,has a $1.5 million annual budget but is coordinating the efforts and Calif., Mesa, Ariz., Albuquerque, and Memphis are just beginning their efforts. Winter 2011 • Stanford Social innovation review 41