As a futurist for the social sector, I am often asked about what to expect in the coming years. While there are many things I don’t know, there are few I do.
The social sector will continue to rise to the moment.
We’ve already navigated a pandemic, economic shifts, workforce challenges and increasing complexity in the communities we serve. And we will continue to rise to the occasion, especially when we set ambitious, but attainable goals. But forward movement is not the same as alignment.
This month, as the world watched the latest progress in NASA’s Artemis program and the push to return humans to the moon, it was a powerful reminder of what bold goals can do. They don’t just inspire. They organize.
More than 60 years ago, John F. Kennedy captured our imagination when he said, “This nation should commit itself to achieving the goal, before the decade is out, of landing a man on the moon and returning him safely to the Earth.” In that moment, the term “moonshot” entered our vocabulary as a bold, ambitious goal with the potential for transformative impact.
Recently, this word has returned and is being used to describe all sorts of ambitious goals, from curing cancer to exploring space. But what we don’t talk about enough is what came next: alignment, resources and focus.
The Case for Nonprofit Moonshot Goals
I believe the social sector is ready for moonshot goals again. That belief is one of the reasons why I am traveling the country with my new keynote, Nonprofit 2.0, and engaging leaders in conversations about what comes next for the nonprofit sector.
We can continue to rise to the occasion but we must set ambitious, yet attainable goals AND align around them as an industry.
Here are my top 10 moonshot goals for the nonprofit industry:
1. We will chase the mission, not money.
We will be the best at what we do and know our unique value proposition. We will strive to be the community expert by staying up-to-date on best practices and sharing what we’ve learned. Instead of pursuing funding outside our strengths, we will pursue partners who can help us go further.
2. We will build truly data-driven cultures.
We will use data to inform decisions, drive continuous improvement and strengthen outcomes. We will inspire a culture that is energized by data, curious to learn, deliberate in its actions and open to change.
3. We will co-design solutions with the communities we serve.
We will remain informed about the challenges facing those we serve and work together to overcome them. Feedback is not enough; we will partner with communities to co-design solutions that are strengths-based, relevant and built for long-term success.
4. We will stop being nice and start being real.
We will recognize when being nice is getting in the way of progress. We will have honest conversations about what is needed to drive results — even with those funding the work.
5. We will embrace our role as advocates.
Many of the people we serve do not have a voice. We will show up consistently — in the media, in policy conversations and the community — to ensure that their voice is heard. To ensure the media and government listen, we will speak loudly and consistently as a sector and have clear, actionable solutions ready.
6. We will build sustainable careers in the social sector.
We will create organizations where people can earn a living wage and grow professionally over time, recognizing that sustainable impact requires sustainable jobs and a commitment to strengthening the financial health of our teams.
7. We will grow the pie.
We compete for money, resources, media attention and volunteers. Yet, we all share a vision for a better community. Instead of competing for limited resources, we will focus on expanding them. We will have honest conversations about overlaps, gaps and opportunities for shared success.
8. We will measure meetings by their results.
We do not have infinite capacity, and meetings take time and energy. We will be intentional about when to meet and ensure every meeting follows best practices, whether in-person or online, to drive clear outcomes.
9. We will focus our fundraising efforts on long-term growth.
We will stop short-term fundraising efforts focused on chasing the dollar and start building long-term relationships based on our direct impact in the community. We will build support for our cause through storytelling, data and testimonials, and through stewardship and the cultivation of long-term relationships.
10. We will get comfortable with failure.
We need to fail early and often to find the best solutions. By treating failure as part of the process, we will streamline our operations, creating space for better solutions and stronger outcomes.
A Call to Align
Moonshot goals are not just about ambition. They’re about alignment.
The future of the social sector will not be shaped by what we intend to do — it will be shaped by what we choose to align around and act on together.
If even just a few of these goals resonate with you, we hope you will take a minute to share them with your team and your network. And if we have missed a moonshot goal that belongs on this list, please share it with us.
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