A Community-Based Approach to Innovation

Using the Community Engagement Canvas as a Blueprint for Deep Connection

Summary

Community engagement centers on meaningful impact. Done well, it actively involves members in the planning, implementation, and evaluation of initiatives that create connection and drive evolution. Engaging community not only fosters collaboration but also builds trust and ensures that efforts are aligned with the needs and aspirations of those we aim to serve.

This article will cover the community engagement canvas (created by the Social Change Agency), a tool to guide you on your community-building journey. I will particularly stress the importance of community in embedding innovation practices into your association.

The product community is a product development learning community designed specifically for associations.

Why Community Engagement Matters for Associations

“We are a community of possibilities, not a community of problems. Community exists for the sake of belonging and takes its identity from the gifts, generosity, and accountability of its citizens. It is not defined by its fears, its isolation, or its penchant for retribution.”

Peter Block

When I speak of community, I speak of the diverse stakeholders engaged in an association. This can include members, volunteers, partners, sponsors, or staff. Community is as much a loose collection of people with shared interests as it is the buzz that emerges when we work together meaningfully on important, hard-to-solve problems. 

Community is central to the reason and purpose associations exist. We connect on common interests, convene to share ideas, meet each other at mixers, and learn together in teams. Great community comforts us as much as it challenges us to raise the bar, get better, and evolve our perspectives. Here are a few more reasons why it’s important:

• Healthy alignment– Engaging community ensures initiatives are aligned with the needs and priorities of those we serve, leading to focused and impactful outcomes.

• Increased trust – Active engagement builds trust and strengthens relationships, which can lead to broader participation and advocacy for the association’s initiatives.

• Enhanced collaboration – By involving stakeholders, we can leverage diverse perspectives and expertise to help to foster innovative outcomes.

• Sustained innovation – Engaged communities are more likely to support initiatives in the long run, contributing to the overall sustainability of strategic priorities.

• Greater accountability – Community engagement ensures transparency and accountability, as it involves stakeholders in decision-making.

The best communities bring us together under common cause. Communities aren’t necessarily about sameness (i.e. they aren’t full of like-minded thinkers). We may care about the same things, but approach thinking about and solving them in diverse ways. This is why we need tools to help guide the journey. 

Let’s look at the community engagement canvas, a tool that can help us mobilize our people so we can focus on what’s important and push for impact while we deepen connection.

The Community Engagement Canvas

“The key to creating or transforming community is to see the power in the small but important elements of being with others. The shift we seek needs to be embodied in each invitation we make, each relationship we encounter, and each meeting we attend. For at the most operational and practical level, after all the thinking about policy, strategy, mission, and milestones, it gets down to this: how are we going to be when we gather together?”

Peter Block

George Silk

To guide effective community engagement, The Social Change Agency has developed a comprehensive tool known as the community engagement canvas. Completing the canvas helps us to build trust and establish more meaningful relationships with the people we serve. This canvas is divided into ten cells, each addressing a fundamental aspect of engagement:

1. Purpose. Addresses the fundamental reasons behind the engagement effort.
   Questions: What are we trying to achieve? Why is community engagement important for this initiative?
   Importance: Clearly defining the purpose helps ensure that all stakeholders understand the goals and are motivated to participate, creating a shared vision.

2. Who. Focuses on identifying the key participants and stakeholders.
   Questions: Who in the community do we need to engage? Who will be easy or difficult to reach and engage? Who else should be involved?
   Importance: Understanding the community landscape helps in targeting the right individuals and groups, addressing potential challenges, and ensuring inclusivity.

3. Context. Provides background information relevant to the engagement process.
   Questions: What is the history of this particular experience? Consider the wider context and community experiences.
   Importance: Acknowledging the historical and contextual background helps tailor engagement strategies to be more relevant and sensitive to past experiences and current realities.

4. Pain Points. Identifies challenges and concerns within the community.
   Questions: What concerns does the community have? Are there barriers to collaboration? What tensions need to be addressed?
   Importance: Recognizing and addressing pain points allows for the development of strategies to overcome obstacles and build stronger, more resilient relationships.

5. Project Goals. Specifies the measurable objectives of a particular initiative.
   Questions: How will we measure success?
   Importance: Setting clear project goals and metrics ensures that progress can be tracked and evaluated, making it easier to assess the impact of engagement efforts. 

6. Community Goals. Focuses on the community’s aspirations and expectations.
   Questions: What does success look like for the community?
   Importance: Aligning project goals with community goals ensures that the engagement efforts are genuinely beneficial to the community and meet their needs.

7. Shared Goal. Identifies a unifying objective that brings people together.
   Questions: What is the common goal to unite people so we can achieve shared success?
   Importance: Establishing a shared goal helps unify diverse stakeholders, fostering collaboration and collective action.

8. Resources. Outlines the necessary resources for successful engagement.
   Questions: What resources do we need to achieve success (staff, budget, time, etc.)? Are there any gaps or unforeseen expenses?
   Importance: Adequate planning for resources ensures that the engagement efforts are well-supported and sustainable.

9. Communication. Details the strategies for keeping the community informed.
   Questions: How will we keep the community informed in the lead-up to, during, and after the experience? What information will we share?
   Importance: Effective communication strategies build transparency and trust, keeping stakeholders engaged and informed throughout the process.

10. Meaningful Engagement. Focuses on the quality of interactions with the community.
    Questions: How will we meaningfully engage the community? How will we provide opportunities for people to get to know each other? How will we build trust? How will we reach those who are difficult to reach?
    Importance: Ensuring that engagement is meaningful promotes deeper connections and fosters a sense of belonging and participation among community members.

Using the community engagement canvas as a guide, associations can navigate the complexities of community engagement with a structured approach, ensuring that their efforts are both strategic and impactful.

Strengthening our Common Ground

“The essential challenge is to transform the isolation and self-interest within our communities into connectedness and caring for the whole.”

Peter Block

The community engagement canvas can be used in a myriad of ways. I like to think of it as a tool to guide innovation for associations that tend to be cautious and risk-averse. It’s one way of reducing distractions as we focus our attention on what’s most important.

Community doesn’t just happen. It involves deliberate focus so we design around the most important, hard-to-solve problems. People are busy! They don’t want their time wasted. The best communities are inclusive, infectious, and authentic engines of connection.

Progress can be made in lots of ways. Taking a community-based approach to innovation helps us solve problems, furthers our purpose, helps us grow membership, and results in diversified revenue.  

I lead the product community; we are a learning community because we believe great relationships help us create the value our members want. Remember, product-led growth fuels connection. Join the product community and flip your destiny.

About the Author

James Young is founder and chief learning officer of the product community®. Jim is an engaging trainer and leading thinker in the worlds of associations, learning communities, and product development. Prior to starting the product community®, Jim served as Chief Learning Officer at both the American College of Chest Physicians and the Society of College and University Planning. Please contact me for a conversation: james@productcommunity.us