Reid Hoffman's Chief of Staff, Aria Finger, on Effective Leadership
14 ways to make an impact!
Sunday Series, April 27th, Aria Finger, Chief of Staff to Reid Hoffman.
Aria and I first met years ago at an Association of National Advertisers conference — I was at Prestige Brands, and she was the CEO of DoSomething.org, a social impact platform that mobilizes young adults to take action on issues ranging from equity and justice to the environment. We stayed in touch over the years, and she eventually became one of my first podcast guests. During our conversation, she shared incredible insights from her experience leading in the nonprofit world and working alongside one of tech’s major figures, both united by a mission to make the world a better place.
Enjoy!
Addressing "I Don't Know What to Do"
Anecdote: Aria, the former CEO of DoSomething.org, identified that a major barrier to people taking action on social issues is the feeling of being overwhelmed and not knowing where to start. DoSomething's approach was to provide "super concrete specific things" that people could do to make a difference.
Implication: This underscores the importance of providing clear guidance and actionable steps when encouraging others to get involved in a cause. People are more likely to act if they know exactly what to do and how their actions will make a difference.
Application: When communicating about a cause or trying to mobilize action, be sure to provide clear, specific instructions on how people can contribute. Break down complex issues into manageable steps that can entice anyone to get involved. The objective is scale!
"The number one thing we saw, honestly, for people of any age, it wasn't, I don't have money. It wasn't, I don't want to do anything. It was just, I don't know what to do." - Aria Finger
It Takes a Village: The sentiment that "it takes a village" resonates strongly in Aria's approach to professional networking. She turned an influx of inquiries about chief of staff roles into a collaborative effort, creating a Google form to connect opportunities with those seeking them, illustrating the power of collective support.
Easy Ways to Make a Big Difference: Aria's actions show that helping others doesn't require grand gestures. Something as simple as sharing job opportunities can "mean the world of difference" to someone, proving that small acts of kindness can have a significant impact.
Community Building is Key: In discussing DoSomething's success, Aria underscores the importance of creating a sense of belonging. "This is all about creating relationships and feeling like you're part of a community," she notes, highlighting that people are drawn to causes where they feel connected.
Tech for Good: Aria emphasizes the strategic use of technology to scale social impact. DoSomething's early adoption of text messaging allowed them to form 1:1 connections with young people, demonstrating how tech can be a powerful tool for driving change.
Relatability Over Celebrity: The strategy of partnering with YouTubers and creators rather than traditional celebrities proved effective for DoSomething. Aria points out that these people felt like friends to young people, creating a sense of camaraderie and shared purpose.
Data-Driven Impact: DoSomething's use of data to personalize campaign recommendations demonstrates the value of tailoring experiences. By understanding user preferences and behaviors, they could serve up the "best campaigns, the best causes, the best opportunities" at the right time to the right people.
The Psychology of Participation: Aria touches on the psychology of participation, noting that some people are "searchers" while others are "joiners." Understanding these different motivations allowed Do Something to cater to a wider audience and create "super campaigns" with massive engagement.
Passion as a Guiding Force: Aria's career path was shaped by a lifelong passion for social change, instilled by her family. She advises aligning your work with your values, ensuring that your professional endeavors contribute to something meaningful.
Combining Skills with Social Impact: Aria's decision to bring her "numeracy skills and...economic skills and...business skills" to the nonprofit sector illustrates the potential for cross-pollination between different fields. She proves that you can apply a business mindset to drive social good.
Measuring Impact: The story of the ‘Sincerely Us’ campaign highlights the importance of measuring the impact of social initiatives. Do Something's use of pre-and post-surveys demonstrated "double-digit changes on all those positive indicators," providing evidence of the campaign's effectiveness.
Creating On-Ramps for Engagement: Aria emphasizes the strategic approach of using initial campaigns as "on-ramps" to cultivate long-term engagement. The goal was to create positive experiences that would lead to continued involvement in more significant initiatives.
Overcoming the "I Don't Know What to Do" Barrier: Aria identifies a key obstacle to social action: the feeling of being overwhelmed and unsure where to start. DoSomething addressed this by providing "super concrete specific things" that people could do to make a real impact.
The Importance of Clarity and Direction: In a world filled with information overload, Aria stresses the need for clarity and direction. People want to know not just what the problem is, but also "what should I do about what you're telling me?"
Alignment of Values: Aria's transition to working with Reid Hoffman underscores the significance of aligning yourself with people who share your values. "If you don't respect someone, if you don't share their values," she says, "it's really hard to work so closely together."