This blog post was submitted by Elizabeth Stookey Sunde, Executive Director of Music2Life.org. Elizabeth draws upon 20+ years of experience in communications, organizational development and fundraising to guide the efforts of Music2Life. In addition to leading the organization, she manages a global network of advisors, consultants and partners that extend Music2Life’s expertise into a variety of critical issue areas such as inspirational concert ‘catering’ and large venue, global-themed events.
Music at its best moves you emotionally. But it should also move you from one place to another; it should move you to get off your enjoyment-oriented posterior and do something. – Mark Edmundson
As the daughter of folk music legend, Noel Paul Stookey (Peter, Paul & Mary), I’ve had a rare opportunity to witness the motivational power of music. For those not familiar with the trio, throughout their 50+ year career, Peter, Paul & Mary have influenced civil rights movements around the world with their music of change and humanitarianism.
I suppose it’s no surprise, therefore, that I would bring my management background to the “family business” and develop creative, cutting-edge and measurable ways to use music as a tool for activism. Music2Life is the result - a nonprofit production group which designs music-based social change experiences that move hearts and minds toward a common goal.
When a song moves listeners emotionally around an issue, of course, it can build community and spark action like no other medium. Combine this with the growth of online music access & sharing, and increased consumer social consciousness & activism, and you’ve got a unique opportunity to effect positive change through music. As a result, when applied strategically, music-based social change programs increase engagement and boost the return on volunteer or service-based activities.
Here are a few tips for using cause-related music as a tool in your service team organizing efforts:
- Tap the Staff– Find out what they are listening to, what moves them emotionally, and use what you learn to build music-driven activities (e.g., staff-selected top 10 playlists or weekly/monthly downloads on a service theme)
- Be Intentional– When organizing a rally, picnic, award ceremony, or conference, let music set a tone but also use it to motivate people around a specific service goal or agenda (e.g., work with an artist that “walks the talk”; use the theme music to build creative engagement strategies before and after the event).
- Think Diversity– Issue-driven music is a profound platform for building multi-generational community. Where there are commonly held values or beliefs, people can “hear” the message through all kinds of music (e.g., experiment with “alternative” voices and styles when packaging a music-based motivational program).
- Entertain & Educate– Issue-driven music raises awareness as it entertains – a perfect motivational combination. Find creative ways to showcase, reward and entertain employees as they work with you to make the world a better place (e.g., staff-generated service anthems, themed dance parties and concerts).
- Optimize the Audience– As you apply these motivational techniques, make sure you’re capturing the growing energy and enthusiasm of your staff. Whenever they’re gathered around a music-related event or activity, give them an opportunity to take action (e.g., use social media tools to enlist their ongoing support – volunteer or monetary – along with signup incentives such as free downloads)
Remember, you can start small. Consider an in-house contest to build a staff-generated playlist for a themed project, or a mini-concert where you invite local talent to inspire the launch of a volunteer campaign. Music is a universal passion – and cause-related music programming could be the secret ingredient that makes your next service project or volunteer recognition event successful and memorable.
AsMichael Franti, one of our participating artists, reminds us:
“Music has this way of reaching across cultural lines, national lines, the lines of religion or language…It reaches into peoples’ hearts and creates awakening.”
What do you want to awaken in your volunteer or service corps? How might you creatively put music to work as a tool for greater engagement? Which of your program goals might be most effectively achieved through music-based experiences?
As your company takes the Billion + Change pledge to grow and scale its programs, we encourage you to consider organizations like Music2Life to help enhance and inspire your work. Let us hear from you. We welcome the chance to compare notes and learn how you’re moving forward!