When it comes to volunteer leaders*, the “why” is the more effective motivator. So, why do so many associations try to drive behavior by focusing on the “how.” The purpose-driven mindset is what allowed one AGC chapters to pivot during the pandemic. They weren’t following a checklist: they were serving the “why.”
When confronted with the pandemic in 2020, the Texo chapter of the Associated General Contractors took an unusual and extraordinary step. Their members, whose employees had been designated as “Essential Workers” had a serious problem. They were unable to get the PPE or personal protective equipment (remember masks!) their employees needed to go to work.
In response, the chapter leaders decided they would become a PPE source and distribution center for their members … a role no one expected them to take on, and certainly not listed in any “compliance checklist” (the “how”). Well they knocked it out of the park and met members’ needs at a critical time, all by focusing on their mission and needs of the members (the “why”) while filling a role headquarters couldn’t possibly cover.
How do we apply this model to our chapters today? It starts by getting clear about what we mean by chapter “success.” Is it checking the boxes on a minimum standards checklist or is it truly advancing the mission and serving our members? How well do chapter programs complement headquarters programs? Are we operating as a collaborative team?
That naturally leads to the bigger questions: What does a successful chapter actually look like? How will we know when a chapter is succeeding, and how will we track and measure that success?
Ultimately, the answers come back to the “why,” which in turn defines the expectations. If we are here to serve members and the mission, what should we expect of our chapters, what should chapters expect of themselves, and, most importantly, what should members expect of their chapters? The last is especially noteworthy because members don’t generally distinguish between chapter programs and headquarters programs. To them, it’s all one organization. And we know from the latest benchmarking report, members are looking for a more holistic, connected community structure that moves beyond the traditional mindset towards more dynamic, purpose‑driven hubs.
The “why” defines purpose, and purpose is what activates impact. When expectations are shared across the organization and grounded in purpose-driven goals and metrics, they foster focus, resilience, and a sense of shared ownership. By leading with the “why,” organizations can empower chapter leaders to bring their full energy, creativity, and commitment to the role—strengthening not just individual chapters, but the organization as a whole.
*Find Your Why
Embracing your “why” boosts resilience, development and well-being for all of us.
Read more … The Power of Purpose!
So how do we get there? In a future post, we’ll explore how rethinking our expectations of chapters begins with distinguishing inputs (tasks we require) from outcomes (the value they create). We’ll look at how when we ground our expectations, measures of success, and support in a shared sense of purpose, we can empower chapter leaders to do what volunteers do best: serve the member and advance the mission.