{"id":8711,"date":"2025-06-17T01:46:52","date_gmt":"2025-06-17T05:46:52","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/06\/17\/lessons-on-motivation-fulfillment-after-5-years-leading-a-corporate-volunteer-organization\/"},"modified":"2025-06-17T17:37:57","modified_gmt":"2025-06-17T21:37:57","slug":"lessons-on-motivation-fulfillment-after-5-years-leading-a-corporate-volunteer-organization","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/lessons-on-motivation-fulfillment-after-5-years-leading-a-corporate-volunteer-organization\/8711\/","title":{"rendered":"Lessons on Motivation + Fulfillment after 5 Years Leading a Corporate Volunteer Organization"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Graham Nolan: Co-Chair, Storytelling and Partnerships, Do the WeRQ, and Kate Wolff: Co-Chair, Programming and Operations, Do the WerQ<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Having co-founded <a href=\"https:\/\/dothewerq.com\/\">Do the WeRQ<\/a>, we\u2019ve operated since day one at the epicenter of an issue dominating trade and consumer headlines alike: advertising inclusion of queer humanity. May marked our 5-year-anniversary, and we have more to say than ever about queerness and marketing. But it\u2019s important to reflect on another headline-grabbing subject, as we consider what\u2019s made all our efforts possible: the media has fixated for years about how it\u2019s harder to connect talent with work these days\u2026 so what inspires people to work for <em>free<\/em>?<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s important to explore how we can all inspire, mobilize and celebrate talent who seek to deliver unique, powerful ideas free of charge for a cause they care deeply about. That\u2019s something that can bring us all together.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">To show the scale of what community volunteerism can accomplish in adland in half a decade, here\u2019s some tangible outcomes from the first national LGBTQ+ ad\/marketing community\u2026<\/p>\n\n\n\n\n<ul class=\"wp-block-list\">\r\n \t<li>The first-ever <a href=\"https:\/\/dothewerq.com\/wp-content\/uploads\/2024\/10\/ERGreport.pdf\">survey<\/a> of LGBTQ+ ERGs in adland, alongside the <a href=\"https:\/\/www.aaaa.org\/\">4A&rsquo;s<\/a><\/li>\r\n \t<li>Four annual unprecedented research studies with <a href=\"https:\/\/newsroom.disqo.com\/report-lgbtq-advertising-influential-over-brand-perceptions-and-purchase-decisions\">DISQO<\/a><\/li>\r\n \t<li>Appearances at Cannes Lions, Advertising Week, SXSW and beyond<\/li>\r\n \t<li>125+ press hits and roughly 500 newsletter highly engaged subscribers<\/li>\r\n \t<li>The first-ever LGBTQ+ <a href=\"https:\/\/www.campaignlive.com\/article\/why-lgbtq+-programming-dwindled-sxsw-year\/1865949\">audit of SXSW programming<\/a><\/li>\r\n \t<li><a href=\"https:\/\/dothewerq.com\/workplace\/\">Project Violet<\/a>, the first U.S. LGBTQ+ adland mentorship network<\/li>\r\n \t<li>With Stocksy, the <a href=\"https:\/\/www.stocksy.com\/user\/gallery\/d8a20679-9a6f-4ab2-ac05-84875e0af34c\/lgbtq--irl?page=1\">LGBTQ+ IRL Collection<\/a> featuring LGBTQ+ models and photographers<\/li>\r\n<\/ul>\n<p class=\"wp-block-paragraph\">Assume that in 250+ weeks our community delivered a minimum 10 hours of work per week. That\u2019s at least 2500 hours of work delivered for the industry, free of charge. If the average talent rate involved was $100\/hr, that\u2019s at least a quarter million dollars of professional grade work. <em>Minimum<\/em>. Again, this is amid a tricky few years where talent struggles to find purpose-driven work, with compensation for their perspectives and talent. And amid a time where employers grapple with motivating people they\u2019re compensating with cash and benefits.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">One thing is for sure: This industry is better when people care, and when we acknowledge the caring of others.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Whether volunteer or compensated roles, there\u2019s an opportunity for leaders to take the lessons of volunteer leadership \u2013 specifically lessons prevalent in adland volunteerism \u2013 to consider new paths to making people care. That\u2019s the only way to improve a business that can improve the world.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Our lessons learned\u2026<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Mission Is Everything<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Our mission has been to increase LGBTQ+ creativity, representation and share-of-voice in advertising and marketing. It works because it\u2019s incremental and achievable. It works because it&#8217;s clear and memorable. And we STILL consider changing it every year, because we owe it to our changing community. But we\u2019ve found it\u2019s the direct path between intent and impact, for every program \u2013 so it stays. You don\u2019t change just because the winds do.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Do It Right versus Doing It Fast<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Some people LOVE deadlines. But it\u2019s funny how fast ad people are to put arbitrary, tight deadlines on their work. When we tell them we\u2019d rather do everything right than do it fast, you hear audible sighs of relief; deliberate pacing ain\u2019t the adland standard.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Creativity can take time. If you have time, let it breathe. Whether we take five weeks or five months, most of what we do will <em>still<\/em> be the first time it\u2019s ever been done. If people aren\u2019t stressed every minute \u2018til the project launch, they\u2019re that much more motivated.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Individuals Step Up More than Organizations<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">We\u2019ve found that individuals have been in a position to step up, and corporate sponsors have too\u00a0 \u2013 yet employee resource groups have almost never been able to volunteer as a team. So\u2026 why not? Hard to say. ERG members are usually directed towards Pride efforts, or billable pursuits. That said, it\u2019s always one person who steps up: they volunteer the company and budgets they influence, or volunteer their own time.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">We talk about industry progress in terms of big brand commitment, which will be essential to moving the needle. But nothing happens without one person raising their hand first. It&#8217;s the DIY in DEI \u2013 but like all things DIY, solo commitment lacks community continuity and processes. Generate a \u201cpebbles in the pond\u201d effect: demonstrate the systemic ripples you achieve just by doing something. Make them all feel like leaders.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Integrity Matters More Than Authenticity &ndash; Period<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">The decade of hearing about \u201cauthenticity\u201d has led to many more feelings than actions. The authenticity our industry proclaims is seemingly a genuine feeling of devotion to a cause. If that were enough to change things, we\u2019d be in a much better place.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Integrity, in action, is more important. Integrity is doing what you say you\u2019ll do.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Make everything as measurable and behavioral as possible. Our own <a href=\"https:\/\/dothewerq.com\/about\/\">values<\/a> have corresponding, related behaviors \u2013 to demonstrate how intent should manifest. Set it up so that when you step up, you commit time to a specific task with realistic timelines and expectations, so everyone can manifest their integrity. It feels good for our volunteers to find that outlet.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Our purpose in life isn\u2019t to work. Speaking for ourselves, one exists to sing Dua Lipa at karaoke and read comics books, and one is here to play with pugs while making \u2013 then drinking \u2013 the perfect martini.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But the <em>werq<\/em> gives us important professional and activist purpose \u2013 and by us, I mean hundreds of people who\u2019ve given to the mission. We\u2019ve seen tangibly how volunteerism is changing our prospects, and our very futures \u2013 and we smile as we all blow out our birthday candles together.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As you demand work of your teams, leaders: do what you can to make the work align with what they truly care about. There is the crux of work being labor and work being creative. We are both.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Work can be a weight sometimes. But werq uplifts lives.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>As you demand work of your teams, leaders: do what you can to make the work align with what they truly care about. There is the crux of work being labor and work being creative. We are both.<\/p>\n","protected":false},"author":7,"featured_media":8712,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[4],"topics":[2],"class_list":["post-8711","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-culture","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Lessons on Motivation + Fulfillment after 5 Years Leading a Corporate Volunteer Organization | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/lessons-on-motivation-fulfillment-after-5-years-leading-a-corporate-volunteer-organization\/8711\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Lessons on Motivation + Fulfillment after 5 Years Leading a Corporate Volunteer Organization\" \/>\n<meta property=\"og:description\" content=\"As you demand work of your teams, leaders: do what you can to make the work align with what they truly care about. 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