84. The ROI On DEI - A Tell All
Summary
When we think about investing in our businesses, we typically consider what we’ll get out of it when doing so. Will our audience grow? Will our revenue increase? Will we meet our goals faster?
These returns on investment aren’t wrong to have as a motivator, but they do look different for DEI work.
In this episode, Erica and India discuss:
The reason a traditional ROI measurement is ineffective for DEI work,
Why you have to be willing to engage on a personal level even when the business is funding it, and
What surprising results their clients have seen when committing to this work.
After the Episode
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Quoted
ERICA COURDAE
“It’s not that there isn’t ROI on DEI, it’s just not as neatly packaged up as other work.”
“You can show up and have goals — you should have a purpose for doing this.”
“Before you show up to work on these things you have to work on yourself.”
“ROI isn’t always for you. Sometimes it’s modeling the change you want to see.”
INDIA JACKSON
“Things that used to be in the ‘nice to have’ bucket are the things you can no longer ignore.”
“When you don’t talk about these things you may have very misaligned people on your staff or in your community and you’d never know it.”
“It’s been so amazing to see how people have changed how they show up and then see how that’s pulled in people in a way a sale never could.”
“There’s also this side effect of team building; there’s a feeling that this business is doing something bigger than ourselves and what we sell.”
Episode Notes
WHAT WILL I GET OUT OF IT?
Diversity, equity, and inclusion (DEI) work is something many people have not invested in before 2020. It was considered a nice to have, not a must have.
The question many ask when investing in support is, “What will I get out of it?”
The answer may not always be so straightforward.
When you don’t talk about issues inherent in this work you may have very misaligned people on your staff or in your community and you don’t know it. It’s also possible people who are aligned with you may not be aware of your values, therefore joining you to make change more difficult.
India notes that while she would like people to do the work because they want to do it, not because they’re going to get something out of it, the reality is this question isn’t easily going to go away.
WHEN THE GOAL IS CHANGE
The hard fact is engaging in values-based work is the right thing to do. When you commit to it other things will follow.
Erica mentions just because we’re talking about work that doesn’t have traditional return on investment (ROI), you do still want to have a goal. That’s important to being able to measure progress.
However, no one can guarantee you specific numbers or a specific rate of change.
Whenever you are shifting things, one question you should always ask is: Can I handle the business that I could potentially receive with the abundance of this shift? Do I have what it takes to be prepared for an influx?
Pause On The Play clients tend to be initially motivated to create change, not just increase their revenue. That means increasing access, increasing availability and visibility to marginalized groups to level out an uneven playing field.
When going from implied values to explicit values, one can experience a lot of fear that feels a bit like a business identity crisis. You may be thinking, “I don’t know how to show up or say things now.” If that’s happening at the same time as an increase in inquiries and revenue it can be confusing.
That’s why it’s important that before you show up to work on these things you work on yourself. Change doesn’t happen when you stay the same but hope for something different.
HOW TO RECOGNIZE ROI
Part of the reason people will see a difference in who shows up in your community, participates in your conversation, or gives you their money is because you’ve worked on yourself. Sometimes it’s extremely uncomfortable and challenging, but we do it because we’re dedicated to what’s on the other side of discomfort.
These things won’t come when you’re anti-racist-ish. People can tell when you’re not really ready to be here yet.
India notes how amazing it’s been to see how people in her community have changed how they show up and then recognized how that’s pulled in people in a way a sale never could.
What’s required is a willingness to be transparent and human. That allows us to connect to the deepest part of someone that we don’t typically see online.
It allows us to feel like we know what we’re giving our money to. It helps us trust that we’re hiring someone who will work with us, not just speak at us.
EXAMPLES OF IMPACT
Pause On The Play clients have been committed to this work in 2020 and it’s paid off. A couple of examples of the results they have seen include:
Getting the highest enrollment they’re ever had in a program.
Throwing out the old model of working and finding many people wanted to stick with them through the transition.
Finding a new way of doing business that brings passion to their business again.
There are some incredible shifts that can happen when leading with your values. From a health and wellbeing standpoint you can realize that the way you were working was uncomfortable. When you get to the other side you can realize how you can show up in business that feels better without having to do more.
There’s also a huge opportunity for teams.
Some CEOs may fear that when instituting changes not everyone will be on board. But Erica and India have seen the exact opposite happen. There’s been this side effect of team building. Team members now go to bed feeling like they did something great in their job that also made a difference.
India and Erica’s also shared actions they’ve taken in their own DEI journey.
One was reevaluating the accessibility of the podcast. In a year they went from having no transcripts to full transcripts to an article model of show notes. These changes all stemmed from a realization that a transcript does not land in the same way spoken word or an article do.
There were unexpected business gains from this investment. It made sharing the content easier. It increased website traffic while reducing their work.
Another change they made was moving the Community from Facebook to Mighty Networks. They made this decision after realizing it wasn’t aligned with their values to be on Facebook. Moving meant fewer distractions, more accessibility for people who want to be part of a community without being on social media, and more emotional safety allowing members to be vulnerable and transparent.
This brings up an important point to remember: ROI isn’t always recognized by you. Sometimes it’s for your people.
Part of the way this change happens and ROI is realized is in community. You don’t have to do it alone or keep yourself accountable.
If you’re ready to align your business with your values and live out the change you believe in, you’re encouraged to apply to join the Pause On The Play Community where you can show up as a whole person ready to do your work while you live your life.