Social Outcomes: Lifting Sights, Changing Norms

Mario Morino, chairman of the board of Venture Philanthropy Partners, has written the fourth in a series of columns about "managing to outcomes." He believes that widespread acceptance of this management strategy will involve a good deal of culture change; this article focuses on what "nonprofit community and those that serve it—including funders, universities, infrastructure organizations, and service providers" can do to support such a change. Needed in this proccess, he says, are the following: leaders to act as catalysts; a "missionary sell;" and an initiative involving convening leaders and developing common outcome goals. A monograph covering all four columns on "managing to outcomes" is forthcoming.