DoSomething.org is one of the largest organizations for young people who want to impact social change. Its 3.5 million global members tackle campaigns that impact every cause, from poverty to violence to the environment and everything in between. Founded in 1993, the New York member-based organization uses the energy and enthusiasm of young people to spark positive social change.

In the latest edition of Small Business Spotlight, we talk with DoSomething.org’s CMO, Naomi Hirabayashi, about her passion to affect change, how she and her team prioritize opportunities, and why failure is good.

1. What made you decide to start/make the jump to your company?

I worked at a social media agency, and DoSomething.org was one of my first clients in 2007. I fell in love with the power of social media for social good, and that inspired me to stay in touch with DoSomething.org through the years, from serving on the marketing advisory committee to becoming close with the incredible leadership here. When the right position opened up in 2011, I knew I had to jump on it. Here, I've found a place of fulfillment and innovation.

2. How do you balance the multiple hats that you are required to wear?

A really, really good team. Seriously, we do all of our PR, marketing, talent relations, and digital strategy in house. The team here is brilliant, and that trust and competence allow me to focus on what's most important for the day, week, hour, or 10 minutes.

3. What are the top three company priorities that you focus on?

1. Donated media: securing donated support from marketing partners across broadcast, online, YouTube channels, etc.

2. Earned media: PR strategy and talent relations

3. Owned media: digital strategy across the DoSomething.org social media properties

Ultimately, all three priorities result in more young people finding out about us and joining the global movement of 3.5 million members taking action on causes they care about.

4. How do you prioritize initiatives? Walk us through how you determine where you invest time, people, and dollars.

Time: What should I be working on today that will have the highest return for the organization? What marketing partner not only has the reach and influence, but has the right audience that will result in more young people joining DoSomething.org? 

People: We have three considerations for every DoSomething.org hire. 1) Will they hit a homerun in the first 90 days? 2) Would you want to be in a bunker with them? 3) Will they be doing something really cool in five years, here or somewhere else?

That criteria has helped us find exceptional talent. I’m continuously blown away by the people I get to work with each and every day.

Dollars: We actually work off a $0 marketing budget, so for our team, it’s not about prioritizing dollars; it’s about prioritizing the partnerships that will be the most impactful to get more young people to join DoSomething.org.

5. What are the keys to your company’s successful growth?

We believe in fighting for the user; that phrase is painted on our office wall. We exist for young people. By providing them with something valuable—accessible, free, and meaningful ways to take action on issues they care about—we've continued to grow.

We also meet young people where they are, from Snapchat to text messaging, to make it easy for them to find action opportunities. It shouldn’t compete with their everyday life.

6. What is the one piece of advice that you want to share with executives of other small businesses?

Be comfortable with failure. We have FailFest once a quarter, and it’s open to all staff, interns, and board members. It’s designed to send a message: failure isn’t something to be ashamed of. Presenters at each FailFest follow specific rules:

• You wear a hot-pink feather boa (provided)

• You present for no longer than 10 minutes, then take two minutes of Q&A from the group

• You cover the goal, history, and timing of the failure, what went right and what went wrong, three things he or she personally learned, and three things DoSomething.org learned

• You present lessons using a fun metaphor.

FailFest really shows people that to create something new, big, and different, you have to be okay with failure. It’s part of our XYZ Factor mindset, which establishes a new kind of culture where innovation, accessibility, and transparency are the norm.