We caught up with the brilliant and insightful Kristen Johnson a few weeks ago and have shared our conversation below.
Kristen, appreciate you joining us today. What was it like going from idea to execution? Can you share some of the backstory and some of the major steps or milestones?
In the wake of the George Floyd tragedy, I was deeply inspired to make a meaningful difference, and I knew that identifying a cause I was personally passionate about was the crucial first step. That’s when the idea of starting my HBCU nonprofit foundation began to take shape. I understood the power of education and how historically black colleges and universities played a crucial role in empowering black students. This was a cause I not only believed in but felt a personal connection to, as my own educational journey was deeply influenced by the support and opportunities I received from an HBCU.
The first step on this journey was making a personal investment. My husband and I decided to put our resources where our passion lay and funded the first year of scholarships before we formalized as a nonprofit organization. This initial investment was crucial because it demonstrated our commitment to the cause and served as an inspiration for others to join us. It’s often said that many business owners and creatives are hesitant to invest in themselves, but we recognized that to champion our cause, we had to lead by example. By taking this bold step, we not only attracted partners who shared our vision but also built momentum for our efforts.
Transitioning into the nonprofit sector also required a substantial amount of learning and effort. Despite my strong business acumen, I had to navigate the intricacies of the nonprofit world, from understanding how nonprofit boards are structured to the logistics of formulating a nonprofit organization and obtaining an EIN. I devoted considerable time to researching online resources to solidify my understanding in this new sector and the learning is a continual journey. Leveraging my technology skills, I created an attractive website that effectively conveyed our mission, and my marketing abilities allowed me to use social media to craft compelling graphics and employ storytelling techniques to connect with both donors and the students we aimed to support.
As a business owner and creative, I’ve learned the importance of embracing the motto of “progress over perfection.” It can be all too easy to get caught in the trap of analysis paralysis, where the pursuit of perfection stifles progress. Instead, I’ve made it a point to prioritize progress and take action, knowing that perfection can be an iterative journey. This mindset has been instrumental in overcoming challenges and staying focused on expanding our mission. We aim to make meaningful progress, continuously iterate, refine our strategies, and adapt as we go. Through this approach, we have not only achieved our initial goals but also set new ones, all while staying true to our commitment to making a positive impact through our HBCU nonprofit foundation.
Kristen, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
My name is Kristen Johnson, and I am the founder of a thriving nonprofit organization dedicated to providing scholarships for historically Black colleges and universities (HBCUs). As a graduate of Winston Salem State University, where I earned my undergraduate degree in Information Technology, I embarked on a journey that would see me become a multifaceted change agent within the world. As a black woman in IT, I have proudly made strides in a field where diversity and representation are paramount. Armed with the knowledge and skills gained from my studies, I forged ahead to acquire a Master’s in Business with a concentration in Global Marketing Management. This dynamic blend of technical skills and marketing acumen forms the bedrock of my approach to creating career and life opportunities.
With a heart dedicated to giving back, I consider myself a true philanthropist. Over the course of three impactful years, my nonprofit organization has awarded over $25,000 in scholarships to deserving students attending HBCUs. These scholarships are not just financial assistance; they are investments in the future leaders of our communities.
In addition to my philanthropic endeavors, I am a creative mind with a passion for marketing and brand strategy. My innovative ideas have left a lasting mark on various projects, empowering me to make meaningful contributions. Beyond my professional life, I am also a gifted gospel keyboardist, using the gift of music to inspire and uplift others. My YouTube videos have resonated with audiences worldwide, accumulating over 500,000 views. I have also gained over 17,000 followers on Instagram. Through my music, I aim to touch hearts and bring joy to those who listen.
Above all, I am a wife and mother, grounding my endeavors in the love and support of my family. They are my driving force, motivating me to excel in all my pursuits and to be a role model for the next generation.
We’d love to hear the story of how you built up your social media audience?
In the world of social media, where the pursuit of followers can often feel like a relentless race, my path to growing a thriving online presence has been a remarkable journey. As a gospel keyboard player, I honed my musical skills over many years while serving in church. Rather than being discouraged by the male-dominated nature of my field, I saw it as an opportunity to stand out and differentiate myself as a female musician.
My journey towards becoming a YouTube sensation began with a firm foundation in music. I had spent years cultivating my skills, pouring my heart and soul into every note I played. However, I knew that to make a mark in the digital sphere, I needed to not just leverage my musical abilities but to also lean on my skillset and understanding of branding and strategy in the digital landscape.
One of the key strategies I employed was search engine optimization (SEO). I recognized that my content needed to be easily discoverable, so I dove headfirst into understanding the intricacies of SEO. By optimizing my videos and channel, I managed to attract hundreds of thousands of views and grow my YouTube subscribers to over 20,000.
In an age where audiences have notoriously short attention spans, I realized the importance of creating content that was not just engaging but also concise. I started producing short yet high-quality segments of popular songs. I chose to use popular songs because they are more widely searched and easier for audiences to find me. These bite-sized musical treats became my signature, capturing the attention of viewers and leaving them craving more.
But perhaps the most pivotal aspect of my journey has been my commitment to a marketing approach of quality over quantity. Rather than flooding my channel with content, I focused on crafting each video meticulously. This not only set me apart from the masses but also left my audience eagerly anticipating each new release.
As I reflect on my path to social media success, I am reminded that success on platforms like YouTube and Instagram requires authenticity, dedication, and a deep understanding of your craft. My journey from a gospel keyboardist to a YouTube sensation has been both challenging and immensely rewarding. It underscores the fact that, in the digital age, talent and a strategic approach can help you rise above the noise and connect with your target audience.
Do you have any insights you can share related to maintaining high team morale?
Developing a high-functioning leadership team is a critical task for any leader, as it sets the foundation for achieving the organization’s mission effectively. One of the key principles in building such a team is recognizing the importance of placing individuals in roles where their personalities, skills, and strengths align with the specific demands of their positions. This strategic deployment of talent is not just about filling seats; it’s about positioning team members for success and maximizing their impact.
More specifically for team members handling scholarship applications and evaluations, attention to detail, analytical thinking, and a strong sense of fairness and objectivity are crucial. These individuals need to be thorough in assessing applications, ensuring that each candidate is evaluated fairly, and selecting recipients who align with the organization’s goals and values. On the other hand, team members responsible for engaging with scholarship recipients, universities, and donors require strong interpersonal and communication skills, empathy, and the ability to build and nurture relationships. They represent the public face of the organization, conveying its mission and fostering connections that can lead to increased support and impact. As a leader, it’s your responsibility to assess the strengths of your team members and place them in roles where they can thrive.
Developing high morale within a nonprofit leadership team can be quite challenging in light of our board members being volunteers. One effective strategy I’ve implemented is celebrating the wins and contributions of each team member. Whether it’s acknowledging milestones, recognizing exceptional efforts, or simply expressing gratitude, these gestures go a long way in making team members feel valued and appreciated. By taking the time to celebrate their achievements, I not only boost their self-esteem but also foster a sense of camaraderie and unity within the team.
Lastly, I aim to help our leadership team recognize their value in intangible ways. One impactful method has been providing team members with the opportunity to share their personal stories through high-quality videos. When they showcase their involvement with our nonprofit to family, friends, and colleagues, it not only highlights their positive impact but also instills a deep sense of pride. The support and celebration they receive from their social circles further elevate their morale and commitment to the cause. Additionally, I promote autonomy and empower team members to lead in their respective areas. This sense of ownership not only encourages innovative thinking but also gives team members a genuine stake in the vision and keeps the morale high.
Contact Info:
- Website: www.krscholars.com
- Instagram: @kristenskeys1
- Facebook: https://www.facebook.com/krscholars
- Linkedin: https://www.linkedin.com/company/krscholars
- Youtube: https://www.youtube.com/@KristensKeys