Teach your community to grow your community

The following is a guest article by Catherine Welborn, Web editor of Briefings Media Group.

I recently read Mashable’s roundup of the “Six Startups to Watch in 2012,” which introduced me to Skillshare. I was immediately intrigued by this site, which Mashable describes as “an online marketplace for offline classes.”

Basically, anyone with a skill can create a class. Any skill, really. Classes run the gamut from screen printing to problem-solving to coding to poker—and everything in between.  It’s become very popular in New York City and is growing elsewhere.

My first thought was “Sign me up!” I’d love to take some interesting courses. I can’t wait until the Washington D.C. options expand.

My second thought was “Why don’t more organizations offer classes?”

Some do, of course. I know home improvement and craft stores often offer DIY classes. Some restaurants offer cooking classes. I once took a free class at Pottery Barn about setting an Easter table. But still, why isn’t this more common?

Offering a course—free or paid, through Skillshare or direct to your customers—would have many benefits. It would put you in touch with customers’ evolving interests and needs. It would create more of a personal relationship with your customers. It would make them more aware of your products and services. It would increase brand loyalty. It would keep your employees sharp and position them as experts in their fields.

If you don’t think your organization lends itself to a course, I suggest you scan Skillshare’s offerings and think beyond the obvious. Maybe someone at your nonprofit can lead a class on raising money or recruiting volunteers. Or maybe someone in your HR department can teach a class on interviewing or writing memorable cover letters. One of your managers could teach a class on leading brainstorming meetings. Those kinds of courses might not connect you directly with your customers, but they would have many other fringe benefits: increasing your brand recognition, providing valuable networking opportunities, increasing the quantity and quality of the applications you receive, and so on.

What kind of class could your organization offer to the community?