Walking Into Change: Jim Bernfield on Nonprofits, Leadership, and Perseverance

Nicole: [00:00:00] Thank you so much for joining me today. I’m really excited to be sharing and chatting with you. If you wouldn’t mind, could you please introduce yourself and tell us a bit about your nonprofit journey. What led you into this work and what you, what keeps you inspired today?

Jim: Well, I’m thrilled to be talking to you too.
I love the hive. My nonprofit journey, I think starts in politics. I work in phenomenally in advocacy and issues, stuff, as a non profiteer. And that, I realized at some point in my career that. Politicians oftentimes aren’t out for the best interests of all of us, but maybe out for getting reelected or their own interests.
And so I really enjoyed flipping the script a little bit, and, investing time in a nonprofit, that worked in human rights. I did that for the first half of this decade basically. And really enjoyed that. We worked on issues of extremism. Authoritarianism, use and abuse of technology and social justice here in the [00:01:00] United States.
I really enjoyed that. But at a certain point, it was, July of 2024, my friends in politics, said, Jim, we need your help. Come back and let’s win this. And my sense was that, we would save the day and, all the people in New York, where I’m based, who work in nonprofits, would go down to Washington and fill up a new administration as often happens.
And I would, weasel my way into a position, like the one I had left. But the opposite happened. This was the, structural problem in my plan. The opposite happened and, seeing nonprofits around, the United States and philanthropy, fallen on itself a little bit, which is somewhat scary, but, it’s certainly, a moment and I’m excited to be part of it because of the things that I care deeply about, which are climate change.
And turns out our fragile democracy are more important than ever today. I’ll say that. I also, work in philanthropy. I, the president of a small foundation, and those are the things that I’ve brought us to work on, which are. Nurturing next generation progressive leaders, mostly from underrepresented [00:02:00] communities.
And so it’s something I believe in deeply. And so it’s something that I’ve, liked to have the opportunity to work on, but to work in crisis is not something I was hoping to do for, this time. I argue that, I wake up every morning, like ready to throw punches and end up by the end of the night in the fetal position crying.
So it’s a challenging time, but it’s one that makes me really relish, having community like this one.

Nicole: Yeah. That’s amazing. I love the work that you’re doing with your foundation. I think that’s so crucial, especially at times like this and bringing in those diverse voices. Absolutely.

Jim: And at the same time I’ll add that I think that there’s organizing where people show up, in the United States, we have elections in November. We show up in September to try to turn people out, but deep organizing, which is what these people do, where they’re really considering the issues and agendas of people and trying to help change their lives, not for elections, but for the better, is I think really exciting.
And I’ve loved watching their judges that we support do that from everything from, reproductive rights to bipoc issues, to, democracy and to the separation of [00:03:00] church and state and such like that. So it’s really important work and I’m really glad that we can support it.

Nicole: Yeah. That’s amazing. This kind of ties into, I think what, this next question, is what part of the work lights you up the most?
So do you have a story or a project impact moment that reminds you of why you do what you do? I know you touched on a few pieces there that might tie into that nicely.

Jim: I think that I love, making change. And that comes in a lot of different ways and flavors. Sometimes I’m supporting change and sometimes I’m sort of at the tip of the spear on the change.
I really loved coming into the organization, which I had last done prep that I last worked at called Human Rights First, and they were a little bit, rudderless when I came in. And one thing that I really thrilled at doing was I worked, across the organization and with stakeholders outside the organization and gave us, worked with the CEO and President and some of the people in what I call human-centered design.
So like talking to people and, we came up with a new, grand strategy for the organization. It really boosted the fundraising. It gave us a new, lease [00:04:00] on what we do and I that basically we, I came into an organization that was like an octopus. And I made it like a squid. It has the same number of tentacles perhaps, but now they’re all going the same direction.
And so from there I was able to create a lead the rebranding of the organization and then create a website for it, because it’s, at this point a digital first organization. And then watch it go kind of I really love the notion of, organizing and creating. The systems that allow people to really excel.
That’s what I did, the foundation, that’s what I did in this case. And that’s what I feel like I do in life as I’m a behind the scenes kind of operator. I’m not usually the person making the speeches, but so I’m the person who’ve written, has written the speech.

Nicole: Puppet master maybe, or at least holding the pen.
Jim: Right, exactly.
Nicole: That’s amazing. I like the, all the ways that you are actually implementing or impacting change through so many of the levers that you’re pulling, I guess. I think, thanks. That brings a really. Nuance kind of approach to [00:05:00] the work, but I think it’s really important and crucial, especially with where the current realities are.
So yeah, I think I like a lot of what you just said.

Jim: Thanks. I’ll outside say just in a nutshell, I grew up watching my mom be like a change maker, and I realize that this is what. That you’re, if you’re given the opportunity, and look, I’m a third generation American. We didn’t come over to Mayflower by any means, but my family was able to excel.
My dad was a professor and such like that, my mom, director of advising at Stanford, and I learned from these people that it’s really important to. To invest in, making the world a better place, not just trying to, whatever, make a pile of money or whatever it might be. And I’ve tried to devote my life to it.
I find myself bored by not doing that. So I feel like doing it is critical because it’s something that’s at this point in my blood and in my, it’s a need that I have. And so I really relish the opportunity to, stand on the shoulders of giants, of course, throughout history and try to make things better if I possibly can in whatever way [00:06:00] they’ll allow me to do it.

Nicole: And that is not an easy task by any means, so I can’t imagine you’ll get bored by it. But this ties in nicely again. What’s one challenge or shift you’re currently navigating in your organization or in the sector? You’ve shared a lot of, some of the hiccups, not hiccups, but the hurdles that, you’ve come across.
So how are you approaching it or what kind of support would help?

Jim: That’s interesting. I think that right now is a, profound time in the nonprofit space. Things are changing profoundly. Things are changing dramatically, and they’re not necessarily changing for the better, but I think that there is a, sense, two things happening at the same time.
One is, as a philanthropic leader, I see a lot of, group efforts and such like that to get people to be on the same page and moving towards the same kinds of issues at the same time. I see a shattering of the nonprofit space where everyone is going after the same dollars and everyone is going after the same interest.
And sometimes there, new organizations are popping up that do the same thing that old organizations do and did it [00:07:00] well, or, but I think there’s gotta be some, magic where both these new ideas can come in. And the old support structures can support them. I’m working with some organizations, in my philanthropy side where I’m helping them recognize the, changes that are, that might be necessary that they already see, and try to help them find the best ways to reach the goals that they want.
It’s really, it’s an exciting time, but it’s also a dangerous time because like with human rights, every issue that we face, is human driven. So there are opponents to all this stuff we’re trying to do. It’s not in a storyline, sort of, human versus nature or something like that.
Even climate change driven entirely by people doing bad things. So there’s always an opponent and. They oftentimes have a lot of power. They often have a lot of, oftentimes have a lot of money, and they oftentimes have a lot more leverage, certainly in the United States at this point. That’s the case. And so, I grew up in the sort of first bush, and Reagan era growing up in that time, I recognized that it would be a tough fight to take this on in my life, and I grabbed it [00:08:00] because I think the tough fights are worth doing.
These challenges I’m seeing now are difficult and might be existential, but damn. I’m gonna go down swinging if I can.

Nicole: I love that. We need more people swinging. We were talking about mosh pits earlier in that

Jim: Yes, I get you. The personal is also political, right?
So what you do and how you blow off steam is critically important. I know my son is in this sort of punk scene, talks about the reality of the group nature and the team side of that. And I didn’t know about that at all really, but I think it’s clearly important. The reason that these people get together is because they have a family, and that’s part of what makes, small politics really important to me.

Nicole: It’s interesting too, where you said that there were new organizations popping out of the woodwork, trying to solve similar issues that some older organizations are also trying to kind of approach. And I’m wondering like is there a space where both of those groups [00:09:00] can live? I know we have a ton in Canada anyways.
There is a lot of nonprofits. There sometimes is overlap and I’m just wondering like the. The older organizations or the old guard, are they sometimes stuck in their ways and just. Doing things this one way because they’ve always done it that way. And are these new, fresh organizations and ideas bringing new life to it or new perspectives or new voices to it?
And I just wonder like, how do we actually bring those groups together more oftentimes we feel like we’re in competition in those spaces, but really how are we actually going to like, because I think we have to come together at this as a sector and not in competitive nature. So I’m curious, totally side question, but have you seen successful collaborations with some of these new concepts, new orgs, new voices, and these older established organizations?

Jim: Well, I’ll start by just saying, even in the organization that I was last at, one thing we work on deeply was asylum [00:10:00] issues. And I was talking to the head of the, that pillar of work and we were talking about. What they were doing. And as you may know, in the United States, the support for asylum has gotten smaller and smaller and smaller.
And, saying, we’ve always done it this way for the last 40 years. This is how we’ve done it. I said, mm-hmm. But look, as we’ve watched the support for this crumble, you may have been in a. 60 40, issue at some point, but right now you’re like 10 to 90. So when you’re, on your back foot, sometimes you have to change your strategy.
So I would recommend we change our strategy. It’s like, oh, no, this is the way we’ve always done it. We have to do it this way forever. So it can be very frustrating from within. But at the same time, it’s also true that watching new organizations pop up and having to reinvent the wheel is incredibly frustrating to, I saw.
Certainly in the 2000 sort of 17 era, all these groups pop up to fight Trump when the A CLU and. People for the American Way, and like Americans United for the seventh Church and State, were already doing terrific jobs at what they were doing. Now, new people, new blood, new ideas are always [00:11:00] critical, but organizing is about building systems and putting people into those systems and having them work to fight bigger and oftentimes more powerful systems.
So if you want to set up a new system, you’re starting from square zero or maybe square negative three. If there are already systems in place, let’s use those and shift them. Possibly there is, I think. Probably a lot of bloat in America’s foundations and the United States as nonprofit spaces sometimes, but.
At this point, they better find a way to be effective, or let’s move on. That means both new ideas, new people, but it also means having those organizations that already have the reputation, the name, the lists, the donors, the support across, space. Let’s have them finesse this so that they can, be part of the solution and not just become another b moffic problem because, I meet the new boss.
Same. The old boss is not something I wanna see.

Nicole: And honestly I just find it so hard sometimes to get into those spaces. So [00:12:00] if you are, oh God, yes. Familiar with the organizations doing the work or you don’t know, you know the right person to actually say, Hey, I want to help. Sometimes it’s like just landing on deaf ears.
So I like, I don’t know, I have a hard time with that ’cause I think there are a lot of people who really wanna try new things, would love to try to get in front of those organizations that aren’t. Attempting to make the change, but they can’t get in front of ’em.

Jim: Oh, I hear you. I hear you. And in both in Absolutely.
Sorry to interrupt you, but, in both in politics and in the sort of nonprofit structure, I find that some people locked arms and are facing inward. Certainly I find that to mount in the environmental movement in a big way, which is tragic because there’s another place where new ideas could really make a difference.
Yeah. Happily. It’s possible that technology’s made it such that industry may. Push us over the line because there’s profit to be made in clean energy. But those advocates, I think there’s a lot of good ideas out there that you could, that we could be pushing and elaborating on, [00:13:00] and these places that are long-term, organizations, some can really, fall flat and not realize why.
And it’s because the idea is the way that we communicate has to be different than it was five years ago, 10 years ago, et cetera. It’s been proven by people in leadership today who have wrestled these things and, one, I’m attempting to get off the ground my own. Communications project like that, and it’s incredibly hard to raise money as a non-entity.
At the same time, organizations that. Our entities, they don’t hear from me. So it’s got its challenges, but I’m hopeful that, this pet project, I’ll sometimes get somebody get off the ground. At the same time. I hope that these organizations, even if they adapt it, would or adapt to something like it would be great.
But just saying we need a Joe Rogan of the left. That’s not it. It’s not just bumper stickers. It’s about some hard work and some really good thinking.

Nicole: Need to come together. It’s like the right, absolutely. Figured out how to. Stick to one, I guess like song sheet and focus [00:14:00] on that and bring that like the main focus of what they wanted to get accomplished.
And I find the left is like still divided and still trying to figure out, there’s so much fighting within even there that I find that,

Jim: It’s true, but you know, it’s you, anybody can demolish a house, but when you’re rebuilding it or building a new one and someone’s like, I want a door over here and I’d like it to be plating windows.
I wanted to be, Greek revival, that’s when the fighting breaks out. But hate and demolishing stuff, that’s pretty easy. It works on that part of your brain that I can’t pronounce, and it grabs you right there. Whereas like a 12 point plan about housing is, something that puts people to sleep.
And so it’s a hard, it’s an imbalanced fight. And communications, which is something that I do, is where I try to find. Places that the work can impact people’s lives and show them how I believe that you start with the heart, move to the head, and then get to the hands. So I wanna move people into the agreeing with me, then get them to understand the issues and then take action.
So it’s like the ladder of engagement goes in that [00:15:00] way. I’ve just thrown a lot of metaphors together, so I apologize.

Nicole: It’s great. I, it all tied in so beautifully. I love it.
Jim: Okay.
Nicole: So just pivoting a little bit. How have conversations or connections to the nonprofit hive helped shape your worker perspective?
This could be a person you met, an idea that stuck or simply a feeling that you’re not alone. Have you experienced any of those pieces? Mental health.

Jim: I love the Hive, and I’ll tell you why. I’ve met people at all different spots, the nonprofit journey. I met a lovely woman who was in like in her first weeks of working at a dental clinics foundation that does need stuff and she had no idea about even, how to use analytics even though she was in charge of their social media.
And we talked about that and it was great. She learned something and I loved. Helping people. And then I’ve spoken to people who are deeply advanced in the social change that I’m talking about. Who, he had been at Princeton and, was moved on to I think university. He’s in Texas now and is doing really interesting stuff around, democracy protection and the like.
Wow. The range of people and then people who are [00:16:00] all sorts of different folks across the country, into Canada, in Africa, et cetera. It’s just, great. I come away just so that. Bounce in my step after talking to people and it doesn’t matter who they are. I’ll even say that sometimes when my person hasn’t shown up and I’ve been, bounced to the second person, which is by the way, great that you have that.
I’ve met some fantastic people in that. I met a guy in India who’s busy with the, cast of people who are trash picking and he’s building out a community of support for the worst. Sort of developing nations like the worst human experience ever. And he’s building schools and bringing people in and such, and I’m like, I don’t know how to help you from the, 6,000 miles away in any way, or, but I just love that you’re doing that.
And so I tip my hat to you and that just that alone makes your Thursday worthwhile. It makes my Thursdays worthwhile. So I just really, love jumping into it. I was upset that Thanksgiving in the United States was happening last Thursday, so I couldn’t do it. And I really like it.
One thing I’m finding is I think there maybe. Sometimes I’ve done 1230 and sometimes I’ve done [00:17:00] four 30. I think there’s a different group of people that does the different, times. So I’m just diving in. I’m just enjoying it. I’ve met a lot of interesting people in upstate, in Long Island and New York, and Chicago, in India, in Africa, in Canada, a lot of people in Canada and people in the West Coast.
It’s been terrific and when people don’t show up, I get a special, who knows what’s gonna happen in itself.

Nicole: The rematch is
Jim: rematch. That’s the term it’s called. Yeah. I mean, you never know. I don’t know. You guys obviously are high tech and all, and so you guys have that down, but I’ve enjoyed it.
I just like it.
Nicole: A few of us are high tech we’ll say. I love it. I’m

Jim: just really glad that I’ve found it. I don’t quite know how I found the hive, but, and I’m not really a joiner, so I’m just thrilled to have found it to jumped in and to be a part of it. I’ve really liked it and I think I’ve been doing it, I guess.
I don’t know, since the summer or since last summer. I don’t know, but I’ve probably done, I don’t know how many, but it’s been, I relish it. I really think it’s great.

Nicole: Awesome. We’re happy to have you on every call. It’s awesome. I’ve heard a lot actually. I’ve got feedback from [00:18:00] people who have said, I just met with Jim and I get notes about it, so.
Oh no.

Jim: That’s always a problem. Good.

Nicole: Okay. They’re always lovely. They’re always lovely.

Jim: Good. Good.

Nicole: So the last question, what’s one insight, resource or mindset that’s helped you recently and what, and might help others in the community too?

Jim: I think that it has to be perseverance. These are at least, I, it’s always kind of hard times for nonprofits.
You’re looking to change things or you wouldn’t have a nonprofit or be in this space. Sometimes it’s harder than others. I think probably there are sometimes, I suppose when things are moving smoothly towards a nirvana like space. I’ve never lived in that time, but I suppose that time could exist.
And so just continuing to do what it is you care about. That doesn’t mean keep doing the same thing because doing the same thing over and over again is. Definition of insanity, but constantly reflecting on where you are and how you can move to the next spot, I think is really an important part of this work.
And I’ve tried to make that part of my practice as I look for my, the [00:19:00] next ways I can help and, get involved and advocate for the changes that I believe are important. And I think as organizations and as people and as systems, we need to continue to see what works, build on it, and at the same time not lose touch with our values and continue to persevere and push through, and know that while the arc of history may not bend towards justice, it could if we all hang on it and pull together.

Nicole: I like that there’s so much to say there, and I think you’re right. Perseverance is the only thing that’s gonna get us through this component or this time in our sector. And I think it’s an incredibly crucial that we all have it be like there. It can be so daunting sometimes, even without all of the.
The realities that are happening right now. Yeah, I think that’s a good reminder. Thank you for that. Sure. Why not. Jim, thank you. This has been such a pleasure chatting with you and I’m really, I agree. Looking forward to continuing the conversation. Thank you so much,

Jim: so much. Thanks so much too. [00:20:00] I was, it’s been a lot of fun.

Nicole: Awesome. Okay. I’m gonna end the recording. Okay. I have a

Jim: question for you. Oh, sure. Sure.