It’s 1927. Meet three brothers from Southeastern Kansas. Lynn is away at medical school, Glen has just gone off to college. He’s pledged a fraternity and plans to major in business. Raymond is still in high school in their home town, Fredonia.
Suddenly, their father dies.
The brothers decide the two key family objectives are to keep Lynn in medical school and Raymond in high school. Glen must sacrifice his education to return to Fredonia and become the sole breadwinner for the three boys and their mother. Glen secures a job as a janitor at the local bank.
Community in Action
Glen has a lot of good ideas (valuable content) about how to make the bank work better and offers them up to the current owner in exchange for shares (rewards). The owner agrees.
Fast forward 18 months. The market crashes, banks are failing left and right. For weeks, Glen and the current bank owner meet clandestinely at night to strategize about how to get through the next 24 hours. They don’t want to alert the townspeople to the fact that this 20-something whippersnapper, Glen (Community Superfan #1), is really the one at the helm of their tiny flailing ship in an epic storm.
Somehow, The State Bank of Fredonia makes it through without dashing against the rocks. Lynn finishes medical school and returns to become Fredonia’s first dedicated primary care physician (Community Superfan #2). The brothers then send Raymond off to both medical school and surgical residency. Raymond returns to become Fredonia’s first surgeon (Community Superfan #3).
Throughout the 1930s, 40s and 50s, every Fredonian who had a child, an illness, an injury, a checking account, a mortgage, a farm loan or a death in the family (read: everyone) did business with the Beals. In these years, Glen owned the bank outright and spent his afternoons on the farms of his customers. A crop duster would fly overhead and Glen would say, “Mr. Green, we need to get you one of those!”
A Culture of Service
In 1952, our little janitor spoke to the US Congress and helped pass a farm bill that impacted three states. Dr. Lynn’s obituary, written in 1974 by a patient, recounted the many, many times he delivered babies for a basket of eggs or a cherry pie.
Sometimes it’s hard to believe that you really can find folks in the world who are willing to contribute -- even sacrifice -- so enormously to benefit their community, but they are out there. In branded communities, they’re called Superfans. They are the tireless, passionate, motivated brand fans who spend thousands of hours online helping others. This very small percentage of the population can drive enormous growth and real business change. Lynn, Glen and Raymond Beal were three passionate, committed men who affected great change in a town of about 4,500. That’s .07 percent (point-o-seven percent) of the population.
Dr. Lynn was my maternal Grandfather, Glen and Raymond my great uncles. I’ll never forget the legacy they left of driving great positive change for so many, motivated simply by a culture of service -- of giving back.
Yes, Virginia, there really are Superfans. They are nothing new. Humanity has been relying upon them since the dawn of time. Finding and nurturing them is a critical part of any community strategy -- particularly support communities. Recognize and reward them -- no, go further: Engage and motivate them. They create enormously useful and valuable content. The ROI is in the results.