Season 3 - Episode 3 | Resource Mobilisation in Non-Profit Work for Maximal Social Impact: Nguyen Thu Hue

Join Dr. Ramesh to meet an inspiring changemaker and social impact pioneer, Ms. Nguyen Thu Hue. We'll explore how best to leverage on resources to build effective non-profit organisations for maximal social impact. Hue also shares her strategies for thriving in the face of adversity, while making a meaningful difference in the world.

A trailblazer in the Vietnamese nonprofit sector with over 25 years of experience,  Hue transitioned from the corporate world and founded leading Vietnamese NGOs such as Vietnet-ICT and Centre for Marinelife Conservation and Community Development (MCD). She is also a Global Fellow for MovingWorlds and Obama Foundation.

Dive into our discussion on creating value beyond financial gains, where Hue highlights resource mobilisation, partnerships and community engagement as keys to driving sustainable change, scalability and impact in nonprofit projects.

3 Key Insights from this Podcast:

1. Resource Mobilisation: Mobilise resources beyond financial capital, including talents, volunteers and social capital, to support nonprofit initiatives and create sustainable solutions.
2. Entrepreneurial Collaboration: Hue underscores the need for an entrepreneurial mindset in nonprofits, emphasising resourcefulness, problem-solving and strategic partnerships to scale initiatives effectively and maximise impact.
3. Resilience in the Face of Crisis: Hear about Hue's personal experiences of navigating crises and how resilience, reflection and self-care help her overcome challenges and sustain long-term impact.

Host: Dr. Ramesh Ramachandra, Author, Podcast Host, Founder of Talent Leadership Crucible & Founder of Impact Velocity

Guest Speaker: Ms. Nguyen Thu Hue, Associate at Partnership Brokers Association; Founder & CEO of Centre for Marinelife Conservation and Community Development (MCD)

Tune in, and together we'll be Thriving in the Age of Disruption. 

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Transcript

Dr. Ramesh Ramachandra

Welcome to the Thriving in the Age of Destruction podcast series, Ms.Hue. I'm so excited to have this discussion with you today. And we could start off by having you introduce yourself, a little bit about your career, maybe your personal life, so that the listeners get to know you. 

Nguyen Thu Hue

Thank you, Dr. Ramesh. My name is Hue. I am the non profit founder. For the last 25 years, I am building, establishing, leading a non profit or social impact organization.

I am living in Hanoi with my family. I'm married with two children. Very excited to be in conversation with you. 

Dr. Ramesh Ramachandra

Wonderful. I knew that you were someone who had spent a number of years in non profit sector. But before we start off on that, what I wanted to do was to share with you my thoughts about disruption.

I think that one of the key mindset to have is actually an entrepreneurial mindset in today's age of disruption. And I define entrepreneurial mindset as one whereby as an individual, we are being resourceful. And resourceful means that we can identify the need or we can look for the solution to a problem.

It all starts with actually being able to define what the problem is. And number two, of course, as part of having an entrepreneurial mindset, it's also to be able to manage uncertainty and to take risks. The third part is actually to create value, whether it's financial, non financial. Or it is for ourselves or others.

With NPOs, you have to be someone who creates value outside of the financial frame. When you look at the non profit sector, how does this entrepreneurial mindset apply? And how have you seen that in your own development from moving from the corporate sector to the non profit sector? 

Nguyen Thu Hue

Thank you. You mentioned about the non profit and the resources. This is exactly both the opportunities and also the struggles. Sometimes in the early days, I think that a non profit, that means we work for a good cause. And then if somebody provides us with resources, we do it. And without it, we don't have to be responsible for anything. But the truth is not like this.

I spent already 25 years continuously working on the sector. So I realized that when you identify the problem, the issues, and then you want to contribute to solving those problems, you automatically, as a non profit leader, look for the resources, be able to mobilize not only the finance, but also talents, volunteers, and social capitals.

Being resourceful and taking care of your own finance. But the issue is the community you serve and not only your own resources, but the community and other people's resources. So entrepreneurship and entrepreneurial mindset is applicable to us. It's become very essential, a mindset of the nonprofit. 

Dr. Ramesh Ramachandra

I love the way you define the old paradigm in NPO sector, which was - We are here to contribute towards a good cause. And if we get the resources, we will do it. If we don't get the resources, we don't do it. 

And now when you look at how the world is disrupting and the need to create and serve the underserved, actually there is a need to have a discipline that whether or not you have the resources available, That an NPO is actually generating those ideas to have the resources to do their good cause. I wanted to ask you a little bit about your own journey. How did you transition from corporate to the NPO sector? And 25 years ago, you're a early leader in that space. 

Nguyen Thu Hue

At first, it's not my choice, but my chance. I was recruited in a US law firm branch in Hanoi. This is my dream career. I was having a law degree.

However, after years of spending my time in the North Pole, I didn't see myself really happy there. So there's the opportunities where there's marine life work projects. It's funny. I was not a streamer at that time. But I made a weaker decision. So, let's think about something that makes me really happy. I also decided to enter into the marine life work without strategic thinking that time.

Because 25 years old, I just, okay, if I'm not happy here, I should find some meaningful works. But the more I enter into the non profit sector, the more I see that my legal background, my discipline and the governance, and then the learnings from the corporate sectors also very meaningful, very helpful.

Dr. Ramesh Ramachandra

Very interesting. And so what do you do actually in your marine life conservation NPO? 

Nguyen Thu Hue

This is a non state actors registered in Vietnam. And our role is life partnership brokering. We serve the  community in the coastal, the fishers and their communities. So that they can be aware of the policy. While they have their own livelihood resilience, they also cooperate in a way that they also part of the solution to protect the  ecosystems.

It is easy to say, but not very easy in doing things. Our role is to have the community, especially the disadvantaged, the pull fishers, so that they aware of their role, their rights, and then empower them to be able to be part of the discussing process, decision making process with other actors. 

Dr. Ramesh Ramachandra

So that's very important because if I remember correctly, fishery products are actually one of the key exports of Vietnam attribute to the economic growth as well. How many percent is that actually? 

Nguyen Thu Hue

Yeah, it's very significant. I remember that the fishery export alone already achieved about 9 billion U. S. dollars last year. And that is very significant. And itself directly about 2 million people who are connected in the value chains.

The one who do other jobs, but we can talk about 5 million people directly associated with the fisheries in the country. And we're very proud that Vietnam is, uh, ocean countries. We have a long coast. 

Dr. Ramesh Ramachandra

Yes, that's true. And until I came to Vietnam in March of 2022,  I never had the opportunity to enjoy so many different kinds of fresh seafood, the different shellfish,  and it's been really a joy going to different restaurants and trying the seafood here. 

Nguyen Thu Hue

Yeah, Vietnamese are very proud of our seafood, and our seafood have presented in many markets. And, but our work is also make sure that the very primal producer, the fishermen, the farmers have their equitable part in the value chains.

Dr. Ramesh Ramachandra

Yes. That's an important piece. And so what does an average fisherman earn today? Like how many dollars per day do they earn in terms of salary? 

Nguyen Thu Hue

Oh, it depends because we have also different fisheries. The one who in days in, for example, tuna, they go offshore and catch the tuna. Also different from the very small one doing the coastal small boat.

It varies. But compared to other agricultural sectors, fishery is sometimes better, but some very poor. 

Dr. Ramesh Ramachandra

Okay, I got that. In your experience over the last 25 years, what do you think is the biggest challenge for MPOs and for projects in the social impact space? 

Nguyen Thu Hue

The biggest challenge sometimes is the Sustainability.

Some solutions can work in a small scale. You work well in a commune, in a district. But when you find a solution that lasts for the larger part of population, that is the challenge. Because sometimes the NPO sector like us, we can be able to mobilize the resources, but normally in a very modest, small amount.

The more we enter into the sectors, We realize that having a small scale pilot modern practice successful is not enough, but we have to be a visionary thinking about how strategically the solution can be scalable or impactful.  So that referred to the entrepreneur mindset that you mentioned earlier. The challenge is scaling up, right?

And not only depend on the resources, but the scope of impacts that NPO can contribute with the resources you have. You can contribute to a part of solution. You cannot be all the solution. You need to be among many players. And not like in business. Some business, they are leader, right? They can lead the whole sector.

But NPO is different story. 

Dr. Ramesh Ramachandra

To that point, what is the thing that holds them back from coming together? 

Nguyen Thu Hue

That is a good question. NPO sees the need, realizes that they need to work together. Or in partnerships, but sometimes they both see the need, but in terms of scarce resources, sometimes they are also competitive.

That's already happening that there are some alliance, some networks, that number of MPOs who are sharing the same mission or sector already working together. That's happening already in Vietnam, however, to the scale that we envision is not that popular. There are some barriers, I think, the governance structure that's applicable to NPO and the accountability because one NPO, when you bought the resources from a third party, from funding partners, you are accountable for that.

And when you are working with others, sometimes the level of governance, the level of leadership, And the country issues may be not ready for you to get into a marriage or the partnership. 

Dr. Ramesh Ramachandra

That's right. This has been a really insightful discussion to understand a little bit more about the challenges of the MPO sector in scaling up.

I'm looking forward to actually discussing this further offline with you. To see how we can make a bigger impact together. 

I feel that crisis ready mindset is the second mindset that is important in this age of disruption. Largely because crisis refers to a setback or a failure, especially when we are dealing with entrepreneurial projects where we are creating something newly. There are always setbacks, there are always failures.

So how does one keep a mindset which allows us to be in action? And not to be stopped, because one reaction can be to freeze and do nothing, or another is to run away, polite. And the last, of course, is to fight back. So in your experience, I'm sure you've had to deal with a lot of crisis. Perhaps you can share an example of one, as well as what are the practices that help you to be grounded in a crisis?

Nguyen Thu Hue

I spent quite a long time in the sector and not only one crisis, many things happened to me personally. In the middle of my career, maybe 10 years ago, we were awarded two very big projects, very happy. But then I was sent to the hospital by my husband and that time it's really crisis. And then I have to think about resilience.

So develop resilience become part of my vocabulary and professionally number of crises. For NPO, you mobilize resources, but it does not mean that you have to too much for your own developments. You spend them for serving the community. And sometimes you face the issue that maybe cashflow shoplifts, you have a big idea, you have a good program to be around, but sometimes you have a gap month and the talent is gone.

They don't want to stay or share the risk. And you have to start over again. So that's a crisis in phase. And then we have to learn how to respond to the crisis in a more meaningful way, not to be panic, but be in a ready mood. 

Dr. Ramesh Ramachandra

That's right. So when you started to develop resilience, did you turn to meditation? Did you start to do yoga? What did you do to develop that? 

Nguyen Thu Hue

Yeah. Like I said, I was a little bit late beginner. of yoga, but after being hospitalized, I started to do my yoga and recently I listened to the Stoic podcast, simple but meaningful tools that helped me overcome those crisis moments, like taking care of the thing under your control.

Simple thing, but sometimes as a leader, you want to solve the issue larger, much larger than your. Capacity, and you feel  unhappy when the thing not happen like you wish. But now we realize that we need to get it out when the time is right. 

Dr. Ramesh Ramachandra

I'm really intrigued. I have interviewed a number of Vietnamese change makers in my podcast series.

And a lot of you talk about stoic practices. I love what you talked about. If you can just have that moment every day to take care. Of something which is under your control and restore for yourself that balance. Even though everything around you is not under your control, then you can be at peace and calm.

Nguyen Thu Hue

I saw many friends who also in the sector, but they already practice yoga and maybe they do mindfulness before me. And it's a good practice. Vietnamese also very quick learner. We observe and then we ask ourselves how other woman leader she can be so resilient and then we also share. Vietnam also part of the Buddhism.

I think maybe that's part of the reason. 

Dr. Ramesh Ramachandra

Where are you in your spiritual journey? 

Nguyen Thu Hue

Oh, I'm just a beginner, frankly speaking. Now I started to learn to be calm, responding to the thing that's happening around me. I learned to spend time reflecting daily, and also most importantly, building the good habit. When I mentioned about being hospitalized and putting into the bad situation of my health because of me not taking care of myself.

So for spiritually,  I love the example leading from within, so setting for myself and practicing it, because having a good habit, practicing it, it really take time and discipline, like one hour working every day. It look very easy, but finding the time, privatizing it, it's not easy. But this is how I put myself into the discipline.

Dr. Ramesh Ramachandra

Wonderful. So what I took away from your conversation about spirituality is that it's leading from within and to do that we need to practice with discipline. Whatever that we want to do, whether it's to walk for that one hour, it does take effort and when you take that consistent effort every day, it is spiritual because it gets you to connect to yourself and to others as well.

About living a simple life, what is living a simple life for you? 

Nguyen Thu Hue

Oh, it's really important in this moment of my life. Simple life is really match because for me, simple life, that focus on what's important, so prioritize and what you can control. Sometimes I used to multitask. Now, I identify what is really important for myself, my family.

My organizations and what I can do best. It is not starting right away. It's the process. It's a journey and simple life for me is focusing on what's really important and let go what's not. 

Dr. Ramesh Ramachandra

That is true. Let go of what is not. If you had to describe thriving and use three words to describe it, what are the three words that you will use?

Nguyen Thu Hue

Oh, thriving for me first is a growth mindset, open to learning and the that adversary is part of life. Pay attention, focus your energy resources to what you can control, to what is your priorities. 

Dr. Ramesh Ramachandra

Very well said. In our consulting program, we talk about Sustainability in terms of the ongoing thriving of a living system. How does it show up for you with your conservation work? 

Nguyen Thu Hue

My organization is focusing on the environment. Sustainability is part of the concept that we're talking about every day. For us to continue the mission in a systematic way, it's part of what we call Sustainability.

You remember in the early conversation, we're talking about having the resources, do it, having  no resources, stop. But Sustainability means that you have to find all ways to continue the good cause, the good work that you already defined, and be innovative, be creative. The Sustainability concept is in our organization.

If you work for one year, two years, five years, it's okay. But 25 years  is something really sustainable. 

Dr. Ramesh Ramachandra

Yes, it is an achievement. Congratulations. What would be your message for emerging women leaders who want to enter the NPO sector? 

Nguyen Thu Hue

Yeah, there's wisdom from the women who go before us. So to emerging women leaders, I would like to convey what I've learned. Be yourself, develop yourself, take care of yourself and teach others to do the same. Be principle and accountable, especially please allocate enough time for your own reflection and let go what is not under your control.

Dr. Ramesh Ramachandra

Very good. I love this. Being a woman leader is also a privilege, a lot of opportunities, a lot of challenge. But like I said earlier, challenge is part of life. It's also how we react to that challenge.  Also part of the learning journey that we've given up our resilience. That's right. Thank you very much. 

This is the fun part of the interview. I'm going to ask you some questions. Just tell me what comes to mind. What's your favorite book? 

Nguyen Thu Hue

It's “Becoming” from Michelle Obama. 

Dr. Ramesh Ramachandra

Oh, lovely. You were part of the Obama fellowship, right? Which year did you do that? Can you share your key takeaway from that? 

Nguyen Thu Hue

Being a leader, being connected is very important to a larger network.

So that is key takeaway I got. I was in the network of so many other talented leaders. My leadership can be reflected in the story of others and we learn from each other. 

Dr. Ramesh Ramachandra

And what's your favorite travel destination? 

Nguyen Thu Hue

Bali. 

Dr. Ramesh Ramachandra

Nice. If you could have dinner with anyone in the world, who would it be? 

Nguyen Thu Hue

I was having dinner with President Obama once already. I think - You, Dr. Ramesh. Like I said from the beginning, you are my idol. I love the way you developed your career and this idea also of excellence since 2021. I really want to have a deeper conversation with you, exploring the journey and the thing that's very much related to us as the women leaders.

Dr. Ramesh Ramachandra

Wonderful. Thank you very much. What is the most unusual food that you have eaten? 

Nguyen Thu Hue

Oh, I don't know if I upset you, but once I have one intern, he is the Swiss, but for some reason, he insist me to come to the nearby Indian restaurant. Yes. I went there and I choose by random, I don't know what's the content, I just choose from the menu, and it turn out that I can eat only 50 percent of what I chose.

I should have research before, because it's very rare opportunities for me to test the new food. 

Dr. Ramesh Ramachandra

Okay, so I'll have to warn you beforehand if I'm going to take you to exotic places, especially Indian restaurants. If you can have a superpower, what would it be? Superpower? 

Nguyen Thu Hue

Yeah, actually, I have my secret that I have a number of words that in the moment that I need the superpower, I just whisper those words.

Of course, I would not disclose you, but the words are very strong. I used them when I was very small until now. I think in some places they call it like a mantra. You say to yourself, give yourself confidence. 

Dr. Ramesh Ramachandra

Wow. Yes. Really great. And what's the best advice that you've received? 

Nguyen Thu Hue

Oh, It's from one of my friends who came back from Russia 30 years ago.

He said, “Wait, Vietnam has very long coast. Whatever you do with the coastal, you will never be out of jobs. Just do it.” Yeah. So that is good advice. 

Dr. Ramesh Ramachandra

Yeah, that's true. Given what you've been doing for the last 25 years. And what's the  worst advice you've ever gotten? 

Nguyen Thu Hue

Oh, the worst advice? Some of my other friends inspired me to become a dancer. I think it's not a very good advice. I was trying, but my husband doesn't find it a good idea. 

Dr. Ramesh Ramachandra

I see. Okay. I've enjoyed this discussion. So thank you very much, Ms. Hue, for joining me today and sharing your experience as well as your aspirations for the future. 

Nguyen Thu Hue

Thank you, Dr. Ramesh. See you soon. And we are going to catch up for our dinner.

Dr. Ramesh Ramachandra

Yes. Thank you. Bye bye.