Get to Know Us: Q&A with Yordanos Tesfazion

You joined our team in August 2024, which makes you one of our newest employees. With your fresh perspective, how would you describe Seattle Parks Foundation’s work in and with the community?
During my first few months on the job, I spent hours reading about the organization’s impact in Seattle, piecing together primary and secondary sources from the last 25 years. I quickly learned that community has always been the focal point for the organization. Our founders, donors, Partners, and volunteers represent a wide variety of different communities across the city. Many of these people will never cross paths, they might never even fully understand each other’s lived experiences, struggles, interests, etc., but community is what ties all of them together. Look at where that’s taken us!

Much of my communications with Partners and community members happen behind a screen. So, the times I get to share space with them and visit project sites really help me contextualize the power and reach of SPF’s fiscal sponsorship program. And thanks to those who give to SPF, the fiscal sponsorship program is successful because it provides access to the tools needed to implement changes that address the needs of communities all over the city.

It all boils down to access. Unfortunately, we live in a place and time that values and rewards exclusivity. In a just and perfect world, everyone would have access to safe parks, public spaces, and community resources. By supporting 100+ Partners and their projects, I think that SPF’s work is pivotal in disrupting the systems in place that make it difficult for community leaders to not just create change but also inspire it.

You previously worked with National Public Radio (NPR) to support the Code Switch and Throughline teams. Among all the great work you did there, you successfully pitched an episode about the history of credit scores for Throughline. Since joining our team, you’ve written thoroughly researched pieces on the history of parks and public spaces in Seattle, along with the history of our organization. Can you share a bit about your approach to storytelling, and how you craft compelling stories?
My approach to storytelling is influenced by my lived experiences and observations. I grew up in an immigrant, multilingual household and like many other children of immigrants, my family relied on me to translate and communicate for them from a very young age. Additionally, I’ve lived with, tutored, befriended, and worked alongside people from all over the world who had varying proficiencies in English. My upbringing and relationships taught me what clear communication truly looks like. You can’t build connections with people if you’re not willing to find a way to understand and communicate with them. Storytelling is ineffective if your audience can’t understand what you’re trying to communicate with them.

At SPF, I’ve found that persuasive communication is crucial for organizational storytelling. I follow the four modes of persuasion (ethos, pathos, logos, and kairos) as a guide for telling compelling stories. Our Partners do a lot of behind-the-scenes work that most beneficiaries of their labor don’t know about. I attempt to elevate their stories in a way that informs their communities and other supporters about what their fellow neighbors are doing for them.

The goal is to build connections with our Partners, stakeholders, and other SPF community members through intentional stories. It’s important that our messaging highlights how their investments are paving the way for a greener and more equitable future. If we’re able to do that, we’re one step closer to getting people to care about and feel connected to SPF’s work and overall mission.

With a Master’s in Journalism, your presence on our team really elevates our storytelling capabilities. How are you working to tell the stories behind our partners’ projects and ensure that people see themselves represented in the work that’s going on in our region?
I’m grateful for the support I receive from the Development and Partner teams. I learn about most Partner events, concerns, and requests from them. Their knowledge and perspectives, as well as the input I get from our Senior Manager of Marketing and Communications, help shape my content creation strategy. I look forward to being cc’d in communications requests from them and as a new staff member, they also help me fill in any historical gaps I run into about the organization, our Partners, and their projects as I learn the ropes.

Independently, I employ one of the first things I learned in journalism school: establishing trust and credibility with sources. I apply those principles to foster strong relationships with our Partners and SPF community members. As a newcomer, I need to educate myself about the local, documented history of different parts of Seattle to better understand the stories behind our Partners’ projects. Our Senior Manager of Marketing and Communications further helps me make sure that all SPF content accurately represents our region. Together, we make a deliberate effort to create stories with messaging that is not only effective but also responsible.

Lastly, we are lucky enough to have Partners who don’t mind reposting our content on social media. That extra exposure allows us to reach a larger audience, increasing the chance that people will discover the grassroots efforts their neighbors are leading for the good of their community. Shoutout to them!

These days, there are so many digital platforms available for communication, and it can be hard to know where to start or how to participate in a meaningful way. What advice do you have for our partners as they try to get the word out about their projects?
First and foremost, keep things simple. Some of our Partners are active on multiple social media platforms, others have websites and mailing lists to send updates to. Find the platform(s) that work best for you and the community you are engaging with. If you don’t know where to start, check out the Social Media 101 and Elements of Graphic Design guides in the Partner Portal!

Next, always share why your project is important and what you plan to achieve by the time it’s complete. Transparency is key – share exciting progress reports, invite community members to volunteer and offer opportunities to provide feedback when applicable. In between sharing those updates and promoting opportunities to volunteer and offer feedback, use your platforms to highlight that community engagement. Show gratitude and post updates referencing the feedback you’ve received about your project. I’d say those are just a few simple things you can do to capture and keep the attention of the people your project is serving.

Don’t forget that online communities exist! Because I was involved in more direct advocacy work in a previous role, I utilized online community forums like Facebook groups filled with people who would benefit from our services. Are you already a part of any neighborhood-specific or online affinity groups that would be interested in your work? Are there any local social media accounts you’re aware of that would love to share your Instagram and Facebook posts? Get creative with your outreach and don’t be afraid of asking for additional support online.

You moved from Portland to Seattle to work with us, and we are so grateful! As you explore the city, have you found any new favorite places, experiences, or things? Are there any activities on your to-do list?
The Pacific Northwest has always been home and after years of exploring Seattle as a tourist, I’m thankful that I get to experience the city as a resident! When I first moved here, I tried picking out different neighborhoods and just mindlessly strolled around them. Two areas I keep coming back to are the Central District and Fremont. I’ll be making the most out of this summer’s Pop-Up Concerts in the Park to explore other parts of the city that I haven’t had time to venture out to yet.

One of my favorite things about being here is that we’re surrounded by water. I love finding unexpected, great views of Lake Washington, Lake Union, and Elliott Bay while I’m out and about. There are definitely more photos of the water than myself in my camera roll! Unfortunately, I haven’t had any excuses to take the ferry or water taxi yet but I’m working on it.

Since I moved here immediately after summer ended, the cold kept me inside more than I’d like to admit. I’m looking forward to more outdoor adventures over the next few months of sunshine and extra daylight.