I spoke yesterday at the National Summit on Citizen Diplomacy and I have the button to prove it!
My own role as a citizen diplomat got off to a shaky start during my junior year in France in 1975. I arrived at breakfast in the student rooming house in Paris where I would be living for the next seven months and identified myself as an American. My new acquaintances in the student rooming house seemed surprised. "Vraiment?," one asked," You don’t seem like one."
I was pleased. Just a few hours into my time in Paris and I had shaken off the stereotypes about ugly Americans -- despite my polyester wardrobe and instinctive patriotism. I beamed and stumbled on in my atrociously limited French: I’m glad that you don’t hate me because of the war in Vietnam. I thought all the French hated us. My new friend grew more puzzled. Wait, he said: where did you say you are from? I’m American, I repeated. “Oh,” he said, “I thought you said you were Moroccan. Now I understand. In fact, you do seem very American. And the Vietnam War was stupid. Also, your pants are ridiculous.”
But with time, a lot of work on my pronunciation, a lot of listening -- and some new clothes -- I formed friendships that continue today. I’d like to think that I helped influence, for the better, the attitudes of my friends, students and colleagues. It was a great experience for me. But what was my net impact?
Organizers of high quality, high touch citizen exchange argue that the number of people influenced goes well beyond the traveler. “High road” citizen exchange, as our friends at World Learning call it, benefits the family the visitor stays with, the surrounding community, the schools or workplaces or organizations she is in contact with. And then the same concentric circles ripple out from the traveler on her return home. That, of course, is central to the value of the Peace Corps beyond its development impact, as we discussed here. It's what makes the Fulbright programs so much more than an academic exercise.
There will be impacts that the traveler herself cannot imagine. But that's why the impact of citizen exchange is so maddeningly difficult to quantify. The National Council for International Visitors, a co-sponsor of the Summit, is meeting this weekend in DC and will be hearing about some new research findings about the long-term value of citizen exchange.
I say this hopefully, as a partisan of citizen diplomacy and someone who makes my living in part from helping NGOs evaluate the impact of their work. Building a cadre of citizen diplomats is a generational challenge. But even the most patient foundation funders tend to think in terms of 3-5 year grant cycles. They want to see impact, but rarely invest heavily in evaluation.
We were heartened to hear from Geoffrey Lamb, the managing director of public policy at the Gates Foundation, that the Foundation believes that it should provide "patient capital" and make truly long-term commitments to solving big problems. Speaking at a forum organized by Johns Hopkins University, Lamb noted as well that Gates will spend up to 25% of a grant on measurement and evaluation to ensure that it is investing well.
We're happy as well that many foundations and think tanks are supporting citizen exchange as one aspect of "smart power." We can do our best to assess the impact of citizen diplomacy, and we must, if citizen diplomacy is to take its rightful place as a well-funded contributor to rebuilding the world's esteem for the United States.
But when and how will we really know how much Franco-American relations were harmed by my plaid double-knit pants in 1975 – or helped by my conversations later that year with guys who are now senior French government officials and business leaders. I’d like to think the balance is positive. But I can’t guarantee it; I mean, those pants really were ridiculous.