I’ve been thinking about Non-Profits as they, too, struggle with budget cuts, decreased grants, and less donations. As I looked over the book reviews, I realized that Non-Profits need to get their head out of the sand as well as small business.
Holding out your hand, passing the plate, and talking the ’cause’ is no longer enough to survive. The fact is that most of the folks you’re talking to have the same problems – less income or having to scatter it to more places – and the always just-under-the-surface fear of what tomorrow may bring.
Okay, I’m not particularly pessimistic. But I am realistic. Non-profits are now able to bombard us with ‘calls to action’ just as profitable businesses can. So, how do you stand out from the crowd?
I have a couple thoughts:
- First, is your website updated?
- Does your website have ‘stories’? In other words, are you sharing the human interest stories that might move another human being to become interested in your organization.
- Are you getting your contact info out to everyone – or do you assume they know? Remember: Who – What – When – Where – Why and How.
- Are you presenting yourself hat-in-hand? Or are you being pro-active. Be creative and present it in a way that someone gets excited about promoting you.
- Are you expecting that folks will just promote you because you’re a non-profit? Or are you figuring out how to fit your story into the media that you want to promote you?
Sound difficult? Well, actually, I can think of several examples.
- Tell your story. Not all the typical press release ‘stuff’. If your organization offers money for historic preservation, for example, then tell the story of a building kept in the family, the renovations completed, the new business that opened there, and the apartments now rented. Tell the story. The amount of money, the who’s who of departments and organizations, etc are small parts to the general public. The story matters to a greater audience. Tell your story.
- EVENTS HAVE A STORY, TOO. Don’t just give the standard description that you use year after year. Find one or two items to highlight and use them to attract your audience. If you have unqiue talent or a great background story, share it. Make the event personal – not about donating money… but why it would be of interest to attend.
- GIVE THE SCHEDULE DETAILS. This seems obvious. But if you have a variety of activities occurring, there’s nothing worse than a family showing up for something to find that it already happened or it’ll be 4 hours later. This simple item can make it easier for people to visit the activity within your event that they’ll enjoy.
- NETWORK. In business, networking the right way means to look for ways to help another business. Build a relationship. Not just what works for you. People will spot you right away as more of a user and less a networker, if it’s always about you. It’s no different for a Non-Profit organization. Are you remembering to say ‘thanks’ to the folks who give you press. Do you even notice? Or do you just notice when you;re left out of something? Do you link the ‘freebies’ to your website? All of this builds relationships. And there are lots of other ways, as well.
- IF YOU THINK IT’S UNFAIR THAT A FOR-PROFIT BUSINESS IS BENEFITTING FROM YOUR ACTIVITY, GET OVER IT! That’s right. Keep reminding yourself that without profitable businesses, you would not have individuals able to donate time, money or gifts. If I have no job, I can’t do much for you. If my business isn’t successful, I can’t bid on your big auction items. So find better ways to work WITH your business community. Non-Profit and Businesses are not opposite entities. The Non-Profit can’t survive without profitable business. After all, without profitable business, no one pays taxes. Thus even your grants, low-interest loans, and such won’t be available without a thriving economy, which is profitable business. When you change your attitude, you’ll discover new ways to work with businesses and individuals so that the effort works for everyone.
I know. You already do this.
Do you? I don’t see it a lot. Yes, it IS work. But businesses don’t survive and grow without building relationships with customers, vendors, etc. A Non-Profit that is successful requires the same attention to developing relationships.
Get past the cause and start thinking about the benefits to someone else in supporting your organization. You can definitely stand-out in the crowd that’s presently holding their hats out. But it takes thought, a plan, and then serious action.
Have a brainstorming session with your organization and create your plans for listening, building relationships, and creating a better public image. If no one knows what your organization really does except when attend your annual meeting, then you’re not building relationships. Don’t assume anything. Start telling your story. Listen to those folks who don’t get your organization, or aren’t interested, etc. Create ways to reach them. Find a way to give the family member who loves your organization a way to entice the rest of his family.
One last example: I’m reminded of my friend, Capt. Karl, who realized quickly that having the havredegrace Magazine as part of his promotion for his fishing charters actually brought him more business. WHY? Because the fishing person said, “wow, now I can bring the family because there’s lots they can do here. They won’t be so upset when I’m out fishing!”
Much success to those of you who work on your organization just as a successful business must do.
Warmly,
