What Makes Some Nonprofits Stand Out Above the Noise?
Jon Kidwell
I walk with leaders to help develop their people and create thriving workplaces.
What do charity: water and Chick-fil-A have in common? They are not in the same industry. One is for-profit. One is non. So, what is it? A hint?
It is what makes some nonprofits stand out above the noise, while others struggle to be heard, raise money, and make an impact.
We know the mission. This is not just what they do, but why they do it. The mission drives all of their actions. Because of a simple, aligned mission, they stand out. We experience them the same everywhere. Social media, a volunteer site, a store, online, and so on.
You have a moving mission too. It is what drew you to the work. In business terms, it is one of your unique selling propositions. If that is true of nonprofits, what makes some nonprofits stand out above the noise while another charity, with a similar mission, goes unnoticed?
I know what you’re thinking. It’s marketing. Or that one large donor that gets them over the financial hump. Or they are in a more philanthropic community. Nope. What makes them and others stand out is alignment across the mission.
It is when what they do. And how they do it aligns with why they do it.
How to build alignment across the mission?
The mission is why you exist. The noble cause you and your nonprofit are on. The right you will wrong. The children you teach. The brokeness you will restore.
Your Vision, Purpose, Values, and Principles are what and how you achieve the mission. When they align, when they all add up to why you exist (the mission), the brand, organizational culture, and impact grow exponentially.
Mission = Vision + Purpose + Values + Principles
Think about the brands you know. Trust. And always know what an experience will be like. They achieve this because what they believe and how they act matches why they do it.
- They avoid hypocrisy.
- Build a culture people crave.
- And attract more people to their cause because how and what they do match why they do it.
A nonprofit that consistently matches the how and what to why will stand out, earn more money, create a strong culture, and have a greater impact.
More articles by me, Jon, can be found on jonkidwell.com/blog. I help nonprofit leaders use their business mind and servant heart to grow their people, profits, and impact.