I recently coached a nonprofit executive director preparing for a foundation visit. The first question he was asked was “why does your organization matter?” followed by “how is your organization different from XYZ that is doing similar work?” As the saying goes “never leave home without it.” In this case, it is why your organization is relevant.
Let us look at 3 ways to accomplish this.
- Know and Clearly Articulate Your Story. Simple and intuitive yet nonprofits sometimes miss this most basic step. Clear and consistent messaging ensures that external stakeholders understand what you do, who you do it for, and why it matters. As the key spokesperson for the nonprofit, the executive director is expected to succinctly and effortlessly communicate the nonprofit’s mission and impact. But this does not mean others can. Staff and board directors, who are your external Ambassadors, may be unclear about the key messages.
Strategy: Create a one-pager of key messages for key staff, volunteers, and board. Set aside time during staff meetings, and board and volunteer orientations to discuss the importance of consistent messaging and review the messages to ensure everyone is on the same page. Be sure to include in the board notebook and to update the one-pager annually. - Know and Clearly Articulate Your Impact. To establish your relevance, you must demonstrate your impact. This requires data collection and analysis. Solid and reliable data leads to educated and strategic decision-making and informs thinking about current and future programming. It also demonstrates to funders that you take their investment seriously and can help attract new donors. At its most basic, you should be able to articulate:
- Outputs: The activities conducted by a nonprofit.
Example: Forty-five 4 th and 5th graders participated in the Junior Coach Leadership Program during SY’s 2018-2020. - Outcomes: The changes that occurred from the outputs.
Example: 90% of teachers reported that junior coaches are better able to resolve conflicts because of the JCLP. - Impact: A process of understanding how much change occurred and can be attributed to a nonprofit’s activities. In short, how you move the needle on a problem.
Example: Staff reported a 75% increase in positive school culture from SY’s 2018-2020 because of the JCLP.
- Outputs: The activities conducted by a nonprofit.
- Keep Your Pulse on Community Needs. Being perceived as relevant is only half the equation in today’s shifting environment. The other half is maintaining relevance. Considering the COVID- 19 crises, many nonprofits had to pivot mid-stream to meet new and pressing constituent needs. Understanding and staying informed about new emerging needs is critical. Use your impact data to demonstrate to funders and external stakeholders why your nonprofit is uniquely qualified to meet the needs.
Key Takeaway: Maintaining relevance is key to your long-term sustainability. Nonprofits that can clearly articulate their relevance are more likely to retain and attract new donors, talented staff, and board directors, and ultimately, drive community impact