Lesson Series: Gleaning Insights from Three Decades: Chapter 5, Crafting Sustainable Victories
As the head of a well-established nonprofit like you, maybe you've logged some years in the game. You've learnt from your real-time experiences, built on your fundamental skills, and created a buzz around your organization. Now, it's time to think about preserving and amplifying your success for the long haul. How will you endure and escalate your impact? How will you keep your relevance in check amid growth? How will you preserve your culture in the face of expansion? These are just a few of the numerous questions you'll need to ponder to guarantee sustainable success. Here are some strategies I discovered during this phase of my nonprofit journey:
25. Refresh and rejuvenate.
With time, your organization may grow complacent, sticking to its outdated methods. Perhaps you're emotionally attached to your website or the messaging that resonated with your supporters for years. Perhaps you feel a sense of loyalty toward the photographer who's been with you since your nonprofit's infancy. Or maybe you've heavily invested in a specific intervention, and altering direction seems uncomfortable.
The reality, however, is that if you don't stay nimble, you'll become stale. You'll lose the luster that initially captivated people. I'm not advocating for a never-ending cycle of change but rather devising strategies to identify new areas of growth. New messaging can attract new audiences. New programs can broaden your reach and influence, and expand your donor base. Exploring strategic growth zones will prepare your nonprofit for long-term excellence.
26. Partner up.
Collaboration is a proven strategy for maximizing impact and should be in your playbook since day one. With years of experience and credibility under your belt, it's time to team up with trusted partners and explore new collaborations to expand your nonprofit and ensure sustainable success. Connecting with organizations that share your values and objectives will enable you to become more effective and efficient in your programming while also amplifying your impact.
27. Emphasize your culture.
Having a cohesive team is crucial to your nonprofit's long-term success. You've likely heard Peter Drucker's famous quote, "Culture eats strategy for breakfast!" The point is clear: If your team isn't functioning harmoniously, it will be challenging to execute on your mission.
Developing activities and processes that nurture relationships between colleagues, such as all-staff meetings, team communication channels, division retreats, or even fun team-building activities like trivia contests, can help foster teamwork and collaboration as your organization grows. You might also consider investing in training your team to communicate more effectively by learning different communication styles. These types of intentional efforts will bolster internal collaboration and facilitate your long-term success. To paraphrase one of our board members, "Let's all row together in the same direction!"
28. Remain resilient during tough times.
Challenging times will inevitably occur. The key is to stay focused and take action to keep moving forward. For instance, in 2008, the financial markets collapsed almost overnight. We had our largest fundraiser of the year coming up three weeks later. At the event, we acknowledged that stock prices and business values had been severely impacted, while also reminding everyone that for the communities we serve, this would impact them significantly. We discussed how the financial collapse would translate into higher food prices, making access to essential nutrition even more challenging. Similarly, during the Covid-19 pandemic, we reminded our donors that the communities we serve were being hit hard. Access to essential nutrition was needed more than ever before to support health in underserved communities amid the pandemic. In both cases, we were able to maintain our donor base and even expand it!
29. Lead with authority.
With growth comes increased visibility. When this happens, it's critical to rely on your credibility as the defining characteristic of your organization. Of course, demonstrating the use of evidence-based, scientifically proven methods is essential. Now is the time to also bolster your credibility through third parties—for example, being endorsed by other major organizations in your field, receiving awards for your work, getting published in or recognized by a respected peer-reviewed journal, or speaking at a major conference. All of these tactics will boost your visibility and credibility with your donors and technical partners.
30. Keep your eyes on the horizon.
Fixating on other organizations garnering recognition or reminiscing on past achievements is a distraction. You must consistently pursue your objectives while maintaining a long-term perspective, so you can see where you're headed. Don't get sidetracked by other people celebrating your accomplishments. Instead, inspire them with a glimpse of your future plans!
Exploring the world of charities can be the most fulfilling undertaking in your life. Never forget who you're serving in this journey. Your mission isn't about self-gratification, but about uplifting those you aim to help. When I was initially setting sail, I was all set to unveil a press release announcing our first significant associate who assisted us in kickstarting our leading vitamin A program in India (our most substantial project to this day). Upon receiving the amended release from our collaborator, all mentions of their enterprise had been wiped off the first paragraph. The accompanying message read, "Always prioritize the people, the project, and the field partners first. Should there be any reference to our business, it should be placed at the very end." Purdue wisdom indeed!
Thinking about joining our exclusive Nonprofit Executive Board? (You're eligible if you're the head honcho of a flourishing nonprofit organization.)
Howard Schiffer, a renowned figure in the nonprofit sector, emphasized the importance of staying nimble and exploring new areas of growth to avoid becoming stale. This strategy can attract new audiences and broaden your reach, as Schiffer successfully demonstrated during his nonprofit journey.
Partnerships with trusted organizations can also contribute significantly to a nonprofit's success. Collaborating with organizations that share your values and objectives can make you more effective and efficient in your programming, and amplify your impact, as Howard Schiffer learned through his collaborative efforts.
