Dynamic nonprofits are not static organizations.  The ideal nonprofit moves as a fluid constellation, able to shift its shape and focus as quickly as the situation demands while remaining aligned with it own north star – its vision.

Along with exceptional leadership, what is required to enable the organization to fulfill its mission and achieve its vision is sufficient financial resources.  This means that the organization must know how to raise funds in a sustainable way, and how to do it really well.   We are in the midst of the greatest generational transfer of wealth in the history of mankind.  Competition for the portion of these monies that will go to charitable causes is fierce.  Fund development efforts must be highly sophisticated and focused to receive a piece of this pie. 

In this fast-track, solutions-driven society, you want swiftly realized, tangible results. These come through having a clear and motivating vision, strong values and the right people around the board table – people with the capacity to think strategically, to set direction, determine acceptable risk and ensure success.

The right people are there. They just need to be identified, cultivated, trained and imbued with passion for your mission. This is a process and each step must be intentional. Board members need to know what is expected of them, understand their role in the organization and the community and feel accountable. They need to see that they are making a difference.

Being able to envision the desired future and embracing it are the first steps toward making a difference. By relying on vision – along with organizational values and mission – to inform every decision, focus attention and efforts, and allocate resources, the board will move your organization that much closer to the realization of its dream.


 

At its essence, public relations is “the art of the dialog.” It is a conversation that takes place between you – on behalf of the organization – and the diverse stakeholders required to help you both maintain current support and spearhead future initiatives. This conversation may take on many forms, from straight-forward messaging to more subtle and nuanced interactions. It is the underlying means by which your organization promotes its core values, interacts with the community, involves prominent local and national leaders and effectively bolsters fund raising campaigns.

The dialog cannot be left to chance or cobbled together on an ad hoc basis. Rather, it must emerge from a carefully thought-out plan designed to position the organization and its leadership as, among other things, well-respected passionate authorities on subjects and themes identified with your mission.

There are many moving parts to a cohesive, holistic public relations strategy. But, as suggested above, first and foremost is the establishment of ongoing relationships that help you gauge the perceptions of your nonprofit in the community. The information you garner through these relationships provides a reality check of your “brand identity” and helps you determine the subtle modifications and adjustments you must continually make in order to refresh the brand.

A well-orchestrated public relations effort edifies and enhances the long-range organizational planning and fund development components of a masterfully run nonprofit organization. It does this by synchronizing messages across all communication outlets, choreographing the execution of tactics that directly support the current and future objectives of the organization, and putting forward the core values and vibrant colors of your passion for mission.