www.missionbased.com

In the current economic crisis, nonprofits across the globe are struggling. They need more funds, more volunteers, understanding communities and service recipients. Some are, sadly, closing, and more will in the coming months. Many are redoubling their fund-raising efforts. Staff and board are making hurculean efforts to keep that mission rolling out the door.

But too many nonprofits are making these efforts either in obsurity or under a cloud of suspician. The don't have enough visibility, or their reputation is under question, often for things outside of their control. Today, more than ever before, your nonprofit needs to be visible and its reputation needs to be untarnished. In our Marketing and Technology Tips, I'll talk about some specifics in those areas that can help you, but here I want to talk organizational strategy. Here are some things to think about:

First, your reputation is your biggest asset, and some people assume that all nonprofits are either poorly managed or corrupt. Including yours. So, you have to fight back and take the offensive. Be as transparant as possible, putting everything about your organization on your website, including your audits, your IRS 990 and 990T reports, your strategic plans, background information on both staff and board, your awards and certifications, and, in this day and age, comments from users, volunteers, and donors about what a great organization you are.

Second, organizational visibility is intentional, not accidental. Not only on your website, but also in other media and in more time-tested formats like speaking to service clubs, writing letters to the editor, volunteering to be on community segments on local television news, writing op-ed pieces for local publications, etc. And, it can't just be staff who do this, the board also has to be visible. Get out there and sell your mission.

Third, silence (or invisibility) does not result in a good (or unsullied) reputation. Some execs I know argue that if they keep their heads down and focused on mission, no one can criticize them. That may be true, but consider this--if you keep your head down, and I'm trying to figure out which organization to give my (perhaps reduced) donations to this year, how well will you do on my "to give to" list? And, if the prevailing feeling in your community is that nonprofits are not well managed and perhaps even a bit corrupt (sentiments I hear a lot), hiding is not a good strategy. Get out there and let people know your story.

Finally, be visible as a mission provider not as an organization. People care about your mission results. If you tell them "Give me money (or your time) for my organization!" many people are turned off. But if you lead with mission and say "Help us to provide more mission" and are specific about what that mission is, people will rally to you.

You need a great reputation, but to do that people have to know about you, and be reminded that you are there regularly. Remember that in the weeks and months after the September 11, 2001 attacks, more than 100 nonprofits were formed in NYC to help families, and survivors. Nearly all of them duplicated exisiting services already in place in New York, but those organizations' low visibility prevented the well intentioned founders of these organizations from knowing that there were already resources in place.

Get out there and let people know about what you do. Now more than ever.

March, 2009 -by Peter C. Brinckerhoff