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Becoming a 21st Century Nonprofit

In the 21st century, nonprofits are under increased scrutiny and competition. It might feel like you are facing off against other charitable organizations – for funding, for volunteers, and even for clients who utilize similar programs and services. So what can you do to make your nonprofit stand out? How can your organization be successful in the 21st century?

Below are the top four traits of successful nonprofits who are embracing the changes, challenges, and opportunities of the 21st century:

1. They engage in collaborative relationships:

To thrive, nonprofits need relationships. They must connect and collaborate with other nonprofits, as well as work across sectors – with government and business.

Collaboration offers the opportunity to better understand our work and our sector. We can see the areas that need improvement, the gaps in service delivery, and the potential avenues for partnership when we look at the big picture.

Understanding that everyone, regardless of their background, has ideas and perspectives to bring to the table is the first step to engaging in collaborative relationships.

Organizations open to collaboration with other like-minded organizations create meaningful workspaces and deep, systemic change in their communities!

 

2. They build trust:

Organizations are more likely to be trusted by their stakeholders when they are well connected and communicate clearly. So how can your organization build trust for those they serve, engage, and work with?

A consistent brand:

Organizations with integrity are consistent – in their marketing, in their words, and by living up to the expectations of their clients, stakeholders, funders, volunteers, staff, and community. They have a strong sense of vision and purpose. They are unified and the entire organization both believes in and works to support the overall goals.

In understanding their brand and their role, these nonprofits are better able to actively promote their organization and work with other organizations to maximize shared goals.

Having a consistent brand makes a stronger organization.

They know their audiences:

Part of building a successful brand is knowing your audience. Your brand is democratic – it isn’t just chosen by your organization, but also by your funders, donors, clients, volunteers, and other supporters. Organizations will build more trust when they communicate with each of these audiences in a responsive, understanding, and connected way.

Awareness and engagement build relationships and support

 

3. They are innovative and purpose-driven:

Organizations that invest in branding, building trust, and being open to collaboration exude a sense of purpose and relentless innovation. Purpose-driven organizations don’t wait for opportunities to fall into their lap – they seek out opportunities for growth. They tap into the latent energy of the organization and encourage others to be passionate and purposeful.

Employee engagement is key to success! An employee is engaged when they believe in the overall purpose of an organization. They will strive for success and will be passionate about meeting goals.

 

4. They support a passion for growth:

Part of being a purpose-driven organization is not pigeon-holing your staff. Employees are highly skilled and have a variety of interests. Development – personal and professional – is key to overall success because it taps into staffs’ passions and drives.

Employees in the nonprofit sector want to make a difference and are passionate about their work, but the sector experiences high turnover. It is easy for staff to burnout from heavy workloads, move onto higher paying jobs, or seek out workplaces with better benefits.

One way to keep employees engaged throughout their career is to invest in professional development. Encourage staff to pursue their interests and learn a new skillset – their professional and personal development will bring passion and purpose to their work. Staff will be more likely to be engaged, contribute, and stay with your organization.

 

What are some other characteristics of successful 21st century nonprofits? What is your organization doing already? Let us know in the comments!

Daniela Seiferling
Volunteer Alberta

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