How Nonprofit Leaders Craft Their Vision, Mission, & Strategy to Stand Out
For two years, I navigated a 40-foot motor sailor using charts, compasses, and flashlights—before the GPS existed.
Night crossings to the Bahamas were straightforward. I sought one light on a compass course with minimal marine traffic. My anxiety was high initially, but navigation became easy miles out at sea once I found the light.
Navigating the US East Coast was the opposite—full of challenges with intense marine and light traffic, much like the environment your nonprofit operates in every day. Just like finding the right light in a crowded harbor, your nonprofit needs a distinctive beacon to attract support and enthusiasm.
To create such a light, follow “Karen’s Three Rules of Attraction.”
- Vision and Mission Combined Create Unique
- Use Strategy to Make Sure Your Unique Get Noticed
- Be Constant
This article explores these “rules” and is part of my mission to equip nonprofit CEOs with essential tools and mindsets to bridge the gap between now and their visions.
Combining Vision and Mission to Create Uniqueness
Your unique identity might seem obvious—perhaps you are the only animal shelter in the region. However, as more nonprofits emerge and the environment becomes crowded, maintaining your uniqueness can be challenging. Dig deeper. Analyze your community. Consider questions such as:
- Who’s here?
- What do we offer that no one can replicate?
- What do potential donors seek when they don their binoculars and look for lives to change in our field?
- Consider your most significant disadvantage—reframed. It might point you to where you should locate your light.
When Karen Willis began working as Chief Executive Officer with the Early Learning Coalition of Orange County, approximately $800,000 in funding that might have served her community’s children was going to others, mostly to South Florida. The Coalition didn’t receive this money because it failed to raise all of the match money required by government mandate. Willis set a goal to obtain $800,000 annually. To obtain it, the Coalition identified and broadcast its unique role.
The Coalition did not serve children directly. Many would consider this a great disadvantage with donors who love children. What was different about the Coalition in the Orlando marketplace? It impacted all of the pre-Ks in the area—one green light blinking once a second for the children served.
Once you’ve identified what makes your nonprofit unique, the next step is ensuring that uniqueness gets noticed.
Use Strategy to Make Sure Your Unique Get Noticed
Knowing why you’re unique is just the beginning. Capitalize on this uniqueness by integrating it into your strategic planning.
Using your unique frequently is about focusing what fits your postion and tossing what confuses.
Over time, your actions streamline you toward your goals.
At the time of this writing, The United Way of Lee Hendry, and Glades exemplified this. Leaders of this affiliate measure their work around the quality of the network they build. The tangible results of this strategy, for more than twenty years, is a highly networked nonprofit service community that involves tangible results including:
- Trust among the agencies and nonprofits its serves
- Offering a lots of services
- Nineteen United Way houses to provide services
- Great real-time data generation about community needs
Using your strategy and planning and acting to stand out isn’t a one and done. The next section talks about maintaining your shine.
Neither snow nor rain nor heat nor gloom of night stops your shine.
Be Constant
Just as harbor lights are regulated to shine continuously, your nonprofit must also maintain a constant presence. Use social media, websites, and texting to ensure your light is always shining. BUT, BUT because all of these create “light” pollution, check them regularly. Sustainable nonprofits invest in fine tuning their messages.
This means:
- Updating your website, especially its front page.
- Looking at all your social to ensure it’s on message.
- Helping your board, staff and supporters communications align.
Sustainable nonprofits invest in fine tuning their messages. They know people actively seek their value. They make sure to keep the light on for arrivals, even in the dark hours before dawn.
You’ve Found Your Unique When …
1. No one else can claim it. There is only one Feeding America.
2. You like the role. Being the poorest school in town offers little appeal, but serving a school with great diversity shines.
3. It’s got allure. Once I found the Ft. Lauderdale light, I watched it again and again. It captured my attention.
4. Competition matters less. You graciously acknowledge other’s light without defense.
For example, Karen Willis confidently said, “They are a fine organization, but if you want to reach the most four-year-olds and their families in Orlando, then we’re your choice.”
When you’re ready, reach out. Let’s talk.
