Are you a business or a nonprofit organization? (Hint: both...)

Let's compare some of the things that businesses and nonprofits need (or want) to accomplish their work:

• Brand Awareness
• E-mail Contacts
• Snail Mail Contacts
• Facebook Fans
• Relevant Facebook Posts
• Consistent Facebook Posts
• Twitter Followers
• Relevant Tweets
• Consistent Tweets
• Decent Web Site
• Current Web Site
• Press Coverage
• Marketing/Campaign Messaging
• Foot Traffic
• Web Traffic
• Lead Generation
• Revenue (aka Donations)
• Realistic Operating Budget
• Realistic Marketing Budget
• Inventory Control
• Cost Controls
• Long Term (Strategic) Plan
• Volunteers/Interns

Hmm...

So if they're so similar, why do they seem to see themselves as so different? There are many answers to this question (smaller budgets, smaller infrastructures, small staff, etc.), but one reason that may be common across many nonprofit organizations is the volunteers' and staffs' emotional attachment to the "cause" or mission.

This is understandable and even helpful, as (com)passion can ignite and fuel action needed to advance the mission and accomplish great things. Further, many of the duties and tasks required to "operate" nonprofits are supported by or even overseen by volunteers. They graciously offer up their time and skills not for money, but out of support and (com)passion for the cause.

This is a blessing, but potentially a obstacle of sorts, as some volunteers are susceptible to correlating their commitment with contribution--not just a financial contribution, but a contribution of activity that is legitimately and professionally relevant to the actual needs of the organization. Sometimes their efforts are spot-on. Other times, and with all due respect to volunteer service, their efforts are not as impactful as they perceive, and sometimes their efforts may inadvertently put the organization at risk.

Sound business decisions are not based in emotion, affinity or personal relationships. Donors (reasonably) expect that the staff, volunteers and Board members of nonprofit organizations will do everything possible to make the best decisions possible to ensure the long-term sustainability of the organization--and not merely for a momentary, circumstantial fulfillment of the cause and/or their own emotional needs. There is no cause, no mission, no place to work or volunteer if the business closes.


Food for thought for 2012.

Marc Portugal

marcjport@gmail.com.