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Jan 30

Revitalizing the membership model through new approaches

By Feature

Local nonprofit leaders, survey respondents share opportunities and challenges facing membership-based nonprofits

by Shari Finnell, editor/writer, Not-for-profit News

No matter the nonprofit entity, numbers are traditionally used as a measure of success. How many people showed up at an event? How many email subscribers are on our list? How many donors have contributed to our cause? How many people are we serving?

In the case of some nonprofits, another critical measure of overall viability is the number of people they can count as members. These membership organizations operate by focusing on providing value to their membership community as well as supporting the causes they serve.  

The landscape has significantly changed since many membership organizations were founded decades ago, according to several local leaders, challenging them to find new ways to engage people who may not be familiar with organizations like the Rotary Club, and Kappa Delta Pi, and numerous foundations, fraternities, sororities, churches, and professional, charitable, and veterans’ associations. 

“There’s been a 20-year trend of associations and membership organizations trying to ensure they’re remaining relevant,” said Tonja Eagan, CEO of Kappa Delta Pi (KDP), an international honor society for educators that was founded in 1911. The organization’s headquarters are in Indianapolis.

Eagan said people who fall in the Millennials category have represented the most significant generational shift in attitudes about membership organizations. Before then, boomers and other previous generations had a deeper connection with membership organizations. “They have these long-standing traditions,” Eagan said. 

“Millennials, mainly because of the use of technology and different ways of communicating and socializing, did not find many of these long-standing traditions as relevant,” she added. “Now, people might say, ‘Why do I need to come to this association meeting when I can just set up a Facebook group?’”

However, Eagan said, new research is providing insights on how associations and membership organizations can effectively recruit and engage younger generations. 

As part of one of those studies, researchers with the 2022 Global Membership Health Study surveyed members, board of directors, and staff of 275 associations in 59 countries. The study revealed a significant gap in how board members and members perceived how their organizations provided value and opportunities for engagement. 

According to the study’s findings, “Associations are seeking to understand the concept of value, especially in this era of constant and evolving change. The study suggests that it’s the lack of value, more than anything else, which is driving members away. Despite the knowledge this gap exists, the data also indicates associations have been unable to successfully bridge the gap.”

For example, while 49 percent of board members and staff who participated in the study strongly agreed with the statement “Membership provides a strong return on investment,” only 35 percent of members agreed with that statement.

Generational gap

Jenny Dexter, president of the Rotary Club of Indianapolis, said the value proposition of joining the organization has changed since the 1990s and early 2000s when the club’s membership levels often ranged from 600 to 650. 

“That was during a time when a lot of businesses had headquarters in downtown Indianapolis,” Dexter recalled. “If you wanted to get connected in the community, you joined an organization. The Rotary made a lot of sense because it is a community service-oriented club and it allowed for networking around service.”

However, with changes in communication, that model may no longer be relevant to many people.

“The business landscape has changed over time,” she added. “Being super involved in your community is important but it looks different.”

As a result, Dexter said, traditional service-model membership clubs started seeing a decline in membership. 

Brand perception about some traditional membership clubs also can be a challenge, Dexter said. “We have to deal with our history. Women weren’t even allowed in many of these clubs,” she noted. The Rotary Club Council, for example, did not vote to admit women members until 1989.

Currently, the Rotary Club of Indianapolis — one of several chapters in the Indianapolis area — has 169 members, which is higher than it has been in previous years, Dexter said. 

The organization has grown its membership by focusing on building a brand experience that resonates with new members, according to Exter. “We’ve asked questions like, ‘What is it like when someone walks in our door?’,” she said.  ‘What are the things that we’re saying about ourselves?’ ‘What are we doing in our community?’ ‘What are our actions that prove we are a modern service membership club?’”

Dexter said she believes the upward trend in the Rotary Club’s membership has the potential to continue as networking and relationship building once again become increasingly important, especially post-pandemic. “It’s another important component to building one’s business,” she said. “You still need to know others on a deeper level to gain trust and prove that you are worth investing in.”

The American Legion, which is headquartered in Indianapolis, also has relied on a membership model since it was founded in 1919. Throughout its history, it has regularly held campaigns to increase membership and membership engagement.

“The Wall Street Journal predicted our demise in 1971,” said John Raughter, deputy director of media relations for the American Legion. “People sometimes point out membership numbers to say ‘They’re dying’ or that ‘This post is closing.’ Yet, there are still twice as many legion posts as there are Walmarts across the United States. We’re still here.”

Raughter said that veterans’ associations may naturally face a decline in membership because of its association with the military, which has declined in numbers over the decades. Membership is open to any U.S. military veteran who served at least one day of active military duty, and was honorably discharged or is currently serving. 

“The military is a lot smaller than it used to be,” Raughter said.

The most important measure of the American Legion’s impact is its ability to be effective in carrying out its mission to influence policy on behalf of veterans, he said.

Engaging a new generation

When seeking to engage new members, Eagan said, membership organizations need to be mindful of generational differences.

Membership organizations can no longer rely on career development, learning a new competency, and networking to attract new members, she said. “We need to ask, ‘How do you make it more relational and more meaningful?’ If associations can’t figure that out, then they’ll continue on this path of declining membership.”

Members are seeking a deep sense of belonging and ownership of the group, Eagan said, nothing the findings of the membership study. “In the old days, pre-pandemic, the way we would do that is to sign them up for a committee right away. We would engage people through volunteerism or a service day.”

However, the appeal of volunteering is not as attractive as it was before the pandemic, she said. “Plenty of research has revealed an incredible decrease in volunteerism since the pandemic,” she said. “People have decided they want to spend their time differently. Or they may be having health issues, or they’ve decided to spend more time with family or their hobbies.”

With those changes, membership organizations, as well as other nonprofits, need to focus on rethinking how they provide value to current and new members. 

Eagan said organizations need to consider a more personalized approach — honing on the individual needs of individual members. “People are just burned out on webinars and being force fed information,” she said. “So, we started new teacher chats — an informal Zoom meet that gave members who are typically first-year and second-year teachers an opportunity to talk to our director of new teacher engagement and a guest, like a school principal who was a former teacher.”

As part of the chat session, people have the opportunity to share what’s going on in their day-to-day lives, including positive or negative moments, their top concerns, and how they’re feeling, Eagan said. “It’s not a formal agenda,” she added. “They just come and chat for about an hour or hour and a half.”

One of the members attending a recent chat followed up with an email expressing her gratitude for the support she received as a new teacher. In the email she said, “I definitely felt welcomed and comfortable to ask you questions, which I probably wouldn’t have been able to ask other staff members at my school.”

Eagan said that type of connection is key to a successful membership experience.

“For many of us coming out of the pandemic, and for Gen Z and Millennials, it’s important to feel that you can have a safe authentic experience and relationships,” she said. “Unfortunately, social media may not provide that authentic experience. And we may not always feel safe sharing our feelings in the workplace.”

With a more personalized approach to meeting the needs of members and demonstrating a clear return on investment from membership dues, traditional membership organizations can be sustainable, Eagan predicted.  

For instance KDP, has partnered with a for-profit organization to provide professional development services to its members, Eagan said. The organization also is seeking ways to support the mental health needs of educators and the students they serve.

“Associations can survive and thrive if they listen intently to the members,” she said. “Members want to be sure they’re investing their time and money wisely.”

Jan 23

Lessons learned from Wall Street

By Sponsor Insight

Strategic planning can help organizations navigate unexpected challenges

by Jan Frazier, owner, PlanningPlus

While home with COVID-19 during December, I watched nearly every movie made about the 2008 housing crisis: Boiler Room, Wall Street, Margin Call, Too Big to Fail, The Big Short, The Wolf of Wall Street. It was interesting looking back at the beginnings of that financial disaster now that we have lived through it. But what I found most interesting was that every movie espoused the same philosophies — greed and self-interest. And that’s not just my interpretation: Every movie actually had those words spoken by one or more characters.

Times have changed … sort of. The 2008 financial crisis, in which little people got hurt but those too big to fail didn’t, was only a precursor to what would become an even worse economic crisis in this country, caused not by corporate greed but by a virus.

A lot of people got hurt, primarily those lowest on the economic scale in service and retail jobs. The government stepped in with myriad loans and stimulus payments, yet we are now hearing of rampant fraud and how some of that money was actually spent. Greed and self-interest?

So, I ask myself, what did we fail to learn? Or better yet, how can we take those lessons as leaders into our organizations?

Lesson 1. One of the critical mistakes Wall Street made prior to the housing crisis was to believe “housing never goes down.” They took their historic understandings of the market and assumed it would be business as usual. Of course, it wasn’t. They failed to consider threats, unknowns, and possible risks when making corporate decisions. They never considered the fact that the housing market would collapse.

As leaders, we must never assume anything. The donor who just loves us passes away or, worse, sends money elsewhere. Or the grant we have received for the last 20 years disappears, with little warning. A regulatory change upends everything. Hence, one of the key purposes of strategic planning. During an effective planning session, you will be asked to think about what might be the unthinkable — both wonderful and tragic — then consider the value of creating a Plan B. It’s important to look outward instead of focusing primarily inward and only what we can see.

Lesson 2. There was much behind-the-scenes juggling going on between the investors on Wall Street, the banks, and the government. Who wins? Who loses? Who is the example? It is critical to understand who your partners are, how you are valuing them, and establishing relationships so that a call or email gets answered. Identify a confidante or two since it’s lonely at the top. Again, during effective strategic planning, review who your partners are and how well you are connected because we often take those relationships for granted.

Lesson 3. Those who entered the housing market as buyers were treated as commodities, lumped together. Personal stories held no sway. Be sure that you treat each of your stakeholders as unique, whether large funder or individual donor. A prequel to any strategic plan should be to ensure the entire leadership staff knows who their stakeholders are and treat each one with respect.

Of course, as strategic planners, these issues tend to jump out at me and my colleagues. And we all need to be reminded during these uncertain times that if we don’t learn lessons from the past we are certainly doomed to repeat them.

Jan 09

Making inroads towards equity in the nonprofit sector

By Feature

The Indianapolis Foundation’s Pamela Ross shares insights about the organization’s initiatives

by Shari Finnell, editor/writer, Not-for-profit News

Diversity, equity, and inclusion (DEI) initiatives have been at the forefront of priorities for many nonprofit organizations in recent years. However, as many leaders have recognized, implementing DEI initiatives can be complex considering that many leaders and employees will have different perspectives on how to successfully move forward.

We recently talked to Pamela Ross, vice president of community leadership and equitable initiatives for the The Indianapolis Foundation to gain insights on the inroads the organization has made since changing its mission to focus on equity initiatives nearly five years ago. The philanthropy, which was established in 1997, and its family of funds contribute more than $40 million annually to nonprofits in Central Indiana. In 2020, it was the steward of more than $825 million in charitable assets. 

As Ross puts it, even after several years of being immersed in DEI initiatives, the foundation still is in the beginning stages of initiating change because it involves uprooting deeply ingrained institutionalized systems.

“We changed our mission to mobilize people, investments, and ideas to create a more equitable Central Indiana where everyone has the opportunity to reach their full potential no matter their place, race, or identity,” Ross said in describing the foundation’s shift in focus. “In order for people to reach their potential and have the most opportunities, we couldn’t keep ignoring the fact that race is a factor in who gets access — access to money, access to resources in all the different sectors, including education and the workforce.”

Ross noted that one of the most important steps for any nonprofit leaders who are seeking to make progress with DEI is to start by addressing institutional racism within their own organizations. 

“We have to have different perspectives at the table — not just those who are working in the community but those who work in finance, those who sit in leadership seats,” Ross said. “We must change the institutional makeup of the organization.”

Ross said that the process requires taking a critical look at hiring practices. “If all of your staff is white and you serve a population that is 90 percent Black, there’s something wrong with that,” she said.  It’s not a matter of looking at diversity but people who have lived experiences. The people who are most impacted by them will be the best advisors on how to create programs, build out programs, and deliver messages. Their perspectives should be represented.”

With institutional change, the organization must be structured in such a way that it persists beyond a momentary place in time, Ross said. “Several things have changed in all of our departments, including practices, policies, and accountability,” she said. “Many nonprofits struggle with making real change because there haven’t been substantive changes within the organizations for years.”

Embracing community representation 

The foundation also implemented a Community Ambassador program to include decision-makers that represent the communities it serves. That program has been instrumental in giving people throughout Central Indiana a voice about critical decisions, including the foundation’s grant-making process. 

“It’s important to ask, ‘What’s your feedback loop for getting information?’,” Ross said. “For us, it was with our community ambassadors through a program that was started five years ago. It made us better in our own anti-racist practices and policies because the ambassadors are our feedback loop. They’re the ones who will say, ‘Why are you still granting dollars to ‘ABC’ organization? This is what they’re not doing in our community.’”

Ross noted that community ambassadors provide an extra level of accountability. “When you say you’re planning to change something, they will hold you to the fire about it.” 

Supporting grassroots organizations

The foundation also examined avenues to support more grassroots organizations that are making an impact in their communities but may not have the resources to invest in traditional grant-making procedures, Ross said. 

According to Ross, a shift toward a more equitable grant-making process requires a willingness to give up a risk-averse approach. “Not everyone has to show up with a beautiful well written proposal,” she said. 

Ross also pointed out that many grassroots organizations may not have the infrastructure typical of larger nonprofits. “We’re not scared away if they don’t look like the most developed and scaled institutions that are typically led by white executives,” she said. 

As part of its equity focus, The Indianapolis Foundation is dedicated to helping grassroots organizations become more sustainable. The foundation has launched a $3 million, 3-year initiative to help grassroots organizations scale through infrastructure development.

“In the not for profit world, it’s called capacity building,” she said. “We call it infrastructure development, because capacity building has this overarching assumption that there’s a deficit within the organization. The organization … the people who are doing the work … can be very solid in what they’re doing, but they need the structures that typically have not been invested in black and brown grassroots organizations in the same way that they have been for other organizations .”

Through the initiative, the foundation helps these types of nonprofits with various aspects of successfully running an organization, including program evaluation, data management, executive mindset, grant writing, board development, and fundraising. 

This March, the foundation also will host a BIPOC (black, Indigenous and people of color) bootcamp that is focused on the challenges of being a black or brown leader in the nonprofit area, Ross said. “We’re trying to create more equitable opportunities for them to scale without feeling like they should be ashamed because they’re not in a certain space,” she said.

Movement of 10,000 app

The Indianapolis Foundation also sought to engage a large community on equity solutions through the development of the The Movement of 10,000 (MVMT10K) digital platform, which is accessible through an app and online. It supports people who are genuinely interested in ways to become more conscious of their decisions and how they invest their dollars and time to create a more equitable society, Ross said.

“If you’re an individual who really wants things to be different, this is a convenient space to learn about what has happened as well as create relationships,” she said. “There’s so much we can learn. We are where we are because too often spaces of power are typically held by white people. And if we’re actually going to change systemic racism and institutional racist structures, we must get to a place where people recognize their power to break those systems by making different decisions.

“The hope is that a lot of different people, especially people who are white and in spaces of power and influence,  can engage so we can see some change,” Ross said.

Jan 03

What are IT managed services?

By Sponsor Insight

by Cody Lents, partner and customer steward at COVI, Inc.

Many business leaders often express confusion when it comes to their company’s information technology. As growth occurs, new clients and new employees bring increased needs. It often becomes necessary to engage with a service provider to offload some IT tasks. One of the many services that COVI provides is IT managed services. But what is that?

IT managed services are tasks handled by a third-party service provider, called a managed service provider (MSP). These types of providers can manage a defined set of business technology services for numerous clients, including large corporations and small businesses. An MSP also may implement a platform that offers technology services cheaper than what it would cost a business to do itself, at a higher level of quality, and with more flexibility and scalability.

Your business can benefit from IT managed services if it doesn’t have the time, skills, or experience internally to manage information technology operations. Relying on expert guidance also allows your company to focus on the day-to-day workload.

For example, a small business owner spending time dealing with a faulty printer could cost the business more money without already having an MSP at their disposal. Small businesses can also face other challenges when sharing one login among several employees, creating an unsecured network.

This is where an IT managed services provider can step in — to provide a streamlined technology process for your company. However, it is important to note that consulting and professional services are not managed services.

Incorporating IT managed services can have a positive impact on how your company functions. From staff to training, the costs can add up without utilizing an MSP. IT managed services options can be timely, predictable and cost effective, which can be useful when budgeting for your company or small business.

Another benefit to business leaders who incorporate IT managed services is simply reliability — allowing you to worry less about potential outages so you can focus more on your goals. MSPs are responsible for keeping you online at all times.

To learn more about how COVI can help your business with IT managed services, visit our site.

Dec 16

Organizational assessments: What are they and why does your organization need one?

By Sponsor Insight

by Erin Hedges, founder and president, Hedges

It’s that time of the year again … the time when we get to say, “Let’s circle back on that after the holidays” or “We’ll regroup in the new year.” It’s the time for forecasting and budgeting … for reflecting on what was accomplished and what goals we should set for the future.

Nonprofit leaders constantly balance day-to-day management with long-term strategic thinking, but the end of the year always brings that task to bear in unique and time-sensitive ways. As the page turns from Q4 back to Q1, nonprofit executives are often wondering, “Is my organization on track and how do I know?” At Hedges, our recommendation for answering this question is simple: Like any successful employee, organizations need an annual review to measure their health, effectiveness, and growth. We call this an organizational assessment.

What is an organizational assessment? An organizational assessment is a measurement tool designed to assess your organization’s current standing — both in areas of strength and areas where there are critical gaps. Ultimately, it should capture your organization’s key strengths and challenges across the core functions of a nonprofit.

At Hedges, we call these the Four Pillars of Organizational Health. These pillars are Programs & Impact, Leadership & Culture, Marketing & Communications, and Finance & Development. Using this Four-Pillar framework, Hedges benchmarks organizations against 30 Organizational Indicators aligned with leading industry standards and informed by our experience in partnering with more than 140 nonprofit organizations over the last 20 years.

This 30-indicator assessment includes overarching questions such as:

  • Are there systems and processes in place to measure the organization’s impact?
  • Do the individuals impacted have opportunities to inform program delivery?
  • Does the organization have strong staff satisfaction and retention?
  • Is the board of directors high performing?
  • Does the organization have a clear brand voice and strong digital media presence?
  • Does the organization have diverse revenue streams and partnerships?

Who is involved in an organizational assessment? The most effective organizational assessments include input from multiple directions. We recommend that organizational assessments include input from staff, board members, and the individuals your organization impacts. Staff members can provide input through a simple staff satisfaction survey and board members may complete a self-evaluation of themselves and the entire board.

These results can then be compiled with client feedback that is captured through existing program evaluation methods or through a separate client satisfaction survey. Critically, you should be able to draw a direct line between the questions you ask in a survey or evaluation and the indicators you use to make your organizational assessment.

Organization leaders such as the executive director or the board chair should oversee the organizational assessment process, but they may also tap into contractors and consultants who specialize in nonprofit operations and governance.

What are the benefits of an organizational assessment? Not only does an organizational assessment answer the question: “Is my organization on track?” but it also provides the following three key benefits:

  1. An organizational assessment can give you helpful data to use for setting measurable goals. For example, you may have a general goal of improving staff satisfaction in 2023. In an assessment process, you may discover that 80 percent of staff feel like the culture at your organization is positive but only 20 percent describe communication as strong. Now, thanks to this assessment data, you can make you 2023 goal much more specific and measurable with concrete baseline data to inform your year-end goal (i.e., from 80 percent to 100 percent) with a clear area for improvement (i.e., communication).
  2. An organizational assessment can make your funding requests more competitive. Self-awareness is a great character quality in people and in organizations. It shows authenticity, humility, and responsibility — all things that supporters love to see from nonprofit organizations. An organizational assessment is a quick, simple way to demonstrate self-awareness, that you take your mission seriously, and that you want to be honest about where you are excelling and where you have room to grow. The data you glean from an organizational assessment not only strengthens your internal goal setting but should also strengthen your grant requests and donor appeals. For example, in an assessment process, you may learn that 100 percent of the individuals you impact say you make a positive difference in your life, or 80 percent of staff see themselves working at you organization in three years. Those are great data points that will ensure your organization stands out in the crowd.
  3. An organizational assessment sets the tone for a positive, transparent culture. More and more, employees want to see their employers take accountability for the culture and dynamics that are present in their workplace. An organizational assessment is a tool that says, “We hear you.” By conducting an organizational assessment process, especially with the help of a third-party facilitator, your organization can get a holistic picture of both the pain points that are holding you back and the strengths you didn’t know were there.

If you’re looking ahead to 2023 and wondering what your organization should focus on and where you need to invest your energy, consider starting with an organizational assessment. Having concrete data to describe where you are now is the best way to articulate where you want to be.

Erin Hedges is the founder and president of Hedges, an Indianapolis consulting firm that advances social change by strengthening Indiana’s philanthropic sector. Contact Erin at erin@hellohedges.com to learn more about Hedges’ 30-Indicator Organizational Assessment.

Dec 16

Freetown Village: Insights on sustainability from a small nonprofit

By Feature

by Shari Finnell, editor/writer, Not-for-profit News

For decades, Freetown Village, a small nonprofit organization based in Indianapolis, had been focused on educating its audiences about a unique period in America’s history — specifically 1870, when freed African American slaves experienced a series of firsts, according to founder Opehlia Wellington.

That distinct period served the organization well, according to Wellington. “When I first started Freetown Village, I decided to focus on that period since there were so many things that happened after the Civil War to benefit African Americans,” said Wellington, referring to the passage of the 15th amendment,  which granted African American men the right to vote, as well as the 13th and 14th amendments, which abolished slavery and provided all U.S. citizens, including former slaves, equal protection under the laws. “It was an unusually safe period of time for African Americans.” 

About 15 years ago, Wellington decided to modify and expand that focus — among the many steps she has taken to ensure that Freetown Village maintains its resilience. “After research, I decided we need to expand beyond that era — after 1870 and even before 1870,” she said. “It allowed us to talk about a more inclusive history of African Americans in Indiana. It gave us the liberty to do something different.”

While expanding an organization’s mission can have advantages, it also comes with disadvantages, according to Wellington. Although Freetown Village has put on numerous productions since modifying its mission, the organization continues to address questions related to its productions set in other time periods. Another consideration is determining how to repurpose or address previous marketing materials, she said.

“A lot of people still think we’re only making productions in 1870,” she said. “Many of them are surprised. It requires a significant amount of marketing to inform people.”

Maintaining sustainability as a small nonprofit

With the nonprofit organization celebrating its 40th anniversary, Freetown Village has avoided a statistic that haunts many other nonprofits. According to the National Center on Charitable Statistics, more than 30 percent of all nonprofit organizations will fail within the first 10 years. And, the fallout from the global pandemic will likely result in even higher numbers of failures.

Wellington, a former educator who first conceptualized Freetown Village in 1982, notes several lessons learned as a small nonprofit that has been able to sustain itself after numerous decades. One of the key factors is ensuring that you have a mission that excites you, as well as addresses a need that is not being met by other nonprofits.

“Do you have an audience?,” she asked. “Are other people excited about seeing the value in what you’re doing?”

The next step is determining how to make the nonprofit sustainable. “It’s really about the planning,” she said.

As part of determining whether others see the value also lies at the heart of fundraising because you will need to solicit support at numerous levels. “There are many nonprofits that get money from foundations as well as individual contributions,” she noted. 

However, Wellington noted, smaller nonprofits, including grassroots organizations, have traditionally had challenges with the fundraising aspects of sustainability. Even small nonprofits that have been able to sustain themselves often are not able to generate enough money to do the things they had envisioned, which has happened with Freetown Village.

“There are many things that we had talked about doing but just never got the funding to make it happen,” she said. “There are some inequities in the amount of money that is distributed. Only recently have foundations realized that only about 2 percent of their funding is granted to organizations led by African Americans.”

Wellington said she is hopeful that trend is changing as numerous foundations have intentionally sought to make funding more equitable in recent years.  “Within the last two or three years, with some of the DEI funding, we’ve been able to pick up some new supporters,” she said. “Some of them I would never have wasted my time submitting a proposal because the amount we would have received would have been insignificant.”

“It’s hard to do the same quality of programming and services when other organizations are getting significantly more,” she said. “That’s not to say that all white-led organizations are flush. It’s just that a majority of black-led organizations are experiencing similar problems with fundraising.”

As she looks to the future, Wellington said she will continue to explore options to expand Freetown Village’s mission as she did with the recent production “Sign of the Times,” a one-woman show that shed light on the women’s suffrage movement in the mid-1920’s.

“Knowledge changes the world,” Wellington said. “With every program we do, regardless of the year, we try to make a current connection to it. For our recent show, we were talking about women’s suffrage. Now, in 2022, we see a resurgence of people trying to keep not just women from voting, but black people and Hispanic from voting. It can be eye-opening to see that the same playbook is being used from 100 years ago.”

Dec 05

How to get your nonprofit news covered by the media

By Feature

Local journalists and PR consultants offer tips to promote your cause

by Shari Finnell, editor/writer, Not-for-profit News

As a nonprofit leader, it’s likely that increasing awareness about your organization can be just as challenging as fundraising. While digital marketing and social media outreach can be effective ways to reach new audiences, gaining media coverage can be the key to promoting your mission, and consequently, engaging more supporters and donors.

But the process for successfully getting their news covered by local media outlets can elude many nonprofits, especially those without the resources to hire a public relations consultant.

During Media Access Workshop recently presented by the Indianapolis Association of Black Journalists, local media representatives, including those from the Indianapolis Star, WISH-TV, WTHR, and Not-for Profit News, and communications consultants and public relations experts offered key strategies for nonprofits and churches that want to effectively engage with local media outlets.

After attending the workshop, Paradise Bradford, CEO and founder of Pretty Passionate Hands, said that the insights she gained alleviated some of her frustrations about getting media coverage for her grassroots nonprofit organization, which supports and mentors teen parents.

“It can get discouraging when you see stories highlighted about other organizations,” she said. “You may think, ‘Why are they on the news?’ It gets discouraging because you start wondering if what you’re doing is important.”

Bradford said some of the key takeaways from the session was understanding when and how to send press releases, as well as identifying the media teams that would be most likely to cover her nonprofit’s events and news updates.

The session, which was sponsored by the Indianapolis Recorder and Indiana University Purdue University at Indianapolis, also included the following tips:

Pitch a compelling newsworthy story. Make sure your idea for media coverage is newsworthy. As Jasmine Minor of WISH-TV noted, first ask this critical question: “Why would someone care?” Is your organization celebrating its 10th anniversary? That’s not unusual. Many organizations are celebrating milestones. Explore more newsworthy angles, such as the impact that your organization has made in the community in a specific area. Provide data, whether national statistics related to the story or data unique to your organization’s impact. Pitches backed up by data can make a more compelling case for an article, according to Alexandria Burris, investigative reporter for the Indianapolis Star. It’s more likely to get a reporter’s attention.

Understand your audience. Before pitching a story to a news reporter or media outlet, do your research first. Most media outlets have reporters who cover specific areas, such as crime, education, sports, government, traffic, etc. Take the time to research reporters’ areas of specialty and interest before pitching an article. An education reporter may be interested in the work done by nonprofits that are addressing learning loss caused by COVID-19. Most online publications, newspapers, and TV stations will have a listing of their reporters on their websites. They also will include contact information, including email addresses. Consider reaching out on various platforms, including LinkedIn and Twitter.

Develop a press release. When proposing a story idea, make sure to include the Five W’s — Who, What, When, Where, and Why — in a concise format. In most cases, a press release should be limited to three or four paragraphs on one page with a short attention-grabbing headline. Include contact information of the person who will be responding to reporters’ inquiries. Also, be prepared to share your story as part of a broadcast, whether you receive a request from a TV station or a newspaper.

Don’t be afraid to engage with the reporter on a personal level. If you feel like your news pitches are constantly ignored, send a quick email to ask the journalists on your list what types of stories they’re interested in or if there is another person on their team that would be a better fit. Journalists are often inundated with press releases and advisories. Be consistent in following up and trying to engage them.

Send press releases at least a week or two in advance. Depending upon the news outlet, you will need to send a press release in time for them to consider it for publication. Most daily publications and TV stations will need at least one- or two-weeks’ advance notice about your news story, while weekly and monthly publications will require even more time.

Nov 28

Conducting a development audit: Is it time for a fundraising check-up?

By Sponsor Insight

by Angela E. White, CFRE, senior Consultant and CEO, Johnson, Grossnickle and Associates

The pandemic caused many nonprofit organizations to respond to urgent needs. Now nonprofit teams are emerging, ready to take stock of what they learned and determine how best to serve their constituents and deliver on their mission. This opportunity for reflection and planning presents a great time to consider the role of philanthropy at your organization and conduct a fundraising check-up.

What is a fundraising check-up? A development audit or assessment is a tool to measure capabilities of your fundraising program and help you identify opportunities to grow philanthropic support. It provides an objective view on assessing your current fundraising outcomes, setting realistic yet aspirational goals for future performance, and identifying areas for additional investment to be able to perform to your full potential. And, importantly, this tool will assess how well you have embraced a unified culture of philanthropy among your board, staff, and across your institution.

When should you conduct a fundraising check-up? There are some specific times when it is particularly beneficial to conduct a development audit. If your organization is going into strategic planning, an audit can help you determine a realistic plan to raise more money to fund your strategic initiatives. As new leadership comes into an organization, there are often new priorities that need to be funded or an opportunity to reflect on the staffing and structure of the organization.

Many nonprofits saw dramatic shifts in their revenue sources during the pandemic, either from an influx of new donors, the addition of new government funding, and/or potential shifts in corporate or foundation funding. As you identify these shifts in revenue, the audit can provide your leadership with an opportunity to dig more deeply into the trends to determine if it is a blip in the radar or something you can capitalize on for future growth.

National trends are also warning of a shifting donor base, with fewer households donating to charity. An audit can help you look at the implications of these trends within your organization and the mechanisms that could help you engage and keep new donors.

How do you conduct a fundraising check-up? We believe it is good to have an outside firm conduct an audit to provide a level of objectivity. However, you may be able to employ many of these methodologies if you wanted to undertake this type of check-up yourself, using your own analysis and reports.

Prior to undertaking an audit, it is important to communicate to staff and volunteers that you’ll be conducting an audit. Lesson any anxiety they may feel by sharing how you will use the information. An audit is not punitive. It shouldn’t be thought of as a way to find problems or mistakes. It is an opportunity to strengthen your development program and boost your fundraising results.

Before starting the audit, identify who you may want to engage to help you conduct objective interviews, compile data and resources, and assist with scheduling. Take the time to compile complete and accurate data and resources.

What data do you review in a fundraising check-up? First, review qualitative data sources to understand where you are and where you might be able to improve. Look over printed resources, such as your strategic plan, policies and procedures, and collateral materials. Conduct interviews with key staff members, board members, leadership, department heads, and volunteers. These conversations bring light to the numbers and data you will collect elsewhere.

Examine your development systems and structure to ensure you have the right resources and procedures in place to support the development operation. Are there resources the development department needs that are not being provided? Are you using your donor database to its full potential and are you able to track the kinds of metrics you need?

Next, examine quantitative data. We recommend looking at five years of fundraising data to identify trends. Look at the drivers of philanthropic revenue. Are you overly reliant on one source of philanthropic revenue that might put your organization at undue risk, for instance if there was a cut in major grants or government funding?

Compare your development expenses, including staff time and direct costs, to your philanthropic revenue to calculate your cost to raise a dollar (CRD) and the return on investment (ROI). This snapshot of your performance can be compared to peer institutions and national trends.

Using benchmarking data in an audit can help you gain an understanding of how well your development effort is performing as compared to your peer and aspirant institutions. The annual Giving USA report is an excellent benchmarking source.

How do you use a fundraising check-up? Once you review the quantitative and qualitative data that you have compiled, present those results along with your recommendations to your leadership, board, and staff for review and discussion. Following this review, develop an action plan and timeline for implementation of your recommendations.

Taking the time to conduct a development audit is a worthwhile way to capitalize on what’s going well and understand where you can expand and invest to raise even more funds for your organization in the future.

Angela E. White, CFRE, serves as Senior Consultant and CEO of Johnson, Grossnickle and Associates (JGA). Angela is a faculty member at The Fundraising School at the IU Lilly Family School of Philanthropy and serves on the CFRE International Committee on Directorship.

Nov 14

More than a pay raise: Retaining Indiana’s nonprofit employees requires a comprehensive wellness approach

By Feature

Indiana Youth Services Association launches pilot project to address nonprofit youth workers’ challenges

Disengaged, burned out, overwhelmed. Those are the adjectives often used to describe nonprofit employees in today’s work environment.

According to the Society for Human Resource Management, the voluntary nonprofit employer turnover rate is at a historic high — outpacing the turnover rate in the overall labor market. In 2022, the nonprofit industry had a turnover rate of 19 percent, compared to 12 percent for the overall labor market.

The challenge of retaining and recruiting nonprofit employees in a highly competitive labor market also comes at a time when nonprofit organizations are dealing with increased demands for services, changes in fundraising, and higher costs driven by inflation.

However, the well-being of nonprofit employees must take a priority, according to David Westenberger, CEO, Indiana Youth Services Association (IYSA), a statewide association of 30 Youth Service Bureaus in about 70 counties.

“Within our field, we haven’t done a very good job of taking care of our own people doing the work,” said Westenberger, who has been raising awareness about the need for nonprofit employers to support their employees beyond pay raises and title changes.  “In the field of youth work and social services, people in the field over a long period of time eventually mirror the population they serve more than retain the overall wellness and health that they had early on.”

Without adequate insights about the challenges nonprofit employees face and a comprehensive approach to address them, nonprofit organizations could be undermining their ability to achieve their mission, Westenberger said.

A comprehensive approach to employee wellness

Earlier this year, Westenberger and the IYSA team, launched a pilot project that addresses the overall wellness of nonprofit youth workers. The framework for the project includes the Eight Dimensions of Wellness outlined by the Substance Abuse and Mental Health Administration (SAMHSA) and insights from ACEs (adverse child experiences) training.

During each year of the three-year initiative, representatives from four Youth Service Bureau organizations undergo monthly training that addresses one of SAMHSA’s eight dimensions of wellness — emotional, occupational, social, financial, environmental, physical, spiritual, and intellectual. Each month, participants hear from experts in each of the eight fields reflected in the dimensions of well-being. The also collaborate on supportive strategies and ideas that are later integrated in their workplace employee programs.

IYSA provides the participating organizations with stipends to support the initiatives that help their staff members grow in each dimension.

“For emotional well-being, one of the organizations contracted with a local agency to offer mental health counseling services for their staff,” Westenberger said. Other proposals included providing employees with gym memberships, implementing walking meetings, giving time for employees to be active during the day, and serving nutritious food during meetings.  

The participants, who regularly report on their progress in implementing employee programs around the eight dimensions, will serve as mentors to the other eight organizations that will undergo training in 2023 and 2024.

Addressing a cycle of trauma

The IYSA pilot project follows extensive research that revealed numerous challenges for nonprofit workers in the field of youth services.

The association, which also supports numerous youth-focused initiatives, including increasing awareness about human trafficking, ACEs (adverse childhood experiences), medical amnesty related to underage drinking, launched surveys to gain insights about the challenges faced by youth workers on a day-to-day basis.

A financial analysis revealed that 78 percent of survey respondents experience moderate to significant financial stress, 67 percent are in debt, and 46 percent hadn’t save enough to cover an emergency. It also revealed that employees spend an average of 1.1 hours dealing with their personal finances while at work.

A 2022 IYSA survey related to the eight dimensions of health revealed the following:

  • 40 percent of survey respondents rated their emotional wellness as fair, poor, or very poor.
  • 36 percent rated the quality of emotional wellness support from their organization as poor or fair.
  • 43 percent rated their physical wellness as fair, poor, or very poor.
  • 29 percent rated the physical wellness support programs from their organization as fair or poor.
  • 64 percent rated their financial wellness as fair, poor, or very poor.

Survey respondents who rated their organizations as supportive with emotional wellness provided these comments about their employers:

  • “I am always taken care of and am constantly being checked up on to see if I am okay.”
  • “My employer is understanding and willing to listen and support and encourages us to take care of our minds as well as our bodies.”
  • “The employer does check-ins on staff to see how well we are doing or if we have any questions about programming or suggestions.”
  • “We can take a quick break if we are overwhelmed.”

Some suggestions provided by the survey respondents included providing employees with a quiet place so that they can relax for a minute, being supportive and listening to concerns, counseling, mental health check-ins, and an easily accessible platform for scheduling counseling and therapy.

Westenberger said that the surveys revealed the need to engage in a more comprehensive wellness strategy.

“In the field of youth work and social services, we have employees who, emotionally and financially, mirror the population they’re serving,” he said. “About 60 percent of the people working in the youth services field have their own trauma because they entered the field because of their childhood experiences. They have a passion to make things better for young people — to change the system and circumstances for children.”

A history of childhood trauma coupled with the demands of working with a traumatized population during pandemic is detrimental for many youth workers, Westenberger said.

“Like most other things, the pandemic brought to the forefront how much secondary trauma there is,” Westenberger said. “So, you’ve got people with high ACE scores where it is part of their intrinsic drive to do the work. And they’re working with populations who are experiencing high levels of abuse and neglect.

“We are asking, ‘What are some of the things in your workplace culture that could change to support employees and how can you provide resources to support them?’,” he added.

Oct 31

Indiana Landmarks expands its mission to recognize historic significance of demolished sites

By Feature

Virtual experiences could be central to capturing Black history through a new program

by Shari Finnell, editor/writer, Not-for-profit News

A vintage photograph of the 300 block of Indiana Avenue captures a moment in time — when the area was nationally recognized for its bustling Black-owned businesses, and arts and culture scene.

Some of the buildings likely would have been identified by Indiana Landmarks as historic sites worth saving — if they hadn’t already been demolished. With the exception of the Madame C.J. Walker Building, most of the black-owned buildings in the 1950s image, including the jazz clubs Sunset Terrace Ballroom and Royal Palm Gardens, no longer exist because of highway construction and modern urban development during the 1960s and 1970s.

However, Indiana Landmarks recently launched the Black Heritage Preservation Program, which effectively establishes a new concept for the nonprofit — recognizing the heritage of a place, whether or not a building still stands at the location.

People who may not have been familiar with the Black history of Indiana Avenue and other historically significant places like it will soon have the opportunity to gain an appreciation of their impact and influence in the state, said Eunice Trotter, who recently assumed the role of the program’s director.

Trotter, an author, journalist, and long-time community activist, said the new initiative is important because of the disappearance of many historically Black neighborhoods, schools, and businesses throughout the state through demolition or gentrification.

“It is extremely significant because so much of our history has been erased or ignored — even by ourselves,” Trotter said of Black residents. “We know it somewhat but, with each generation, we know even less. When you couple that with the tearing down of the physical evidence of that history, we become a history-less people. There’s no proof of anything that we’ve done, challenges we’ve overcome, or contributions that we’ve made.

“Those stories are important — particularly to our young people,” Trotter added. “They are evidence of our resilience, our determination, and our ability to pull together.”

Re-imagining a central mission

Indiana Landmarks, which was founded in 1960, previously had recognized the importance of focusing on historically significant Black sites through its African American Landmarks Committee, which was established in 1992.

Through its Black Heritage Preservation Program, which was funded by a $5 million grant from Lilly Endowment Inc., and other financial commitments from private donors and the National Trust for Historic Preservation’s African American Cultural Heritage Action Fund, it also recognizes the loss of many important buildings throughout the state’s history

As Trotter and committee members of the Indiana Landmarks’ Black Heritage Preservation Program start imagining how to capture the vitality and essence of historically Black physical structures, they have considered the possibilities of using innovative technology like QR codes, augmented reality, virtual reality interactive experiences, and hologram-like projections such as those used in the Indiana Historical Society’s exhibit Eva Kor: From Auschwitz to Indiana.

“My No. 1 goal is to tap into the use of augmented reality,” Trotter said. “I was really sold on that method of heritage preservation after visiting the EJI Museum in Alabama,” she said.

Some current possibilities include allowing a person to use their smartphone to access a QR code on a marker near a historically significant Black site to hear a recording about the history of a place or using augmented reality platforms to animate historic photographs, said Steve Mannheimer, who is Indiana Landmark’s chairman of the technology subcommittee for the Black History Preservation Program.

As technology advances, new ways of bringing history alive will continue to emerge, Mannheimer noted.

The latest artificial intelligence innovations include extensively interviewing elderly people about their experiences so that, through artificial intelligence, people can talk to them — even years after their death. The innovation through the USC Shoah Foundation is now capturing stories from Holocaust survivors.

Mannheimer said that the Black History Preservation Program represents a reckoning of the role that race has played in the history of the United States. “It’s not something that could be solved by a significant event such as the election of Barack Obama,” he said. “It’s an ongoing requirement for the future of this country.”

During a recent trip to Germany, Mannheimer said, he walked around Berlin and Munich where he saw extensive documentation of the Holocaust — memorials and tours primarily launched during the late 1960s as homage to victims and survivors.

“I’m Jewish, and it was just unsettling, disquieting on a profound level,” said Mannheimer, who included a visit to the Dachau Concentration Camp on his trip. “As Americans, we have danced around this issue — the debt we have to pay for the treatment of African Americans. We have an obligation … working on this project seems like a step in the right direction for me.”