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Feb 23

From Data to Impact: Best Practices for Nonprofit Storytelling That Inspires Action

By Sponsor Insight

Lesley Gordon, VP of Public Relations, Black Onyx Management

In today’s philanthropic landscape, strong programs alone are not enough. Nonprofits must also clearly communicate the value of their work to donors, partners, and the communities they serve. Effective storytelling is not simply marketing. It is a strategic function that connects mission, outcomes, and funding in a way that motivates people to act.

Here are three best practices that help organizations strengthen their storytelling and increase engagement with current and future supporters.

Know Your Program and Collect the Right Data

Every compelling story begins with a clear understanding of the work itself. Organizations that tell the most powerful stories are those that have invested in documenting their programs and measuring results consistently.

This means:

  • Establishing clear program goals and intended outcomes
  • Tracking participation, outputs, and outcomes regularly
  • Collecting both quantitative and qualitative data
  • Capturing stories directly from participants and stakeholders

Good storytelling depends on credible, organized information. When data is incomplete or inconsistent, organizations often struggle to demonstrate progress or communicate impact convincingly. On the other hand, strong data collection allows nonprofit leaders to move beyond anecdotes and show measurable change.

Just as important is ensuring that staff understand what data matters and why. When program teams and leadership share a common framework for documenting results, storytelling becomes far more natural and authentic.

Translate Data Into Stories Across Platforms and Mediums

Collecting data is only the first step. The next challenge is translating that information into messages that resonate with different audiences.

This requires intentional planning and, in many cases, specialized expertise. Effective storytelling teams know how to adapt the same core message for multiple platforms, including:

  • Printed materials and annual reports
  • Digital newsletters and websites
  • Social media campaigns
  • Grant reports and funder updates
  • Presentations and talking points for community meetings

Each platform serves a different purpose and audience. A donor reading a newsletter may want a concise impact summary, while a social media audience responds best to visuals and brief narratives. A funder may need detailed metrics paired with a clear explanation of long-term outcomes.

Organizations that invest in communications strategy and skilled storytellers are better able to maintain consistency while tailoring their message appropriately. This ensures that every interaction reinforces the organization’s mission and credibility.

Align Your Story With Funders and Future Supporters

Strong storytelling is not only about sharing what happened. It is about connecting outcomes to what donors care about and showing how continued investment will make a difference.

When developing stories and communications, organizations should consider:

  • Is this story relevant to our funders’ priorities?
  • Is the information clear and easy to understand?
  • Does the message highlight outcomes, not just activities?
  • Is there a clear and compelling call to action?

Donors and institutional funders want to understand how their contributions lead to measurable progress. Stories that clearly connect need, action, and impact help supporters see their role in the solution.

Just as important, storytelling should look forward as well as backward. Effective communications demonstrate not only what has been accomplished, but also what is possible with continued support.

Bringing It All Together

At its best, nonprofit storytelling is a coordinated effort that connects program design, data collection, communications strategy, and fundraising goals. Organizations that treat storytelling as a core function, rather than an afterthought, are better positioned to build trust, strengthen partnerships, and sustain their work overtime.

For nonprofits that are looking to strengthen their approach, Black Onyx Management serves as a resource at every stage of this process. From designing evaluation frameworks and improving data collection to developing communications strategies and translating impact into compelling narratives, Black Onyx Management helps organizations ensure their stories are clear, credible, and aligned with funding opportunities.

Thoughtful storytelling is not simply about telling a story well. It is about making impact visible and giving people a meaningful way to be part of the work.

Jul 28

National Nonprofit Day: Honoring Impact, Inspiring Action

By Feature

Charitable Advisors

Observed every year on August 17, National Nonprofit Day recognizes the vital role that nonprofit organizations play in serving communities, addressing societal needs, and advancing meaningful causes. For nonprofit professionals, this day is more than just a celebration — it’s a strategic opportunity to tell our stories, thank our supporters, and spark greater impact.

A Brief History

National Nonprofit Day was founded by Sherita J. Herring, a nonprofit advocate and social entrepreneur, to highlight the contributions of the sector. The date ties back to the Tariff Act of 1894, which included provisions exempting charitable organizations from federal taxes — the foundation of modern nonprofit status in the U.S.

Since then, the nonprofit sector has grown to include over 1.5 million organizations in the United States alone. These groups support everything from hunger relief and education to environmental justice, civil rights, health care, and the arts.

Why It Matters

Nonprofits are often unsung heroes in our communities — filling gaps, lifting up the vulnerable, and building a more just society. National Nonprofit Day offers a chance to:

  • Recognize the work of nonprofit staff, volunteers, and donors
  • Raise awareness about key issues and services
  • Mobilize support and build momentum for long-term impact

For organizations, it’s not just a moment of reflection — it’s a valuable platform for outreach, engagement, and fundraising.

How Nonprofits Can Use National Nonprofit Day Strategically

Whether you’re a small community-based group or a national nonprofit, August 17 presents a unique chance to engage your audience in creative, meaningful ways. Here are a few strategies to consider:

  1. Share Your Impact Through Storytelling

Use the day to highlight stories of lives changed through your work. Feature beneficiaries, volunteers, or long-time donors in blog posts, videos, or social media posts. Authentic storytelling strengthens emotional connections and reinforces the value of your mission.

  1. Recognize and Thank Your Supporters

Show appreciation for the people behind your mission — staff, board members, donors, and volunteers. Host a small celebration, send personalized thank-you messages, or spotlight individuals on your platforms. Recognition builds loyalty and community.

  1. Run a Mini Fundraising or Awareness Campaign

National Nonprofit Day is perfect for a one-day fundraising push or awareness drive. You could:

  • Launch a $17 donation challenge
  • Secure a matching gift from a local business
  • Encourage supporters to start peer-to-peer fundraisers

Tie the campaign to clear outcomes and make it easy for people to get involved.

  1. Pitch to Local Media

Use the day as a news hook to generate press coverage. Share a compelling story or recent success that reflects your organization’s impact. Local outlets are often open to covering mission-driven work, especially when tied to national observances.

  1. Collaborate for Greater Reach

Partner with other nonprofits or community-minded businesses to co-host events, cross-promote campaigns, or create shared content. Collaborations amplify your reach and demonstrate solidarity across the sector.

Moving Beyond the Day

National Nonprofit Day is a moment to shine — but it also reinforces why nonprofits exist in the first place: to serve others, spark change, and build a better world. By using August 17 strategically, organizations can expand their visibility, engage new supporters, and energize existing ones.

As a team who works in this field, we see the day as both a celebration and a call to action. The work is challenging, but the impact is real — and this day reminds us all of what’s possible when we come together for a cause.

National Nonprofit Day is more than recognition — it’s a launchpad. Whether you’re raising awareness, thanking supporters, or mobilizing your community, August 17 is a chance to elevate your mission and inspire action. Let’s use it well.

Jul 07

Beyond the Basics: How Algorithm-Aligned Storytelling Can Transform Your Nonprofit’s Social Media Impact

By Feature

Charitable Advisors

In the crowded digital space, where every scroll competes with breaking news, celebrity drama, and viral trends, nonprofits face a daunting challenge: how do we rise above the noise and truly connect with people who care?

The answer isn’t just posting more frequently or sharing an occasional success story. The real game-changer is intentional, algorithm-aligned storytelling—a powerful blend of emotional narrative, platform-specific strategy, and data-driven creativity that cuts through the noise and gets seen, shared, and supported.

If your organization is still treating social media as an afterthought or a basic update channel, it’s time to evolve.

Here’s how to elevate your impact, visibility, and donor engagement by using the algorithm to your advantage—and telling stories that can’t be ignored.

Why Storytelling + Algorithm Strategy = Visibility and Growth

At its core, social media is about connection. And nothing connects like a story. Research from Stanford shows that people are 22 times more likely to remember information when it’s embedded in a story versus a standalone fact. But even the best story will fall flat if no one sees it.

That’s where understanding algorithms comes in.

Each platform—Instagram, TikTok, LinkedIn, Facebook, YouTube—prioritizes content differently. And yet, they all reward the same behaviors:

  • High engagement (likes, comments, shares, saves)
  • Longer watch or scroll times
  • Content that encourages meaningful interaction

In short: the better your story, the more time people spend with it—and the more the algorithm rewards you.

Key Action #1: Create “Story Arcs” Over Time, Not One-Off Posts

Most nonprofits post a single photo with a caption about someone they’ve helped. That’s fine—but not transformational.

Instead, think like a content creator or documentary producer: break your impact into episodic content. Use story arcs to take your audience on a journey.

How to implement:

  • Introduce a beneficiary, community, or issue in Part 1.
  • Share the challenges in Part 2.
  • Show the transformation or impact in Part 3.
  • End with a call to action: donate, share, or join your cause.

🎯 Pro Tip: Instagram Reels and TikToks that follow 3–5 part storytelling arcs generate 35–70% more engagement than standalone posts, according to data from Hootsuite (2024).

Key Action #2: Use “Relatable Anchors” in Your Storytelling

Your story might be about advocating for school transportation in Indianapolis or a housing crisis impacting the entire state. But the algorithm—and your audience—need a reason to stop scrolling.

Use relatable anchors—universal emotions or situations that make people feel seen.

Example:

  • Start a post with “Imagine not being able to send your child to school because there’s no bus service.”
  • Then reveal the location, the community, the work you’re doing.

This human-first framing invites curiosity and relatability, which drives higher engagement and time-on-post—two critical algorithm signals.

Key Action #3: Lean Into Native Video and Closed Captioning

Video is king—but only if done right.

Native video (uploaded directly to platforms) outperforms shared YouTube links by 2x to 3x, according to Sprout Social. Videos under 60 seconds with auto-captioning and hook lines in the first 3 seconds perform best.

Make it work:

  • Start videos with a surprising stat or emotional question.
  • Keep captions on for silent scrolling (which accounts for 85% of Facebook video views).
  • Add direct CTAs (“Double-tap if this made you feel something” or “Comment with ❤️ if you agree”).

Key Action #4: Hack the Algorithm with “Meaningful Engagement” Prompts

The 2024 updates across Instagram and Facebook favor “meaningful interactions” over passive likes. This includes DMs, comments, shares, and saves.

Post ideas that entice interaction:

  • “What would you do in this situation?”
  • “Tag someone who inspires you to give back.”
  • “Save this post to read later.”

📊 Meta’s data shows that content generating comments and saves gets 4x more reach than content with likes alone.

Key Action #5: Turn Donors and Volunteers into Micro-Influencers

Your nonprofit likely has dozens—if not hundreds—of supporters who would be thrilled to help you grow, but they don’t know how.

Action Step: Build a “digital advocacy kit” with branded Canva templates, captions, and hashtags. Encourage monthly donors, board members, and volunteers to post about why they support your cause.

Even accounts with 300–1,000 followers can have big impact when posts are authentic and timely. This is called networked visibility—and it costs you nothing.

🔎 According to Edelman’s Trust Barometer, people trust friends and “people like them” more than celebrities or brands—making peer-driven content 2.5x more effective at converting interest into action.

Key Action #6: Use Data to Drive and Adjust Your Content Strategy

Don’t just post and hope. Use analytics to refine your approach weekly.

Look for:

  • Retention time on Reels or video posts
  • Which posts get shared or saved most (these indicate high value)
  • Optimal posting times (often early morning or post-dinner)

Pro Tool Suggestions:

  • Meta Business Suite Insights (free)
  • Later or Buffer for scheduling + performance tracking
  • TikTok Analytics for engagement drop-off points

Set monthly KPIs for impressions, engagement, and CTR to donation or newsletter sign-ups. Treat social media as a living lab—not a billboard.

The New Era of Impact: Be Seen to Be Supported

Visibility isn’t vanity—it’s viability. If people don’t see your work, they can’t support it. If they don’t feel your mission through your stories, they won’t give, volunteer, or share.

When you harness the power of storytelling plus a platform-aware strategy, you go beyond just broadcasting. You build community, drive action, and increase impact.

So don’t just update. Move. Stir. Connect. Align with what the algorithm wants—and what the world needs to hear from you.

Your story matters. It deserves to be seen.

Aug 07

VIPS raises awareness by creating a community for its niche audience

By Sponsor Insight

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

As the communications coordinator for Visually Impaired Preschool Services (VIPS), Ashley Ross faces similar challenges as many nonprofit marketers.

For one, the Indianapolis-based organization has a niche targeted population — families of children who are blind or visually impaired. “Often people don’t know who we are until they need us,” Ross said.

Other hurdles include raising brand awareness without the resources of many larger for-profit and nonprofit organizations, and encouraging the larger public to support a nonprofit that may not resonate with their personal interests.

VIPS has been able to make inroads in addressing all of those challenges by developing one-on-one connections throughout the community.

“The best strategy we have is creating a culture and a community within our organization that believes in our mission so wholeheartedly that it seeps into our daily lives,” she said. “Social media and marketing campaigns are extremely effective, but an important aspect is the passion surrounding the mission. If you can get a group of people to fully believe in what you do, you’d be shocked at what can happen.”

VIPS intentionally seeks opportunities to encourage a person to develop personal connections to the organization’s mission, Ross said.

“Often people feel connected because they are a family member, teacher, or a friend of the families we serve,” she said. “Other times, we connect with them through volunteer groups from other organizations/companies. We foster these connections by always putting our mission first. We share impact stories, not only from the families we serve, but our staff, volunteers, and board members.

VIPS also prioritizes educating individuals about why it is important to support the organization — whether or not they have a connection to a child with vision challenges, Ross said.

“One of our main objectives in raising awareness for our organization is informing the community of not only who we are and what we do, but how the success of our mission impacts the greater community … how it directly impacts the individual reading or viewing our communications,” Ross said. “Just because they may never know someone that needs our services, does not mean what we do cannot not impact them.”

VIPS has a mission of providing early intervention to young children who are blind or visually impaired, including giving parents the tools and resources they need to be more effective in raising a blind child and teaching children skills that will help them compensate for their vision loss at a young age.

“Overall, our objective in raising awareness is to create a space and community for children who are blind or visually impaired to reach their highest potential, despite their loss of vision and often other disabilities,” she said.

Making a big impact with the resources you have

When working with limited resources as a nonprofit organization, Ross said, it is important for the team to recognize their limitations.

“We are a small but mighty team, and I believe this is mostly due to the fact that we know our limits and focus on what makes sense for our organization,” Ross said. “There are so many social media platforms out there right now that it’s easy to get overwhelmed. We have the most success when we focus on just a few platforms, and as our team grows, we can expand that reach.”

Ross also said a post-scheduling platform and Canva, a design platform, can be essential for a small communications team. “Putting out consistent content will raise your awareness,” she said. “Trends will come and go but staying consistent is key. It is also something I am still working on.”

“Canva is free to nonprofits and has become one of the most used programs in my daily work life,” Ross said. “I use it to make documents, forms, flyers, videos, social media posts, and more. Plus, you can order physical copies of your creations for a reasonable price and great quality. It does have its limits, but if you are a small team, it’s a game changer.”

Overall, Ross said, it is important to stay focused on your nonprofit’s mission.

“Marketing and social media is an ever-changing world,” Ross said. “There are so many trends, algorithms, brands, and people that look like they are doing a much better job than you. I get a lot of imposter syndrome thinking, ‘I could never make something like that,’ or ‘Why didn’t I think of that first?

“On top of it, being in the nonprofit sector, you can feel the expectation of ‘I need to do so much with so little,’ and ‘So many people are counting on me.’ This pressure is extremely high during online giving days,” Ross added. “But through all these thoughts and pressures, the thing I push for the most when it comes to our branding and messaging is keeping it genuine.”

Keep it personalized

Ross also stresses the importance of remaining true to the audience of the nonprofit.

“There is an actual person behind these words, graphics, and videos. If you start marketing the same way everyone else is, or branding the same way, no one feels very connected to your organization,” she said. “This is definitely not something I have perfected, but it’s something I keep in mind as I implement the organization’s campaigns and marketing efforts.”

Jul 17

Prioritize partnerships to strengthen your nonprofit marketing strategy

By Feature

INHP marketing executive recommends collaboration to better connect with audiences

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

(Note: A recent study by the IU Lilly Family School of Philanthropy revealed that a significant number of Americans do not understand how their lives are impacted by nonprofits. During the months of July and August, the features in Not-for-profit News will focus on ways nonprofits can elevate their profiles in their communities as well as increase the public’s understanding of the nonprofit sector.)

For many Indianapolis residents, INHP is a familiar acronym for good reason. As an established nonprofit, the Indianapolis Neighborhood Housing Partnership has been working to increase affordable and sustainable housing for thousands of households since 1988.

Yet, even with that decades-long history, the organization relies on numerous marketing strategies and tools to increase awareness of INHP among potential beneficiaries, donors, and enterprise audiences, said Morgan Hoover, CFRE, vice president of philanthropy and marketing for INHP.

And the team also has found that establishing partnerships with other organizations is essential to expanding its reach, Hoover said. “Working with community partners is key,” she said.

By forming a partnership with La Plaza, for example, INHP has been able to reach individuals and families who may not realize resources are available to help them find housing. La Plaza is a nonprofit that supports Latino families in Central Indiana through educational programs, social services, and workforce development initiatives.

“We have a really strong partnership with La Plaza,” Hoover said. “Their customers may not know INHP, but their customers need INHP support and services. You must have trusted partners in the space that you’re operating, especially if you’re not known in that community. We’re reaching the consumers where they are,” she said.

When seeking out partnerships, Hoover said, it’s important to identify gaps in the populations that you’re trying to reach, and then ask the question, “How can we connect with what you are doing as the trusted resource in their community?”

Consistency also is essential in developing a successful marketing program, according to Hoover. INHP focuses on having a consistent message year-round to make sure they’re reaching their audiences. “You have to be out there letting clients know they can come to you for services, including those who may or may not know that they need them,” she said.

In addition to forming partnerships throughout its service areas, INHP utilizes a comprehensive suite of marketing services and strategies, including earned, paid, and owned channels as well as more traditional methods such as radio, billboards, digital advertising, community, events, sponsorships, testimonials, videos, and blogs, Hoover said.

“We continue to evolve as an organization,” said Hoover, noting that the team is continuously seeking areas to improve their core values continuous improvement.

“How do we always move the needle?” she said. “We don’t pretend that we’re relevant. We do the data and the research. We look at the analysis. We ask, ‘What are the barriers that led to people being denied for mortgage financing?’ ‘How are we helping families achieve that access?’ ‘What’s the identified barrier?’ ‘How are we positioned to serve and does that make sense in our wheelhouse?’”

The organization also continuously seek to understand how best to communicate to its varied audiences, including clients, donors, partners, and community stakeholders, Hoover said.

When asked about public perceptions of nonprofit, Hoover said people often focus on the tax status of the organization.

“We are a mission,” Hoover said. “We are a business producing a social mission. People have this lack of general understanding about what a nonprofit is. They may think of nonprofits in terms of a tax status — not a way of doing business.”

Jul 03

Nonprofits must prioritize marketing efforts

By Feature

The sector still has significant work to do to get its message across, IU philanthropy expert says

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

It’s no surprise that nonprofit organizations have struggled to gain the same brand recognition as their for-profit counterparts. With marketing budgets that traditionally far exceed those of nonprofits, many B2B and B2C companies are able to invest in marketing teams and strategies to elevate their brands.

But it wasn’t until the IU Lilly Family School of Philanthropy released a recent report did many industry leaders fully understand the impact of that investment gap, said Dr. Bill Stanczykiewicz, senior assistant dean of external relations and director of The Fund Raising School.

The report, What Americans Think About Philanthropy and Nonprofits, included several surprising findings, which the Not-for-profit News recently highlighted in the article “Do Nonprofits Have an Image Problem?” The survey revealed a general lack of understanding among the public about what defines a nonprofit. For example, when it came to philanthropic entities like foundations, donor-advised funds, and giving circles, a majority of survey respondents said that they had heard of them but were not familiar with them.

But most alarming, Stanczykiewicz said, was that only 5.4 percent of survey respondents said that they or someone in their immediate family has been helped by a nonprofit organization in the past year. “That caught the attention of all of us quite quickly,” he said.

With a significant number of people regularly interacting with various nonprofit organizations, including religious services, museums, theatrical productions, educational programs, and public hospitals, there appears to be a gap in understanding a basic definition of nonprofits, Stanczykiewicz said. Also, one out of every Americans work for a charitable organization.

While the survey didn’t capture the reasons behind these poll responses, Stanczykiewicz said that there may be numerous factors contributing to the public’s lack of knowledge about nonprofits.

“Nonprofits may be so effective in doing their jobs that we don’t know what life would be without them,” said Stanczykiewicz, comparing them to outstanding referees during a game.

“In most cases, if they’re making good calls, fans don’t really pay attention to them,” he said. “In the same way, nonprofits can be so effective in doing their jobs that we don’t know what life would be without them. We don’t always realize their impact.”

Another factor is that the nonprofit sector hasn’t traditionally done a great job of educating the community about the sector. “When people think of receiving services, they may think, ‘Well, I’ve never gone to a food pantry or received direct help from a medical clinic,” he said. “It raises the point that nonprofits have work to do to communicate that there’s so much more that the philanthropic sector does than provide services.”

Raising nonprofits’ profiles amid declining charitable giving

Misconceptions about nonprofit organizations, coupled with declining giving during the past 20 years — another statistic highlighted in the philanthropy report, should be a strong signal that nonprofits will need to prioritize educating the public about their mission and message in the coming years.

“Nonprofits have work to do to communicate the message there’s so much more to the philanthropic sector than “providing services,” he said. “There also is a lack of awareness. Most Americans just don’t seem to know who we are and what we do.”

Stanczykiewicz said nonprofits can consider numerous pathways to elevating their message and educating the public about the work they do — starting with encouraging their board members to actively lead in communicating the organization’s value.

Another challenge facing teams is the matter of budgeting for marketing. “Many nonprofits are focused on the resources needed for the programs, services, and materials,” he said. “Marketing may be something that ranks very low when it comes to the budget. It may not be in the budget at all.”

Community advocates and nonprofit supporters also may assume that everyone is equally passionate about their cause, such as eradicating food insecurity and homelessness, he said. “They might think, ‘Well, clearly everybody must be passionate about this cause so I don’t have to talk about it.”

Lack of confidence is yet another factor that may impede efforts to inform the public about the work of nonprofits. “At the Fund Raising School, we teach you to fundraise with pride. You should be very confident about the way you’re making a world a better place and, therefore, be very willing to talk about it.”

“With human behaviors, there’s usually not just one magic bullet explanation, but the study certainly does reveal we’ve got work to do to help more people become aware of who we are as a nonprofit sector and all that we do as a nonprofit. Sector,” he said.

Apr 17

Do nonprofits have an image problem?

By Feature

Most Americans don’t think nonprofits are making much of an impact, according to recent IU Lilly Family School of Philanthropy survey

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

Now, more than ever, nonprofit organizations have comprehensive insights about how the American public perceives them, thanks to a poll recently conducted by the Indiana University Lilly Family School of Philanthropy.

And the results point to a need for nonprofit leaders to do a better job of conveying the story of their impact and educating the public about nonprofits overall, according to Una Osili, associate dean for research and international programs at the Indiana University Lilly Family School of Philanthropy.

The new report, What Americans Think About and Nonprofits, revealed the following perceptions among the 1,334 adults who were interviewed for an average of about 17 minutes each. 

  • 80 percent of survey respondents said that in-kind, charitable, and direct person-to-person giving were very or somewhat important.
  • However, nearly 30 percent of respondents said that they believe nonprofits are on the wrong track; 17.6 percent said they are moving in the right direction; while 52.5 percent responded that they didn’t know. When the unsure responses were removed from the analysis, nearly 63 percent indicated that nonprofits were on the wrong track.
  • About 30 percent believe charities contribute a lot to society.
  • Only 5 percent said that they think they or someone in their immediate family has been helped by a nonprofit organization — a low rate, according to the report, considering that one out of every 11 Americans work for a charitable organization.

Osili noted that the survey also revealed that many people do not seem to grasp the definition of a nonprofit organization, especially when so few believe they have been helped by the industry.

“Even when people think about services that they received, they don’t always know that those come from nonprofits,” said Osili, noting that many survey respondents did not seem to understand that colleges, hospitals, cultural organizations, religious congregations, or groups that participate in advocacy drives related to the environment and civil rights can all be part of the nonprofit sector.

“There is a big information gap,” Osili said. “The nonprofit sector is a mix. Some nonprofit organizations, like many hospitals, actually have a fee-for-service model but people may not think of them that way.”

The survey respondents seemed to readily acknowledge their lack of knowledge about the industry. For example, when asked what they know about philanthropy, about two-thirds categorized themselves as “novices.”

However, according to the survey results, Americans seemed to have a better grasp of the work performed by certain groups, such as community foundations.

“Community foundations stood out because they are in close proximity,” Osili said. “People seem to understand what they do because they’re supporting their communities. These groups have more visibility.”

Other survey findings included the following:

  • 39 percent said they trusted nonprofit organizations completely or very much. The level of trust in nonprofit organizations varied depending upon the type. For example, 36 percent trust religious institutions; 31 percent trust community foundations; 23 percent trust secular nonprofits; and 20 percent said they trust private foundations. 
  • 14.3 percent said they had a great deal of confidence that nonprofit organizations could “solve societal or global problems, now and in the future.” That compared to 12.6 percent for religious organizations; 7.2 percent for state and local governments; 6.5 percent for the President/federal executive branch; 5.8 percent for Supreme Court, federal judiciary; 3.4 percent for Congress/federal legislative branch; and 3.3 percent for large corporations.  

Increasing awareness about nonprofits

The report by the Lilly Family School of Philanthropy comes amid increasing concerns about the overall health of nonprofits.

In the report’s introduction, the researchers noted that they initiated the research during a time that the public’s perception of nonprofits have diminished. “Despite philanthropy’s long, deep traditions and importance to many Americans, recent data trends have surfaced that have rekindled concerns about the health of the sector,” the report authors noted. “Two such challenges are the declining number of donors and the general decline in trust in all institutions.”

Osili said nonprofits have an opportunity to increase awareness about their programs and impact without investing a significant amount of funds. “All organizations can do a better job of telling their stories, especially how they’re making a difference in the community,” she said. “It’s important not to assume that everyone understands this.”

She noted that nonprofit organizations can increase their storytelling efforts on social media and websites, and encourage employees, volunteers, community members, and board members to share the posts.

“Use the resources you do have,” Osili said. “It doesn’t always involve hiring a marketing firm or PR firm. Your website and social media can be powerful ways of communicating. During the pandemic, we saw even small organizations doing a good job of mobilizing support, recruiting volunteers, and getting their donors involved.”

Nonprofits also can develop creative collaborations and partnerships to enhance awareness about their efforts, Osili said. Instead of soliciting a cash donation from a corporate partner, consider asking for in-kind support for a marketing and PR strategy, she said.

“Make sure you get your message out, sharing the stories about how you’re making a difference because ultimately that is what makes for a vibrant and thriving nonprofit sector,” she said. “It can help in building trust in the sector.”

Jun 20

The Milk Bank expands its footprint through an innovative partnership

By Feature

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

It’s been 17 years since The Milk Bank opened as a nonprofit that provides families in Indiana and throughout the nation with donated human milk. And for years it has faced an uphill battle in helping the community understand the sometimes life-saving benefits it offers to infants, much in the way blood donations are accepted.

An innovative partnership with Versiti Blood Center of Indiana, another nonprofit focused on tissue donation, and the recent formula crisis could significantly change all that.

Jenna Streit, advancement director for The Milk Bank, is all too familiar with the misconceptions that many people have about an organization that supplies parents of newborns and infants with human donor milk.

“I was not aware of The Milk Bank until I was delivering my daughter,” she recalled. “I was having an unexpected C-section and a nurse turned to me and said, ‘Do you want her to have donor milk of formula when she goes to the NICU (neonatal intensive care unit)?’”

A series of questions and doubts immediately emerged in Streit’s mind, she said. “I didn’t know what she was talking about, who the donors were, or about the safety of the milk. It was just so unfamiliar to me, but I trusted my care team,” she said.

That typically is the journey taken by many of the people who have become aware of The Milk Bank, Streit said. “We have been trying to get upstream in our conversations and really try to educate folks early in pregnancy that it could be an option for them. We’ve made good traction this year.”

Partnership built on innovation

The Milk Bank attributes increased awareness about the organization to a partnership with Versiti, formerly the Indiana Blood Center. Although the two nonprofit organizations have similar missions in that they focus on the donation of human tissue, a collaboration didn’t come to mind until The Milk Bank faced an increased need for drop-off locations for its donor mothers.

Through research, the nonprofits found that 31 percent of stakeholders for The Milk Bank wanted more drop-off locations, and 15 percent of blood donors had difficulty accomplishing required blood work.

In 2018, the two nonprofits came together to allow donor mothers to drop off milk at depot locations at Versiti in Indiana and at Kentucky Blood Centers. In 2021, the Meridian Foundation awarded the team a $10,000 Aragos Honors grant in honor of the innovative partnership.

Meridian Foundation founder Donna Oklak, who interviewed members of the nonprofits during the grant-making process, was particularly impressed with the partnership led by Dr. Dan Waxman, senior medical director for Versiti, and a member of the The Milk Bank’s medical advisory committee.

“There was amazing teamwork at The Milk Bank to bring this idea to fruition,” Oklak said. “One ‘aha’ moment, that seems simple in hindsight, was the realization that the blood drive concept could be applied to milk donation. The Milk Bank was able to benchmark and operationalize this idea.  This was when it became apparent that the partnership was more than just a convenient co-location, but also a powerful opportunity to benchmark and share successful approaches in tissue banking.”

Through the collaboration, both organizations were able to increase visibility for each other, create more opportunities to reach potential donors, and provide Versiti blood screening for potential blood donors to become approved human milk donors — a necessary step in the human milk donation process.

According to the organizations, the new strategic collaborative plan also accomplished the following goals:

  • Diversified revenue for both organizations
  • Expanded each organization’s lab and processing staff
  • Enhanced equitable access for all mothers by removing geography and finances as barriers and, over time, will help them reach more diverse families.

Enhancing visibility during a crisis

The five-year-old partnership with Versiti also helped prepare The Milk Bank to handle an increased demand for donor milk during the pandemic and the current formula shortage, according to Streit. The organization now has 70 locations where donors can drop off their milk. (Donors also have the option of direct shipping the milk to the organization).

The milk donations must come from women who have been prescreened through blood tests. From there, the milk undergoes a nutritional analysis, pasteurization and then a sterile bottling process. Then it tested for safety as a final step, Streit explained.

In addition to its partnership with Versiti, The Milk Bank has implemented numerous strategies to enhance its visibility, including promoting testimonials for families who have been recipients of donor milk, implementing peer-to-peer fundraising campaign that highlights the stories of recipients and milk donors, and launching a program, with the assistance of Meridian United Methodist Church, that includes educational materials for expectant mothers.

“We have been helping quite a few families during this time who are who are unable to find formula,” Streit said. “The families that are coming to us typically are searching for one of the specialty formulas that they can’t find on shelves. While this is not exclusively the case, they most often have a baby with a medical condition.

“We definitely have been an avenue for supporting babies during the formula shortage. We have seen a significant increase — almost 90% — in the number of outpatients that we’ve served,” Streit added. “Our donors have been incredible and have stepped up. We typically hear from about 200 Interested milk donors every month. Last month, we heard from 491 potential donors who are excited about helping out.”

Advocating for continuing awareness

The Milk Bank envisions a future in which the need for human milk donation is as accepted and understood as blood donations, Streit said.

“We want milk donations to be seen as legitimate and as equal to blood donations. We are a tissue bank at our core,” she said. “I’m sure it was strange for many people when they first heard about blood transfusions; taking blood out of one body and put it in another. That’s what milk donation is.”

The organization also has taken on an advocacy role throughout its history, highlighting the benefits of breast milk. That cause must continue, Streit said.

“As a nation we are faced with a reckoning on how we are supporting families in feeding their infants. If we cannot safely offer formula reliably, then we need to return to the basics,” she said. “That means how do we ensure that families have every support possible to be successful at breastfeeding? I think more women would choose to breastfeed if they had paid leave after giving birth, safe comfortable places to pump at work and high-quality pumps made available to them.

“Many Americans have a baby and must go back to work within two to four weeks,” Streit added. “Breastfeeding is not even a reasonable option for them. I’m grateful that we can stand in this gap, but I hope that once we get through the crisis at hand, that we look on all that areas that we need to improve and implement changes to support families better.”

Jan 31

Does your ‘consultant’ always know best?

By Sponsor Insight

by Jan Breiner Frazier, owner, Planning Plus

At some point, nonprofit organizations will find the need to use a consultant, whether it’s to assist with strategic planning, fundraising, board orientation, executive search, marketing or event planning.

If you do, a good question to ask is “Does your consultant always know best?”

While we would like to think so, the answer is “not always.” True, there are many consultants out there with a lot of experience. However, success is often based on connecting with a consultant who is right for you.

There is a different consultant for every type of organizational need, assisting companies that don’t have the expertise, personnel, funds or quite simply the time to really uncover and solve problems on their own.

Our team at PlanningPlus has successfully delivered outcomes in strategic planning, board development, and organizational culture and design for more than 30 years. We have responded to numerous RFPs, interviews, and requests for information, most of which ask for a sampling of past projects, processes, and proposed approaches to a perceived problem the potential client has identified.

While we have both won and lost bids, our most successful outcomes have been achieved when we have worked with clients that are open and committed to developing a true partnership and who share our organizational cultures and values.

When interviewing with a possible consulting partner, regardless of who that might be, make sure to consider the following in your discussion:

  1. Pain point and root cause. When a leader is thinking about bringing in a consultant, they usually are faced with circumstances that require problem-solving. When determining if the consultant is a match, consider whether the consultant has asked enough questions to identify the real pain points of the organization. Often, clients conduct a self-diagnosis to pre-determine the solution to their problem — without getting to the root cause. A seasoned consultant will be able to identify the REAL root cause of your challenge and present options to achieve your identified definition of success.
  2. Past projects. Too often, in RFPs, respondents are asked to provide an overview of successful consultant projects, based on their own definition of success. Be sure to “talk to” the consultant’s clients to ask what worked and what did not, if they would bring that consultant back, and what they would have liked to change. Most of you probably do that anyway but try to get the client on the phone as opposed to email. Very much like tracking down references for employees, you really want to “hear” how they respond to your questions.
  3. Processes. We have seen several consultants who use “templates” — one-size-fits-all — to incorporate into their work. Was this work developed by the consultant or pulled off the Internet? What have been the challenges in adapting off-the-shelf products? What is proprietary to them? The answers to these questions can determine if the consultant will be able to customize an effective solution for your organization.
  4. People. Understanding the consultant’s level of engagement with clients also is important to explore. Has the consultant ever been a hands-on practitioner? And can they demonstrate success? We know that formal education doesn’t fully prepare one for the weird and unusual situations with many clients. Those who have weathered the actual day-to-day challenges you face in your company generally have a fairly large toolkit developed from such experiences.

While this only covers the very top line areas to consider in selecting a consulting partner, this is a good start to begin refining your process in 2022. With the unique challenges we have all faced over the last few years, here’s to starting off the New Year with new energy.

Sep 08

Local Nonprofits and Businesses Reap the Benefits of Committed Partnerships

By Feature

by Shari Finnell, editor, Not-for-Profit News

Even in the best of times, nonprofits can find it challenging to boost visibility, gain more donors and raise funds. Success often demands a complex mix of strategies, including annual fundraisers, email campaigns, and social media marketing, executed over an extended period of time.

Partnerships with businesses are proving to be a critical component in filling those gaps, according to several local nonprofits. These partnerships appear to be evolving in recent years, as businesses explore more ways to support nonprofits beyond matching gifts, sponsorships and annual fundraising campaigns.

Williams Comfort Air, a business that specializes in HVAC and plumbing, not only contributes to nonprofits with matching gift campaigns; it invests in marketing campaigns on their behalf. As part of its partnership with Outreach, Inc., which serves homeless youth, Williams Comfort Air hired professional production crews to develop radio spots and video productions and promoted the nonprofit’s story to larger audiences. 

First Person Advisors, a benefits and compensation advisory firm, recently established a foundation in partnership with Central Indiana Community Foundation (CICF) and Selflessly. The foundation will be funded through one percent of the company’s annual revenues, as well as matching of individual employee’s gifts of up to $1,000 a year each.

In keeping with a volunteerism tradition started in 2014, OneAmerica, this week, launched its Week of Caring at a time when volunteerism is significantly down due to the COVID-19 pandemic. While the volunteer efforts may look different due to social distancing requirements, OneAmerica associates are finding creative ways to donate their time, including hosting storytelling sessions for underprivileged youth and assisting with letter writing campaigns. 

The virtual format of Week of Caring also allowed associates to reach an unprecedented number of nonprofits.

“This is as hands-on as it can safely be, with associates creatively using the resources we have and maximizing technology, talent and teamwork,” said Jennifer Pittman, vice president, enterprise communications and community affairs at OneAmerica. “Nonprofit organizations need our help now more than ever, and while giving back may look different in 2020, we remain committed to our community volunteerism.” 

Business partnerships that extend beyond annual donations can have a significant impact, according to several local nonprofits.

“A lot of times businesses underestimate their influence,” said Jason Chenowith, CEO of Outreach, one of the nonprofits William Comfort Air has supported annually. “Helping us get in front of people who don’t know us is equally important as the donations we receive. As a nonprofit, you always need to get your name in front of new people. It’s an endless cycle as you try to get people exposed to what you do.”

The campaigns sponsored by Williams Comfort Air continue to open doors — long after they were first launched, Chenowith said. 

“There are times when I will introduce myself to people and they already know the name of Outreach. You can’t quantify the value and benefit of that,” he said. “We are very, very grateful for major donors but that’s not what keeps us alive. It’s an army of people who give $25 or $50 on a regular basis. When a business leverages its social power, it can make a big difference. It allows us to build relationships among individuals.”

Heather Parker, director of development communication for The Julian Center, another nonprofit supported by Williams Comfort Air, said a committed business sponsorship is critical for numerous reasons. 

“When employers are willing to reach out to their employees on their own behalf it exposes us to donors we normally wouldn’t have,” Parker said. “Secondly, nonprofits are able to tap into sizable amounts of money that are unrestricted. It gives the agency more flexibility to cover things they might not have otherwise. That’s a great benefit.”

Matt Tyner, director of marketing for Williams Comfort Air, said that the company seeks to get a better understanding of a charity because they want to share how donations are making an impact. 

“We want to see them come to life,” he said. “A lot of companies are hesitant to promote their community giving, thinking it may come across as not being humble. It should be considered an opportunity to engage their donor bases. As a result of hearing those stories, some donors decide to become annual givers.”

After listening to the charities they serve, Williams Comfort Air also launched summer giving campaigns to offset revenue shortfalls during a slow fundraising period for many organizations. “There’s a lot of giving at the end of the year and at the beginning of the year,” Tyner said. “That’s why we put a significant amount of our giving into the summer months. We want to be a bit of a bridge during the periods where there’s less giving.”

When the pandemic hit, the financial support from Williams Comfort Air helped nonprofits continue to serve their communities at a critical time, he said.

Taking more creative approaches to business-nonprofit partnerships not only benefit nonprofit agencies, said Mark Minner, president and chief strategy officer for First Person Advisors. Developing avenues for employees to support nonprofits can impact morale and foster a sense of fulfillment as part of their employment with a company.. 

“From our experience, that’s just how people are wired. Giving back is really important in their lives and they expect their employer to have that same type of commitment.” Minner said. “As an employer, we have a unique opportunity and role to facilitate opportunities to make their dollars go further faster … to make more of an impact,”

First Person Advisors had already committed to developing a foundation before the global pandemic reached Indianapolis. Working in partnership with CICF and Selflessly, the advisory firm decided to accelerate the launch of the foundation as needs in the community grow.

Minner said other businesses interested in developing a deeper commitment to nonprofits can start with matching programs, if they don’t already have one in place. Establishing a foundation can take significantly more effort, but the impact is so much greater than the time to set it up, he said.

“It really has a significant return in terms of the level of connectivity people feel to the organization,” Minner said. “We can help employees make a difference. It’s great to hear stories from our employees about how appreciative they are to be able to help people.”