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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.

Sep 20

From manager to mentor: Taking leadership to the next level

By Sponsor Insight

by Allie Petty-Stone, firm administrator, Alerding

If you think about how many job titles there are in the world, your head could spin. Yet, out of all of them, many employees aspire to achieve the title of “manager.” That simple designation comes with a sense of accomplishment and purpose, and checks off a big milestone in your career. It indicates that your bosses recognize your qualifications and skills to lead people and/or processes for company endeavors.

So, you finally get that promotion to manager. How exciting! You’ve finally achieved that rung on the ladder — all of the hard work, dedication, and perseverance has finally paid off. However, it means so much more. Being a member of management not only means that you have a higher responsibility for the delivery of services and guidance of people within your organization, it also means you have the opportunity to make an impact beyond the work — mentoring other people.

Managing on its own is challenging as your new title means you’re taking on new tasks with your peers and subordinates looking on. The pressure can be great. How do you manage employees who were previously your peers? You are now a part of a group of decision-makers that can impact the organization and could ultimately be deemed responsible for the success or failure of your team. Responsibilities are greater as you are now guiding the ship, and your mates need to know how you will lead them. Will this new title change how you work and will this impact them? Will you evoke change? Will you be available?

It breaks down to a manager’s capacity to be more than just another authority figure. The position presents an opportunity to go beyond an authoritative presence by serving as a mentor. Great mentors are confident in their own abilities. They are not intimidated by the skills of others, are resourceful in meeting needs, offering employees opportunities to grow, and allowing room for error. It may be difficult and time-consuming at first, but the end goal should be a team that has evolved stronger as a result of your efforts. Being accountable and resolving issues together helps build critical thinkers which, down the road, also can result in more innovative and effective solutions. Overall, everyone learns in some capacity and a happy mentor finds fulfillment by witnessing those successes.

Making a long-lasting impact

I often reflect on those supervisors I had in my early career and how it impacted my work ethic and interactions with others. Although I had some dreadful managers, I was fortunate to have some impactful ones who also became my mentors. I called them my “mother hens” and still speak of them to this day. They were patient and taught me all they knew, passing on invaluable skillsets . Those interactions shaped me into a better employee and gave me a sense of passion for my work. I would not have the patience I have today if it weren’t for their kindness. I’m so grateful for them and, due to their generous nature, I have committed myself to seeking ways to pay it forward.

Keep in mind that people are always watching and listening. Your ethics and integrity are revealed in your interactions and how you manage can be memorable.

Here is an example of how leadership impacted my daughter, who was employed as a barista for a global coffee chain. She worked with a supervisor named Katie. She loved Katie for her spirit, tenacity and unwavering desire to do a great job. Katie led her shift teams with enthusiasm and was a high performer while expecting the same from her team. Here is the real clincher: When Katie was promoted to manager, she asked that she be placed in the worst performing store. You see, it is one thing to move to a successful store, thereby initially inheriting someone’s else’s accomplishments and endeavoring to continue it. However, taking on a known failure with a desire to transform it is quite another. That’s what sets managers and leaders apart. And people notice and carry that forward.

My daughter noticed and admired Katie for this pursuit. Katie left her mark. She made an impression. It transformed what my daughter thought about leadership, too. Now, I do not know if Katie had success in that new role, but I do know that she achieved a level of respect and admiration from my daughter and others upon hearing this story.

She impacted people she wasn’t even aware of. And THAT is the impact of great leadership qualities … you wind up impacting more than just those you know directly.

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.”