Editor’s note: Several months ago, I was talking to my friend Susan Stearns who has been doing a terrific job running the Pink Lemonade Project – a Vancouver, Washington-based nonprofit focused on breast cancer and that operates in Oregon and southwest Washington state. She took over as the CEO on March 2, 2020 – just before the pandemic turned everything upside down. Needless to say, this was not an easy time to take over a mission-driven organization. When she told me her story of adapting to and even thriving in such a challenging role, I asked her to write about what she did and what she learned. Her initial response is the article below containing excellent tips, techniques, and ideas about how to enhance nonprofit organizations’ resilience in today’s world. – Alex Counts
Nothing like the kickoff to a new year, and especially one heading into the second anniversary of the global pandemic, to reflect on a few traits of resilient nonprofits.
Leaders of mission-based organizations are needed now more than ever to step up and act with decisiveness. Our organizations require nimbleness to survive and thrive during these persistently challenging times. Our missions, when well-crafted and followed, offer a rallying point for people to rise above their own issues and serve others – and in so doing meet the needs of those with even greater challenges.
Indeed, the levers of the nonprofit sector are tools to maintain personal and community relevance, stability and strength. Consider drawing on the following list to improve your organization’s resilience.
10. Get your house in order—take the time to clean out your files and cabinets, de-dup your Dropbox, and consolidate/update your contact lists. With cleaned up lists, you can easily reach out to donors, thank your vendors, and reengage past participants. Make no assumptions about how your audiences have fared over the past two years. Donors could now be clients, or vice versa. Now is the perfect time to tidy up and reach out
9. Monitor your industry/market—other organizations (and in every sector) are struggling in numerous ways right now which dynamic may create new program/service gaps, or open up new donors to your organization. Others’ resources might be constrained or supply chains disrupted. Your organization’s ability to be responsive and to meet new needs in the community—those which align with your mission-- is your best case scenario. Be open to adapting.
8. Communicate your successes—in any and all ways. Might be time for more printed newsletters. Add another form of social media. It’s never been harder to grab the attention of your constituents. From zoom fatigue to news overload, your constituents are inundated. Use a combination of old school and new school formats for each campaign. Have faith that some positive stories will seep through and get noticed.
7. (Re)assess your technology and workflows. We have all used new forms of technology over the past two years. Be intentional about reviewing what you have and use. And, what functions you might be underutilizing. Invest some time to explore other linkages between applications and website that you use to increase efficiencies for your organization and business functions. Like your website, your email blast service, your event software, and bookkeeping. We proved we can work more remotely. The fundamental workflows of your organization should be reviewed and updated as well.
6. Don’t forget to team build—with remote working and less time with the entire staff together in the office, the team will need some nurturing. Add a daily 15 minute check-in zoom. Start a staff meeting with a team building question to help folks connect and learn more about each other. Both your introverts and extroverts will benefit.
5. Find and attract talent. The employment scene is wild right now. Organizations have been turned inside out, and individuals’ priorities and home lives have as well. There are un/underemployed folks who are job hunting, looking for a more flexible organization, or one where they can contribute and find meaning to serve others. Seek out the undertapped employees and engage with a part-time contract, or consulting gig to help your organization with a specific project or event.
4. Act locally. These days, the ‘think globally’ part of the expression might feel a little more overwhelming, yet the ‘act locally’ part absolutely holds true. Putting effort into your community shows results and stimulates others to reengage. And, the new irony is that in a virtual world, local is not bounded by physical geography. You and your mission define community. Seek partnerships and collaborations. Offer hope and a hand to others.
3. Focus on your mission—talk to your board, key volunteers, donors, and staff about what’s important about the mission of your organization and its heightened relevance during the pandemic. A mission-driven organization is in a unique position to rally people, bridge differences, and offer purpose to others.
2. Take care of yourself. This might never be more important than it is today. Eat healthfully. Make time for exercise. Be aware of your physical and mental health. Get enough sleep. Being worn down puts you at more risk for any number of health issues, COVID or anything else. Now is not the time to get sick.
1. Outlook matters. You get back what you put out in the world. Others’ doom and gloom is a choice. This is a crisis leadership moment and those who can inspire and create hope will attract others to a meaningful mission. Even before the pandemic, we each had only 24 hours in our day. How will you choose to spend yours? [I would love to hear from anyone who reads this far and wants to respond to this final question or provide any other feedback: susan@pinklemonadeproject.org.]