In these times of whirlwind changes, we recommend an old school approach: keeping it simple. Be clear about what you are seeking to accomplish and why it is important. Make sure you have the capacity to do what you say you want to do, and make sure you can measure your work.
Take a moment to look closely at your organization or institution and how you understand and communicate its work. There may be a difference between what you are doing and what your website says you are doing! Or maybe there is a difference between what the day-to-day team knows as your priorities and what the board thinks the organization’s priorities are. Has your nonprofit grown through “mission creep?” Do your activities tie to your mission, or have you been “chasing money” to stay afloat? Sometimes it’s good to end up in a different place than intended. Other times that different place isn’t where you want to be. In all cases, take a moment to get everyone focused and aligned: you’ll be more successful.
Here are some things to consider: Can you clearly define the work of your nonprofit? Do you have to go on and on, providing examples and listing activities, or can you clearly and concisely communicate why you exist and what you seek to achieve? Is your work relevant? Does it meet a need or create new opportunities? Have you kept up with trends in the field? Are you engaging newcomers, young people, those who fell outside of your defined constituency in the past, but who need your services, research, or advocacy today? How is the quality of your work? Are you living up to your standards? How do your standards compare to others engaged in similar work? Are you thinking outside the box? Are there new ways you could approach – or even define – the issues you focus on? Are you doing the same things because you are good at them instead of doing what could be done? Is someone going to enter your “market” with a new approach that you could be investing in now? What about how you measure your work? Are you using old models, such as the number of people served or are you exploring additional measures such as economic impact or environmental footprint? Do you have data to back up your story?
Here is an always critical question: how’s your money? Does your budget keep growing without consideration of what you should be focused on? Are you looking at your financials, not just for this quarter or year, but are you considering where your funding will come from two years from now? Are you capable of achieving your goals or do you need to invest in order to deliver on your promise? If you don’t have the capacity you need, should you redefine your scope of work? Now more than ever it’s important to be clear, focused, innovative, and collaborative. We need your contributions. God protect America.
© 2025 Mel and Pearl Shaw, authors of “Prerequisites for Fundraising Success.” We provide fundraising counsel to higher education, nonprofits, and philanthropy. Video conferencing always available. Visit www.saadandshaw.com.
