It can feel good to know you are doing everything you can to advance the work of your nonprofit. But sometimes we forget that sharing the work of our organizations is as important as the work itself. In fact, it’s part of the work.
The challenges facing nonprofit organizations and institutions are many. They are seeking to do good, help those in need, heal the sick, educate students, create music, clean up neighborhoods, and advocate for the disenfranchised. The list of ways to do good is long; the people involved are many; and the results last both a lifetime and the duration of a smile. With so much to do, why waste time “beating your chest” about all the good your nonprofit does?
Here’s why. If people don’t know about your organization, how can they support you? You know you can’t do it alone, but you will have to take time out from your activities to open your arms, put on your smile, and let people know what your organization is up to and why it’s important. When people know about you, they can advocate for your work, encourage people to use your services, volunteer on your behalf, and more.
Don’t spend time wondering why people don’t know about you, why they don’t recognize your work, or why they are not providing funding. Get into action instead. Take a small step or make an organized plan you can implement over time. The goal is to let people know about the impact your organization makes and how you are an important part of your community.
Here are a few suggestions.
- Develop and manage a volunteer program with the sole purpose of creating awareness and educating your constituency about the work of your organization
- Produce “see and tell” events at your facilities. Invite people to see your work in action!
- Establish “meet and greet” activities that are hosted by your board, staff, volunteers, students, and clients. These can be at your facilities or at the homes, offices, or workplaces of those who support your organization.
- Have board members and management, and staff attend and engage in community events and activities – outside of those you host or are a part of. It is good to be a part of your community: yours isn’t the only valuable nonprofit in town. Besides, when you are working with others, you get to know each other and share concerns and solutions.
- Publish a summary of your strategic plan and case for support and share it in an engaging printed format as well as via social media
- Develop a plan of action to engage the press – print, TV, radio, podcasts, and more. Have a year-long program of reaching out with meaningful and inspiring information to share
Here’s the takeaway: Make yourself available to others. Let people get to know you and what you. Encourage their confidence in what you do and share the impact you are making. Don’t be a best-kept secret: get out of your bubble and experience a new level of good.
© 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.
