Non-profit organisations are an important element of society. Their roles besides advocating for the vulnerable and effectively filling gaps which neither government nor for-profit organisations cannot fill include influencing policies and programs for the common good of everyone. There are a number of hindrances to attaining their objectives. Although most blame their inadequacies on a lack of funds, they may be overlooking an important aspect of running a sustainable non-profit which is forming meaningful relationships.
Many non-profits having impact still, suffer cash flow problems but are able to deliver credible results. What they lack in finance, they have gained in well structure governance, clarity, local knowledge, skill and change in focus from growing themselves to building partnerships with like-minded donors and peers. Interestingly, a non-profit that seeks to have an impact does not need to be large. It can be small with a focused system that allows it to expand its reach and even gain a wider source of financing.
Here are some of the ways these organisations can build relationships to increase their social impact.
Seek collaboration not competition
While competition exists across all sectors, the case is slightly different with not-for-profits. These organisations consistently compete against each other. They compete for donors, grants, and volunteers. They compete for the public’s attention to get their vision supported. But they can form partnerships amongst themselves for the greater good. There are benefits attached to this. One is the possibility of a diverse skill set and experiences which will make room for a great think tank. Also, funders will be happier to donate to organisations that have come together to pursue similar causes knowing that donations will be better utilised. And if the partnership is well managed, there will be reduced cost, a stronger alliance, increased opportunities and sustained effort.
A partnership with another organisation offering complementary services is a good idea too. For instance, one working for the sexually abused can team up with another offering free legal service for sexual assault victims. This way there is an expansion in value proposition when seeking partnerships with corporate organisations. Although forming partnerships is critical to the success of a non-profit’s vision, managers, among other things should consider compatibility, role definition, and a mutually beneficial relationship.
Seek partnerships with for-profit organisation
Another way these managers can utilise networking is to seek partnerships with for-profit organisations. Corporate organisations now need more than just revenue to thrive. With the recent boom in consumer awareness, companies need the goodwill that investing in corporate social responsibility programs bring as evidenced in the CSR reports they publish and the sustainability practices they now adopt. As always, these companies seek non-profit partners whose values align with theirs, and with whom they can leverage on their existing capacity in terms of relationship with the target population they wish to reach, a robust volunteer pool as well as expertise.
Non-profits can use this to their advantage, in a manner that their proposal to these companies presents a symbiotic long-term relationship. However, they must be well-positioned. It is important to state that for-profit and non-profit partner structure does not have to be a funder-funded relationship, where the latter consistently solicits for funds or the former imposes its interest. Non-profits can provide services to these companies and receive financial support that matches the services they have rendered. For instance, a non-profit can co-market products.
By hosting events that will see sponsor companies attract and recruit new talent, they ultimately help them grow their talent pool. As the non-profit continues to engage with its partners while working towards mission-related activities, it is able to make a social impact, gaining brand equity while its partner improves its public image, is able to penetrate a new market, increase its sales which ultimately yields to a better bottom line.
Stay visible and active
The non-profit sector keeps evolving. New ways of accepting donations are emerging with technology. Donors keep changing their minds on the causes that matter to them. With these changes, non-profits cannot afford to work alone. Working with other organisations allows them not only to stay visible, but they also gain access to information exchange. Managers need to be well-informed about happenings around so that they can plan ahead and stay solid against any impending disruption. Get a social media profile and use it as a platform for impact reporting. Doing this is one of the easiest and cost-efficient ways to meet potential partners.
Non-profits will only make as much impact as the strength of their network system. It cannot afford to work alone. Collaborating with colleagues in the industry and partners in the corporate sector as well as staying socially active are ways they can achieve more.
