If one thing is clear in the current climate of social and political upheaval, it is that the expectations of brands and companies are changing. More than ever, people want companies to tackle the toughest problems of our time. From space travel to ocean plastics, from freedom of expression to public safety, companies are assuming more and more responsibilities that were previously the responsibility of the government, NGOs and even 501 (c) (3) target organizations non-profit.
As a result, companies become more and more focused on their goals, which drives them to look for new ways to build relationships with customers, employees, and shareholders. It's a new territory for marketers and their brands, and one way to help them is to take a closer look at the charities they're starting to emulate.
As mission-oriented organizations, nonprofit organizations have a fundamentally different focus from commercial enterprises on what defines success. But in a more goal-oriented world, they can learn a lot from marketers.
What is measured is done, so metrics are essential. Funding agencies and donors are under increasing pressure to ensure that non-profit organizations demonstrate the value of their work. They therefore give priority to numbers that help them accomplish their mission. Emerging standards, including many measures of social impact are leading the way. These new methods of setting targets and measuring progress are transferable to the private sector and deserve to be on the dashboard.
Doing More with Less
Known for their limited budget, non-profit organizations are creating ways to do more with less. As more and more marketing agents and agencies are under ever-stricter constraints, certain behaviors can be adopted. Perhaps the most impactful is literally to do less and get more: When a person is part of a team that is clear about his mission, priorities and distractions become easier to see. S "attack first and ignore the last, knowing that you will have the support of your manager. A second victory comes from planning. Our creative assets have a dual purpose, or even more, a second life on social media, in presentations, etc. Finally, keep in mind that "perfect enough" is an excellent strategy for most applications in our world of high-volume, short-lived digital and social media.
Define Your Objective
Quickly, recite the mission of your company. Her values? Chances are you can not. Even greater are the chances that in addition to the mission and values, marketers and agencies are regularly invited to adopt a promise, brand attributes and, now, the latest trend, a goal. Faced with many competing and indistinct mantras, most employees (and customers) can be forgiven for getting an idea of what your business represents. Non-profit organizations, on the contrary, never lose sight of their mission. It's in the forefront of everything they do. They recite it regularly at gatherings and events; this is part of most organizational communications and is often stuck to office walls. Companies will benefit exactly, like nonprofit organizations, from the goal and purpose of a clear and precise goal.
Serve on a plate
Learning from non-profit organizations is not limited to imitating what they do well. Excellent leadership can be developed by sitting on a non-profit board of directors, learning being fully transferable to the workplace. Service on a nonprofit board of directors provides exposure to other leaders and leadership styles. While the boards of small non-profit organizations are often very involved in their operations, larger institutions typically have boards of directors that set policies and have structured governance and fiduciary oversight. Both offer valuable experience for professional development outside the office.
Look at the institutions of art
Nonprofit arts institutions are accelerating faster than most business ventures with respect to integrating equity and inclusion across their entire organization and their integration into their products and services. This is particularly visible in long-standing art groups that have often been founded by and for the elite citizens of a community. Today, motivated in part by the requirements of grants and donors, arts leaders are moving away from their programs and services to sophisticated orchestra halls, and so on. Companies will do well to follow and satisfy the desires and needs of new communities and begin to develop truly relevant solutions to attract them.
Companies that want to win in a more goal-oriented market will understand that what matters to non-profit organizations can help us be more holistic in our own work. It is likely that the two separate entities – one commercial and the other not-for-profit – will continue to discover areas of overlap in which they are mutually similar and successful.