Not-for-profits are arguably more susceptible to the vagaries of social and economic change than many of their for-profit counterparts.
Clear and consistent messaging helps not-for-profits to survive and thrive. Clever marketing efforts that include the use technology, research data and social media platforms target donors and expand audiences. Savvy organisations even engage in co-opetition – partnering with synergistic organisations to share costs and further enhance visibility.
But messaging is not just an external function. Internally, vision and mission permeate every aspect of the organisation and encourage employees to become ambassadors to the cause. By reflecting and promoting a culture of philanthropy both within and outside of the work environment, employees become de facto recruiters of new colleagues and donors alike.
Not-for-profits that elicit this kind of enthusiasm from employees support and promote a sense of purpose and meaningful work for individuals – as well as the community. Employees seeking purpose and meaningful work, however, may also expect greater flexibility regarding when, how and where they work. This dynamic is prompting a shift in thinking around how the workplace can and should be used.
We used to think of ‘place’ as just where we ‘go’ to work. Today ‘workplace’ can be used both to support your workforce as well as function as a shared community environment for clients, beneficiaries, funders and partners.