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Forbes
5 hours ago
- Business
- Forbes
13 Ways Revamped Nonprofits Can Attract And Retain Loyal Stakeholders
Nonprofit organizations are meant to evolve over time. Making internal changes to reimagine the organization as a whole can enable nonprofit professionals to better meet the needs of constituents and the communities being served. However, change is not always seen as a positive thing. With even small changes having the potential to alienate current supporters who are happy with how the nonprofit currently operates or repel new people from joining the cause, professionals must proceed with care. To help, 13 Forbes Nonprofit Council members offer recommendations on how leaders and their teams can create valuable member benefits to attract and retain loyal stakeholders. Read on to learn more about the long-term impact of having people who will continually invest in the organization's mission and purpose. 1. Get Clear On Your 'Why' And Goals It is essential that a nonprofit is clear on what it is doing and why. Avoid replicating what others do because we agree with the mission. Instead, focus on ensuring that you are filling a gap not currently being addressed. For those we respect, we supplement, not supplant. Above all, we all need a clear North Star that is unique to us and clear to the communities we serve. - Patrick Riccards, Driving Force Institute 2. Craft An Identity Around The Organization Design benefits that create identity, not just access. People stay loyal when they feel seen, valued and part of something bigger than themselves. Build experiences that reinforce belonging, language that signals shared values, and tools that let members shape the mission. Loyalty is not bought through perks. True loyalty is earned through purpose, participation and pride. - Cherian Koshy, Kindsight Forbes Nonprofit Council is an invitation-only organization for chief executives in successful nonprofit organizations. Do I qualify? 3. Connect Authentically When reimagining member benefits, focus on authentic connection. At Well Aware, we emphasize gratitude and transparency. For example, we send postcards from East African beneficiaries (when appropriate) and a members-only newsletter with behind-the-scenes access and early news. These simple, heartfelt touches create lasting loyalty. - Sarah Evans, Well Aware 4. Actively Listen Be an active and present listener. Stakeholders want to be heard and seen, especially in times of transition, organizational change, or during a launch or a refresh. The most valuable member benefit is knowing that organizational leadership is attuned to the pulse of its loyal stakeholders. - Randy Wong, Hawaii Youth Symphony 5. Understand Stakeholders' Motivations Donor development and stakeholder retention are among a nonprofit leader's most important tasks. Each person's connection is unique and discovered through conversation, collaboration or recognition. Some give quietly, while others seek visibility. Understanding and honoring these motivations is key to building lasting engagement. - Justin Phillips, Overdose Lifelines 6. Determine How Stakeholders Define Value The first step in creating valuable benefits is to understand how members define value. This is true whether it's a startup or a legacy organization being reimaged. Many organizations get this wrong by leading with what leaders perceive as valuable. To find true value, define the problem you're solving. Once framed, the value proposition can be vetted. - Alan Thomas, Association for Materials Protection & Performance 7. Directly Ask What Stakeholders Value To attract and retain loyal members, don't guess what they value—ask. Engage your target audience to understand their needs, then design benefits that deliver that specific value. To ensure lasting investment in your mission, create a continuous feedback loop of consistently listening, adapting and refining your offerings to meet their evolving priorities. - Victoria Burkhart, The More Than Giving Company 8. Engage Stakeholders Often When reimagining a nonprofit institution, engage stakeholders early and often. Rather than focusing only on your organization, focus on industry impact to create member value and loyalty. It is important to refresh your mission, vision and strategic plan often. Ensure the strategic plan is coupled with a review of the staff and finances. You gain credibility when a plan is executed swiftly and professionally. - Eric Dell, American Bakers Association 9. Offer Meaningful Benefits To attract and retain high-value supporters, nonprofits must offer meaningful, high-touch benefits. This can include offerings like exclusive access, personalized experiences and community with like-minded donors. When done well, this deepens stakeholder commitment and inspires them to engage their network, bringing others along. But beware because unmet expectations can erode trust just as quickly. - Luciana Bonifacio, Save the Children 10. Align Offerings Around The Mission And Personal Goals Leaders can create valuable member benefits by engaging stakeholders in co-creation. Listen deeply to their evolving needs, and design offerings that align with both the mission and personal growth, such as exclusive learning, networking or leadership opportunities. When members feel valued and empowered, they don't just stay; they become lifelong champions of the cause. - Yujia Zhu, 11. Reflect Stakeholders' Experiences In Benefits Create benefits that reflect the lived experiences of your audience. Co-design offerings with them, not just for them. When benefits are rooted in real community insight and mutual respect, they feel more personal, relevant and lasting. This can deepen trust and long-term investment in your mission. - Michael Bellavia, HelpGood 12. Make The Organization's Impact Tangible It is important for the organization's impact to be visible and tangible. Donors and investors want quantifiable results and marketable change and growth, so it is the nonprofit's responsibility to provide this. Oftentimes, this comes in the presentation of results as much as the results themselves. - Nyene Baker, Visionary Philanthropy Group Inc. 13. Prioritize Consistent Connection And Nurturing Retaining support is about a consistent connection. Nurture your community like family. Transparency, gratitude, and shared success are the most underrated—but most powerful—member benefits. When your mission is human, make your benefits deeply human, too. That's how nonprofits turn backers into believers, and believers into lifelong legacy builders. - Sattie Persaud, World Heritage Cultural Center (WHCC)
Forbes
28-07-2025
- Business
- Forbes
12 Ways To Effectively Recruit Nonprofit Volunteers
In a digitally driven environment, the staff that a nonprofit is able to recruit plays a significant role in how well the organization is able to navigate a competitive business landscape. While full-time staff members are critical to meeting targets, the contributions of volunteers are just as important to the success of the organization. From looking at established networks and connecting with peers to doing targeted outreach, enticing people to become volunteers requires knowing how to best engage with interested parties. To help, 12 Forbes Nonprofit Council members share effective strategies they've found to recruit volunteers in today's business landscape. 1. Recruit From Within Be clear and transparent about your volunteer needs. If you work with the youth, ask their families and caregivers. If you work with animals, ask your friends and family. Volunteerism isn't a solo endeavor, and short-term volunteer duties fit well within our busy society. Consider pairing volunteers up on one or multiple tasks to help lessen the burden on their time. - Erin Davison, Davison Consulting 2. Optimize The Hiring Process Match volunteer roles to their interests and skills while simplifying the application process and offering flexible schedules. This will help to align the right volunteer to the right job. Inspire potential volunteers with compelling stories about the impact of volunteering and showcase real-life examples of how volunteers make a difference. Always recognize the contributions of your volunteers. - Victoria Burkhart, The More Than Giving Company Forbes Nonprofit Council is an invitation-only organization for chief executives in successful nonprofit organizations. Do I qualify? 3. Focus On Discovering People's True Motivations The most effective way to recruit volunteers is by discovering their true motivations. Ask what drives them and what they hope to gain. Then, align roles with their personal "why." People stay where they feel seen and valued, not just needed. In a digital world, authentic connection still wins hearts. - Yujia Zhu, 4. Develop Personal Relations Through Storytelling In a crowded digital world, the key to genuine volunteer recruitment is building personal relationships and sharing purposeful stories. People want to know their time matters. When they see themselves as part of the narrative and believe in the cause, they don't just sign up but also stay committed. - Gregory Johnson, Foundation for the Mid South 5. Build A Sense Of Community We focus on building a genuine sense of community, not just filling roles. Through virtual information sessions, engaging social content and personalized outreach, we help potential volunteers feel welcomed and connected from the start. When people believe they're joining a cause rather than just checking off tasks, they're more likely to show up, stay and advocate for others to join. - Alan Thomas, Association for Materials Protection & Performance 6. Offer Meaningful Opportunities Volunteers want two things: communal experiences and to help the organization's core mission. An effective way to recruit volunteers is to offer opportunities that combine the two. When nonprofits clearly connect volunteer work to mission outcomes and shared experiences, they highlight purpose and connection. This can inspire volunteers to be more willing to help. - Matt Nash, The Blackbaud Giving Fund 7. Target People Already Engaged In The Work The most effective way to recruit high-caliber mentors is through introductions from peers who are already engaged with your work. Instead of mass outreach, we build a curated experience that attracts impact-driven leaders by showcasing the tangible contributions mentors make to social entrepreneurs. It's also just as important to highlight what they gain in return, including intellectual engagement, purpose and community. - Brigit Helms, Miller Center for Social Entrepreneurship 8. Call People Directly To recruit, nonprofit leaders should try calling people directly. A message sent is never a message received on social media. I believe in high-touch interactions, verbal communication and collaborations that don't happen through a computer. People appreciate a phone call! - Rhonda Vetere, Laureus Sport For Good 9. Make A Personal Ask It is hard to beat a personal ask. Cleophus P. Franklin Jr., one of my board members, often says, "Competence gets you in the room. Storytelling gets you the signature." Share your nonprofit's mission and then ask them to help. Allow them to become the hero of the story. Allow your passion for the cause to become contagious. - Aaron Alejandro, Texas FFA Foundation 10. Create A Culture Of Genuine Engagement Make volunteering both a social interaction and service. Hosting a happy hour or offering a meal after a meeting or event fosters an atmosphere of excitement and collaboration. The organization doesn't even have to carry that expense; just create the opportunity. The creation of these social avenues better engages volunteers and helps them see serving as an exciting opportunity instead of a chore. - Jamee Rodgers, Urban Neighborhood Initiative 11. Prioritize Transparency And Empowerment The best volunteer recruitment starts with transparency and empowerment. Be clear about the role and the impact. Volunteers step up when they know their time, voice and the things they treasure truly matter. Equip them with the tools and the confidence to be ambassadors. Empowered volunteers share your story on social channels through their eyes, driving both engagement and donations. - Karen Cochran, Philanthropy Innovators 12. Blend Social Media With Tailored Outreach The best approach blends social media reach with personalized outreach. Nonprofits need to meet prospective volunteers where they are at the right time and on the right platform. Tools like agentic AI help optimize this process by analyzing patterns in volunteer behavior, predicting when someone is most likely to engage, and automating personalized communication to drive action. - Scott Brighton, Bonterra
Forbes
11-07-2025
- Business
- Forbes
How Nonprofit Leaders Can Maintain Team Focus In The Midst Of Change
Just like their counterparts in other industries, nonprofit leaders must be agile and adaptable in an era of constant change. Whether it's new grant requirements, updated privacy laws or refinements to the organization's mission, board members, employees and volunteers all need timely, accurate information to make good decisions and operate effectively. The members of Forbes Nonprofit Council have experience guiding their broader teams through changes and instilling adaptability within their organizations. Below, they share specific ways nonprofit leaders can ensure their board and staff stay up to date on changing regulations, compliance policies and mission objectives. 1. Embrace A Culture Of Accountability Keeping everyone aligned starts with shared responsibility and clear systems. As part of your nonprofit's commitment to excellence, set the expectation that board members, staff and volunteers stay current. You can support this requirement through regular, accessible updates and practical resources. High-performing organizations embrace a culture of accountability that underpins their success. - Karen Cochran, Philanthropy Innovators 2. Regularly Communicate Changes, News And Events Share communications on a weekly, biweekly or monthly schedule, and include news on issues of necessity for your internal community. A weekly emailed 'bulletin' that includes policy changes, staff news, a calendar of events and upcoming meetings, highlights from the previous week, and operational updates will keep the team, including leadership, well-informed and engaged. - Victoria Burkhart, The More Than Giving Company Forbes Nonprofit Council is an invitation-only organization for chief executives in successful nonprofit organizations. Do I qualify? 3. Frame Updates Within The Broader Mission Narrative We keep board members, staff and volunteers informed by framing updates within the broader mission narrative rather than listing rules. We offer context, invite dialogue and explain the 'why' behind changes. When people see the purpose behind a shift, they are more likely to embrace it with clarity and direction. - Gregory Johnson, Foundation for the Mid South 4. Ensure Strategic Alignment Is Part Of Every Meeting Make reviews and strategic alignment a part of your regular meetings. Let different departments and people present on topics and changes so everyone feels valuable and contributes to the ongoing success of the organization. Senior leaders should give ownership to the people and let them take the lead on sharing while adding input as needed. - Jamee Rodgers, Urban Neighborhood Initiative 5. Implement Quarterly Cross-Functional Briefings One effective way to ensure alignment across the board, employees and volunteers is by institutionalizing quarterly cross-functional briefings that combine regulatory updates with strategic reflections on mission execution. At Dubai Opera, we bring together key stakeholders in a structured yet inclusive format where all leads share updates, unpack implications and open the space for discussion. - Paolo Petrocelli, Dubai Opera 6. Appoint Internal Ambassadors Appoint internal ambassadors to share updates using microlearning tools, such as short videos or quick reference guides. This peer-led approach builds trust and makes complex information more accessible and trackable. When updates come from familiar voices in engaging formats, people are more likely to absorb and apply them. It's efficient and relatable while reinforcing a culture of compliance. - Alan Thomas, Association for Materials Protection & Performance 7. Set Up A Weekly News Email Our weekly 'Friday Five' email highlights the top five updates staff, volunteers and board members need to know. When paired with listservs and webinars, this keeps everyone aligned on internal shifts and external policy changes, ensuring no one is left behind in a fast-moving healthcare landscape. - Nicole Lamoureux, NAFC 8. Ensure Updates Are Regular And Easily Digestible Make learning a rhythm, not a reaction. One strategy that works is holding a short monthly mission and mandate briefing. Take five minutes to share one shift in policy, one story of impact and one clear next step to keep everyone aligned without overload. Staying informed shouldn't be an isolated event, but a habit. Clarity is about connecting the dots in easily digestible ways. - Cherian Koshy, Kindsight 9. Offer Professional Learning Opportunities Every organization should offer professional learning opportunities for the staff and the board. Bring in experts to discuss how changes affect operations, and inquire how staff behaviors must change—and do it all as a team. This isn't just about 'who needs to know'; it's about ensuring the entire team is knowledgeable and invested in changes and the future direction. - Patrick Riccards, Driving Force Institute 10. Implement An Active Risk Assessment Plan One of the best ways to stay current on changing regulations and compliance is to have an active risk assessment plan that addresses concerns. This plan can be used with both the board of directors and the management team to ensure a review of potential risks is conducted regularly. It should also spark a robust discussion that keeps these challenges in mind and prepares the organization to manage change proactively. - Tom Ulbrich, Goodwill Industries of Western New York, Inc. 11. Develop A Compliance And Mission-Alignment Calendar Build a compliance and mission-alignment calendar for clients. We help our nonprofit partners stay informed through quarterly briefings, monthly updates and annual training. Embedding this cadence ensures they stay ahead of policy shifts, reinforce best practices and keep their teams aligned and mission-driven. - Michael Bellavia, HelpGood 12. Create A Dashboard Or One-Pagers To ensure that vital information is shared and updated, create a dashboard or 'quick action' one-pager that can be reviewed monthly or quarterly. Assign a specific person to be responsible for updating their group's portion with any new regulations, policies or objectives. - Kimberly Lewis, Goodwill Industries of East Texas, Inc. 13. Hold Internal Briefings For Major Events We hold internal briefings after major grants, program launches or policy updates, as this keeps our board, staff and volunteers aligned with changing regulations, compliance and mission goals. This ensures we stay accountable, protect our integrity and meet funder and community expectations. - Nyene Baker, Visionary Philanthropy Group Inc. 14. Build A Professional Network Build a professional network to tap into insights, best practices and what is happening in your community, discipline and state. Professional organizations like the Center For Nonprofit Management, Association of Fundraising Professionals and others are great connection tools that can provide insights and programming to help you stay up to date on policy changes. - Aaron Alejandro, Texas FFA Foundation 15. Craft A Statement To Share Internally And Publicly When There's a Major Change If you do not have major changes to your delivery of services, your annual plan should suffice. If you do have major internal or external changes to service delivery, craft a statement for internal and external use, and ensure all media outlets receive it to share. Ensure your stakeholders hear it from you directly, as this alleviates any confusion or trepidation. - Erin Davison, Davison Consulting
