It may seem strange that the Prince George Chamber of Commerce, an organization recognized as the voice of business, has 63 charity and not-for-profit members. Representatives from these organizations are some of our most active members, regularly attending events and engaging in business education workshops.
When asked what they hope to get out of their membership, I often hear non-profit representatives say that they see value in the Chamber in order to network with businesses, which may lead to funding or community support. They also wish to stay abreast of political and economic topics while possibly rubbing elbows with the decision maker themselves.
What I love about our non-profit and charity members is that they are the organizations that 'get it'. They recognize that, particularly in these economic times, survival is based on dynamic proactivity; no one can afford to wait passively for funding and donations to roll in. Much like a for-profit business, that must actively engage potential customers, many non-profits adopt a business-like approach to their marketing, both personal and organizational.
The adoption of business practices in non-business sectors extends into the administrative and management systems of healthy charities and non-profits too. Fortunately, organizations don't have to give up their passion and values in adopting business practices, they simply complement one another. In fact, running a non-profit more like a business may help an organization attract donors who are often business owners themselves and who recognize the value of a healthy bottom line, attention to evidence-based decision making, and brand recognition. I mean, ask yourself, would you invest your hard earned money in an organization that you didn't know much about, who didn't have a recognizable brand or business plan, or who made financial decisions based on propositions rather than outcomes?
Many business owners are much more comfortable funding organizations with qualities they recognize and that make sense to them. It is simply not enough to say "we make a difference" but rather to prove the difference you've made with measurable outcomes, which will help make future investors more confident.
Branding and marketing are also essential in creating a healthy non-profit organization and yet are the first things cut from the tight budget each year. The more people know about you and what you've done for the community lately, the more inclined they will be to continue this measurable, validated work by making donations to your cause. One of the lowest cost, highest yielding business-like practices in message delivery is to have a strong web presence, a necessary piece of any marketing initiative.
Until next time, stay in the black and keep coming back.
Jennifer Brandle-McCall is the CEO of the Prince George Chamber of Commerce.
