A Nonprofit Survival Kit for 2021
Now that vaccines have been approved and distribution is underway for frontline health care workers, we are hopefully on the verge of beginning to rebound from the COVID-19 pandemic.
But make no mistake, we still have a long way to go.
The pandemic and the accompanying economic recession have taken devastating tolls on the American nonprofit sector. The calamities have already culled much of the herd, as organizations with weak leadership or murky missions have faded away.
“Questions on staffing, budgets and projections, downsizing or growth opportunities for nonprofits all seem to be demanding a specific, direct and targeted response from the CEOs and executive directors who manage them,” said Debra Wolniak, CEO and founder of DonorNurture.com LLC, an Edgerton, Wis.-based consulting firm that assists nonprofit organizations needing anything from strategic planning, idea creating, administrative help or communications assistance to planning for special events.
“It’s time for a gut check for everyone. Stop everything and answer this question: Are we operating from a mindset of growth or scarcity?” Wolniak said. “The reality is we just moved into the next phase of our country’s new way of doing business. If you are not proactively pivoting and growing your nonprofit, you are completely missing the boat to be stronger in 2021 and prepare for the challenges and opportunities that are coming.”
According to Wolniak, executives leading nonprofit organizations should focus keenly on the following seven priorities in 2021:
Ensure your charity is fulfilling its mission and vision. “What is your next best step to remain relevant and active in front of your donor base in the next one, three and five-year cycle? A hint: Mothballing in 2021 is not the answer,” Wolniak said.
Connect with your donors and build your relationships with them. “Many of them are facing the most challenging health concerns they have faced in their lifetimes, possibly having lost a family member. Are you actively caring for them through your personal communication and showing empathy? Are you preparing the path to strengthen those key relationships now, by truly caring for their well-being?” Wolniak said.
Create a plan to grow donor involvement with your nonprofit. “When was the last time you performed a diversity campaign? By that, I mean looking at your donors and identifying the number of ways they are engaged in your nonprofit. You may find new ways to engage a once-active donor or spur on a new gift,” Wolniak said.
Identify opportunity gaps created by the pandemic. “We are seeing many charities across the country developing new ways to communicate, decrease overhead costs, improve their work performance and turnaround time on donations, while creating a new fun environment to participate,” Wolniak said.
Pay close attention to the financials. “The financials don’t lie! Take time to run the right reports and analytics to spot where you are weak or strong. Where you have seen improvement, and where you might need some help?” Wolniak said.
Review your organization’s events and campaigns. “What worked and what did not? Why not? Businesses and nonprofits must review each event and campaign to make sure the purpose, its marketing, wording and outcomes do not offend, are clear and are not ‘business as usual,’” Wolniak said.
Create a fresh, new marketing campaign. “It should communicate that you are sensitive to current events while operating with a growth mindset and are ready to take on 2021 with new wind in your sails. Bring together your goals and action plan into a communication plan that works,” Wolniak said.
Deb Wolniak
Title: CEO/Founder
Organization: DonorNurture.com LLC in Edgerton, Wis.
Expertise: Nonprofit strategist
Previous experience: Twenty years in the nonprofit industry and also served as producer and on-air talent on “Outdoor Wisconsin,” a Milwaukee PBS television show.
Education: Bachelor of science degree in clothing textile design and business administration at the University of Wisconsin-Stout; and is pursuing a master’s degree in business administration at the Jack Welch Management Institute
Family: Husband, Pastor Bob Wolniak; grown children, Alex and Darya; and dog, Riley
Best advice ever received: "Do what you love, and the money will follow." (From her mentor for 30 years, Adonica Randall, owner of Abaxent LLC)
Favorite musical artist: U2
Favorite Wisconsin restaurant: Lake Park Bistro, Milwaukee
