What do all Nonprofit Healthcare Organizations have in common? A mission!
And not like in a corporate “mission statement” sense of the word. Nonprofits are inherently mission-minded organizations that are working for some sort of greater good. Whether you’re a hospital, a fundraiser, a healthcare provider, or just a cause-oriented organization, your status as a Nonprofit means that you’re reinvesting in the people you serve and your community. The healthcare component of your business almost creates the sense that your hearts are twice as big. Not only are you caring for others, but you’re doing it as a Nonprofit. There’s a real nobility in what you’re doing, and there’s a true mission at your core.
So how do you get others to believe in your mission? Education.
People are always looking for a reason to do some good. Think about it: How many times have you heard someone express the desire to do something “selfless” or “fulfilling?” We all want to be part of something bigger and more significant. The opportunity to attract new supporters, volunteers — and most importantly — donors to your NPHO lies inside everyone. It’s just a matter of appealing to their good nature and educating them about what why they should invest [time and money] in your mission.
So where do you begin? Here are 5 simple tips for educating the public about your mission:
1. Start With Your Staff
You can’t invite people over until you’ve got your house in order, right? So start internally. Make sure your people are on the same page. Do they have the best understanding of your mission and the way you operate? Do they share the enthusiasm of your leaders? Maybe it’s time to consider hosting a retreat and facilitating a message-training workshop. When your people are armed with the right information, they can disseminate it with pinpoint accuracy.
2. Tell Stories
You’ve got stories all around you right now. Patients you’ve cared for or families you’ve touched. They’ve all got stories and now, you play a role in them. That’s special. And that deserves a place in your brand. Why? Because stories reach people. Tell your stories on the website, and tell stories of those you impact through testimonials and case studies. Use photos and video to compliment each narrative as much as possible. And keep in mind that not all stories need to be long-form. You can tell stories in just a sentence or two.
3. Build A Social Media Repository
Education is the key to creating good, engaging social media content. As an NPHO, what do your supporters, donors, and patients want to know and what information can you provide them? Social media content engages the public (and prospective patients) with topics relating to health and wellness such as How to Choose the Best Sunscreen and Best Foods to Prevent Varicose Veins. Have a social media plan, a calendar, and action items for your team.
4. Pull Your Fringe Supporters In Closer
Fringe supporters can be friends of friends, Facebook fans, or underutilized volunteers. Identify these outliers and invite them to become members of your staff in a volunteer capacity. They’re already on your side, so it’s just a matter of giving them the right tools and training (just like you did with your staff). Your Board can focus on big-picture objectives while the deputized outliers ran around handling the day-to-day details of publicity and fundraising.
5. Revise From Within, As Needed
There’s no rule that says your mission has to be the same throughout the lifecycle of your organization. In fact, as your organization grows/changes/evolves, so should your mission and your education materials. Adjusting as needed is an essential part of staying relevant. So every six months, call a Board meeting and review your position. Can everyone agree that you’re in the same place? Somewhere different? Changing course is never a bad thing, but keep people informed so they can change course with you.
The success of your organization is directly attributed to using your resources smartly. And the ability to educate your supporters is a cheap, powerful resource that goes a long way.
Click the button below to download our Educating Your Supporters eBook and learn more about how to get people more invested in your NPHO.