You might not think traditions matter, but they’re the difference between a happy workplace and something else.
What, if any, unique traditions does your NPHO have?
Do you run any big fundraising events?
Do you send out gifts during the holidays?
Do you have an annual open house on your founder’s birthday?
Do you hold a family scavenger hunt that your donors’ children look forward to?
If your organization doesn’t have any kind of tradition, then it might be time to institute one or two. That’s because unique and memorable traditions build brand loyalty by setting you apart from other organizations and making your donors feel like they are part of an exclusive club. Donors who know about your traditions will feel like they are “on your team,” and will be less likely to leave your team to join another.
For example, if one of your donors’ sons looks forward to your annual events, and you give donors special tickets and benefits at the event, it will be very hard for that donor to stop giving to your organization. In fact, you’ll have a very vocal advocate right in the donor’s own home – her son!
It gives everyone something to look forward to. Not just your donors, but your staff, too! Traditions keep everyone engaged and excited and they boost morale. Everyone wants to feel like they are a part of something annual or continuing because it means we’re working for something bigger. Your staff will look forward to these things, and you’ll be surprised by how much they’ll want to be involved. Whether it’s a big yearly fundraising event or an inter-office weekly get-together, people will rally on your behalf.
Most importantly, traditions make you more visible in the community. You become synonymous with something people look forward to and are exciting about. And that’s where brand loyalty begins: with people who want to be involved.
All too often, NPHOs focus first and foremost on the mission and the people you’re caring for (which is amazing), but at times its easy to forget about the people on your team. Having a few established traditions for your nonprofit can help make your people feel valued, which can make them reinvested in your brand. On a base level, it’s about showing the people who care about you that you care about them. And that makes everyone feel good.
Download our Your Nonprofit Healthcare Organization And Its Culture eBook and learn how to improve your company culture or develop it from scratch.