Sometimes you don’t have to go far to find good help. You have Outliers full of potential.
Most Nonprofit Organizations keep a staff small. That means one person is typically wearing multiple hats at a time and rarely is one person delegated to a single role. Over time, trying to fulfill so many obligations can spread a person thin and wear them down. And more often than not, the organization itself is spread thin and everyone feels the stress.
I’m guessing none of this is news to you.
One way to better manage your lean personal resources is to embrace using your Brand Advocates — especially in spreading the word about your organization. These are the people you might not be on the board, but might be supporters or have some kind of personal connection to the organization. They are Outliers, and they can be outstanding when it comes to generating buzz. But how do you get them involved? You deputize them.
Identify fringe Brand Advocates 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. So that’s exactly what you should do.
A few years ago, I worked with a local fundraising arm of St. Jude. I asked the board to round up a group of interested supporters and bring them by our office. Here, we presented them with a class on media training. We taught them how to use social media to advocate for the organization and attract more supporters. It was basically an educational class on how to responsibly and effectively maximize their social media usage for the good of the organization. Then, we presented them fundraising tools: a presentation about the organization itself and a stack of pledge cards. They could easily walk into a business with their training and tools and get potential donors to write checks. A year later, the organization had raised nearly a million dollars.
The success of that organization is directly attributed to using its resources effectively. Some of their Outliers were friends of friends, some were Facebook fans, and others were underutilized volunteers. The board was able to focus on big-picture objectives while the deputized Outliers ran around handling the day-to-day details of publicity and fundraising.
So when resources are sparse [and they almost always will be], look to the people just beyond your board for help.
Download our Educating Your Supporters eBook and learn more about how to get people more invested in your NPHO.