A charity mindset is noble, but harmful.
Most Nonprofit Healthcare Organizations (NPHOs) tend to think of themselves as simply “Nonprofit” instead of believing that they are, in fact, a business. And while that could be perceived as noble, it’s not very strategic. And worse, this mindset can hinder the organization’s ability to stay organized and focused on the bottom line: acquiring advocates and donors.
Advocates and donors are more likely to invest in an NPHO that’s managing a transparent, evidence-based, philanthropic organization that understands the value of operating in a businesslike manner and less likely to invest in one that’s “running a nonprofit charity.”
For NPHOs, attracting these donors means:
- Having a Web-based presence
- Promoting the brand
- Tracking and measuring results
- Being transparent
- Being accountable
Sounds like things a for-profit business might focus on, right? It is. And it works for NPHOs, too.
Don’t get me wrong; I’m not suggesting you compromise your passion or your values to appease business-minded donors. But I am saying you should own and consistently demonstrate a quality, transparent brand.
Why? Because most people [more specifically, donors] work in the for-profit world, which means they’ll be more likely to invest [time and money] in an organization that reflects the business environment from which they come — and understand.
It all begins with perception. Take a moment and ask yourself: How does our community regard us?
Do they think of you as a charity?
Or, do they think of you as a provider of world-class medical care?
How you’re perceived greatly influences where you are and where you’re going, because your brand belongs to your audience and they control how you’re shaped. And if you don’t know what people think about you, maybe it’s time for an assessment. Go out into your community, survey current patients, hold focus groups, and talk to your staff to try to get some insight. What’s the climate of thoughts and feelings surrounding your organization? Like I said, it all begins with perception, and you can influence perception if you’re in control of it.
Download our No One Knows You’re A Nonprofit Healthcare Organization eBook and find out how powerful messaging can make all the difference in how people perceive you.