I recently subscribed to the enews of a nonprofit that has a wonderful mission. As part of their messaging and tagline, they use the word “hope.”
I started thinking about the word “hope” and the fact that, it seems to me, many nonprofits use it. As I looked at more taglines, content of emails and websites, the word kept popping up again and again.
To be fair, it’s a powerful word and gives people something to hold onto. It might be intangible but “hope” has a power of its own. Should nonprofits stop using it?
Not necessarily. But it might be time to look for other words or phrases- opening up doors, illuminating a path. Keep it intangible but also avoid using the word “hope.”
Side note: I’m not telling your organization to ditch the word “hope.” But I am telling you to consider alternatives as a way of differentiation. In fact, survey your beneficiaries and ask them what’s the biggest/most important benefit they get from being associated with your organization. Those answers will provide you the words/phrases you should consider using.
All of that intro to tell you I’m stopping to use the word “small” when it comes to referring to nonprofits.
92% of U.S. nonprofits have a budget below $1 million (and a majority of those have a budget below $500,000). They’re what people call “small” nonprofits.
For almost my entire in-house career, I worked in small shops. Small budget. Everyone wearing 17 hats. Trying to do a lot with few resources.
I know what it’s like to have to operate under those conditions. When I was a CEO, I was also the full time fundraiser. When I was a fundraiser, I was also a full time marketer and grant writer. And event planner. And alumni director.
It’s hard because adding to the stress of being overworked and underpaid, you’re trying to do multiple full time jobs. There’s only so many hours in the day and the weekend and you can’t get to everything. It can be super frustrating and stress inducing.
Side note: I know you’re doing the best you can under adverse conditions. I am thankful for you, the work you do and how you’re making your community a better place for everyone.
“Small” has its advantages. To some it could mean you’re nimble- you can get work done faster than a larger organization with 19 layers of middle management. For some (I’m looking at you foundations!!!) it could mean you keep your budget overhead low. For others, “small” could mean mighty- you “get more done with less.”
But for me, when I look at the sector, “small” is restricting and limiting.
Many in our sector live with a poverty/scarcity mindset. Afraid to spend. Risk averse. Not willing to diversify a fundraising portfolio because it’s scary and we’re doing fine with what we have now.
(Ask an organization who relied heavily on government grants how that last part is going.)
This poverty mindset keeps many organizations small. Not growing. Not able to serve more people. Not able to grow impact.
Is that true of all organizations? Nope. Some do very well as “small” nonprofits and that’s great.
But my personal pain point in using the word “small” is that I feel like I’m boxing organizations into something that they don’t have to be. Because organizations CAN grow and thrive!
Defining them as “small” in my opinion does them an injustice.
It’s time to change. To what?
Grow and thrive
GROWING.
About a year ago I was speaking with an ED who was getting ready to make a presentation about her organization. She told me she’d be talking about her small nonprofit.
I said NO! You’re a GROWING organization!
Internally and budgetwise you may be defined as small. But people want to be associated with something that has potential to grow, to have more impact. Saying you’re small can have a negative effect on those listening.
Is it bad to say you’re small? Nope. But what would happen if you changed your language and then started to believe it?
What would happen if you started asking people to join your growth movement? Partner to grow and help more people?
As a lifelong (and third gen) nonprofiteer, I want to see the sector grow. I love hearing about nonprofits who are thriving today, even under tough conditions. I know it can be done.
So for me, I have decided to stop saying “small shops” and switch to “growing shops.” When I talk about them, I don’t want to use a word that could have negative connotations about the work, the mission, the services, the impact.
Growing is a nicer, more positive, more impactful term than small. And it gives people something to latch on to!
Will my one word change suddenly make the sector a different place? No. BUT if more nonprofits talk in terms of growth and not small…
Obviously the work I do is meant to help nonprofits grow and thrive. And that’s not just with clients. I am walking the walk by helping hundreds of organizations fundraise successfully, grow and thrive.
When I consider your organization’s supporters, “growth” is definitely on their minds. They want to help more people, have more impact. They want to see your organization thrive.
More importantly, they want to be part of a winning team. Pushing out that growth mindset can have a positive effect on donations and retention. They’ll want to see the growth process thru to its positive end!
So I’m making a change. I understand why some (many?) of you may prefer the word “small.” I’m gonna go with growing.
John C. Maxwell said, “Change is inevitable. Growth is optional.” In a sector where too many say “we’ll continue to do what we’ve always done,” I am going to change a 25 year habit. I’m switching up one word.
And I’m hoping it’ll bring about change.
