Key attributes for charity success

On the heels of the recession, our sector is poised for changes. Some of it will be self-initiated and embraced; much will be imposed by realities of new times. Most probably these changes will be reluctantly accepted, if not outright resisted.

In light of shrinking budgets, how can community benefit organizations create difference-making initiatives without simply doling out more money? The answer is IDEAS. Increasingly, we need to look at changing existing practices, changing old habits, challenging persistent mindsets, and using existing budgets better. Continuously, we must ask ourselves: "how can we improve what we have without increasing the dollars we invest?"


The status quo is not sufficient (never was, of course, but it's especially inadequate now). In an ongoing way, we need to measure ourselves against a measuring stick of what success looks like. Well, what does success look like for non profits?
An interesting survey of people in the sector was just released by nfpSynergy, posing that question.

The chart at left shows that more than half of all respondents thought that quality of services, quality of leadership, and strengths of values and vision were important in creating a successful, high-impact charity.

Financial soundness, the ability to work in partnership and the capacity to innovate were also considered important to charity success, with each of these factors selected by more than one third of respondents.

Lowest on the list:

• Modern IT strategy/attitude to digital media


• Strong commitment to diversity


• Internal communications


• Management of brand, image and reputation


• Campaigning and media/PR skills

The perceived importance of working in partnership increased from 30% in a similar 2007 survey to 40% in 2009. This finding may point to the increased difficulty of accessing funding when working independently, in light of the global recession.

Funds, funding, and fundraising really matter. While I suggested above that we need to figure out how to do more with what we've got, the fact remains that making ends meet is still a top challenge for nonprofits, especially those largely dependent on government funds. The sector badly needs and wants to grow other sources of income to make up for government shortfalls. Thus, charities' need for fundraising skill is increasing. More charities need to raise more of their funds themselves; if you can't afford to hire a development capacity, then existing staff need to become more highly skilled to adapt their fundraising to the new environment.

The online survey was conducted by nfpSynergy (a research consultancy dedicated to the nonprofit sector) in November/December 2009. Opportunity to participate was widely promoted, especially through Third Sector Magazine. There were 710 respondents.