Executive Issues

At the Direct Marketing Association Nonprofit Federation’s 2010 New York Nonprofit Conference, three top nonprofit executives joined moderator Tom Harrison, president and CEO of Russ Reid, to discuss these issues in a two-part session, “Cracking the Shell: Open Dialogue & Discussion With America’s Top Nonprofit C-Level Executives on the Sector’s Most Pressing Issues."

All nonprofit organizations face obstacles. However, the five I’ve chosen to focus on seem to be more prevalent in smaller organizations. But according to my definitions, these particular obstacles are problems for which there are workable solutions. They can be overcome. As you’ll soon see, I believe organizations need to focus on growth, and growth requires various kinds of resources.

An executive coaching client recently asked me about my favorite two or three leadership books. Here are the first five that came to mind. Not surprisingly, each one is within easy reach of my desk. And I find myself thinking about their concepts or quoting them practically every week: "Influence: The Psychology of Persuasion" by Robert Cialdini, "Coaching for Performance" by John Whitmore, "First, Break All the Rules" by Marcus Buckingham, "How to Win Friends & Influence People" by Dale Carnegie and "7 Habits of Highly Effective People" by Stephen Covey.

One person who successfully merged two large and established nonprofits is Elisabeth Babcock, president and CEO of Crittenton Women’s Union. To help people understand how to create a successful merger, here are three video interviews with Babcock. In each video she discusses one of the key impediments to a merger and what can be done to overcome it. The first video is about how to blend the boards of directors, the second about how to blend the senior staff and the third about how to blend the brands.

The challenges that every nonprofit organization faces, we believe, involve the need for improved execution in five areas of fundamental concern: mission focus, fundraising and development, board governance, succession planning, and performance measurement. When we have seen well-performing nonprofits lose their way, usually one (or more) of these five perennial issues lies at the root of the problem.

The future will be here sooner than we think, and there's no doubt it will pose its own challenges, requiring charities to change the way they fundraise and provide their services. The charities that will really stand the test of time will be those that provide the best service for their users and continue to build strong, lasting relationships with their stakeholders.

Be ready to weather the storms of fundraising by enhancing your decision-making skills. So get moving — take action!

Here are eight ways small nonprofits can cultivate donors and sponsors: 1. Get clarity on your goals. 2. The different between success and failure is structures and systems. 3. Know the difference between sponsorship and corporate donations. 4. Start with who you know. 5. Automation is a great way to use limited resources well. 6. Get a database! 7. Fundraising is not the job of one person. 8. Fundraising is not just about money.

In 2010, CASA of the Tennessee Heartland was facing some very serious issues. There was significant debt, the board and staff were unengaged, and things were looking bleak. Fundraising was going backward instead of forward, and while everyone knew something needed to change, no one knew exactly how to break the status quo.

Naomi Asher, who was promoted to executive director of the organization, helped turn her organization around 180 degrees and went from disaster to dynamo.

It is imperative that you understand board chair dynamics. Never take this responsibility for granted. Your organizational success as an executive depends in part on the progress of the volunteer board you help guide. Enjoy the experience, and embrace the ever-changing challenge.