I recently read an article in Forbes magazine that resonated with me. The title was “Why You Should Run Your Business Like a Nonprofit” by Dan Ehrenkrantz. The title caught my attention because most of the time, people talk about what nonprofits need to learn from businesses, not the other way around.
But, at the heart of Nonprofits, the mission and the people, is the same focus that can propel businesses to greatness. The article names 3 practices where businesses can learn from Nonprofits. Here are some of my thoughts on each of these areas:
Focus on the Mission, Not the Money
Angela Ahrendts was named as Fortune’s No. 4 “Business Person of the Year.” She has recently joined Apple, Inc. in a newly created senior vice-president position. In a commencement address that she gave at Ball State University, she reflected on her career path. She says, “The most vital component of my life, which has guided every step of my career, is my character – and its Midwestern core values. It struck me that every one of the 14,000 students, families, and friends in the audience might already possess the foundation to their future success, if they could answer the questions: Do you truly know what your core purpose in life is, and can you clearly articulate your core values? Or put another way, do you know what is your fundamental reason for existence and what are your guiding principles?”
Angela Ahrendts credits her business success to keeping focused with a clear purpose. She echoes what Jim Collin’s famous research has shown that businesses that have built on-going legacies are those who live by a Core Identity.
Treat Employees Like Volunteers
When I clean my house, I often treat it like a duty and obligation. I don’t enjoy it, and I do it just because I know I need to get the job done. But, if I would look at it from a different perspective of providing a healthy living environment for my family and me, my motivation takes a whole new outlook. And, if my spouse and children join me in the task to reach our goal of healthy environment, my energy level rises even more. We are all connecting to our shared value of generous service to create a better place.
However, in organizations, we often treat employees like they are fulfilling an obligation like cleaning house. They have a certain job to get done, and they just need to do it. Duty and obligation may get the job done, but it does not bring out the best in people.
So, look at your employees differently. What if they were volunteers and not “obligated” to come to work? What would you do to motivate them to keep coming back? People do their best work when they are passionate. Learn about their core values and motivators and then connect it to the mission of your work. As Ehrenkrantz says in his article, “Employees who think like volunteers perform better, leading to stronger performance, as the Gallup study showed.”
Treat Customers Like Donors
Your most successful nonprofits know how to build long-lasting relationships that engage donors at the heart level of shared core values. Donors are people who invest time and money into a cause without expecting any monetary return. Instead, they want to be a part of the mission. Strong nonprofits know how to invest time into donors as much as they know how to invest in the people they serve. They continue to draw donors into higher levels of engagement. They thank often and they continually show donors how they are a part of making a difference in the cause they are supporting.
Organizations need to treat their customers in the same way. Don’t treat customers like an object that is a means to an end of gaining a profit. Treat them like people and pull them into greater engagement with your mission and brand. Let them feel a part of how your product is making a difference. And always thank them.
So, are you living each day to reach your personal purpose and organizational vision? Or are you just trying to make money, survive and get to Friday? Is this how your employees are living? What are you doing to engage yourself, your team and your customers to deeper levels of purpose and values that will propel you to greatness?