As an expert in branding for nonprofits, I found it refreshing to hear a fellow nonprofit expert discuss the concept of the nonprofit sector’s brand as a whole. Without using the word “brand” specifically, NYU Professor Paul Light pointed out that no one refers to “nonprofit-ness,” although the term “businesslike”

is often bandied about. This state begs the question: What are the attributes that define nonprofits? (To be immediately followed by: Are these traits positive?)

At the 6th Annual Connecticut Nonprofits Conference on November 17, Light set forth the following as common characteristics of the sector:

• Incorporated. Nothing terribly exciting. Just a technical term that describes the organization’s legal entity, typically accompanied by a board of directors and governing bylaws.
• Older. The average age of employees in the nonprofit world is 45, compared to the thirtysomethings who work in the for-profit business community.
• Poor. The nonprofit sector has long been synonymous with poverty and hardship. Staff members take pride in denying themselves such niceties as heat and air conditioning, matching furniture, and flat-screen monitors.

Instead, Light proposed aspirational attributes that nonprofits should strive toward:

• Rigorous. Nonprofits need to apply rigorous standards to measurement and management. The sector currently excels at showing need. Instead, organizations need to show tangible results that matter to donors.
• Confident. The nonprofit world consistently works miracles and effects far-reaching social changes that leverage tight budgets. Such effective stewardship should inspire confidence and drive future efforts.
• Proud. The nonprofit sector has the greatest workforce in this nation. Tireless men and women work long hours for the public interest. Employees come to the office every day for the chance to accomplish something good, but they leave feeling stressed out. This sad fact must change.
• Audacious. Today, innovation wins. Nonprofits have to push the envelope and try new things. To change the nature of the world, nonprofits must challenge the prevailing wisdom and find new solutions.

WAKE UP CALL: As a sector, can we take responsibility for the perception of nonprofits and how can we collectively and individually start to change the definition of “nonprofit-ness?” One thing you can do is to attend the Nonprofit Congress in May in New Orleans in which the statewide nonprofit associations will converge to discuss the state of the sector, share best practices, and explore how to improve the visibility of the nonprofit sector.

See our sketches from the 2008 Nonprofit Congress.

Red Rooster Group does our part in advocating for the sector. Read more: Creating Awareness for the Third Sector

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