There is a yearning. And post-COVID it feels like it is growing stronger.
As a society we have never been more interconnected in theory but disconnected in practice. It is my belief that people crave a sense of belonging - and that nonprofit organizations are in a unique position to fulfil this desire. By fostering a sense of community, nonprofits can not only engage their donors more deeply but also create a supportive network that propels their mission forward.
Creating these feelings of connection and being part of something bigger can transform casual supporters into passionate advocates.
But when the work is already overwhelming how can we to harness the power of community building without tapping out our nonprofit teams further?.
To build a community, you need a clear vision that resonates with the people you are trying to reach. There should be no question to your potential community audience what your mission, values, and goals are. Share your story and explain why being involved with your cause matters. When people understand your vision and see the impact of your work, they are more likely to join and support your community.
Example: A local animal shelter might start by clearly outlining their mission to reduce stray animal populations and explain how every adoption helps achieve this goal.
“Authenticity” has become kind of a buzz word in marketing and social media but it actually live up to the hype. Authenticity is key to building trust and engagement with any community.
What does this mean for your nonprofit team? Be genuine in your communications and interactions. Of course we want to share our successes, but it is often in the challenges that we overcome and the behind-the-scenes stories that we actually make connections. Your donors are people too - and anything that looks too polished and put together can actually be a detriment to engagement.
Show appreciation for your supporters and acknowledge their contributions (but not in the old “heroic donor” trope). You want your donors to look around themselves and go “these are my people.” Authentic engagement fosters a sense of belonging and loyalty among community members.
Example: A food bank might share stories of the daily struggles they face in sourcing enough food to meet demand, highlighting the real difference their supporters make.
All of those working in nonprofit have a love/hate relationship with TikTok/Facebook/Instagram. But social media is still a powerful tool for community building. These platforms are a natural place to reach out to current donors and invite them to connect and engage. It is also an excellent place to create brand awareness and naturally expand reach to others who are connected to your current community. After all, we often surround ourselves naturally with like-minded people (and your donors do the exact same thing!)
So how do we go about leveraging socials? Connect with your audience by sharing updates, and promoting events. Create engaging content that encourages interaction, such as polls, live videos, and Q&A sessions. Play and have fun with socials; find ways to provoke some new thoughts, new connections and ultimately delight those in your community.
Example: An environmental nonprofit might use Instagram stories to share quick tips on reducing waste and encourage followers to share their own tips.
So we know what value people in your community bring to your nonprofit - $$, volunteer hours, advocacy - but what do you bring back to your community? People are more likely to engage with your community if they see value in it. Offer resources, information, and opportunities that are relevant to your audience. This could include educational webinars, exclusive content, or networking opportunities. By providing value, you demonstrate your commitment to your community and encourage active participation.
Example: A health-focused nonprofit might offer free wellness webinars and exclusive content for their community members.
Encourage collaboration within your community. Create opportunities for members to connect, share ideas, and work together on projects. This could be through online forums, workshops, or collaborative events. When people feel like they are part of a collaborative and supportive network, they are more likely to stay engaged and contribute.
Example: A community arts organization might host online forums where local artists can collaborate on projects and share ideas.
Building a community is not a one-time effort; it requires ongoing nurturing. For myself personally at The Nonprofit Hive I liken it to constantly feeding a fire. Once it is started and burning brightly it requires less work - but it always requires ongoing maintenance and interaction.
What does community communication look like? Regularly communicate with your community through newsletters, social media updates, and events. Keep them informed about your progress, upcoming opportunities, and how they can get involved. Consistent engagement helps maintain momentum and keeps your community vibrant and active.
Example: A youth mentoring nonprofit might send monthly newsletters to update mentors and mentees on upcoming events and success stories.
Investing in your nonprofit community in my mind is a win-win-win. Your current supporters are likely wondering how they can get more involved. And I would bet there are many lurkers in your past donors and current network wondering what value add they may get by being more closely involved.
By being efficient yet authentic in your community-building strategies, you can create a dynamic and supportive network that propels your mission forward. Community building is about more than just gathering people; it's about fostering relationships and creating a sense of belonging.
So, start building, stay engaged, and watch your community thrive! Every connection made and every interaction shared strengthens the foundation of your nonprofit, paving the way for a brighter future.
About the Author
Tasha Van Vlack is the founder and CEO at The Nonprofit Hive, a free community platform for change makers to connect weekly and collaborate one-to-one. Tasha has been building bridges and connecting with nonprofit professionals for the last 7 years through a mixture of marketing, sales and customer success conversations. Tasha’s passion is people and you are most likely to find her in her spare time floating around LinkedIn, helping build engagement through Ember2Action or questioning the state of nonprofit with other nonprofiteers.