Focus Essential to Nonprofit Quality

In museums and other nonprofits that offer educational programs, there are usually educators and volunteers who have a passion for their subject matter. And, there is often an abundance of ideas on what educating should be done. Board members have their favorite topics. Corporate donors want programs that relate to their products. Staff have their favorite interests.

But, who has the institution's interest in mind? Doesn't it matter at the end of the day that the menu of experiences makes sense? Otherwise, how can a museum or educational institution build a brand? Without a focus, how can you ever distinguish your nonprofit from all the others that are out there? And, without a focus, how can you hope to be successful in the long run?

Imagine going into a restaurant that offered Chinese, Italian, Indian and American cuisine. What would be your expectation? Wouldn't you assume that a restaurant focusing on any one of these areas would likely be more satisfying in its product line? And, wouldn't it be nice if the restaurant's atmosphere reinforced the product? It's hard to get that kind of coordination without a focus.

Yet, this mishmash is the kind of result that corporate and individual donors and board members encourage when they keep throwing out disconnected ideas and attaching money to them. They are luring nonprofits into non-branded oblivion.

It is hard for a nonprofit to say "no" to money. It is harder still for a donor to give money and not expect to have a say in programming. The most effective donors look to support nonprofits that have strong leadership. Leadership with a clear vision. Leadership that communicates well. Leadership that is skilled in negotiating the interests of donors, board members and staff. Leadership that blend all these elements together in support of a tightly focused vision, which guides them all.

Robert Thalhimer