CTW Issue #3: "Why do nonprofit organizations have to beg for support?"

When I started this newsletter only a few short weeks ago, I intended for it to be a structured, orderly place to share my thoughts on empowering our community's nonprofit organizations. I definitely had no intention to use this space for any sort of commentary on current events. We are, however, in the midst of a communal crisis that cannot be ignored, so I feel compelled to change course.

I came across this quote in an article from ejewishphilanthropy.com yesterday.

Authority figures provide protection, direction and order. In times of crisis, it is crucial to create an environment in which people feel more safe, to guide them about what to do next, and to help create structure in the face of chaos. Leadership during these times (as opposed to “normal” circumstances) does not involve systemic thinking or analysis, nor trying to understand the root causes and complexities of an issue. Instead, leadership involves guiding people towards solving specific, technical, manageable challenges.

Although I hesitate to call myself an authority on anything, I have invested significant time and effort into learning about and working with nonprofit organizations. I fervently hope that the war in Israel ends swiftly, but until it does, I will try to use this newsletter to provide some level of support and guidance where I can.

Last week, I outlined some initial suggestions for moving forward in a time of such overwhelming confusion. This week, as our collective horror continues to evolve into an unprecedented level of unity and faith, I want to focus on the good.

Almost immediately after the initial shock of the news, Jewish communities around the world mobilized into action. Thousands have flocked to in-person gatherings to pray and show support. Dozens of packing centers have popped up in various locations to collect donations of desperately needed military supplies and miscellaneous goods. Personal causes and organizations have raised millions of dollars, and countless spiritual initiatives have been launched.

In the hustle and bustle of our regular lives, it can be easy to forget how good most people are at their core, that they really want to help, give, and support; they just need opportunities to do so.

If that is the case, why do nonprofit organizations have to beg for support? As nonprofit marketers, we're taught to write donor-centric copy that makes the donor the 'hero' of every story; told to throw lavish gala events or to use raffles and prizes to incentivize attendees...the list goes on and on. I've never been a big fan of any of these gimmicks, which you might know if you've read some of my LinkedIn posts on the subject. I hope these tragic circumstances serve as a way to remind us that you don't need to be creative in order to attract support; you just need to give people a compelling reason to step up.

(Sidebar to say that while I know this may feel like a major oversimplification of a complex subject, it's important to make this fundamental shift in thinking before discussing anything actionable.)

Here are this week's practical takeaways.

For Nonprofits

For today, all I want to do is to remind you of something very important. Regardless of whether the population you serve is in the news or not, you have chosen to devote your life to an important, holy line of work. You should never feel that you have to beg people to care; in fact, we should all be begging you for a small part to play in the way you change lives daily. If you are feeling confused, discouraged, or concerned about how current events will affect your operating budget, I get it; there is reason to be concerned, and I will definitely be providing more concrete suggestions in the weeks to come. For this moment though, I hope you can derive comfort from knowing you are surrounded by a community of givers who will clearly drop everything at a moment's notice to support people miles and miles away, and when you need them, they will be there for you, too.

For Businesses

It's been really heartening to see the number of businesses that have jumped in to help where they could. There are probably many more that just haven't been public about their altruism. I would like to make two suggestions:

• You may not think of yourself as a leader in your community, but you are! You are very likely in a position not only to help but also to involve others in your efforts. To reiterate what I said above, people want to do good, given the opportunity to do so. And I don't hesitate to say that this is a good business practice that can ultimately benefit your bottom line; successful businesses are better positioned to help their communities even more, so it's a win-win for all. I have a lot of ideas on the subject, so feel free to join Whatsapp community for businesses for more details.
• I've said this before, but please don't be humble! The good you can accomplish by sharing your efforts is so much more important than humility. Even if they don't actively participate, your competitors, employees, coworkers, customers, etc will be inspired and uplifted by your actions.

For Community Leaders and Changemakers (and everyone else)

My message for everyone else is to say two seemingly contradictory things at once: don't judge, but if you see something, say something. What do I mean by that?

This a tough position for anyone to be in. No one quite knows how to help, what is the wrong or right thing to say, or whether it is better not to say or do anything at all. We are all trying to operate based on what our gut instinct is telling us. If an organization, business, etc says or does something that you disagree with, first remember that behind the decision was a human who is probably just as overwhelmed and confused as you are. After that, if you feel your opinion would be valuable to them, share it. We are better when we act in unity, and a two-way conversation between those who lead and those who are being led is our best path forward.

Hoping and praying for a speedy end to this horrific war,

Tzivia Cohen

P.S. If I can be of any help to you or your nonprofit during this time, please don't hesitate to contact me on LinkedIn or via email at [email protected].