The Nonprofit Niche: A Profitable Market for Coaches

This article was written by Kate Michels, MCC, NLP and originally appeared in choice, the magazine of professional coaching. Click here to receive a FREE digital issue!

"This can be an unforgettable experience for entrepreneurs who wish to make a positive change in the world ...” This one-liner by Linda Ray referring to nonprofit organizations shows me that there is more alignment between coaching and nonprofits then I previously recognized.

Who does it sound like? Why, almost every person who finds themselves entering into the coaching profession, of course, from myself to many of the coaches I have trained and trained with.

I remember my first day in coach training school when the instructor shared the tag line, “change the world, one conversation at a time.” I knew as soon as I heard this phrase that I had finally found the profession I fit into.

The number one complaint I hear from coaches who hear the calling and enter into this profession with a strong drive to change the world is the inability to have their passion match with their ability to make a profit. They know what they want to do and how they want to serve humanity; they just don’t know how to market this niche in a profitable way. Often this is due to the fact that those they want to coach, those who need coaching the most – the clients who are in the place of wanting or needing to make the biggest changes – are also in the place of not having the funds available to match their desire to pay.

When I first started my coaching business, the number one thing I heard from prospective clients was, “Wow, I could really use you but I don’t have the money right now” or, “After I find the funds I will certainly work with you.” Many of those people have followed up, come back and done some coaching with me. I know that they recognized the benefits of having a coach truly support them in making the changes that would last, yet they really didn’t have the ability to invest in anything, including themselves. Coaching is an investment in ourselves that spreads out from there. The work we do as coaches is beneficial for individuals, families, corporations, communities and humanity. It is very profitable, yet many coaches find themselves struggling to make a profit.

choice Magazine stands as a representation on a regular basis that the coaching profession is a place to succeed financially, and as a successful professional coach of 12 years now, I stand as an example that it is possible to answer your calling, be passionate, serve humanity and to also make a good living.

I also recognize that there may be a path that exists which could truly benefit many coaches and also many clients. That path is nonprofit and there are many ways to take advantage of the nonprofit concept. The simple one is to offer your coaching service out to the nonprofits that are in alignment with your message and your niche.

One of my Core Alignment Specialists knew her niche and her calling was coaching women in abusive relationships to step into their core value and make more resourceful choices for themselves. So she approached the organizations in her area that matched her mission and offered her services.

Next thing you know, she is on their staff as the head coach and is being paid a substantial salary. This coach has her own office and meets women daily who are seeking her services.

Isn’t that what we as professional coaches are looking for: a way to meet our perfect client profile often and easily? There are organizations out there that are looking for someone just like you – someone with your niche – to come along and support them as they support others. There are nonprofits that have clients who are just waiting for someone to show up and meet them where they are.

People have limiting beliefs about nonprofits, the biggest of which is that nonprofit means there is no money. That is not what nonprofit means. Let’s not let lack of information distract us from the possibilities.

People have limiting beliefs about nonprofits, the biggest of which is that nonprofit means there is no money.

Profitability is there, as Forbes Magazine (Oct. 2016) shows with its annual “Largest U.S. Charitable Organizations” list, noting, “Of the 100 charities, 18 reported paying some employees more than $1 million. The highest compensated chief executives were Delos M. Cosgrove, Cleveland Clinic Foundation, $4,195,251. He was followed by Steven J. Corwin of New York-Presbyterian Hospital, $4,591,728; Craig B. Thompson, Memorial Sloan Kettering Cancer Center, $2,844,637; and Emily K. Rafferty, Metropolitan Museum of Art, $2,555,131. These figures can include benefits, deferred compensation and one-time bonuses.” Clearly there is opportunity in the nonprofit sector.

With big visions come big missions. How big is your niche and how far do you want to take it?

The niche you are developing could also put you in a perfect place to form the next nonprofit that will change the world. Your organization will be in direct alignment with your message, vision and mission, and will support a specific sector from the nonprofit position. Maybe you feel called to support the homeless, adults with ADHD, divorcees, single parents, pregnant women, teens, children ... the list goes on and on as far as your passion leads and your creativity allows.

What is a nonprofit? In the United States, nonprofit organizations are formed by filing bylaws or articles of incorporation or both in the state in which they expect to operate. The act of incorporation creates a legal entity, enabling the organization to be treated as a distinct body (corporation) by law and to enter into business dealings, form contracts, and own property as individuals or for-profit corporations.

These are typically community-serving organizations that are focused on providing services to the community in general, either globally or locally; organizations delivering human services programs or projects, aid and development programs, medical research, education and health services, and so on.

As Linda Ray explains, “Instead of turning profits, nonprofit organizations use their funds to promote a cause and advance their programs. Nonprofits receive funding through donations and grants. Depending on the kind of nonprofit you run, your funds may come from a variety of sources.”

Forming and building a nonprofit takes effort, of course. However, the jobs that matter the most to us are well worth the time. Personally, I want to see coaching involved in every area of life, so I would love to see nonprofit coaching organizations popping up everywhere.

Chron.com has a wealth of information available on how to create your own nonprofit and how to raise the funds for your own nonprofit organization. Your coaching story could easily be the next TED concept. Not only do I think that most coaches are ready for “an unforgettable experience for entrepreneurs who wish to make a positive change in the world;” I think that most of their clients are as well.

Let’s take coaching and all our unique niches and fill the world with nonprofit organizations that care about people more than profit. This will truly be beneficial for us all. 

Have you worked with clients in the nonprofit field? What can you share about the experience?

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