Is Your NFP Really Client Centric?

If you do not recognize the image above, it is from a book called I Am Third which later was adapted into very popular TV movie called Brain's Song. The book was written by Gayle Sayers and is about his life and time spent in the NFL and his friendship with Brian Piccolo. Mr. Sayers had his priorities straight for him (The Lord is First, my Friends are Second and I am Third - hence the title) and used this when he faced not only the adversity of his own injuries but also Brian's illness and eventual death. I am using this picture to illustrate the observation that while many Not-for-Profits (NFP's) say they are client centric, they often actually push the client well down the list - keeping mission first, staff second, government agencies next, donors next and clients fifth or later. Business acumen is even further down the list - which you can read about in some of my other articles on the NFP space.

In this fourteenth installment of an ongoing (if somewhat irregular) analysis of the NFP world, we will explore how to break free of this inherently backwards approach and identify ways to keep the ED and the team focused on the proper people over time.

Where Should a NFP's Attention be Focused?

If we look at this from a Customer Experience perspective, there are really only three places to focus your attention - everything else is a peripheral issue for the NFP.

#1: The End User. This is the CLIENT - they are who the NFP is really all about and everything the NFP does up and down the line is to make their experience, outcomes, satisfaction and happiness the goal of everything the team does.

The ED is often most at fault here. They tend to see the Staff as the #1 focal point and it shows. Mistakes are often and repeatedly made in dealing with staff - from accountability to discipline to wages and beyond, the ED can become so focused here that Client Outcomes fall by the wayside or are blamed on something other than staff failure.

How do we fix this? Focus on the outcomes for the client - in general and in specific. These feed into how staff is held accountable and how the NFP can market themselves to anyone and everyone - including our next focal point and donors.

#2: The Client's Loved Ones. This is more true with service oriented NFP's but it is a glaring error that should NEVER occur. I can speak from personal experience here as the NFP's I have been involved with in these segments barely know the family of the client (in one case, I am pretty sure neither involved NFP could even get in touch with the family without my assistance - and I am only an advocate for the client). Trust me, the government agencies are no better - their level of "give a sh**" about the client is pretty low...

This challenge can and should be met by engaging with at least one family member who can help establish outcomes for the client. This can be difficult as focus for family members can change or be found wanting. Without this, however, the client suffers as they end up being treated as a "case to be managed" rather than as the most important person in the room during staff interactions.

How do we fix this? I have seen a lot of training on this (but also observed this was a box to be checked) but essentially this should be like a Performance Assessment - it changes every year and evolves as client needs or capabilities change. Too often, next year is simply a rehash of last year which was a replication of the prior year. This is not client centricity - this is managing a case. Develop plans with the entire support group - and make sure the client is not just a bystander. This can be tough as clients can be averse to change or even outright lazy (they are human after all with human aspirations and failings) so everyone needs to push. If your client engagement plan replicates last year, you have failed and should start with a blank sheet of paper.

#3: Staff. This is the starting point for separating the contenders from the pretenders. Contenders want to help their clients grow and improve (and execute basic things). Pretenders want their case load to be easy. Contenders want input and challenge. Pretenders want simple and a replication of last year. Contenders expand their circle of connectivity to include the family. Pretenders say the words "this is what the client wants" knowing that many of the clients can be led to an easier pathway.

This is where the ED will find their next Superstar - and where they can identify those who are simply doing a job and will take advantage of any opportunity to make their own lives easier.

How do we fix this? Outcomes and accountabilities. Like the Performance Assessment, each client could have a scorecard that rolls up to a staff scorecard. If all you want to do is what was done last year, don't bother here. If, however, you actually want your client to live their best life, then lean in and make it happen. For the ED, if all you want is minimalist staff, then don't bother. If, however, you want to develop the next ED for another NFP, then get engaged, create accountability and discipline and make your staff better - all in the name of keeping the Client front and center in all that is done.

Now, some folks will ask - what about "Whoever" (donors, social workers, etc.)? They all need to be worked with as well - but that is really for the ED and dedicated staff to those pieces to figure out. The Client Centric piece will actually help with donors as the story becomes pretty clear how their funds will help people experience their best lives. Social Workers are so overworked (and, since this has been outsourced in many areas of the country, no longer as important in the total equation but sort of a necessary bystander) that they can provide ideas but should not be relied on to get things done for the client.

So, take a good long look at your team - are you doing everything possible to be Client Centric? If so, good for you! If not, what will you change to make sure you are not just collecting funds for sending people out but really helping the client live their best life?

Are you seeking to build a more sustainable not-for-profit where you can outpace both the competition and who you were yesterday? Schedule a 30-minute session to explore the possibilities:?https://calendly.com/craigespelien/30-minute-meet_greet