For many nonprofit organizations, sharing a mission is no longer enough. Younger generations of donors and volunteers are looking to engage with nonprofits that can demonstrate both impact and values alignment. Like the saying goes, it’s one thing to talk the talk and another to walk the walk. How can you make sure that your core values are consistent with your brand, your employees, your volunteers, and your actions?
Let’s discuss.
What are nonprofit core values?
Core values reflect what your nonprofit organization stands for and how it operates. When your values are in alignment, they create an organizational culture that attracts like-minded and like-hearted people. They let others know what you will and won’t tolerate, which can help with attracting donors, recruiting staff and volunteers, and creating a positive workplace dynamic.
Furthermore, when an organization lives, breathes, and operates by its core values, its impact can be that much greater because the metrics of success are clearer. Everyone is clear on what the goals are and how to collectively move the organization forward.
How do they differ from your mission and vision?
Your mission states what you do and how. Your vision is the future you intend to create by carrying out your mission. Your values are the guiding principles you adhere to in executing your mission in support of making your vision a reality.
How can you develop core values for your nonprofit organization?
Even if you already have core values listed on your website, annual report, and other materials, it doesn’t mean they’re set in stone. Just as priorities can shift, so can values. Whether you already have your core values identified or are just beginning to undertake the exercise, the practice is the same.
Start with interviews
First, consider who should be included in the interview process. A bottom-up approach is recommended because while your leadership may have ideas, it’s your program managers, marketers, frontline fundraisers, and so on who are interacting with your communities directly. They are the ones who are serving as representatives of your organization.
If their values are in alignment, then your organization’s values are clearly embedded within your culture and services. If they’re not, it’s an opportunity to identify those disconnects and work toward internal alignment. This also has the added benefit of giving your team a sense of accountability and ownership toward enhancing the organizational culture and impact.
One other audience to include: those who are directly impacted by your programming and services. By including volunteers, donors, and program recipients in your discussions, you may uncover findings that surprise you and help you reorient your values.
Synthesize, synthesize, synthesize
What terms or phrases kept coming up in these various conversations? For example, if multiple people emphasized your organization is collaborative, perhaps collaboration is a core value. Create a list of all the possible terms that have come up, and then sit with it for a bit.
Are they values that will still apply five years into the future? Do they hold the same meaning to a fundraiser as it does a program coordinator? If a prospective employee doesn’t share the same value system, would you still hire them? What about accepting money from a donor whose priorities are clearly different from yours? And finally, can you view your goals and objectives through a values-based lens to determine whether it’s an action to pursue?
Define your values
You’ve put together a comprehensive list of possible values. Now you need to define them. Which values keep rising to the forefront? We recommend choosing no more than 5-8, as any more than that can dilute your value system or indicate that you’re talking the talk more than you’re walking the walk.
Sometimes a word may suffice — for example, our values are collaboration, equity, purpose, quality, and truth. Each word holds meaning that tells the reader exactly what we stand for.
Sometimes a value statement works better — for example, our value of equity is accompanied by the following statement: “We invite you to come exactly as you are because that’s how we show up for one another, every single day. Whatever tools and resources we can provide to make our work together better, we’re here for it.” We’re now creating an even more specific definition of what equity means to us, while explaining how we’re applying it to our daily work.
It may take several tries before you get the language exactly right or it may flow naturally and appear on the first shot. Finetune it until it resonates and feels accurate to your organization.
Honor your values
Once you’ve defined your values, the next step is to make them a living, breathing part of your organization’s practices. Update or post them on your website. Share them on your social media channels. And then keep going. After all, values aren’t meant to be listed on your website and employee handbook, pulled out when convenient.
Conduct culture fit interviews as part of the hiring process to ensure prospective employee’s values align with the organization’s. Shout out employees who have exemplified each of the core values at your team meeting. Use your core values to navigate your organization through difficult situations and provide direction on what course to take. When your values are clearly defined, it becomes much easier to make them part of your daily activity. If you’re considering revising your core values, a good place to start is with a strategic brand messaging exercise. We can help you articulate what you do, how you do it, and who you do it for. We’ll note where there is alignment and disconnect among your stakeholders, setting you on the right path to identify and define your core values as part of your overall messaging. Reach out to us today and learn more about how we can help!
