Building genuine community is the key to creating trust and advocacy for nonprofit organizations today.
But how do you authentically build community, especially with limited resources?
Marketing expert Mark Schaefer shares insights from his latest book, “Belonging to the Brand,” on how to create a vibrant community.
According to Schaefer, community provides “unparalleled value” for both companies and nonprofits.
A well-built community can lead to “organic advocacy,” among other important benefits. Community also builds trust in an age of disinformation.
“Information in a community is the most trusted source of information,” says Schaefer.
Schaefer recommends starting small by gathering just five engaged supporters. Ask them what they care about and try different ways of interacting, from online to in-person. Pay attention to what resonates and keep experimenting. “Over time, as you create momentum in your community, those leaders will emerge,” says Schaefer.
To scale, identify and empower community advocates.
“Leadership in a community will emerge. You’ve just got to be aware and you’ve got to be able to nurture those leaders,” Schaefer explains.
Provide opportunities for advocates to take on more responsibility, but don’t micromanage.
Building community also requires managing expectations around control and measurement.
“You’re not necessarily controlling the message in the community, but they’re making you more relevant,” says Schaefer.
Rather than strict metrics, focus first on engagement and listening to understand what members value.
Authenticity is key. “The most important thing of managing a community is nurturing the culture of the community,” says Schaefer. Create a space where people feel respected and supported. Address toxicity immediately. With the right culture, your community can become a trusted source of truth and fuel real impact.
Building community requires courage, trust, and a willingness to not be in control. But the rewards of advocacy, feedback, and partnership can be well worth the effort.
By starting small, empowering advocates, and focusing on culture, nonprofits can create a vibrant community that fuels their mission.
View the recording of this Donor Participation Project session in our Resource Library.