For nonprofits with small teams and budgets, building a community may seem like an impossible task. However, according to expert Mark Schaefer, community can be built with limited resources if you focus on organic growth.
Schaefer recommends starting small by identifying your “five people”— devoted supporters who attend every event and are always first to volunteer.
Invite them to join an informal community, whether meeting for coffee or connecting online. Provide value by discussing issues that matter to them and your mission. These conversations can spark ideas for collaborating or cocreating resources that benefit your community.
As your community forms, look for leaders to emerge.
When someone proposes an idea, hand over responsibility by saying, “That’s a great idea. Why don’t you do it?” Schaefer found community members eagerly took on leadership roles, creating podcasts, events, and more. By elevating and rewarding these leaders, you gain “firepower” to scale your community.
Rather than controlling the message, allow open discussions and feedback.
Schaefer says this helps nonprofits stay relevant and spreads authentic stories of impact. While engagement metrics have value, focus first on listening and providing value. Leaders and advocates will organically promote your community, fueling growth through word-of-mouth marketing.
Start with a humble goal of 10-20 percent of your budget and time over two years. Choose a platform, set a purpose to unite members, and work to build emotional connections between people. Monitor culture to ensure values of respect and support. With time and consistency, organic growth through member leadership and advocacy can transform a small startup community into a powerful movement.
Nonprofits no longer have the luxury of relying solely on email or social media. By investing in community, you gain loyal members and new opportunities to spread your mission. While building any community requires work, organic growth through member leadership is a sustainable model for nonprofits to cultivate long-term success and impact.
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