Don’t Dilute Your Impact
September 28, 2023 | By David M. Wagner
I don’t know of any nonprofit that deliberately set out to dilute its mission impact.
And yet, many find themselves supporting such a broad array of programs that meaningful outcomes remain elusive.
This was true for one of my clients. An education foundation, their scope had grown into supporting any program that benefited local, school-age kids.
Every one of those programs deserved support. But the foundation was struggling to attract funding or explain its value to the community.
Umbrellas vs. Lanes
When we define our missions in broad categories (“end hunger,” “reduce homelessness,” “support students”), we risk diluting our impact.
Don’t get me wrong – those broad missions are important goals to have, and we should still talk about them!
But more often than not, there are more needs that fall under those mission “umbrellas” than any one organization can satisfy effectively.
Sustainable nonprofits define their mission within specific “lanes.” Narrowing their focus enables them to prioritize resources and deliver programs with greater quality and efficiency. An education foundation, for example, might choose to focus on limited priorities like improving literacy, addressing students’ psychological needs, or investing in teacher quality.
Choosing a lane also makes it easier to partner with other organizations to help constituents meet adjacent needs (nearby “lanes”) that fall under a shared umbrella.
Broadening vs. Staying in Your Lane
Why do nonprofits broaden their focus? Here are a two common reasons:
They follow the need. Social needs rarely exist in isolation. This is how an operator of children’s orphanages was drawn into providing disaster relief and AIDS rehabilitation.
They follow the funding. It’s tempting, when someone is willing to write a check for a specific program, to find justifications that connect the program to our mission.
While there is nothing wrong with supporting constituent needs or pursuing funding for your mission, be intentional when choosing programs.
Here are some key questions to ask.
What’s our role? Take the time to craft a vision that defines your lane. What type(s) of program(s) can you provide more effectively and efficiently than anyone else?
Is anyone else serving this need? If so, what’s your role in relation to theirs? Could you partner together?
What would be the impact of pursuing another lane? Once you have established successful programs, it may be time for growth! But first be sure that taking on more will result in greater impact, not just doing more things (possibly not very well).
Strategically focusing on a narrowly-defined mission can mean the difference between ending mouse hunger and catering to the every whim of a single, demanding mouse. (Or, you know, whatever your mission is!) I’ve helped dozens of organizations set clear mission boundaries, focus their resources, and maximize their contributions to measurable outcomes. Don’t dilute your impact! Set a free consultation today to discuss how I can help you find the same clarity.