Keys to Non Profit Success
Salesforce Foundation Inspires Generation of Social Entrepreneurs
Jul 15, 2009
Lindsey Kneuven, a young dynamic professional, is representative of an inspired new generation of social entrepreneurs and community service advocates. Kneuven serves as the Global Grants Manager of the Salesforce.com Foundation. The organization’s vision is to use talent, technology and relationships to improve communities and inspire youth to be more successful and support the world during times of extreme need while promoting compassionate capitalism. The Foundation was recently recognized by the White House as an innovator in their field.
At the Foundation Kneuven is responsible for strategy, management, and success of the Foundation's $3.5 Mio annual granting initiatives. She exclusively shares her expertise on social entrepreneurism and non-profit management with Suite101.
According to Kneuven, start-up nonprofits have a unique opportunity to take stock of all the research and work available in response to a specific need within the social sector creating an innovative and collaborative response to that need. Too often, new nonprofits duplicate existing approaches and strategies, stretching existing funding and volunteer relationships too thinly. In her experience, the following characteristics contribute to success among nonprofit start-ups:
Social Entrepreneurs Emphasize Social Impact and Sustainability
“Nonprofits implementing success and impact measurement strategies are much more sophisticated in their response to complex problems,” explains Kneuven. “Room to Read, is an example of an organization that prioritizes the sustainability of their programs and served communities. The organization’s success stems from excellent leadership, collaborative community development and partnerships, and a commitment to program evolution that is tied to careful and ongoing program measurements and evaluation.”
The emphasis on sustainability is important- both on the programmatic front and operationally. Start- up nonprofits implementing a model to fuel sustainability demonstrate a long term commitment to programmatic stability. “Successful non-profit start-ups approach their venture as a business,” Kneuven says. Further, nonprofits with concise, clearly articulated goals tend to resist programs and projects that distract from their focus and ability to achieve their mission. “These organizations tend to focus on their social impact, the tangible outcomes of their work, while communicating their successes and needs in a measurable way,” explains Kneuven.
Kneuven also serves on the Board of Baraka Africa which she highlights as another strong example of a start-up nonprofit working to address the root of the issues through community empowerment and sustainable program implementation. Baraka Africa has established a robust technology infrastructure based on the Salesforce.com platform and Google applications to facilitate deep programmatic tracking and analysis, which translates into transparent member communications.
Importance of Non Profit Leadership and Collaboration for SuccessKneuven stresses that strategic and innovative leadership is a key component to the success of a new nonprofit. “Board members and directors with deep theoretical and practical expertise in the nonprofit's area of focus contribute significantly to the organization’s ability to anticipate developments and challenges. They are able to craft innovative solutions, cultivate strategic partnerships, and garner respect and credibility.”
Based on Kneuven’s experience, organizations that focus on establishing partnerships to enhance their programmatic effort tend to be highly successful. “New nonprofits must assess the ecosystem of support that already exists in their program area and work to establish partnerships that strengthen that ecosystem rather than create duplications within it,” highlights Kneuven.
Green for All is an organization with an innovative approach fueled by visionary leadership which has catapulted the organization to a position that garners national recognition and has contributed to founder Van Jones' appointment as the Special Advisor for Green Jobs, Enterprise and Innovation at the White House Council on Environmental Quality. The organization's mission and approach is unique, intensely focused on local empowerment that is relevant within the broader social and economic context.
Salesforce.com Foundation Keys to Success
Kneuven concludes that nonprofits that are dynamic and adaptable tend to emerge as innovators and leaders in their field and across the social sector. Whether the adaptability takes shape in the form of technology adoption, programmatic evolution, or donor management strategy; the ability to retain perspective and a focus on continuous development is fundamental.
She advises to capitalize on the organization's expertise and the elements that make it innovative and unique. Resist duplication of effort internally and among the broader social sector by establishing relationships that complement each other’s strengths and extend the organization’s ability to achieve its mission.
Despite the tough philanthropic climate and the increasing temptation to hoard donors, lasting impact and comprehensive change is dependent on collaboration, sharp focus and transparency.
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