Over the next several months, we’ll discuss how small to medium-sized nonprofits with limited funding can stand out in a competitive landscape. This week, we’re focusing on creating a strong Track Record. Even if you’re just getting started, you need to know how to document and iterate your way to a great reputation.
Thank you for reading this post, don’t forget to subscribe!Last week, we talked about Economies of Scale and how you can benefit from the largess of others to sustain your own organization.
“The key lies in maximizing every available resource, leveraging partnerships and technology, and streamlining processes to reduce costs while improving results for the communities you serve.”
If you’ve been around a bit, then you know how important reputation can be in any market. Having a strong track record can be one of the most valuable assets that a nonprofit can develop, and it’s something you should work on starting day one. While organizations with a long history have the benefit of established credibility, smaller organizations can strategically build their own track record over time.
Start Small, Think Big: Build a Strong Foundation
For smaller nonprofits, it’s important to begin with a few manageable projects that align closely with your mission. Rather than trying to tackle multiple initiatives at once, focus on executing one or two projects exceptionally well. This approach not only prevents you from spreading your resources too thin but also allows you to build a portfolio of successful case studies.
A great example of starting small is the organization Pencils of Promise, which started by building a single school in Ghana. Just one. Sure, the goal was much larger from a vision standpoint, but reputation is built win by win. Today, they’re globally recognized, and their initial success and strong track record allowed them to scale their mission across multiple countries.
At The Barrow Gang, we’re passionate about helping nonprofits reach their full potential. Whether it’s strategic planning, board growth, or fundraising, we have the tools to support your mission. Schedule a free 15-minute consultation to share what you’re working on and discover how we can help make your vision a reality.
Documentation: Tell Your Story Well
Every successful project needs to be thoroughly documented. I can’t express how important this is for the longevity of your organization. Find a great storyteller within your team and let them run wild. People love a great story, and the ability to frame your successes into a compelling narrative will go a long way toward ensuring your ability to raise funds.
Not only do these materials support your grant applications, but they also make it easier to communicate your impact to donors and the broader community. Habitat for Humanity does this in spades, relying heavily on visual documentation—photos of homes they’ve built, interviews with families they’ve helped, and more. Their storytelling is a cornerstone of their fundraising success. Make sure your nonprofit captures these moments with a human-centered approach that connects with a variety of audiences.
Impact Measurement: Show the Numbers
KPIs (Key Performance Indicators) may sound like business jargon, but they’re essential for nonprofits. If you can identify points that resonate with donors, grantors, or stakeholders, measure them. And don’t just measure them—use them to evaluate and improve project outcomes.
Your ability to make these improvements over time will become a primary selling point for why your organization needs continued funding. Impact measurement ties your story to tangible results, giving donors and supporters a reason to believe in your work.
Public Relations: Share Your Success
Is a story really a story if it’s never told? Never be afraid to let others know what you’re working on, especially if it’s going well. Public relations is a skill, and if you don’t have a professional on staff, consider outsourcing this function. Engaging with the media to highlight your nonprofit’s successes increases visibility and validates your work. Even small local media mentions can enhance your credibility.
The number one thing I see holding organizations back is the assumption that “everybody already knows.” The truth is, they don’t. You should assume that everyone needs to know. Proactively share your story and your successes with as many people as possible.
Social Proof: Third-Party Validation
Have you won awards? Tell people. Did your staff earn certifications? Tell people. Did a constituent share an amazing experience with one of your programs? Ask them if you can share it—and get it on video if possible.
There are few things as powerful as independent endorsements. Social proof, much like word of mouth in advertising, can validate your work in a way that resonates deeply with potential supporters. If others think your work is worth mentioning, you should mention it too.
Evaluation and Feedback: Seek External Input
External feedback is critical to your organization’s growth. Audits, impartial assessments, and outside reviews help you see opportunities for improvement. Don’t be afraid to face tough questions—constructive criticism is one of the best tools for growth.
This feedback can be as simple as annual financial audits or as complex as hiring a consultant to provide a strategic analysis of your work. Either way, the goal is to improve the projects and causes you’re most passionate about. Be willing to put egos aside and take a hard look at the numbers; the insights gained can be transformative.
Iterate: Learn from Success and Failure
Building a strong track record requires continuous learning. Be open to refining your programs based on both successes and failures. Evaluating what worked, what didn’t, and why will help you adapt your approach and strengthen your nonprofit over time.
Technology, societal norms, and donor expectations are constantly changing. The tools and methods that worked a decade ago likely won’t work today. By staying flexible and willing to learn, you’ll ensure your nonprofit remains relevant and impactful.
Building a strong track record through well-documented successes, continuous improvement, and effective communication will position your organization for long-term growth. A solid reputation will make fundraising a more natural process, help you attract new donors and partners, and create lasting opportunities for expansion.