In the world of nonprofits, we are lovers, social justice warriors, magical unicorns, and strive to keep faith in humanity high while dealing with problems in the world everyone has given up on. Our job as nonprofit professional is hard, and we are here to give you permission to quit trying so hard and give up on some things that are bringing you down related to communications.
When you have a bleeding heart you want everyone to be passionate alongside you, but the fact is that philanthropy is a voluntary action for the public good and in some cases there may be individuals that are just not that passionate about your mission. Basically, they just aren’t that into you, and that’s okay.
We have seen nonprofit after nonprofit attempt to bring everyone into their family in order to make sure that everyone in the community supports them and their mission, but this is often time consuming, exhausting, and just impossible. If individuals have not heard of your organization yet it creates an opportunity for you to tell them more, but if it isn’t a match made in nonprofit heaven, then move on.
Our suggestion is instead of trying to bring everyone into the family, stand in the middle of the people that are already supportive of you and then work your way out until you have exhausted all options for bringing people into your fold. There are specific audiences that are going to support your mission, donate, volunteer, and share with your friends so take the time to cultivate these individuals and craft community strategies that appeal to them.
In fundraising it is cheaper to keep a donor than to find a new one, and we believe the same applies to nonprofit communications. If you are sharing information that is of interest to your current audience continue to do that and scale and eventually people will be brought into the fold. Also, take baby steps – you do not have to sign up for Facebook, Twitter, Instagram, Snapchat, Pinterest, Tumblr, and other social media platforms all in the same day.
So, take a deep breath and let go of the need to have everyone love you. Enjoy that love you are already receiving and continue marching on and others will love you as well.