Going through my Twitter timeline after Christmas and before New Year’s Day, I found every single list imaginable for “year-in-review” or “what-to-expect in the coming year.” One that I actually read was #nonprofitresolutions that the Chronicles of Philanthropy was running, here is the link ow.ly/8e3O4.
Two things struck me about this list: 1) the nonprofit resolution from the executive director of the The Evergreen Group, Howard Kucher. He believes that nonprofits should call themselves “social benefit organizations,” instead of by their tax status. 2) That out of the 20 nonprofit leaders that were quoted, only three called for more advocacy and organizing! I kind of feel like these two things are somehow related.
My professional background (nonprofit lobbying and advocacy, and electoral campaigns) really identified with what Mr. Kucher was getting at! A change of language can change perception, both by those who adopt the label and by those hearing it. Maybe if organizations start calling themselves “social benefit” orgs, then it will force us to think of the things we CAN and SHOULD do, i.e advocacy and lobbying, instead of the things we can’t do based on the regulations we have to follow.
By changing the labels, it also allows organizations to think beyond their charitable missions, to ones that include the economic value and contribution of the organization beyond the direct benefit to their constituents and clients. Nonprofts Social benefit organizations need to show more than how many people go through their programs; they need to also show their greater value to society. Yes, I know you fed 200K families last year, but what does that mean? How does that impact the community that I live in?
Maybe by changing the language we use, the sector will finally start advocating and lobbying. It is a new year, so a girl can dream…
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