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Focus can be measured by establishing that an organization is grounded in its purpose and values. Such grounding is accomplished by showing that every major action or decision directly links to purpose, values, and direction. A nonprofit’s key leaders should be able to articulate the answers to two critical questions – Who are we? and Where are we going?
To answer these questions, one must be honest about behavior. Some organizations go so far as to indicate which values an action connects to, or how an action links back to the core purpose. With clear focus, an organization can measure its efforts against its strategic direction and hold itself accountable. The result is better communication with the community, an increased ability to raise money, and a greater opportunity to attract the best people – board, staff, and volunteers.
The answer to the first question, Who are we? comes from gaining an understanding of why the organization was founded. What was its original purpose? What values drove its founders to take such a bold action? The answer to the second question, Where are we going? comes from forging a unified vision of where the organization must go in order to thrive.
How well an organization articulates these answers is vital. With focus, organizations are better able to recruit and retain board and staff, develop strategic partnerships with other organizations, and generate revenue. With focus, organizations run effective programs and deliver services that meet community needs.
–Dennis
Dennis McMillian is President of The Foraker Group, a nonprofit capacity building organization based in Alaska, and the author of Focus on Sustainability: A Nonprofit’s Journey.