Non-profits do good work for people around the world. When people labor for a cause, someone will find reason to stand against it. Those that do not support something about a non-profit organization may try to do things to ruin its reputation. A strong, pure reputation brings confidence, depth and credibility to an organization and the cause it stands to help. It is a beautiful reminder of past victories and a down payment in confidence for future victories. A reputation gives people a peace of mind and an ability to trust you.
Most already correlate non-profit associations as a good thing and a better cause to support than for-profit businesses. However, this positive connotation does not mean that non-profits can neglect the importance of maintaining a positive image. It does not matter how much good you do, a ruined reputation will greatly hinder the future good your company will be able to do.
Reputations are one of the most important intangible assets that a company holds. Maintaining a bad reputation will prove detrimental for a company, whether non-profit or for-profit. A good reputation will create a lot of good for your company. It will encourage people to seek out your services, attract more contributors and donors, and bring in employees that are qualified. And it will inspire your community, volunteers and every stakeholder in the non-profit. Ultimately, a good reputation among the community you serve will give you protection and the trust of the community. That?s something worth protecting.
Most leaders of corporations and non-profits alike take reputation management far too lightly. This passive approach brings a variety of unnecessary risks to the table. Work actively to maintain a strong reputation among board members, donors, service recipients, staff, volunteers and all the people in your community. Give a group of specific volunteers or staff members the responsibility of monitoring and managing the reputation of the company. These people should be trustworthy and have a passion for the cause the non-profit represents.
Several services can aid you in this task, especially for those that do not have the time or manpower to take a completely active approach to protect the reputation. The?BBB business review of Reputation.com Inc.?shows an overview of a service that provides management for your reputation. While others may not see the purpose of spending money and time on reputation management, it could end up being the very thing that saves your non-profit from a PR disaster a little ways down the road.