Why Nonprofits Must Think and Act Like Businesses

Tree split in half right side with leaves looking forward to future.
Reading Time: 3 minutes

In today’s fast-changing world, nonprofits face bigger challenges than ever before. To survive and thrive, these organizations need to think and act more like businesses. That doesn’t mean losing their sense of purpose or abandoning their mission—it means strengthening their impact by being smarter and more strategic. In short: adopting a business mindset. As Viken Mikaelian, CEO of PlannedGiving.com, often says, running a nonprofit isn’t an excuse to ignore business principles. It’s the key to long-term success.

Playing It Safe Won’t Cut It

Let’s face it—most people in the nonprofit world play it safe. It’s human nature. Since the beginning of time, we’ve been wired to avoid risks because that’s how we survive. But while this instinct may protect us from danger, it also holds us back. Success requires doing bold, unconventional things that often draw criticism. And nonprofits are not immune from this.

Here’s the hard truth: criticism is the cost of entry to success. Most people aren’t willing to pay it. Nonprofits tend to stick to what’s comfortable, but comfort rarely leads to greatness.

Another challenge is the widespread belief that showing up is enough. Many nonprofits embrace a “participation trophy” mentality, where effort is celebrated regardless of the outcome. But the world doesn’t reward potential—it rewards action. Results matter. This mindset keeps organizations stuck in mediocrity and leaves employees wondering why their hard work doesn’t pay off.

And what happens when things go wrong? Too often, nonprofit employees panic and hide. Mistakes and setbacks are inevitable, but no one ever became successful—or built a thriving nonprofit—by panicking. Success comes from resilience, not retreating when the going gets tough.

The Problem With “Free”

There’s also a belief in the nonprofit sector that many things should be free. People forget that someone has to pay for the salaries, tools, and resources needed to produce those “free” things. This mentality stems from a misunderstanding of how the world works and reflects a reluctance to engage with business realities. Without financial sustainability, no nonprofit can achieve its mission.

A Smarter Approach

If nonprofits want to succeed, they need to adopt a business mindset. Here’s how:

1. Take Risks and Embrace Criticism

Playing it safe isn’t enough. Nonprofits need to take calculated risks, whether it’s launching a new program, investing in technology, or trying something entirely different. Criticism will come—it’s proof that you’re making an impact.

2. Build a Strong Brand

Branding isn’t just for businesses. A strong brand establishes trust and authority, both of which are essential for fundraising. As Kevin L. Brown from Philanthropy.org explains, a clear and compelling brand inspires confidence and creates a foundation for everything a nonprofit does.

3. Treat Marketing as an Investment

Marketing isn’t an unnecessary expense—it’s one of the smartest investments a nonprofit can make. Digital campaigns, social media, and email outreach can help organizations connect with donors, tell their story, and increase their impact.

4. Reward Results, Not Just Participation

Celebrate achievements that drive meaningful outcomes. Focus on those who take initiative and produce results. Moving beyond a participation-based mindset to a business mindset not only motivates employees, but also sets a standard for excellence.

5. Build Resilience

Mistakes are part of the journey. When challenges arise, don’t panic—step up. Resilient teams that tackle problems head-on are the ones that grow and thrive.

6. Leverage Outside Talent

Sometimes, the best way to innovate is to bring in fresh perspectives. Hiring freelancers or contractors can provide specialized skills without increasing overhead. Mikaelian strongly recommends this approach to keep organizations competitive.

The Power of Planned Giving

One of the most underused tools in the nonprofit sector is planned giving. It’s a long-term strategy that provides stability and builds lasting relationships with donors. Yet, many nonprofits overlook it in favor of immediate fundraising goals. Viken Mikaelian is a passionate advocate for planned giving because it’s a game-changer for nonprofits.

Time to Step Up

Running a nonprofit like a business doesn’t mean abandoning your mission—it means amplifying your impact. Playing it safe, avoiding competition, or panicking when things go wrong won’t get you there. The world rewards bold action, not potential.

If nonprofits want to make a difference, they need to focus on what matters. Take action. Invest in growth. Embrace criticism. Adopt a business mindset. And most importantly, don’t be afraid to do the hard things that lead to real success.

The bottom line? You need to run your nonprofit like a business, because the organizations that adapt will not only survive—they’ll thrive.

We value your insights! What stood out to you in this article? Join or start a conversation below.

Leave a Reply

Your email address will not be published. Required fields are marked *

  • Joe is President of Garecht Fundraising Associates and has over 25 years of experience in fundraising and nonprofit management. He has led a $20M+ organization as Executive Director, served as VP of Development for a major educational nonprofit, and directed development at a large social service agency. Joe has consulted with hundreds of organizations, authored several books, including How to Raise More Money for Any Non-Profit and The Non-Profit Fundraising Formula, and works with clients nationwide and internationally.

    View all posts
Colored open hand illustration

Seeking Visionary Voices!

Do you have:

  • A unique insight or bold idea?
  • A story of success—or valuable lessons from failure?
  • Expert advice that could guide your peers?

Join other forward-thinkers in shaping the future of philanthropy. Contribute today and let your voice be heard.

Related Posts

Two people pointing at the same number from opposite sides—one sees 66, the other sees 99—illustrating how perspective shapes perception.

Living on the Right Side of the Street

As we drive through our neighborhoods, each home tells a different story. On one side, mornings begin with breakfasts, school runs, and fresh energy. On the other, night-shift workers are winding down, reflecting on the day’s lessons. Our perspective defines what we see—hope or fatigue, beginnings or conclusions. By asking, “What does this look like from the other side of the street?” we open the door to empathy. In families, communities, and work, this simple shift can build deeper understanding, turning judgment into connection and isolation into belonging.

Read More »
Finger poised over a glowing red panic button—symbolizing the urgent, high-stakes decisions nonprofits face in uncertain times.

Have We Been Here Before?

Laura MacDonald discusses how nonprofits face recurring disruptions but historically remain resilient. Despite challenges like COVID-19, tax changes, recessions, and current political anxiety, charitable giving has averaged 6% growth since 1967. She advises organizations to project resilience, sustain relationships, respond strategically rather than react, and adopt donor-centric approaches. Rather than making preemptive decisions for donors, nonprofits should stay the course and continue their missions, as anxiety is the enemy of philanthropy but donor confidence typically rebounds within 6-18 months after disruptions.

Read More »
People collaboratively nurturing and tending a flourishing garden, symbolizing humble stewardship through caring cultivation rather than control

Stewardship: More Than You Realized

The author argues that true stewardship requires humility and self-awareness, not just good management skills. Many stewardship efforts remain transactional rather than transformational due to lack of humility. The solution involves self-stewardship through 15 attributes of humility, including being teachable, correctable, and focused on helping others succeed. A donor-centric approach requires genuine curiosity about donors’ passions and motivations. Effective stewardship involves asking better questions, deep listening, and building meaningful relationships. Ultimately, stewardship isn’t about money or control—it’s about love and compassionate service to others.

Read More »
Person standing on endless Möbius strip representing the complex mystery and paradoxical relationship between donor intentions and bequest behavior

The Mystery Behind Bequest Non-Disclosures: A 5-Part Mini-Series

After five decades in nonprofit development, the author explores why donors openly discuss outright gifts but become secretive about planned giving. Key barriers include fear of mortality, financial insecurity, complexity, trust issues, family dynamics, and concerns about increased solicitation pressure. The $84.4 trillion wealth transfer opportunity is significant, yet fewer than 25% of donors with charitable estate plans notify organizations. Success requires building trust, simplifying processes, emphasizing confidentiality, creating legacy donor communities, and prioritizing family needs first before introducing charitable considerations.

Read More »