The successful Nonprofit carefully manages its relationship with donors. Donors might be considered the Nonprofit’s “market” rather than end-customers and market “demand” viewed as what donors want to pay for. Another view is that donors should be converted to contributors” who form a constituency supporting the organization because it deserves it.
The corporation which has one dominant constituency – shareholders – and one dominant metric for success – financial profitability. The Nonprofit has multiple constituencies and therefore multiple metrics to determine success. Its constituencies include:
And “success” may look different to each of them.
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