Dear L.B.:

Making the leap from the business world to non-profits is tougher that it seems. While it's true that many non-profit organizations have become more aggressive and business-like and value business skills, you're making a switch which requires keen insight and marketing.

The biggest hurdle is understanding and accepting a different culture-- which may be part of your problem. For example, the tools you have used in your world may not work in this new culture, explains Richard King, author of From Making a Profit to Making a Difference: How to Launch Your New Career in Nonprofits.

"Availability of resources may be quite different and the manner in which people work together, in part due to the nature of resources at their disposal, may require that you develop new skills. The financial and human resources customarily available in the business world are rarely available to non-profits."

He describes the two worlds as a culture clash-and I agree. Coming from business, your goal is to make a profit for shareholders through a sale of goods or services. Non-profits exist to make something in the world better or different such as providing education, saving a human or animal life or building a community.

You're used to raising money through stock. Non-profits raise money by soliciting people, corporations and funds. You talk about "return on investment, debt-equity ratios…the non-profit sector talks about sources of funding support, constituency building, volunteer recruitment and balanced budgets."

You're probably focused on results and making quick decisions. Non-profit cultures emphasize process. They are sensitive to their varied constituents that make up their organization, have great reverence for the idea of people getting along, which requires that all points of view be considered and discussed.

So first, make sure you understand and can accept this culture. Then decide if you've got the right skills to lead a nonprofit group. The skills deemed most important for non-profit managers according to Mr. King include:

• adaptable leadership styles because of the different constituencies you relate to and various functions you supervise

• Concern for people by showing empathy and caring

• Maintaining a balance between openness to change and focus on the organization's mission

• Understanding and exemplifying the organization's key values

When you clearly understand the differences between a business and non-profit organization it will help you be more effective in marketing yourself.

© by Andrea Kay

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