Throughout my tenure at my first position at a conservation nonprofit, it wasn't a surprise that I made a few, big mistakes. These mistakes both cost the organization some money, and also allowed us to grow even stronger. Most importantly, they taught me to be proactive and how to avoid repeating them.
I wish someone had been there to steer me clear of these blunders. So, tada, here’s this blog post! I'll cover 5 big mistakes nonprofits make and how to avoid them to move your mission forward without falling into the same traps I did. Plus, I'll share a case study and other insight on how to strengthen your nonprofit's foundation and ensure long-term success.
Mistake #1: Failing to capitalize on connections.
Connections are a nonprofit's best friend. They offer stability that ads and SEO can't guarantee, no matter what marketing experts say.
Who you know and the effort you, your Executive Director, or your Board put into fostering these connections can make or break your funding success. Connections can help you secure grants by leveraging advice from insiders. At the same time, passionate supporters who are invested in you as a human, and in your mission are more likely to donate.
But how do we make connections without "networking"? For a long time, I misunderstood networking as a transactional, disingenuous act. It wasn’t until I had meaningful encounters that I realized networking is about building genuine relationships and being invested in people—in their humanness—not just what they can offer.
Building a network of people who share your nonprofit’s values creates a community. Community is a pillar of human society, and we thrive on common interests and mutual support. When we invest in people first, rather than their portfolios, we build lasting relationships. And when you engage with them without expecting anything in return, they are more inclined to support your cause.
Additionally, fostering connections involves consistent and genuine engagement. Regularly update your supporters, invite them to events, and involve them in your mission's progress. This sustained effort reinforces trust and deepens the connection, ensuring your network remains robust and supportive in the long term.
Investment in building a long-term relationship with your network means investment in the future of your nonprofit.
Mistake #2: Neglecting to define a crystal-clear mission.
Two words: mission creep.
I get it—marine ecosystem conservation is vast, and a broad mission statement might seem like it would open more opportunities for grants. But this approach is flawed.
There are countless nonprofits today who are working on similar issues with the same "research, education, and conservation" mindset. This saturation means that multiple organizations are doing the same thing, often with limited funding and low morale.
So, what sets you apart?
A crystal-clear mission statement defines how you will tackle the problem you're passionate about. It needs to resonate with others and serve as a constant guide for your programs. Excitement about new initiatives is natural, but if they stray from your mission, your nonprofit’s identity and audience can become unstable. This instability drains your resources, leaving you stuck in a cycle of chasing funds.
Invest proactively. Develop a clear mission statement. Test it with friends, family, and strangers. Ensure it resonates with your audience and highlights what makes you unique.
Additionally, involve your team in crafting the mission statement. This fosters a shared vision and commitment. Regularly revisit and refine your mission to keep it relevant and aligned with your evolving goals and the needs of your community.
Mistake #3: Overlooking building long-term donor relationships.
Small donations add up, and many nonprofits overlook their long-term importance. For instance, 200 people donating $10 a month equals $24,000 a year. Over multiple years, that’s over $48,000. Compare this to grants, which can range from $5,000 to $200,000 and often come with high competition and costs to secure. So, why build these relationships?
Because they create stability.
Long-term donors can also contribute larger amounts or join sponsorship programs. These recurring donations are the golden goose of any nonprofit. It’s essential they know their money is making a direct impact. Use thoughtful messaging, thank-you receipts, and a mix of ethos and logos to show your appreciation and keep them engaged.
Additionally, create opportunities for donors to engage with your mission beyond financial contributions. Offer volunteer opportunities, invite them to events, and share success stories regularly. This fosters a deeper connection and reinforces their commitment to your cause. Long-term relationships are built on trust and consistent, meaningful interaction.

Mistake #4: Struggling to resonate with your key audience.
This brings us back to Mistake #2: Neglecting to define a crystal-clear mission, and its consequences. Struggling to resonate with or even identify your key audience can result from several issues, such as poor messaging distribution methods or not knowing the ideal channels for reaching your audience.
Without proper messaging, you can't convey your mission or what you're trying to solve. Without that, you can't fundraise effectively or recruit the people you need on the ground.
What's the solution?
Case Study: A local Florida nonprofit is into year two after their founding. Their mission statement is concise: To protect marine megafauna in the Florida ecosystem, by investing in local people, building conservation leaders, and providing data-driven tools to support the sustainable management of marine resources.
Step 1: Identify the problem and differentiate your approach. What problem are you solving, and are other nonprofits addressing the same issue? Do they have more, fewer, or similar resources? How do you stand out?
In Florida, many nonprofits focus on marine megafauna conservation. This nonprofit differentiates by investing in local people and communities, ensuring their work directly benefits those impacted. This specific focus helps target particular funding sources.
Step 2: Identify and engage your audience. What type of audience does this work attract? Where do they engage online, and how do they get their news?
Targeting younger people to build a volunteer base and engaging their parents for smaller fundraising campaigns is effective. There are also many universities in Florida that place a large emphasis on marine ecosystem and conservation research. Partnering with these universities and utilizing their academic connections would also be a huge plus. Targeting younger people for a volunteering/internship pipeline will help the organization build more innovative conservation leaders and university partners will bring the research connections. Therefore, the best mechanisms for outreach may be Instagram, outreach directly to high schools, and outreach to university biology/ecology/etc. departments. Once these pipelines are developed, the audiences will manifest from the network of these new stakeholders in the organization.
Number 3: Build and sustain relationships.
Continuously improve. Research donors of similar nonprofits, attend their conferences and workshops, and learn from their audience engagement strategies. Younger volunteers often have a sustained interest in long-term development with the organization. Investing in their professional development ensures they stay longer and bring in more people, strategically building a "people" pipeline.
Mistake #5: Disregarding investment into a vibrant workplace culture.
You've got great people working at your organization, but they aren’t staying more than a year. Job hopping has become common post-pandemic, and retaining volunteers is harder than ever. So, what keeps them staying?
A vibrant workplace culture.
Founders and Executive Directors are often passionate about their work and expect the same level of passion from everyone, every day. This is unrealistic. People have off days or weeks and productivity can fluctuate.
What keeps them staying are other people in the organization who genuinely love their work. This requires fair compensation and non-monetary methods like reliable feedback, a collaborative work culture, professional development opportunities, stipends, and hybrid workplace flexibility.
Additionally, fostering a sense of community and belonging within the workplace can enhance retention. Regular team-building activities, recognition programs, and open communication channels can make employees and volunteers feel valued and engaged. Encouraging work-life balance and providing mental health support can also contribute to a more supportive and sustainable workplace culture. Investing in these areas not only retains talent but also boosts overall morale and productivity.
Human capital is an organization’s most valuable asset. Leaders must invest in their people to achieve long-term success. I explore this topic further in my Substack newsletter last week: Why Your People Are Leaving Your Team.
TL;DR: Maximize your chances of stability in an unstable world.
Long story short, you want to implement methodology into your everyday operations to maximize stability for your work and the people dedicating their time to it. Everyone craves stability, and if they can have it while working in their passions, you will have a well-oiled machine.
Want to know what that could look like for your organization? Book a 20-minute impact call with me!
LUNEAERA empowers conservation and sustainability nonprofits by optimizing strategic planning and fostering robust people programs to maximize long-term success. Read about LUNEAERA's results here.
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