January 24, 2023
How to think about long-term viability in the face of urgent needs
Five questions centered on mission and vision can help organizational leaders find clarity about the sustainability of their work, writes the executive director of Leadership Education at Duke Divinity.
“Will I have a job in five years?”
“What will happen to this ministry in the long term?”
I hear leaders worrying about long-term viability, uncertain about how to plan for it.
Beyond wringing hands, some are experimenting by launching a new degree, starting a new worship service or selling a new curriculum. Others are begging donors for more financial support to cover expenses or provide scholarships to reduce fees. A few are exploring mergers with like-minded organizations to consolidate costs and expand ministry work.
Viability is tied to the services offered, the income generated and the related expenses carefully managed.
In a startup or turnaround phase, employees are asked to invest long work hours and offer their best creatively. When successful, such efforts generate more income and keep expenses low. This works for a season but is nearly impossible to maintain for the long haul. People wear down and eventually burn out.
At some point, we have to pay attention to the organizational capacities that undergird a ministry — things like the pay and benefits offered to employees; the hours of work expected; the methods of communication to constituents, donors and other stakeholders; the systems that store, manage and access data; and the skills needed by the board and the staff to operate year after year.
We know that such things are important. However, in an extended period of transition and related uncertainty, we often push off strategic decisions in order to accomplish the urgent. The donors, board members and other stakeholders can lose sight of the time and money required to keep the ministry functioning in healthy ways. The employees and volunteers grow so accustomed to working in overdrive that they may not even point out these longer-term needs.
Over and over again, I meet ministry leaders who have sacrificed the time and money necessary to provide for themselves and their families for the sake of launching and maintaining a ministry. They depend on pay and benefits provided by spouses and partners. They take risks with inadequate health care or borrowed housing.
They can make these choices, but should donors turn a blind eye to such sacrifices? Do those of us who have influence over resources question the decisions and their consequences for the people involved? Do we recognize the problems inherent in unsustainably low salaries and expenses?
Practically speaking, higher expenses require more revenue. Increasing revenue has consequences. For many ministries, the main sources of revenue, and the consequences of dependency on them, include the following:
- Fees paid by those served. Fee-based ministry serves those who have money and are willing to spend it. Even modest fees can exclude some groups from the services offered.
- Sponsor fees paid by those who have money in order to provide a service for those who don’t. Sponsors often determine whom the ministry serves. Sponsors also often have stipulations about how the work is done.
- Contributions from supporters of the ministry. Those who contribute again and again want to know the impact the ministry is making and how their donations are spent. Developing the initial connection that leads to recurring gifts requires a deep commitment on both sides. Ongoing fundraising often becomes a substantial part of the ministry’s work.
- Grants, usually one-time gifts for specific projects. Grants typically require reports to the grantors and are seldom renewed more than one time; the general expectation is that grants are a way to fund startup costs or launch experiments. With some notable exceptions, like government grants, ongoing grant funding is unlikely.
Occasionally, a ministry will have assets like property or endowments that can generate revenue. Such assets often take years to acquire as well as skills to manage.
The wisdom from 20th-century nonprofit work was that if 20% of an organization’s income comes from a single external source — a person or organization — then the organization is dependent on staying in alignment with that source’s expectations. Perhaps the percentage is different for your organization, but if the loss of a single source of income would require you to make significant strategic changes, then your organization is dependent. The governance structure might indicate independence, but the financial statement does not. For the sake of clear expectations, the board, staff and volunteers need to know the influence of any single funder on the ministry.
Another factor related to viability (and connected to revenue) is often labeled scale. What quantity of services can we provide that are both affordable and of good quality? This might be the number of congregations a consultant can serve or the number of people in a learning experience. Congregations have to discern the number of staff that can be adequately paid and what those staff members can accomplish. The questions about scale are specific to each organization, but the concern is across the board.
Our recent experiences with quarantines have changed the scale questions in so many different industries. For example, who knows now how much office space a business needs? Each business answers that question differently. Airlines are now cutting and adding flights continually to adjust to changing passenger needs while doing their best to fill up every flight. Congregations can no longer rely on counting the average in-person worship attendance as an indicator of staffing and services.
While capacities, revenue and expenses, and the scale of services are the most obvious questions to explore, the only way to get clear about long-term viability is to get clear about your organization’s mission and vision, along with your part in that mission.
In our work, we often use five questions based on the ideas of business theorist Roger Martin and former Proctor & Gamble CEO A.G. Lafley to develop a strategy. These questions function as a cascade, the answer to each in turn providing structure for the one that follows.
- Why? What is the deepest aspiration?
- Where and with whom are we serving/transforming?
- How will we serve? What activities are needed?
- What capacities do we need to do “it”?
- What management systems are required to ensure that the capacities are in place?
If your organization gets stuck on any of the questions, back up and review the responses to the earlier questions. What has changed? How should that change affect answers to the other questions?
Too often, ministries stop after answering the third question. But when we focus on the long term, we also have to address questions four and five, which take us back to capacities. If boards and donors don’t encourage and support ministries in addressing these questions, then the employees have to answer them out of their own resources. That leads to exhaustion. Insisting that these questions be addressed is a great gift that donors and other stakeholders can provide.
Questions about capacities, revenue and scale are difficult, but those who care about our ministries must do our part to raise them with a view to the organization’s mission and vision. Long-term viability is important to all of us.