Showing posts with label nonprofit. Show all posts
Showing posts with label nonprofit. Show all posts

Thursday, June 25, 2015

Business, Nonprofit, and Government

Some of my readings on strategy, sustainability, and stakeholder relations have led me to an idea about the similarity and differences between business, nonprofit, and government organizations.   I don't believe it's ever been stated quite the way I have come to understand it, and I have the sense that considering them in this manner helps to better understand the way in which these organizations relate to the stakeholders who receive the benefits they deliver.

A bit of a disclaimer: any mention of "government" seems to attract opinionated imbeciles from search engines: this is not a political blog, and I don't care to engage in political discussions.   Comments will be moderated and correspondence ignored accordingly.

Back on point: I am led to the sense that businesses, nonprofit organizations, and government agencies have a similarity in their core purpose and differ only in ways that are largely incidental to the fulfillment of their purpose.  Understanding this difference can help an entrepreneur evaluate whether his idea would best be accomplished by starting a business, founding a charity, or petitioning a government agency.

The similarity is this:  all of these organizations function to organize capital and labor to deliver a benefit to certain members of society.    From a functional perspective, they are interchangeable but for one thing - whether the people who receive the benefits they provide are willing and able to pay the expenses of providing those benefits.

  • A business provides value to customers, who pay individually for the value they receive.   The organization is willingly financed by the same people it serves.
  • A nonprofit provides value to beneficiaries, who do not pay individually for the value they receive.  Instead, the organization is willingly financed by donors who wish to gift the value to the beneficiaries.
  • A government provides value to certain members of the public, who do not pay individually for the value they receive.  Instead, the organization is unwillingly financed by taxpayers, pay taxes to avoid having violence done upon them.

Granted, that is speaking in ideal terms and in a general sense.   For example, there are government agencies that collect fees that are willingly paid by those who receive the benefit or privilege of their service - the cost of obtaining a hunting license ostensibly pays the salaries of game wardens.   But my sense is that these general statements hold true in most instances.

My consideration of nonprofit and government organizations will trail off from this point forward - as I currently work in the commercial sector, I am primarily interested in how the relationship to financiers and beneficiaries functions for a commercial organization, but the other types may pop up by way of drawing similarities or contrasts.

Investors and Customers


I have stated that commercial organizations are financed by the customers they serve, and I will stand by that statement - but there is another set of stakeholders who also consider themselves to be the financiers of a commercial organization: its investors.

In terms of operating expenses, it should be clear that investors pay no part of the operating expenses of a business - they intend to profit from their investment, not to be roped into having to provide a constant stream of financial support to the business.   This sometimes happens when a business is poorly managed and cannot cover its expenses - it must borrow money or raise capital from investors (generally new investors, by issuing bonds or releasing treasury stock).   But in a successful and sustainable operation, all ongoing expenses are paid out of the revenue collected from customers.

Investment capital, however, is less clear.   Starting a business requires a lot of cash, and until a product is rendered there are no customers to provide revenue.   This is where investors come in: they provide the investment capital to found a business (or in some instances to expand its operations) in exchange for the promise of a future return.   It does seem possible for customers to found a business by paying in advance for products to be delivered in future, but I expect such situations are rare.

However, I stand by the assertion that customers finance the organization - the revenues of a business repay the investors for the investment capital they provided.  This is most obvious when a business borrows money from a bank - the amount it required to establish the operation is repaid, over time, from the revenue contributed by customers.  At some point, the loan is paid off by the customers.

When investment capital is generated by the sale of stock, the situation is less clear: the stockholders are not repaid (unless the firm repurchases all its stock and goes private, which is rare), but instead maintain an ongoing interest in the operation.  The customers repay the investment capital through revenue, but it is a debt that is never entirely paid off: so long as shares are outstanding, the inventors are constantly owed some portion of the revenue.

As much as I'm attempting to avoid ethical issues, I am feeling a bit queasy at the notion of a loan that is never repaid - but I suppose all organizations are a bit questionable in this regard: the donors to a nonprofit gave funds without any expectation of being repaid, and the taxpayers who support a government have no expectation of repayment and did not freely choose to provide funds.   And neither charitable of government beneficiaries have any right to expect to receive value.   But this gets a bit off topic.

Ownership and Control


The notion of "ownership" becomes very hazy in all regards.  In western culture, it follows the general principle that someone who pays for something owns it.   But in organizations of all kinds, this becomes hazy.

The donors to a nonprofit clearly do not have ownership of the organization, though the organization must appease their demands for the sake of getting future contributions from them.   The taxpayers of a government do not have ownership of the organization, but the organization must appease their demands to avoid being overthrown.   And the customers of a business do not have ownership of the firm, but their demands must be appeased in order to generate revenue.

Business investors, however, are problematic.   They are owed a return on their investment, as explicitly promised to creditors who loan capital or implicitly promised to shareholders.   It seems to me that they have little "right" to control the business in any way except to ensure the repayment of the funds they are owed.  And while investors show little interest in the day-to-day operations of a firm and relegate this task to employees (management), the strategic direction of a firm is another question.

It does not seem at all reasonable for an investor to demand that, in exchange for a loan of money, they have perpetual control over the strategic direction of an organization.  This is particularly true when the amount of the original investment has been repaid, in full and with interest.   A bank that loans money to a business has no rights other than to collect payments as agreed upon - but again, the perpetual debt to stockholders becomes problematic.

And again, the problem of ownership and control is not unique to commercial organizations.   Nonprofit organizations can often "go rogue" and completely ignore the interests of their donors so long as they have working capital.   Government organizations can completely ignore the interests of citizens until they have gone too far and incite a revolution.   Businesses can ignore their investors and customers until they have gone bankrupt.  This, too, merits consideration - but not here and not now.

Customer Relations


Of all the beneficiaries and financiers of organizations, my sense is that the relationship with the customer is most clear, direct, and ongoing.  Except in rare instances where a company provides a rare, unusual, or once-in-a-lifetime service, the business must constantly take into account the interests of its customers and ensure that its operations provide ongoing value in order to receive ongoing revenue.

Its relationship with investors is of no consequence - or should not be of any consequence.   Rationally, the investors should also be interested in providing ongoing value to the customer, because doing so is critical to the firm generating the revenue necessary to repay their investment.   But there are instances in which investors run a company into bankruptcy because they are interested in something other than profiting from their investment, or because they do foolish things to generate short-term returns while damaging the company's potential to provide long-term returns.

In that sense, the rational investor should be content to leave the management of the firm in the hands of the employees it has paid to management, so long as the firm is profitable and stable enough to provide the required or expected return on their investment.  Any encouragement should be for the sustainability of the firm.

Ultimately, that brings me to the conclusion that the customer is the most important stakeholder of the business, whose needs should be served above all others - it is neither a moral obligation nor an option, but a functional requirement that must be met in order for the firm to retain the customers who provide revenue to sustain its ongoing operations.

The Broader Scope


To summarize and make sense of all of this, the key point of this meditation has been that business, nonprofit, and government organizations all exists as means of coordinating capital and labor to deliver benefits to certain members of society, and that the difference between them is largely functional and financial: it is the difference in identity and interests of those who receive the benefits and those who pay for the benefits to be provided to the recipients.

In this regard, the function of a business is clear cut because the financier and beneficiary are essentially the same person - the operating expenses are paid, and the investment capital is repaid, both by the customers who receive the benefit - and because the customers contribute the revenue voluntarily and have the ability to stop their contributions at any time, their interests must be the primary concern of the organization.

Where the interests of financier and beneficiary cannot (or will not) be sustainably served, a nonprofit organization or government agency is the only effective alternative for establishing an organization to provide benefits.    This becomes a bit of an ethical quagmire, because what is "effective" is not always "ethical" - but I'll save that meditation for another time and another venue.

Friday, February 3, 2012

Nonprofit Brands

I had an encounter today with the kind of person who answer their own rhetorical questions. In this instance, the question was “What do nonprofits know about branding? Nothing!” I wasn’t enjoying the conversation and wanted to get away from the [erspn as quickly as possible, so I just let it go – but I’ve thought about that remark since, and am somewhat confounded by it.

If anything, brand (the reputation of the firm) is far more important to a nonprofit organization than it is to any commercial enterprise, and for the very reason some people assume that it isn’t important at all: the nonprofit organization has no product or service to offer.

Think about it this way: a lot of people who shop at a Wal-Mart will express a strong negative opinion about the brand. The list of grievances against the retailer is documented, with no small amount of proof, on several different Web sites. There are many other companies, and even entire industries, held in extremely low regard by the same people who continue to purchase products and services from them.

If consumers feel a firm offers the best product, the lowest price, or is simply more convenient than driving two blocks to do business with a more reputable firm, that gives them a reason (or perhaps an excuse) to do business with one that they find to be wholly deplorable. I could rant about the hypocrisy of that, but that would be hypocritical of me – and it takes this meditation into a different direction than I intended.

When it comes to nonprofits, there is no benefit to the donor or volunteer that would lead them to feel compelled to give over their money or their time to an organization whose brand is tarnished. There is no reason/excuse for anyone to give time or money to a dishonorable charity, and it’s far easier not to do so at all.

And in that sense, brand is far more important in the nonprofit sector than in the commercial sector, because it’s all they have.

Monday, October 17, 2011

Odd Similarity: B2B and Nonprofit Marketing

I was reading a blog post about nonprofit marketing and was stricken by the similarity between the situation of nonprofit marketers to their counterparts in the commercial sector, particularly in business-to-business marketing.

The author's point was that the chief difference between consumer and nonprofit marketing is that in consumer marketing, the customer is purchasing something for his own benefit, whereas in nonprofit marketing, the donor is purchasing something for the benefit of someone else. In the case of nonprofit, the necessity of cost-versus-benefit and quality of service remain important to the donor who expects his contribution to accomplish something significant.

Granted, this is not evident on the level of the low-end of donors: the millions of people who will give in small amounts to charities really don't invest much time in considering how their donation of $20 or $200 is going to be spent, unless the charity itself is notorious for being wasteful or corrupt in its use of donated monies, which is why charities who depend on small donors and have few significant ones are (rightly) viewed with some suspicion. The situation is much the same for low-ticket purchases: where the amount of cash is small, the consumer doesn't do much research and isn't particularly disappointed when their experience of using the product is less than ideal, and the small-ticket vendor is not often very scrupulous (unless he counts on many repeat purchases over a long period of time, adding up to a significant per-customer income).

On the level of high-dollar patronage, where wealthy individuals or corporate sponsors contribute six figures or more to a charity, much more discernment is given to how the charity will use the money, with an eye toward ensuring it is used well, and that the beneficiaries of the charity actually receive some benefit from the use of their donations.

In terms of brand, a nonprofit organization that seeks to obtain large contributions must be able to demonstrate that it delivers value for dollar, and must maintain a spotless reputation for being fiscally responsible and effective in accomplishing their stated ends.

My sense is that the same is true of B2B marketing - even though it is pay-for-product, the person who makes the buying decision and approves the money to be spent is not the user of the product, but ideally decides to make the purchase based on how well the product will suit the needs of their users.

Considered in that way, the mind-set of the buyer in a business is similar to that of the donor to a charity - for better or for worse. The corporate buyer is inclined to seek the cheapest alternative that is "good enough" rather than purchasing a product that will actually deliver the full functionality others seeking to obtain - and ultimately, the need of the employee for an effective solution is done in order to deliver a benefit to the company or the customers they serve.

That said, the B2B customer does shoulder some of the blame when they are indifferent to the quality of product or service that is delivered by a vendor. It's the undiscerning customer that feeds firms that should rightly have no customers at all.

And in B2B marketing, as in charity, there are vendors who will happily serve both classes: some offer cheap solutions for the "good enough" buyer, and others offer effective solutions for the "must be good" buyer. And the lower the price of the good, the less they care about whether it actually accomplishes its desired goals.