Remember those classic cartoons where a character has a devil on one shoulder and an angel on the other, each offering conflicting advice when faced with a critical decision? Now, imagine that scenario playing out daily in your organization, where every decision — big or small — carries the weight of potential impact. Each day, team members make countless decisions that affect the organization, with every choice involving a trade-off. For instance, saying ‘yes’ to a donor request may have ripple effects across the entire organization.
Core values act as the compass that ensures every decision aligns with the organization’s fundamental beliefs and mission. They guide decision-making, shape behavior, and create a unified sense of purpose. In the nonprofit sector, where resources are limited and the mission is paramount, core values provide clarity and direction in a landscape where priorities can easily become muddled.
Common Pitfalls
However, many organizations fall into the trap of neglecting their core values. They either don’t define them clearly or let them become mere words on a wall. Some nonprofits might adopt generic values like “integrity,” “diversity,” or “excellence,” which sound good but are so broad they lose meaning. Others might have values that are out of sync with the actual behavior and culture of the organization.
The key is to establish core values that are not only unique and memorable but also actionable. These should be values that everyone in the organization can easily remember and use as a decision-making compass.
World Record Phone Call: A Lesson from Zappos
Zappos provides one of the most compelling examples of core values in action. They’ve articulated their values in a way that not only guides their operations but also sets them apart from the competition. Take their core value “Deliver WOW through Service” — it’s both unique and actionable. This value isn’t just a marketing slogan; it’s ingrained in every aspect of their company and informs how they interact with customers and each other.
In 2016, a Zappos employee had a customer service call that lasted 10 hours and 43 minutes. Most people say “Wow” when they hear this fact, which is why it’s such a stellar example of living their core values.
Just as Zappos uses its values to create an exceptional customer experience, nonprofits can use their values to make decisions that are faster, smarter, and more aligned with the organization’s mission. It’s about setting a standard that everyone can aspire to and holding everyone accountable to that standard.
Applying Core Values in the Nonprofit Sector
So, how do you ensure that your core values are more than just words? It starts with leadership. As leaders, we must embody these values in every action, decision, and interaction. I recall a moment when a colleague approached me with a question about whether we should promote a company’s brand in exchange for a potential donation of 5% of their sales. I simply asked if this request aligned with our core values. My team member paused, smiled, and instantly realized the answer was “No.” The clarity of our values made the decision obvious and reinforced the importance of staying true to our mission.
In the nonprofit world, where mission and impact are everything, core values are not just a nice-to-have — they’re a must-have. They help your team make tough decisions and keep everyone aligned with the organization’s goals.
Keep your core values short, memorable, and unique. When your core values are truly aligned and actionable, you’ll empower yourself and your team to make smarter decisions.
Article Posted on Medium
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