Answers to Readers’ Questions About Nonprofit Marketing Jobs, Volunteering While Retired, and More

HOTLINE

By Rebecca Gardyn

The Chronicle’s Philanthropy Careers asks its readers to submit questions about job hunting, recruiting, and management challenges in the nonprofit world. In our monthly advice column, we respond to some of those inquiries with tips about resources and wisdom from experts in the field.

Q. I am a woman over 40 who’s had a management career in the for-profit world. I’d like to move into nonprofit work, and I have a lot of experience in product management, business planning, and market analysis. Can I transfer these skills to charities, and how do I get started?

A. You absolutely can transfer your for-profit business skills to the nonprofit world, says Tom Geldner, director of marketing at the San Diego Regional Energy Office, a nonprofit organization that conducts research on energy issues. Since most charities deliver services and sometimes goods, your skills in sales, product management, and competitive analysis are all important assets that many charitable organizations would be thrilled to acquire, he says. For instance, your market-analysis skills can help identify ways to raise money. “Nonprofits compete for consumer dollars just like for-profits,” he says. “And your overall business-planning skills will help you think strategically — something that some nonprofits are sadly lacking.”

One thing to keep in mind, he says, is that many nonprofit organizations have limited resources, so any skills you can offer that will help a charity do more with less will be appreciated and valued.

“For us marketing types,” he says, “that may include everything from hands-on graphic design to writing press releases, making donor calls, or staffing a booth at the local fair.”

The first step is to discern what kind of nonprofit organization you want to work for, says Amber Rosenberg, communications director at the Breakthrough Collaborative, a nonprofit group in San Francisco that helps improve the education of middle-school students from low-income families. Think hard about what motivates and inspires you, says Ms. Rosenberg, who spent years at a for-profit public-relations company before making the switch to the nonprofit world. “There are plenty of nonprofits out there, and, since you’ll likely be taking a significant cut in salary, it’s important that you find a mission that fuels your passion.” Start by volunteering at a charity whose cause you support, she says: “Many nonprofits are understaffed, so if you make a good impression, it can lead to a more permanent, paid opportunity.”

In addition to volunteering, you might consider doing some freelance consulting work for charities, says Stephanie Wagner, a marketing consultant in Glendale, Wis., who works with nonprofit groups. “Freelancing might allow you to continue your current employment while you build a network of nonprofit clients,” she says.

Ms. Wagner, who worked as a corporate brand manager and executive director of a charity before starting her consulting business, also advises that you completely revamp your résumé. Be sure that it communicates the value of your skills, rather than just a chronological list of past employers, she says. Organize it according to types of skills, such as “project management,” “communications,” and “strategic planning.” Under each heading, she suggests, include bullet points demonstrating your accomplishments, such as “created a five-year strategic plan for a division of XYZ Company” or “led the introduction of a new product generating a 20-percent increase in sales.” At the end of the résumé, provide a brief chronology of your work history.

Making contact with other nonprofit executives is also very important, both to help you learn more about nonprofit culture and to ensure that you hear about job openings, adds Ms. Wagner. Participate in fund-raising events, request informational interviews from nonprofit officials you admire, attend seminars, and join professional organizations. Get in touch with your state’s nonprofit association to see if it can provide you with training opportunities and other services. These centers often offer classes that can help you hone your skills, and some have programs that match people with skills like yours with nonprofit organizations that need help. To find your state’s association, visit the National Council of Nonprofit Associations Web site.

For more information on the growth of marketing jobs in the nonprofit field, see the Chronicle’s special report from last year on the field’s hottest jobs (March 18, 2004).

Q. I am a 75-year-old retired college administrator, looking for a part-time volunteer position. I have no interest in fund raising, and would like to draw on my administrative skills and area of specialty (health) in my volunteer work. Thus far, I have met with little interest –probably because what I’m offering may conflict with the duties of paid staff members. Do you have any suggestions?

A.Try not to be discouraged by a few rejections, says Carolyn L. Reilly, executive director of Elder Law and Advocacy, a nonprofit organization in San Diego that provides free legal services to people age 60 and older. Just like applying for a paid job, a worthwhile volunteer position has to be a good fit, and it may take some time to find, she says. But many nonprofit organizations would be thrilled to have the skilled help you offer. For instance, Ms. Reilly’s organization has, at any one time, between 30 and 40 volunteers who are retired from other careers. They carry out many tasks, such as filing, organizing, counseling Medicare beneficiaries, and practicing law under the State Bar of California’s Emeritus Attorney Pro Bono Program. “These folks are especially suited to our client population,” she says. “Having their assistance helps us to provide our clients with a certain level of empathy and understanding.”

That is not to say that the only place for you is with a nonprofit organization that serves an older population, says Ms. Reilly. But, she adds, “it is important that you seek out an organization with a culture which values your hard-earned experience and is not put off by your age.”

Marc Freedman, president of Civic Ventures, a San Francisco organization that helps older people get involved in service projects, suggests first checking with some of the established channels for finding opportunities, such as a service called VolunteerMatch, which allows you to search by ZIP code for charities that need volunteer help. (Ms. Reilly also suggests checking with your local United Way.) Mr. Freedman urges you to look especially hard at free health clinics that recruit retired doctors, nurses, and health-care administrators to provide care to the uninsured.

Once you find an organization that you think would be a good fit for you, Ms. Reilly suggests approaching the charity as if you were applying for a paid job. Pull together a résumé and write a cover letter that details how you think your skills would best be put to use at that particular organization. Schedule a meeting with the coordinator of volunteers or human-resources administrator to explain your interests in person, she suggests.

Part of the reason that volunteers at some nonprofit organizations are given menial tasks like envelope stuffing is because their presence can sometimes be haphazard and unreliable, so emphasize that you are willing to make a schedule and stick with it if they would like, says Ms. Reilly. “It can be very difficult to train a volunteer and learn to rely on them, only to have him leave after a couple of months,” she says.

To earn the trust of nonprofit managers — and get your foot in the door — Mr. Freedman suggests asking them what they would like to accomplish but can’t because of lack of time or staff resources. “Offer to take on a single, short-term project that relates to your specific skills and their demands,” he says. “A time-limited project will let both of you know how you like working together and if your experience can be utilized through other projects in the future. These kinds of special projects are less likely to produce conflict with paid staff members. Your contribution may, in fact, ease their workloads and make life better all around.”

Q. I’m a registered nurse who wants to start a home day-care service for mildly ill children. I believe there’s a need for this service, especially for low-income parents who often can’t afford to miss work when a child comes down with a minor illness. But I’m worried that the very people I want to serve won’t be able to afford the service, and I won’t be able to cover my costs. Should I consider getting nonprofit status in order to seek outside funding?

A.Before you worry about money or about whether to apply for nonprofit status, your first step should be to confirm that the need you believe exists really does exist, says Nicole La Bar, director of early childhood programs at Hale House Center, a nonprofit child-care organization in New York. She suggests asking questions, such as the approximate number of children who live in the area where the program will be located, the income levels of families there, and the fees charged by other programs in the area that may offer similar services, suggests Ms. La Bar.

Once you have determined that a need exists, she says, applying for nonprofit status is a good idea because it will make donors more willing to give to you. Government grants are available for start-up and operation costs, for example, but you need to be a nonprofit organization to apply. “There are also many foundations and corporations that are willing to donate funds to nonprofit child-care programs that can be allocated for scholarships or tuition assistance for low-income families,” she says. “Depending on the locale, there may also be opportunities to enter into a contract with a city or state agency that will cover most of your costs.”

Terry Jenkins, executive director of Cheerful Home, a nonprofit child-care center in Quincy, Ill., that serves mostly low-income families, also urges you to consult with the state agency that handles children and family services. To comply with state licensing standards, you will probably face some restrictions about how the children share common space and standards regarding how sick is too sick to receive service, he says.

Since demand for this type of service is likely to be inconsistent and unpredictable, Mr. Jenkins also suggests diversifying your revenue streams as much as possible. At Cheerful Home, for instance, the organization mostly relies on grants, gifts from individuals, and corporate donations, but it also charges parents fees. Another idea may be to propose your service to a corporation or factory with plenty of young workers. “If a company had a day-care alternative to offer employees,” he notes, ” it could reduce absenteeism because of sick children, and thus increase productivity and revenues.”

Got a question about job hunting, recruiting, or managing in the nonprofit world? Send it to us at hotline@philanthropy.com.