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Mission and market: evidence based insights for NFP executives

Profound changes are impacting the not-for-profit (NFP) sector. Having a clear identity and purpose can help navigate through these changes.

Our latest research aims to provide NFP executives with insights into real life challenges and proven strategies for embedding a strong identity and purpose in their organisations.

This paper’s findings and recommendations are drawn from our significant NFP industry experience, interviews with 32 CEOs and senior executives from leading NFP organisations, and 102 NFP employee engagement surveys with 23,000 responses.

There are four key messages that come out of this study:

  • A new paradigm is fundamentally reshaping the NFP sector
  • Connecting employees with your identity and purpose is essential for dealing with the new paradigm
  • The challenges to embedding your identity and purpose should not be underestimated
  • Embedding your purpose requires a sustained leadership commitment and systematic approach

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