Community Building: Cultivating Growth for Startups and Nonprofits

WRITTEN BY TASHA VAN VLACK, CO-FOUNDER AT THE NONPROFIT HIVE

What if the key to exponential growth in your startup or nonprofit is already within your reach? Nope, this isn’t just me blowing smoke in your direction – you have a whole group of supporters just waiting to be engaged. To be given something to care about and nurture. Community-led growth IS going to be the wave of the future for all industries.

For years it was confined to those folks who were trying to create some sort of “elite” membership, or a brand that was exclusive and not “for all”.

But building and investing in a community that believes in your mission or your product is quickly becoming the differentiator in a world where there is a product/service/mission for every possible need. Every community interaction becomes a potential for innovation, for creating a sense of belonging –  every bit of community engagement is going to be what drives your organization towards success.

After the social isolation of COVID we all want to believe in something, get behind a vision for social change, be a part of something bigger. According to a recent study by the Global Community Network, “Engaged communities contribute up to 45% more value to organizations compared to non-engaged ones.”

So whether you are a new tech founder, a long-time service provider or a nonprofit looking for new donors, investing in community building efforts cannot start soon enough. I’m going to share with you the art and science of community engagement — and take the time to highlight why investing in community has been a game-changer for me; and why it likely will be the same for you and your company too.

Now let’s talk about how building relationships, fostering belonging and creating strong, inclusive communities is going to set the stage for long-term growth and sustainability.

Key Takeaways

• Community-Led Growth Is Essential: Engaging and nurturing a community around your mission or product is crucial for long-term success and innovation.
• Strategic Community Building Fosters Growth: A thriving community contributes significantly to organizational growth, with engaged communities adding up to 45% more value.
• Engagement and Empowerment Drive Advocacy: Empowering your community group members through collaborative networks transforms members into brand advocates, amplifying your reach and impact.
• Sustainability Through Continuous Support: Continuous engagement and adaptation to community needs are key to well-being, maintaining momentum and ensuring long-term growth.
• Implementation Requires Strategy: Effective community building involves strategic planning, from understanding your group members to fostering relationship building and ensuring community participation.

The Foundations of Community Building

When we talk about community most of the time we are referring to it in its generalized form – A Community is a group of people with a common characteristic or interest living together within a larger society. But a community is so much more than that to me. It truly can be a state of being, a likeness among people, a descriptor. “Society at large”.

What is Community Building?

When we then talk about community building it isn’t just about gathering a bunch of people under a brand or cause. Yes, you likely have some awesome product that X number of people love and come back to time and time again. There is that common thread. But to truly build community around an idea/mission/service you need to do the hard work of sparking a real sense of belonging and connection and nurturing this space to create real relationships.

In building out The Nonprofit Hive it was finding this common spark (nonprofit work) and nurturing the community to participate in conversation that made it more than just a common interest. It ignited a passion for sharing, learning and ideas that made it in to a “state of being”.

At its core, community engagement revolves around making every member feel valued and heard. Whether we’re talking about an online forums, a digital community, or the traditional meet-and-greet events, the essence remains the same: it’s all about forging relationships that last.

For our Hivers – people who participate in Hive Chats through The Nonprofit Hive – it was important to give a label to what we were doing. To give some direction to the conversation but let it flow naturally. To let the community describe the space they needed for belonging, which helped dictate how we grew and at what speed. To let them chime in on how we were building a product. That’s community building in action: spontaneous, engaging, and centered around shared interests.

For startups and nonprofits, distinguishing between the types of communities – online, digital, and physical – is crucial. Online communities might thrive on social media platforms, digital communities could form around your app or website, and community networks might grow through local meetups or events in a physical space. Each type offers unique opportunities for engagement and growth, but the golden rule remains: community building needs to be done with intention and focus on quality, not just quantity.

The Pillars of Strong Communities

Strong communities don’t just magically appear; I’ve been working hard on The Nonprofit Hive now for almost a year and it has required consistent nurturing of relationships and engagement from launch (200 waitlisted members) to current status (750 members 6 months in). A strong community is built on several key pillars: community cohesion, social cohesion, and a palpable sense of community. These elements are the glue that holds a community together, turning a group of individuals into a unified force. When members feel a strong bond with one another, they’re more likely to participate, contribute, and advocate for the community.

As I built The Nonprofit Hive here is how I worked on these pillars:

1. Community Cohesion
   • We created a LinkedIn business page with consistent posting that spoke to what our community was all about. 
   • We were building our MVP on the fly and relied HEAVILY on the social support of the community to say what was working – and shouted out their suggestions when we did bring them in to play.
   • We shared learning and community resources, talked up our nonprofit community when they had wins, were effusive in our praise of early adopters.
2. Social Cohesion
   • We encouraged the community to cheerlead each OTHER on and build relationships – there is a built in opportunity for connection weekly to meet another member but we also spent the time to get to know folks and organize chats outside of the platform.
   • We used language that was accessible to our community and that THEY spoke back to us about our product – not what we assumed they wanted to hear.
   • One off, group events did occur to create a sense of our members for how much bigger this group was and they could see themselves as a member.
3. Strong Sense of Community
   • From branding our 1-1 chat as “Hive Chats” to encouraging our participants to call themselves “Hivers” community was built daily around belonging to a group.
   • A regular email cadence helped them to feel included in what was being built and created opportunities for education.
   • We didn’t look for outside experts – we asked our community if someone was an expert in X, and then highlighted their awesome skills.
   • Weekly user interviews have been an amazing way to encourage people to join and give newbies a feel for what to expect.

Community support and involvement are the lifelines of any thriving group. As community builders we need to look at every interaction as a possible piece that contributes to a stronger, more engaged community. Finding space for collaboration, social support, learning and group member involvement will also drive growth. This is particularly relevant to the nonprofit and startup space where collaborations will not only strengthen bonds but also showcase the social capital of your community.

Building a community isn’t a one-off task; it’s a continuous journey of strengthening relationships, participating actively, and empowering each other. As a startup founder or nonprofit leader, your role is to be the facilitator of these connections, creating a space where social capital thrives, and every group member feels a sense of something bigger than themselves.

We are living in a highly digital age where many of us are part of a dozen online communities – but I would caution anyone to not underestimate the power of human connection.It has absolutely been the secret sauce for me in growing The Nonprofit Hive – people want to grow and thrive and be connected to each other. Let’s jump in further to the “how” of community building, but remember: at the heart of every strong community are the relationships that bind us together. Communities end up being a home for shared passions, dreams, learning and belonging – and that passion is what is going to feed your nonprofit or startup growth.

Types of Possible Communities

The Strategic Importance of Community Building

I remember being 12 and HATING the idea of people talking about me – but it turns out when you are beginning a business, nonprofit or community you want EVERYONE to be talking about you. Yes, you can buy ad space or build strategic partnerships with other companies. But community-led growth is different in that it is completely organic – and is much more likely to attract the kind of “similar” people that are aligned with your mission/values as those who are already part of your community.

Why reinvent the wheel to cold customers/donors/clients when you have a group of advocates to get out there and spread the word for you?

Why Community Engagement is Critical for Growth

Community engagement has plenty of good metaphors; one of my personal favourites is the idea of planting a garden. First, you sow the seeds of social connections and building relationships. Then, you nurture these with the right mix of community participation and interaction. And before you know it, you’re not just growing plants; you’re cultivating an ecosystem.

Take, for example, a small app designed to connect local artists. At first, it’s just a platform, a type of online community. But as artists start sharing their work, engaging with each other, and collaborating on projects, it transforms. The community’s engagement makes the app a bustling hub of creativity, support skills sharing and belonging. Yes, this brings about good vibes for all BUT it also brings about good business. Engaged communities drive visibility, attract new users, and foster a strong sense of brand loyalty.

Case Studies: Thriving Through Community

Consider the remarkable journey of Team Rubicon, a nonprofit that harnesses the skills and experiences of military veterans to deploy emergency response teams to disaster areas. This organization exemplifies the power of a purpose-driven community in action. By creating a platform where veterans transition their military skills to disaster relief efforts, Team Rubicon doesn’t just offer aid; it fosters a sense of purpose and camaraderie among its members. As these volunteers share their impactful stories and experiences from the field across social media and community forums, they ignite a wave of enthusiasm and provide support. Team Rubicon’s community transcends being merely a network of volunteers; it embodies a dynamic force of advocates passionately committed to the dual mission of disaster relief and veteran reintegration.

In our startup, The Nonprofit Hive, we launched a video-based platform for 1-1 weekly connection. The premise was super simple and built on similar ideas to LunchClub and SalesHookup – but with the niche focus of nonprofit-focused workers. From that first chat we quadrupled our members in 6 months and grew a LinkedIn business page to 2600 followers in the same time. Website traffic was quickly to 1200 unique visitors a month. Signs that this community is working have included collaborations between African founders making their own Sunday group for support, multiple consultants finding work through warm calls with people in the field and the constant engagement on LinkedIn by “Hivers” cheering each other on.

Through regular community interactions and support, what began as a simple 1-1 weekly video call became a critical networking/community tool for nonprofit professionals. Members found jobs, collaborators, and even friends.

Building Advocates while Building a Community

Why do people become advocates for your brand or cause? 

It’s not just about what you offer; it’s about how you make them feel. Community involvement creates a sense of belonging, making each member feel like they’re part of something bigger. When you empower your community through collaborative networks and support, you’re not just building a customer base or a group of supporters; you’re cultivating social capital and brand advocates.

Think about it this way: when community members actively participate in shaping the direction of a startup or nonprofit, they’re more likely to share their positive experiences. This isn’t just word-of-mouth marketing; it’s heart-to-heart marketing. They’re not just telling others about a product or a cause; they’re sharing a part of their identity.

For us with The Nonprofit Hive we made sure to build into the system an easy method for “Hivers” to give us feedback after every call. This was part testimonial (which of course we hoped would be positive…) but also gave us a good vibe check weekly to go “how is this going?” I personally have also spent a bunch of time using our product myself and doing 1-1 user interviews because so much more information comes out in those deep dives than I would gather from a quick written testimonial.

Sustaining Long-term Growth with Community Support

So, you have momentum, but how do you keep that momentum going?

The key is continuous community support and networking. It’s one thing to attract members to your community; it’s another to keep them engaged and invested and strengthen relationships. Regular community interactions, from feedback sessions to social events, keep the energy high and the connections strong. And when your community group members see that you’re committed to not just your growth but theirs as well, they’ll stick around for the long haul.

Another important reason to show up in conversation with the community is that YOU are likely part of the reason they will or won’t become advocates. People don’t just buy into products/services/missions – it’s the people behind the work that become a significant part of why they care. What is funny is that for every moment I have put into community building the rewards have come back 2-10x in return. Often my community knows someone I should know – they go out there and advocate for ME and my product better than I ever possibly could.

In the world of startups and nonprofits, where every like, share, and donation counts, a strong, engaged community can be your biggest asset. By investing in community building, you’re not just setting the stage for your growth; you’re inviting everyone to play a part in your story. 

Implementing Community Building Strategies

So now comes the tough part – you know you WANT to build and engage a community, but how do you go about creating a community in the first place? From Build to Engage to Expand to Sustainability, community building is hard, but rewarding, work!

Laying the Groundwork for Community

Before you dive into community building, think of it as setting up a garden party. You wouldn’t start without knowing who’s coming and what makes them happy, right? Same goes for preparing your community. Start by getting to know your audience. Are they creatives looking for inspiration, or tech enthusiasts searching for the next big thing? Learning who they are helps tailor your community’s purpose to their needs, ensuring you’re not just another space, but their go-to place for belonging, relationships, education and well-being.

When starting out with the idea for The Nonprofit Hive I workshopped the heck out of the idea with people I knew working in nonprofit. I asked them to be brutally honest and punch huge holes in what could go wrong building a community. I asked them what truly would make a difference in their work with this idea (was really helpful for marketing later) and what would be something they just couldn’t stand. Amalgamating all that feedback has been an excellent opportunity to help focus our product in a way we would never have gotten to otherwise.

Now, onto defining your community’s purpose. This isn’t just about what you aim to achieve but how you plan to enrich your group members’ lives. Whether it’s providing support for startups or a platform for nonprofit collaboration, make sure this purpose resonates with your audience’s desires and dreams. If you are a nonprofit, how will being involved with this community activate your donors’ desires to support and create change in the world? As a small tech startup, will your users be able to share success stories and/or help each other troubleshoot??

Building relationships and social connections comes next. This is where your community starts to feel like a family and a place of belonging. Simple strategies like welcoming new group members personally or creating spaces for them to share their stories can spark these connections. Personally I LOVE to hear nonprofit origin stories so taking the time to sit in conversation with members who are 2-3 weeks in is magical. They are new but also finding their groove in The Nonprofit Hive so I find I am uniquely positioned then to connect them to the right people and build on the feelings of belonging and community they are experiencing. Remember, a strong community is built on the quality of relationships, not just the quantity of members.

Engaging and Expanding Your Community

Once the groundwork is laid, it’s time to bring everyone together. Think of building a community as a party that never stops. How do you keep things lively? Through engaging activities and meaningful conversations. Social icebreakers, like fun introductions or virtual meetups, can help group members feel at ease. Metacognitive activities, which encourage members to create, ideate and share together, can deepen discussions and foster a richer community experience.

For communities that thrive online or have members spread across the globe, consider asynchronous activities that allow participation at any time. When deciding on “hive chat times” we purposely had to consider what would happen if someone in Australia, Uganda, China signed up – could we truly satisfy all time zones?? The key here is inclusivity; ensuring everyone, regardless of their schedule or timezone, can be an active part of your community.

Beyond Building a Community: Plans to Sustain and Empower

But what happens after the party’s buzz wears off? Keeping your community engaged and empowered is crucial. This means continuously providing value and encouraging members to support each other and build relationships. For us at The Nonprofit Hive it has meant maintaining a very active social media account, spotlighting members’ achievements, focusing on our Hive Mind articles (created by community members), we want each member to have the opportunity to feel both seen and heard.

In the long-term some metrics to also pay attention to are the folks who are lurking – they have joined or follow you but aren’t participating. Sometimes this is a time-related factor (we all are so busy!) but sometimes they need a more thoughtful gesture to remind them that their participation DOES matter and is valued.

Community collaboration is the heart of empowerment. By involving members in decision-making, learning or project development, you’re not just building for them; you’re building with them. This not only increases their investment in the community but also leverages the collective skills and passions of the group to achieve more together.

Sustaining a community also means adapting to its evolving needs. For us in The Hive we request user feedback weekly from those who participate in Hive Chats and plan to begin monthly surveys to gauge community health and what is and isn’t working. Staying open to feedback provides excellent opportunities to pivot your strategies to keep your community strong, engaged, and empowered.

In implementing these strategies, keep in mind that building, engaging, and sustaining a community is a journey, not a destination. It requires patience, dedication, and a genuine passion for bringing people together and creating relationships. Your community will feel when the passion isn’t there, remember they are feeding off of what you are putting out to the world. Sometimes this means specifically hiring a community manager if this isn’t in your wheelhouse. But the rewards—seeing your community flourish, driving growth for your startup or nonprofit, and making a real impact—are soooo satisfying.

Conclusion

A thriving startup or nonprofit is never going to be just about groundbreaking ideas or innovative solutions or social change. The power of most successful companies lies in their ability to create and activate believers – usually from an associated community. Strategic community building goes beyond mere networking; you are fostering a sense of belonging, encouraging engagement, and empowering every individual to contribute to a larger cause.

As I have highlighted in my own experience with The Nonprofit Hive community has had a significant impact on our growth, sustainability, and success. The message is clear: communities are not just support systems; they are the very essence of our endeavors, driving us forward and upward.

The world is changing so fast, new products, technologies, services appear DAILY. It is becoming impossible to buy attention.

But you can absolutely still earn it. And communities are the best kept secret of those of us who are seeing huge wins in exponential business/nonprofit growth.

FAQs

What is the key to building a thriving community?

The key to building a thriving community is creating a real sense of belonging and connection among members. This requires doing the hard work of sparking relationships, providing social support, enabling learning, and encouraging active involvement from members. Strong communities embrace collaboration and diversity.

How do online communities differ from in-person communities?

Online communities thrive on digital platforms like social media, forums, or dedicated apps. In-person or physical space communities form through local meetups and events. Each type offers unique opportunities for engagement, but the principles of building relationships, belonging, and social capital apply to both online and offline communities.

What are some examples of activities that strengthen community bonds?

Sample activities that strengthen community bonds include icebreakers, storytelling exercises, skill-sharing workshops, and group volunteer projects. The goal is to create shared experiences that help members connect on a personal level, learn from each other, and feel invested in the community’s well-being and success.

Why is distinguishing between types of communities important for startups and nonprofits?

For startups and nonprofits, distinguishing between online, digital, and physical communities is crucial. Each type requires tailored strategies for engagement and growth. Understanding the strengths and needs of your specific community helps focus your community building efforts for maximum impact and sustainability.

How can community building combat social isolation?

Community building directly combats social isolation by forging connections and support systems. Belonging to a community with shared interests provides opportunities for meaningful interaction, mutual care, and a sense of purpose. Consistent community involvement is an antidote to the mental and physical health risks of isolation.

What role does social capital play in community building?

Social capital refers to the networks and relationships that enable communities to thrive. Building social capital involves strengthening connections between members, organizations, and resources. Communities with high social capital enjoy greater trust, reciprocity, and collective efficacy to achieve common goals and enhance overall well-being.

How can I make new members feel welcome in my community?

To make new members feel welcome, personally reach out with a warm greeting and introduction. Pair them with a buddy or mentor to show them the ropes. Invite them to share about themselves and ask questions. Organize a new member orientation or social event. Convey that their presence and contributions are valued.

What are some indicators that a community is thriving?

Indicators of a thriving community include high engagement and participation rates, a strong sense of belonging and group identity, supportive relationships between members, collaborative problem-solving, and successful completion of collective goals. Thriving communities balance the needs of individuals with the overall health of the group.

How can community agreements support healthy group dynamics?

Community agreements establish shared expectations and accountability for how members interact. These may cover communication norms, conflict resolution, inclusion, and decision-making. Having clear agreements builds trust and psychological safety. They help maintain positive dynamics even as members and circumstances change over time.

What is the most important mindset for community building?

The most important mindset for community building is one of service and generosity. Approach community with the intention to give more than you get. Listen to and elevate members. Devote time and resources to creating value. Measure success by the well-being of the group, not just metrics. Sustainable communities grow from an abundance mindset.

About the Author

Tasha Van Vlack is a co-founder at The Nonprofit Hive, a free video platform for changemakers to connect weekly and collaborate one-to-one. Tasha has been building bridges and connecting with nonprofit professionals for the last 7 years through a mixture of marketing, sales and customer success conversations. Tasha’s passion is people and you are most likely to find her in her spare time floating around LinkedIn or Slack channels.