I may be preaching to the choir here, but I feel like I need to debunk two widespread (and harmful) misconceptions plaguing our society right now. Here they are:
1. Nonprofits are only for “the less fortunate.”
AND
2. Charitable giving is about helping someone else.
Yes, these things are true, but they’re not the whole story.
If you’ve ever walked through a local park or a museum, attended a play, read up on a health condition online, or sent your kid to private school or summer camp, chances are a nonprofit made those moments possible.
Nonprofits are Everywhere and Benefit Everyone.
Their services shape our lives every single day, whether we’re in need or not.
Most People Benefit From Nonprofits. They Just Don’t Know It.
A 2023 report from the Indiana University Lilly Family School of Philanthropy (link) found that while 75% of Americans believe society benefits when people give to charity, only 5.4% said they or someone in their family had received nonprofit services in the past year.
That’s not because only a few people use them. It’s because many people don’t realize they’re benefiting from nonprofit work.
Nonprofits Are Hidden in Plain Sight
Again, I’m probably preaching to the choir here, but just in case you’re wondering (or trying to make a case to someone who doesn’t understand), here are just a few of the ways nonprofit organizations quietly shape our daily lives:
- The Arts – Some of my most favorite places to spend my days off are museums, theaters, and cultural festivals. Most are nonprofit-run and rely heavily on donations to stay open. Ticket sales may cover less than half the cost (link).
- Job Training and Workforce Development – Many small business owners and job seekers rely on nonprofit-run programs to access training, apprenticeships, and career opportunities.
- Health and Wellness – From Red Cross CPR training to online American Cancer Society support groups and Cystic Fibrosis Foundation community education, nonprofits of all sizes provide essential health information, transportation to health services, and healthcare. They often fill gaps that government services miss.
- Parks and Green Spaces – Another favorite destination for me. Nonprofits protect and care for the public spaces we enjoy, promoting outdoor and wellness activities, organizing cleanups, providing programming, and ensuring access for all.
- Children’s Programs – From scouting and Head Start to zoos and STEM curriculum, nonprofits are behind many of the learning and development programs children rely on, both in and out of school.
- Senior Support – Meals on Wheels, senior centers, ride services, and enrichment programs for older adults are often run by nonprofits or rely on them for funding.
- Disability Services – With more than 25% of U.S. adults living with disabilities (link), nonprofits provide education, advocacy, medical assistance, and emotional support.
- Disaster Relief – When wildfires, floods, or hurricanes strike, nonprofits like the Red Cross are often first to respond, even before the government can mobilize aid.
And let’s not forget:
Nonprofits employ nearly 13 million people in the U.S., making the sector a major contributor to our economy.
Why Visibility (and Support) Matters Now More Than Ever
On any given day, these misconceptions are frustrating. Today, they’re dangerous.
Why? Because nonprofits are being squeezed from all sides.
- Government contracts are shrinking.
- Foundation grants are harder to secure.
- Economic uncertainty is making donors more cautious.
- And yet, demand for services is rising, from food assistance to mental health support to after-school care.
Many nonprofits, especially the small, community-based ones, are struggling to keep their doors open. When their work blends into the background of daily life and people don’t see their value, they’re less likely to be supported by the very people who unknowingly depend on them.
Here’s What Needs to Change
We must get better at telling our whole story, not just who we serve, but how we strengthen entire communities.
We need to shift the narrative from “helping others” to “investing in all of us.”
That doesn’t mean abandoning our mission. It means embracing clarity. Donors, volunteers, and community leaders and funders should see that their support ensures:
- Safe public spaces
- Access to health care and education
- A thriving local economy
- Resilience in times of crisis
- Culture, connection, and creativity
These are not luxuries or someone else’s problem. They’re essential to a healthy, vibrant society.
Clarity Starts with a Strong Brand Identity.
When your brand is clear, consistent, and mission-aligned, your messaging becomes easier to share and understand.
A strong brand helps you:
- Align your team and board around the same talking points
- Tell compelling impact stories that stick with donors and stakeholders
- Create consistency across your website, appeals, and conversations
- Show up with confidence, especially when you’re advocating for funding
Clarity Builds Trust.
And trust leads to action, including donations, partnerships, media coverage, and more.
Everyone Has a Role to Play
So, for those of you not “in the choir”, here’s my plea.
If you’re a community member, neighbor, voter, parent, or business owner, you benefit from nonprofits. Whether you realize it or not, nonprofits benefit everyone.
Here’s how you can help.
🎯 Support the organizations that support you.
✅ Donate if you can.
✅ Volunteer your time.
✅ Share their stories.
✅ Advocate for their funding.
Because while nonprofits may serve the most vulnerable, their impact lifts us all.
Nonprofit leaders — Want help making your nonprofit more visible?
That’s what I do.
I work with nonprofits to clarify their message, tell more powerful stories, and build brands that drive connection and support.
Let’s schedule a discovery call.
Together, we’ll help the world see just how much your work matters.
