Reflections from Our Nonprofit Meet-Up

At the first nonprofit meet-up led by Sheila Gibbons and Harry Vande Velde of The 501 Pros, the conversation kicked off with a powerful question that sits at the heart of every nonprofit: Why do people give?

Whether they give their time, talent, or treasure, the discussion surfaced three clear and consistent reasons:

• They believe in the mission.
• They believe in the leadership—both paid and volunteer.
• They believe that .99 cents of every dollar raised has mission impact.

These are powerful signals of trust, and they don’t happen by accident. They are the result of disciplined prioritization and intentional leadership.

So how do nonprofits manage their priorities in a way that reinforces these tell-tale signs of trust?

At their core, nonprofits manage only three buckets: People, Products, and Programs. The most effective organizations prioritize their energies on the MUSTS, not the shoulds, not the coulds, and not the nice-tos.

Great nonprofits prioritize the MUSTS.

They do not get distracted by “nice-to-haves,” nor do they allow “shoulds” and “coulds” to dilute focus. At any given time, strong organizations advance no more than five key initiatives in the MUSTS category. This clarity creates momentum, accountability, and results—without burning out staff or volunteers.
When this discipline is in place, decision-making becomes much clearer. Great nonprofits consistently ask whether their choices are:

• Mission-driven
• Constituent-sensitive
• Fiscally responsible

Why does this matter? Because these principles directly reflect the reasons people choose to give. When donors and volunteers see an organization living its mission, respecting its community, and stewarding resources wisely, trust deepens—and support follows.

In the end, effective prioritization isn’t just an internal management tool. It’s a powerful way to honor the very reasons people believe in your organization in the first place.