Yujia Zhu, Ph.D, LSSMBB, is the founder and creator of FASSLING.AI, world’s first comprehensive AI platform for skills coaching.
In the tech world, “building in public” has evolved into a growth strategy rather than just a trend. Startups publicly share their trials, failures, achievements and pivots with the world, resulting in a level of transparency and community buy-in that traditional marketing cannot equal.
But this method isn’t limited to businesses looking for venture money. Early-stage organizations confront many of the same obstacles as startups: they require visibility, credibility and a supportive community before they can build a polished infrastructure or secure major funding. The good news? Building in public can provide NGOs with similar, if not larger, benefits. I’ve learned that from personal experience. When I founded my nonprofit in 2020, I adopted this strategy from the start, and the results have been tremendously effective.
Why Nonprofits Struggle In The Early Stages
Nonprofits frequently begin with a bold vision but often lack adequate resources. From the beginning, leaders need to balance fundraising, program development, compliance and community building while attempting to acquire trust in a crowded impact space. Traditional marketing tactics, such as glossy brochures, high-budget events or public relations firms, are frequently too expensive.
Instead, NGOs have a story—their honest path, their why, their modest but significant victories. However, many NGO leaders are hesitant to publish their unpolished work for fear of appearing unprepared. Ironically, suppressing the messiness can stifle growth by limiting opportunities for supporters to engage.
Nonprofits And Startups: More Similar Than Different
Similar to startups, trust and transparency are critical for establishing credibility in NGOs since they must demonstrate accountability to funders and partners. Nonprofits can build trust by sharing their real-time journeys. People want to be a part of something bigger; thus, community participation is important. Nonprofits can transform passive followers into active participants who own a sense of purpose by involving the public in their procedures and by sharing resources early on. For example, consider sharing program drafts, pilot results or fundraising campaigns, which allows for quick learning.
This early visibility can help NGOs receive unexpected support, such as volunteers with valuable skills, donors who value authenticity and media coverage prompted by fascinating human stories. Feedback loops are formed when early backers share real-time insights.
Furthermore, NGOs can benefit from storytelling by committing to consistent campaigns. Rather than waiting for a yearly report, keep your audience informed with weekly or monthly updates that raise awareness of your objective and that generate a compounding effect of visibility. This cadence not only keeps your mission at the forefront, but it also builds a large library of authentic content.
Tactics To Put The ‘Building In Public’ Mentality Into Practice
There are several ways to increase community engagement and provide accountability in nonprofit or community-oriented organizations:
Progress Logs
Provide regular updates to stakeholders on both achievements and challenges. For example, publicizing your accomplishments—like how your NGO assisted 10 people in a week—as well as your ongoing difficulties—like navigating translation expenses—promotes transparency and relatability.
Financial Transparency
It’s critical to provide clear, simplified information about donation allocations. Even with lower monetary amounts, financial transparency emphasizes ethical financial management and fosters communal confidence.
Celebrate Contributions
Recognizing the work of volunteers, community members and even modest contributors can greatly increase engagement. Showcasing these people’s stories not only sheds light on their contributions but can also encourage others to engage.
Open Social Media Platforms
Documenting your organization’s progress on platforms such as LinkedIn, X (previously Twitter), Xiaohongshu, WeChat Moments, TikTok or newsletters can provide ongoing interaction. These updates can provide continuing insights into the organization’s actions, allowing for a more connected community.
Interactive Engagement
Using tools such as surveys, question-and-answer sessions or “ask me anything” forums can allow stakeholders to feel valued and included in decision-making processes. This not only increases transparency but also encourages active engagement.
Balance Struggles And Wins
While being upfront about problems is crucial, it is also critical to portray these obstacles positively. Framing conflicts as learning opportunities (e.g., “here’s what we’re learning”) can develop community bonds rather than causing discord.
So, to summarize: Take a balanced approach to openness and engagement, interact with your communities through storytelling, always have open communication and celebrate your contributions while constructively addressing difficulties.
Managing Risks Without Losing Authenticity
Building in public can cause concern for organizations, such as overexposure, releasing incomplete work and risking backlash. To solve these difficulties, nonprofits can take proactive steps:
• Overexposure: Set explicit boundaries for what information is disclosed publicly. This involves designating prohibited areas, such as client confidentiality and delicate legal issues.
• Fear Of Appearing Unpolished: Reframe the narrative around vulnerability. Rather than portraying adversity as a challenge, frame it as part of the learning process. Highlighting this aspect by clearly saying “we’re learning” can help build relatability and connection.
• Backlash Or Criticism: Be prepared to receive unfavorable feedback. And when you do, respond with humility. It is critical to demonstrate that criticism is accepted and that the company is dedicated to learning and improving.
By following these techniques, NGOs can effectively handle the dangers of building in public, increasing their reputation and engagement with their audience while maintaining professionalism and sincerity. In my opinion, the potential benefits of this practice greatly outweigh the acceptable dangers.
Transparency As A Growth Strategy
Nonprofits cannot afford to rely solely on slick branding or polished reporting in their early phases. What they can afford is honesty, transparency and communal collaboration. Building in public elevates transparency from a compliance tick to a marketing benefit.
People invest in stories, not just products, as startups have proved. For organizations, this means that each rough update is an invitation rather than a burden—an invitation to believe, share and create together.
The nonprofit sector frequently preaches that trust is earned. Building in public demonstrates that trust is also shared. And for NGOs pursuing huge dreams from small beginnings, it could be the most effective marketing technique of all.
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