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A Step-by-Step Approach to Help Nonprofits With Challenges During Covid-19

During a recent nonprofit webinar hosted by SobelCo, Jonathan Pearson, the Executive Director and Director of Corporate Social Responsibility at Horizon Blue Cross Blue Shield (BCBS) of New Jersey, generously shared the step-by-step innovative approach they adopted in response to the challenges of the 2020 global Covid-19 pandemic. As he spoke, Jonathan touched on many critical topics that are applicable to every nonprofit organization today.

One of the key pillars that supported Horizon’s distinctive approach was its commitment to maintaining high stakeholder engagement.

Emotional Marketing in Six Simple Steps


Nonprofit organizations of all sizes and across all niche sectors typically grapple with a clear and concise message that is effective at telling their story, making a connection, attracting donors and engaging with potential volunteers and other supporters.

Here are six steps that are essential building blocks for any nonprofit’s marketing plan.

Repeal of the unrelated business income tax on transportation and parking benefits

On December 19, 2019 it was announced that both the United States House of Representatives and the United States Senate have passed a bipartisan tax bill that includes the repeal of the unrelated business income tax (UBIT) on transportation and parking benefits. This is important for the nonprofit sector especially because it was estimated that the tax would have cost nonprofit organizations an average of $12,000 a year, according to research by Independent Sector.

Thinking Like a Corporation is a Good Idea

Today’s nonprofits face a wide range of challenges, from changing regulations to shrinking volunteer support to the need to demonstrate impact to the accelerating  number of competing organizations. 

As such, they will not remain relevant if they ignore the importance of processes and procedures. These two terms have always been the mainstay of the corporate world, offering structure, consistency, and a strategic outlook when applied properly.  But now nonprofits are finding that they, too, must embrace these ‘business’ concepts in order to sustain their vision.

Benefits of Giving

It goes without saying that whenever the topic of fundraising is addressed, the discussion is focused on the nonprofit community. Typically these articles will cover all the most effective and common fundraising techniques, while offering support and guidance for nonprofit leaders seeking to be more efficient when generating revenue to achieve their mission.

But I suggest that the concept of fundraising can be approached from a completely different perspective.

Strategic Positioning: What’s Next for You?

Leaders of nonprofit organizations are as focused on strategic planning as their for-profit colleagues. That’s because technology trends, sophisticated donors, disruptions in the community, a global reach and other key challenges have pushed nonprofits to behave in a way that reflects the complex demands they face daily.

But what is strategic planning?

When a nonprofit embraces a ‘strategy’ it most often means it has a structured process for defining its direction, making decisions on allocating its resources accordingly.

Avoid Spam Filters

At the SobelCo Quarterly Nonprofit Board Chair Roundtable on April 18, several of the participants were concerned that their emails to donors, members and clients all too often end up in a spam filter and may be overlooked.

After conducting a search on the internet, we found that much has been written on this topic and although there is no clear solution, there are some steps that everyone seems to agree on.

A Word of Advice to Nonprofits

When I am speaking at events that are designed to help nonprofit organizations build their brands, tell their stories, and gain greater exposure for their mission and fundraising, I often observe anxiety growing in the audience as we begin to review all of the options available to them today.