(Image: Parradee Kietsirkul)
After 25 years of connecting talented people with mission-driven organizations, we at Work for Good have seen nonprofits weather countless economic storms. Today’s climate – marked by funding uncertainty and rapid change – demands that organizations think differently about how they attract and retain talent. The good news? Your employer value proposition doesn’t need a big budget to make a big impact.
What really matters (and doesn’t cost much)
In conversations with thousands of nonprofit leaders and job seekers, we’ve learned that candidates increasingly prioritize factors that have little to do with salary. According to research from Bridgespan Group and other nonprofit management experts, top talent seeks organizations where they can grow, contribute meaningfully, and work under leaders who inspire trust. The most successful organizations we work with understand that their employer brand lives in the daily experiences of their teams – not just their job listings. When funds are tight, this reality becomes your advantage.
Leadership qualities that attract and retain
As the saying goes in HR circles: People don’t quit jobs – they quit managers. Through our extensive network, we’ve identified leadership characteristics that consistently appear in organizations with low turnover and competitive applicant pools.
- Transparent communication tops the list. Leaders who share both challenges and wins – who explain the “why” behind decisions – build loyalty that survives budget cuts and strategic pivots. In uncertain times, employees don’t expect perfection; they expect honesty. That starts with the job listing itself, which should include a salary range, benefits information, and a clear rundown of requirements for in-person work.
- Commitment to professional development matters immensely, even when formal training budgets shrink. The managers who retain top performers facilitate peer learning, create stretch assignments, and carve out time for skill-building. One executive director told us she instituted “learning lunches” where staff share expertise – zero cost, significant impact. Here’s more about making on-the-job professional development happen.
- Recognition and autonomy consistently rank high in exit interviews and stay interviews alike. Nonprofit professionals want to know their work matters and to have agency in how they accomplish it. The best leaders we encounter offer frequent, specific feedback and trust their teams to solve problems creatively. As an illustration, here’s some lessons from (fictional) top coach Ted Lasso.
You can find cost-effective ways to level up your management and leadership team here.
Shoestring strategies that work
Based on what we’ve learned from successful Work for Good partners, here are practical approaches to strengthen your employer brand without breaking the bank:
- Showcase your impact story. Candidates want to see themselves in your mission. Share specific stories about how individual roles contribute to outcomes. Your program coordinator’s work doesn’t just “support programs” – it helps families access housing or students discover STEM careers.
- Leverage current employees as ambassadors. Employee testimonials, social media takeovers by team members, and candid “day in the life” content cost nothing but authenticity. We’ve seen organizations transform their applicant quality simply by letting staff tell their stories.
- Audit your flexibility offerings. Remote work options, flexible schedules, and compressed workweeks often matter more than incremental salary increases. Review what you can genuinely offer and promote it clearly.
- Create a culture of appreciation. Regular recognition, peer shout-outs, and celebrating milestones build morale. One organization we work with implemented “Impact Fridays,” where team members share a weekly win. (And here are 14 more ideas.)
- Invest in onboarding. First impressions matter. A thoughtful onboarding experience signals that you value people from day one. Assign mentors, create clear 90-day plans, and check in frequently. (Find more onboarding tactics here.)
In short: The organizations thriving in today’s environment recognize that their employer brand is built through hundreds of small interactions, not expensive marketing campaigns. Your value proposition should reflect what you genuinely offer: meaningful work, supportive leadership, and a community committed to making a difference.
Marc Schultz is communications editor at Work for Good.
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