Effective leadership is one of the essential elements required for the success of not-for-profit organizations. Because such organizations do not have profit-making objectives, it needs a leader who is not only motivational but also inspirational if the organization is to realize its missions. Being that most employees in the not-for-profit organizations are volunteers, they require a high level of motivation and inspiration to enable them effectively work towards the purposes of the organization. At the same time, good communication practices are essential in ensuring that there are positive public relations and that more supporters are attracted to the organization. American Lung Association is one such organization that has displayed motivational and inspirational leadership while at the same time showing good communication practices, an aspect that has contributed significantly towards its success for the many years it has been in operations ( Sperry, 2013 ). The organization has not only demonstrated appropriate leadership strategies but has also employed good communication practices which have greatly attributed to its success in promoting lung health.
Leadership
The American Lung Association has throughout its existence been governed by a dedicated and diverse board of directors who are volunteers. This board has been at the top in leading the organization towards its mission. The organization has a collective board that is made up of diversified team members, each having a different specialized skill that adds to the management of the organization. Each of the departments of the organization is headed by a director specialized in that particular area thus ensuring that every department of the organization runs effectively ( Phipps & Burbach, 2010 ). The board has a director leading the brand and acquisition marketing, director heading the finance department and all other departments. These group of directors work for a shared purpose which is to ensure that the mission of the organization is realized. The advantage of having a diversified board is that it brings in different managerial skills in various sectors which when combined can lead to the success of the organization.
Delegate your assignment to our experts and they will do the rest.
American Lung Association uses various strategies to recruit and retain its employees. The first strategy that the organization uses is to provide its employees with an opportunity to develop their career and take themselves to the next level. Most employees are no longer looking for a pay as a way to remain committed to their work. Employees want to move their career to the next level, and this is what ALA offers for its employees. The organization has maintained an excellent reputation throughout America by its contribution to the community health and value for human life. People love to work in organizations that are reputable and make them feel that they have a role to play in the community. Among the strategies that the organization have relied on to retain its workforce is to offer a healthy work-life balance so that employees get motivated to always work towards the mission of the organization.
The current leadership strategies that the organization has employed to promote the success of the team member is to define and communicate the vision to the staff while at the same time encouraging innovation and creativity among the volunteers ( Ruvio, Rosenblatt & Hertz-Lazarowitz, 2010 ). Leading by defining and communicating the vision and purpose of the organization can always inspire the staff members to work towards the vision of the organization. Leading by promoting innovation and development of the employees can also lead to new ideas which lead to the success of the organization. American Lung Association has also employed team leadership in which teamwork is promoted among the staff.
Communication
One of the communication strategies that the American Lung Association has employed is telling the story and achievements of the organization on its website. When one visits the website of ALA, there is all information on the vision, mission and successes of the organization thus making it easy to communicate its purpose globally. The organization has been utilizing multiple media networks to reach out to as many people as possible so that it can develop a positive relationship and broaden its support.
The public relations strategies that ALA has employed to increase its brand include advertising its vision and mission and achievements and partnering with the like-minded organizations. The organization has been making its vision and mission known by members of the public and the social role it plays in the community. By spreading wide its mission and accomplishment in the society, the members of the public can come to know and identify with the organization. Its unique mission differentiates it from other profit-making organizations. Not-for-profits often have social missions, and the organizations can use this make people differentiate it from the for-profit organizations ( Dozier, Grunig & Grunig, 2013 ).
The communication team of the organization must be skilled to achieve the broader goals and missions. The role of the communication team is to convey information to the public sector, private sector, media and all community members on the objectives of the organization. The communication strategy that has been used by the organization to advance its goals include communicating the brand awareness amongst the target audience among them being donors and volunteers. Through brand awareness, the target audience can be willing to assist the organization to advance its goals. Communicating the reputation of the organization is also a strategy that ALA has used to reach out to a large number of the target audience who will be willing to help it achieve its goals.
Conclusion
American Lung Association has throughout its existence provided effective leadership and excellent communication that has to enable it to maintain its success and build its reputation as one of the top not-for-profit organization in promoting lung health. Through a combination of various leadership strategies as well as communication strategies, the organization has been able to gain public relations and build a good reputation globally.
References
Dozier, D. M., Grunig, L. A., & Grunig, J. E. (2013). Manager's guide to excellence in public relations and communication management . Routledge.
Phipps, K. A., & Burbach, M. E. (2010). Strategic leadership in the nonprofit sector: Opportunities for research. Journal of Behavioral and Applied Management , 11 (2), 137.
Ruvio, A., Rosenblatt, Z., & Hertz-Lazarowitz, R. (2010). Entrepreneurial leadership vision in nonprofit vs. for-profit organizations. The Leadership Quarterly , 21 (1), 144-158.
Sperry, L. (2013). Effective leadership: Strategies for maximizing executive productivity and health . Routledge.
