The Service Industry

I was having an emotional and mental health moment with my sister earlier this week. I won’t say she’s my spiritual guru, but she’s not not my spiritual guru. She leads a team of serious doers at City Year Little Rock. Follow the link, spare me the keystrokes. She told me stories about their recent service opportunity at McDermott Elementary and how appreciative the administration was of having folks show some love to the teachers and students there. No doubt, that impact and appreciation is reciprocal.

In the nonprofit world, supporters are often categorized into three groups:

• those who give money

• those who share expertise

• those who show up.

All three are critical to an organization’s success. The third group – the people who show up – may be the most impactful and also tell you the most about your organization. Showing up not only supports the mission but also builds stronger bonds between the organization and its community.

Dollars matter. Funding fuels programs, pays staff, and ensures the lights stay on. Expertise is invaluable too, offering strategic direction and specialized skills. But dollars and expertise often come with strings attached. Financial contributions may include expectations of influence or recognition, and professional advice can sometimes feel transactional. Mission creep is real.

Showing up, however, is pure. It’s about rolling up your sleeves, being present, and committing your time and energy to something bigger than yourself. It’s also contagious.

The Gift of Physical Presence

When supporters show up, they bring more than just their hands or their hours. They bring heart. Face-to-face service fosters authentic connections, both with the mission and with fellow volunteers. It’s one thing to write a check to support a food pantry. It’s another to stand in that pantry, sorting donations or handing out meals. The latter creates an emotional investment that deepens commitment in a way no financial transaction ever could.

For nonprofits, the presence of volunteers is often a barometer of their connection to the community. Are people willing to dedicate their time and energy to your mission? If not, it may signal a lack of resonance or understanding of your work. On the other hand, a room full of engaged volunteers is a testament to the strength of your cause and the trust you’ve built.

Great Expectations

We often levy financial expectations on board members. I would suggest that the expectation to physically show up and participate in the work should be just as high.

Hands-on service accomplishes several things. First, it demonstrates to the broader community that the leadership is truly invested in the mission. Second, it gives board members a deeper understanding of the organization’s day-to-day operations and the challenges it faces. Third, it fosters a sense of camaraderie and shared purpose between the board and the staff.

Consider this: if someone isn’t willing to dedicate a few hours of their time to the cause, are they really the right fit for your board? If they are the right fit, do you need to correct your course of action?

Scaling Towards Service

Create a culture where service is valued and celebrated.

Make it easy for people to understand how they can help and why their presence matters.

Highlight stories of volunteers who have made a tangible impact.

Show the faces of the people who benefit from your work.

Recognize the show-ers up.

Measure What Matters

If you want to know whether your nonprofit is truly connected to its supporters, look beyond the numbers in your financial statements. Take stock of who shows up. Are your events well-attended? Do you have a robust group of volunteers? Are your board members visible and active in your programs?

Engagement is about more than just counting heads. It’s about the quality of the interactions. Are people leaving your events and volunteer opportunities feeling inspired and energized? Are they sharing their experiences with others, spreading the word about your mission? If the answer is yes, you’re doing something right. If not, well…do something about it.

Ripples Make Waves

When people show up to serve, the impact goes far beyond the immediate task at hand. Their presence inspires others to get involved. It builds trust and credibility within the community. It strengthens the social fabric that holds us all together. And for the individuals who serve, it provides a sense of purpose and fulfillment that’s hard to find elsewhere.

The next time you evaluate your organization’s support network, don’t just focus on dollars and expertise. Pay attention to the people who show up. They are the heartbeat of your mission, the proof that your work matters, and the foundation on which you can build a stronger future.