Do good because it’s the right thing to do.

Now that we have that out of the way, let’s talk about a strategic, self-interested approach to volunteerism where you do what you do because it’s good for you.

Sure, someone gets helped in the process, but that’s just a by-product of your efforts to advance your personal cause.

Mercenary much?

And speaking of mercenaries, our guide for today is Coup d’État: A Practical Handbook by Edward N. Luttwak. Mr. Luttwak has 15 very positive reviews on Amazon, so he’ll be our go-to authority.

In the section on “Operational Sequence and Timing,” Mr. Luttwak explains that we designate the radio and TV stations as “primary targets.” We take them over at the same time as our other team reaches and enters the “residence of the primary target.”

Basically, Mr. Luttwak advises us to take over the means of communication while capturing/killing the leadership.

We’ll just take over the means of communication (newsletter, blog, e-mails) for now. We can kill the leaders later (it is, after all, a nonprofit—kindness is in order). My approach may be less efficient than Mr. Luttwak’s, but mostly the nonprofit leadership is easy to kill, so we can deal with them when necessary (I’d be surprised if they run very fast, unless you’re taking over a running club).

How to Maximize Your Volunteer Opportunity

When you volunteer, you should immediately head for the communication channels. That’s where you want to put your energy. There are a multitude of opportunities.

Why take over the communication channels? Visibility. It puts you out front. You want to spread your name around and get people talking about you. Being in front of the group regularly is the most efficient way to improve your profile.

You should:

• Become the editor of the newsletter. You might need to start by volunteering to write some articles, but most nonprofits struggle to keep the newsletter editor, so that door will soon open. This is especially true in bar associations. Getting someone to take on the newsletter is always difficult.
• Write for the blog. The nonprofit may not even have a blog, and you can start it. Blog regularly, and make sure your name is featured as the author.
• Start a podcast. Either become the host of an existing show or create something new. Podcasting is easy. Use audio and/or video to interview members, volunteers, leadership, agencies giving grants, etc. Again, keep yourself in front of your audience.
• Manage the website. Most nonprofits use the website as the primary means of making themselves visible in the community. Take over and control it. Can you say “picture of you on the front?”
• Media appearances. As the person pumping out much of the organization’s public-facing information, you’ll hear about media opportunities first. Don’t jump on them without approval of the director, but volunteer to help. Always be ready, willing, and able to go on TV or talk to a reporter on behalf of the organization.
• Network. Use all of these mechanisms as a way of meeting more people and getting to know them. Use your mastery of the communication channels to promote others and their goals while making yourself visible. Run articles featuring board members and key volunteers. Do favors for others so they’ll owe you. These favors will come in handy when we need to “target the leadership.”

Be sure that your bio, including information about what you do in your practice, appears along with everything you do. Tie everything back to you when you see the slightest opportunity. Work your story into the story of the organization.

An Example

Fast-forward 90 days to your life as the “External Communications Coordinator” volunteer on behalf of the animal rescue group (those animal rescue people never even saw it coming).

You showed up 90 days ago and offered to help. “What do you like doing?” asked the Executive Director. “Maybe I can write something for the newsletter,” you offer gently. “I can take some pictures with my phone maybe?”

Forty-five days later, you’re not only writing, but you’re also laying it out and mailing it (yes, this nonprofit still mails it). You’ve also built a new website on a free hosting site for nonprofits using their templates. Puppies are finding new homes left and right.

You’re sending your newsletter and announcements to all the local media. Media calls are coming in, and you’re taking them and finding ways to include what you do for a living in the conversation (photo shoot with rescue dog at your office?). Donations to the group make a sudden jump upward.

After a few months, board members are approaching you about getting things included in the newsletter and asking you when you’re going to step up and join the board.

Look at what you’ve done. Suddenly, you’re in the middle of everything. Does it really work as I’ve described? Absolutely.

The Effects of Do-Gooding on Your Practice

What’s happening with your practice? You’re meeting new people. They’re asking what you do. You’re giving your 60-second pitch, and they’re becoming ambassadors for your practice. Some of your new connections even hire you to help them. After all, you’re a fellow dog person.

It doesn’t take much time or effort to seize control of the communication channels in many nonprofits. They’re ready to welcome you into the fold, and before you know it, you’re completely integrated into the organization. If you’re not careful, you’ll end up on the board and then serving as president.

Maybe the coup will be bloodless? Get involved. Be strategic. Give back, do good, and build your business.