Adaptability in Marketing, the Kitchen, and in Nonprofits

How does one stay relevant, even impactful for more than 100 years? How does one live up to its mission or direction for a century with the same impact or even more so over decades? 

While I’m sure there are many books and treatises on this subject, you really have to look no further than baking icon Betty Crocker. A General Mills creation, Betty Crocker began making cooking recommendations in 1921 through responses to letters to home bakers. She then appeared on radio shows, created cookbooks, and eventually her own website. How in the world is this related to philanthropy and nonprofit work?

Think about the changes in cooking over the last hundred years. Think about the fact that right after the first World War, the use of ovens was so much different than it is today. There were no microwaves. There was no instant food, or very little. And yet, Betty Crocker is and was relevant.

The answer to the connection is adaptability. How does one constantly make small changes to adjust to today’s and tomorrow’s needs? And are you willing to change and/or adjust? General Mills not only changed its recipes and techniques for Betty Crocker along the way, but it also changed her image, always modernizing it to the moment, making Betty Crocker look like the modern woman of the time. And now the company challenges itself to be more diverse, adjusting as it moves into the second century with Betty Crocker.

What is it that we have to adjust? Whether it’s digital philanthropy or the fact that 95% of the gifts come from 5% of the people, the fact that donors are more sophisticated than ever - asking about outcome and value when making gifts, or simply how we have to change the office culture because of the pandemic and a new younger workforce, the ability for nonprofits to be flexible and adjustable, moving with the times, will be quintessential to their viability. That’s just not home cooking, that’s a great recipe for success.