Community Is the Strategy: How Nonprofits Are Building Movements, Not Just Memberships
Community is one of those words that gets tossed around a lot in the nonprofit world. But how often do we stop and ask: what do we actually mean by it? And more importantly—how do we build it in a way that lasts?
In our recent Nonprofit Hive LinkedIn Live, we gathered three nonprofit professionals from different corners of the world: Joana Apóstolo from Portugal, Jared Novoseller in Canada, and Prathyush Mandar from India. Each shared how they’re thinking about community beyond the buzzwords, and what it really takes to move from one-time interactions to long-term belonging.
This wasn’t a conversation about tactics. It was about changing our lens—rethinking how we show up, who we build with, and what makes people stick around.
From Programs to People: Redefining What “Community” Means
What is community, really? It sounds simple until you try to define it. For Joana, working at the Sustainable Agriculture Network, community is about shared purpose: “Sustainable agriculture is at the center—not the organization.” That mindset has shifted their structure from traditional certification models to collective implementation, powered by member organizations who co-own the mission.
Prathyush shared a powerful reminder from the co-founder at U&I Trust: “A community without a cause is just a mob.” At their organization, which supports over 5,000 students through mentorship, that shared cause becomes the glue that holds everything together. And it shows up in the small moments—volunteers showing up week after week, staff advocating for both kids and mentors, and a culture that puts values into practice.
Jared, speaking from his work at BGC Winnipeg, reminded us that community isn’t just a singular thing. “It’s really about communities, plural,” he said. “You can have a school community, a classroom community, a team community—they’re all nested inside each other.”
Nonprofit Communities Need to Act Like an Ecosystem.
Most nonprofits are structured generally like businesses. Roles are clear, decisions flow top-down, and programs are tightly scoped. But community doesn’t play by those rules.
“Ecosystems are messy,” said Prathyush. “They self-heal, they self-correct. But they only work when you build with the community—not just for them.”
At U&I, that means designing with two voices in the room: one focused on what children need, and the other advocating for what the volunteer community needs to thrive. Neither one gets left out.
Joana added that in their network, leadership is decentralized. Their board is made up of members. The secretariat doesn’t always need to be involved. “If one of our members is better suited to lead something, we are the first to encourage them to do so. That’s what shared power looks like.“
People Come for the Cause. They Stay for the Community.
This saying came up multiple times during the conversation.
Jared reminded us that what makes people stay isn’t just the mission—it’s being seen. “You can’t force long-term relationships. But you can create a culture where people feel known, respected, and invited to help shape what’s next.”
He gave a beautiful example about food. Yes, food. “Knowing if someone is vegetarian, or observing their holidays—that’s not just courtesy. That’s care. That’s what builds trust.”
Prathyush broke down how they turn one-time volunteers into community members: don’t gatekeep involvement. Let people start small. Let them observe. Let them find their place. And once they do? Invest in them.
“If you have time, give time. If not, donate. If not, spread the word. But there’s always a place for you here.”
Community Health Deserves a Spot on Your Impact Report
If we say community matters, we need to treat it like it does.
Prathyush was candid: most nonprofits don’t measure community health, and it shows. At U&I, they’re starting to shift that. Quarterly check-ins. Volunteer retention trends. Feedback loops for donors. “We’re building an ecosystem. That means we have to track how it’s functioning—not just what it’s producing.”
Joana agreed. Community health is often invisible until it isn’t. So why wait for disengagement before paying attention?
Key Takeaways on Nonprofit Community Building
This conversation offered more than a few powerful soundbites—it surfaced clear strategies and real-world wisdom from leaders on the ground. Here are some of the big takeaways:
1. Start with people—but make space for community to grow. Joana reminded us that it’s not a linear process. “The people make the community. And the community, in turn, strengthens the people.”
2. Community health is measurable—and it should be measured. From attendance tracking to quarterly surveys, Prathyush emphasized the importance of treating community like a vital sign, not a vague value.
3. True community is built with—not for—its members. Every panelist spoke to the need for decentralization, shared decision-making, and distributed leadership.The three C’s “Coordination, collaboration and co-creation,” were emphasised by Joana.
4. Don’t confuse engagement with belonging. Showing up once doesn’t make someone part of a community. Jared pushed us to think about recognition, accommodation, and co-creation. “If you show up with a full plan, there’s no space for others to join.”
5. Make it easier for people to participate. “Lower the barrier to entry,” Prathyush said. Whether it’s time, money, or advocacy—let people show up in ways that make sense for them.
Together, these insights build a compelling case: Community isn’t a tactic. It’s infrastructure. And when we invest in it, we don’t just build relationships—we build resilience.
Moving the Needle on Nonprofit Community Building
Shifting how we approach community in the nonprofit sector isn’t going to happen overnight. But what became clear in this conversation is that change is already underway.
Organizations like BGC Winnipeg, Sustainable Agriculture Network, and U&I Trust are putting community front and center—not as a communications strategy, but as a structural one. And the result? Deeper engagement, stronger retention, and ecosystems that can grow and adapt with time.
We’re not just talking about stronger programs—we’re talking about stronger people. Volunteers who stick around. Donors who feel invested. Teams who don’t burn out because they feel like they belong. And ultimately, movements that last.
Our Speakers:
During this LinkedIn Live, we heard from three nonprofit professionals across three continents, all asking the same question: what does it really take to build a community that lasts?
Joana Apóstolo, Grant Writer at Sustainable Agriculture Network, is part of a member-led organization focused on sustainable food systems. She brings a network perspective to community building—centered in equity, collaboration, and shared governance.
Jared Novoseller, Director of Development at BGC Winnipeg, works at the intersection of fundraising, youth programs, and long-term engagement. His insights on building relationships that last (and why snacks matter) grounded this conversation in both practical strategy and authentic care.
Prathyush Mandar, Associate Senior Manager of Corporate Partnerships at U&I Trust in Bangalore, India, offered a global view of mentorship, volunteer culture, and ecosystem thinking. His approach—building with community, not for them—was a powerful thread throughout the session.
Together, they reminded us that community building is not a checkbox—it’s a calling.
About The Nonprofit Hive:
The Nonprofit Hive supports changemakers globally by fostering one-on-one connections that empower, inspire, and drive social change. We’re here to help nonprofit professionals connect with the resources and networks they need to amplify their impact.
✨ Are you a nonprofit leader looking to rethink how your community shows up, grows, and sustains itself? Join us at thenonprofithive.com.
Tasha Van Vlack is the co-founder of The Nonprofit Hive. Her happy place is building community, talking nonprofit work/marketing/parenting and meeting new people.
Being a cheerleader for nonprofiteers is where Tasha has found her niche – she hopes that by providing a space for connection, nonprofit work will become more collaborative and supportive.