Here’s a niche you probably haven’t thought of – non-profit executive director coaching. In an effort to bring you new ideas on how to narrow your target market in order to focus your marketing on a smaller yet receptive audience, I bring you this potential niche – non-profit executive director coaching.
What Does an Executive Director of a Non-Profit Do?
Though a non-profit organization is different than a for-profit business, there are often many similarities in structure and task management. The executive director occupies the top spot in the organization, and is basically considered the boss. The executive director performs a range of duties similar to a CEO:
- Work with the Board of Directors on strategic planning, resource management, and other tasks.
- Act as a liaison between the Board and the rest of the organization.
- Oversee the heads of each department within the organization.
- Play vital roles in public relations – attending fundraising events, speaking with reporters, donors, suppliers, and community representatives.
- Act as a liaison with the community, sponsors, and leaders in the business and government arenas.
- Cultivate strategic partnerships.
Why Find a Niche?
Some experts think finding a niche is good, while others aren’t so sure it’s the right way to market your business. Only you can decide what’s best for your coaching practice. Here are a few reasons that a niche is good for your practice:
- You appear to be a specialist in a specific field.
- Narrows your target market so you can more effectively focus your promotional efforts on a specific group.
- Differentiate yourself from the competition.
- Easier to become an expert if the niche is underpopulated with coaches.
Your New Niche – Non-Profit Executive Director Coaching
If you’re a business coach or an executive coach, it would be an easy transition to become a non-profit executive director coach. Even a life or money coach could make the transition and focus on life or money coaching for executive directors. If you have experience working in the non-profit sector, especially as a manager or director, then this experience would prove valuable if you decided to enter the coaching profession.
You would approach non-profit executive director coaching in the same way you approach business or executive coaching. It is basically the same thing, except you focus more on issues that affect non-profit organizations. The way you work – interviewing, active listening, feedback, and other coaching skills, is the same. The issues you touch on – handling stress, interpersonal relationships, team building, employee satisfaction and production, resource allocation, and others – are very similar.
An executive director is concerned with the bottom line just like a CEO, only their bottom line is not about profit but about getting enough resources to the causes and organizations they are designed to help.
Big Fish in a Small Pond?
As a niche, non-profit executive coaching is most likely relatively small. Before you enter the field and narrow your focus, make sure the target market is large enough for you to succeed. It’s good to be a big fish in a small pond, but not so good being a big fish in a pond too small to sustain life!
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