Nonprofit Values Guide: Why They Matter and How to Define Them

A nonprofit’s values are the heart of their work. These principles shape how nonprofits make decisions, interact with others and achieve their goals.

Values keep nonprofits on track. Without them, it’s easy to lose focus or make decisions that go against the organization’s mission. They also influence how others see your work. Donors, volunteers and partners often support organizations that share their own beliefs.

This guide explores why values are important and provides practical steps to define them. We’ll also highlight examples from well-known nonprofits and offer tips for making your values part of everything you do.

Whether you’re starting a new nonprofit or revisiting your current mission, this guide will help you identify the principles that lead your work.

What Are Nonprofit Values?

Nonprofit values are the foundation of how an organization operates. They define what the nonprofit represents and guide its decisions and actions. While the mission explains why the organization exists, values show how it achieves its goals.

Values influence both internal processes and external relationships.

Internally, they help staff and volunteers collaborate and make decisions. Externally, they demonstrate to donors, partners and the community what matters most to the nonprofit. This builds trust and strengthens relationships over time.

For example, a nonprofit focused on education might prioritize accessibility by creating programs that reach underserved communities. Another organization might focus on sustainability, using environmentally friendly materials and partnering with groups that share similar goals.

Clear values give purpose and a practical framework. They provide direction for staff, help supporters connect with the nonprofit’s vision and keep the organization aligned with its mission.

Why Nonprofit Values Matter

Nonprofit values are essential because they give the organization direction and consistency. They help staff, volunteers and supporters stay aligned and work toward the same goals with shared priorities.

Strengthening Trust and Relationships

Values build trust by showing what your nonprofit stands for. Donors feel more confident in their contributions when they see clear commitments to values like transparency or accountability. Partners are also more likely to collaborate with organizations that reflect their own principles.

Guiding Decision-Making

Values act as a guide when making difficult choices. For example, if your nonprofit values inclusivity, you might focus on serving underrepresented groups, even if that requires more time or resources. This would keep decisions consistent with the organization’s mission, no matter the situation.

Shaping Organizational Culture

Values affect how people feel about being part of your nonprofit. For example, emphasizing community can create a welcoming space for staff and volunteers. This kind of positive culture improves engagement, reduces turnover and supports long-term growth for the organization.

Supporting Long-Term Success

When values are clear, they serve as an anchor during periods of change. Whether expanding programs, responding to crises or pursuing new opportunities, your nonprofit can stay focused on what truly matters.

Values affect your nonprofit’s daily operations and contribute to its long-term success.

Core Values Every Nonprofit Should Consider

Every nonprofit has its own unique values, but some principles are relevant to nearly all organizations. These values help nonprofits make a lasting impact and build strong relationships.

Impact

Nonprofits aim to create meaningful outcomes. Focusing on impact means tracking real results instead of just activities.

Example: rather than counting how many events were hosted, an education-focused nonprofit might measure how many students gained scholarships or improved academically. This focus keeps the organization centered on its goals and encourages reflection on whether programs are working as intended.

Nonprofits that prioritize impact gain credibility, showing donors, volunteers and communities that their efforts create real change.

Integrity

Integrity means staying honest and consistent, even in difficult situations. For nonprofits, this often means being open about finances, decisions and program outcomes. It also means standing firm on values when facing hard choices.

Example: if pressured to accept funding that conflicts with its mission, a nonprofit with integrity will stick to its principles. This builds trust with donors and stakeholders.

When staff and volunteers see integrity in action, it creates a sense of accountability and pride in their work.

Community

A commitment to community means working closely with the people your nonprofit serves. This goes beyond offering programs; it’s also about collaboration and listening.

Example: a local food bank might ask community members where gaps in service exist and adjust programs to fill those needs. These connections make nonprofits stronger and more effective.

Community-focused organizations also foster loyalty among donors and volunteers, who see the value of local involvement. When people feel invested in the work, they help drive positive change.

Inclusivity

Inclusivity means creating a space where everyone is valued and heard. This value encourages nonprofits to include diverse perspectives in leadership, outreach and program development.

Example: a youth-focused nonprofit might invite representatives from different age groups and backgrounds to help shape its programs. Inclusivity is about building a culture that welcomes and respects differences.

Organizations that prioritize inclusivity expand their reach and build trust by showing they are open and adaptable to the needs of all groups.

Accountability

Accountability means owning your commitments and being transparent about your actions. This might involve publishing annual reports, acknowledging mistakes or working openly to address challenges.

Example: a nonprofit that values accountability might conduct regular program reviews to identify areas for improvement. This builds trust with donors and supporters and creates a culture where teams are motivated to meet goals and learn from setbacks.

By staying accountable, nonprofits remain focused on their mission and keep growing.

Sustainability

Sustainability is about building systems that last. This includes environmental practices, financial stability and the creation of long-term solutions.

Example: a housing nonprofit may focus on building affordable, eco-friendly homes that serve communities for years. Sustainability also means diversifying funding sources to avoid relying too heavily on a single donor or grant.

By embedding this value into daily operations, nonprofits prepare for the future while meeting current needs and adapting as circumstances change.

Innovation

Innovation is about finding new ways to address problems. It could mean using technology or rethinking old methods.

Example: a nonprofit tackling food insecurity might use an app to connect restaurants with families who need meals. Innovation isn’t about flashy tools — it’s about challenging traditional approaches and trying creative ideas.

Nonprofits that value innovation encourage new ideas and stay flexible, which helps them remain effective even as challenges evolve.

Each of these values can play a role in making your nonprofit stronger. As you think about what matters most to your organization, consider how these principles might align with your mission and goals.

How To Define Your Nonprofit’s Core Values

Defining your nonprofit’s values can seem daunting, but breaking the process into clear steps makes it manageable. Here’s how you can do it.

Alignment: Does it Match Your Mission?

Start by considering your mission. Reflect on what your nonprofit represents and the change you aim to create. Your values should align with this purpose and serve as a guide for decisions. If your mission is to fight for environmental justice, sustainability might naturally become a core value. A nonprofit focused on youth development might prioritize empowerment or inclusivity. When values are closely tied to your mission, they move beyond being aspirational ideas and become practical tools. This connection makes it easier for your team to stay focused and strengthens how others perceive your organization.

Brainstorm: Welcome All Ideas

Gather your team, including staff, volunteers, board members and community stakeholders. Ask everyone to share their thoughts on what your nonprofit stands for and which principles should guide its work. Capture every idea — no matter how big or small — to encourage open discussion. Including diverse perspectives in the brainstorming process can uncover valuable insights you might not have considered before. This approach helps the values reflect the collective vision of your organization. A good brainstorming session often reveals common themes that can shape priorities and create a sense of shared purpose.

Simplify: Narrow in on 3-5 Values

After gathering ideas, focus on the values that best reflect your nonprofit’s identity. Aim to select three to five core values that are clear, relevant and easy to remember. Too many values can become difficult to communicate or act on, so narrowing down the list is essential. Think about which values align most with your mission and resonate with the people you serve. This process may require thoughtful discussion, but taking the time to prioritize meaningful values will give your nonprofit a strong foundation that can guide its work for years to come.

Feedback: Ask Your Team

Before you finalize your values, ask for feedback from your team. Do the chosen values reflect the organization’s purpose and vision? Are there any concerns about clarity or alignment? Getting input at this stage helps confirm that the values resonate with everyone involved. This step also gives team members a sense of ownership, making it more likely they’ll embrace and apply the values in their work. Adjustments based on feedback can also strengthen the values, making them more relevant and widely accepted.

Launch: Share with the World

Once your values are set, make them public. Include them on your website, in your annual reports and during onboarding for new staff and volunteers. Sharing your values lets others know what your nonprofit stands for and strengthens accountability. But don’t stop there. Embed your values into your branding, messaging and programs so they become a visible part of everything you do. A strong launch reinforces your commitment and invites others to hold you accountable.

Examples of Nonprofit Values

Looking at real-world examples of nonprofit values can provide inspiration. Here’s how some well-known organizations articulate their values.

World Wildlife Fund

The World Wildlife Fund (WWF) is guided by values such as courage, integrity, respect and collaboration. These principles shape their global efforts to protect nature and create a future where people and wildlife can thrive.

• Courage drives them to tackle urgent environmental challenges and advocate for bold solutions.
• Integrity ensures they maintain high standards in their work and remain transparent with supporters and partners.
• Respect underpins their approach to working with diverse communities, and collaboration allows them to build strong partnerships to achieve lasting results.

By staying true to these values, WWF leads initiatives to preserve ecosystems and safeguard biodiversity worldwide.

Boys and Girls Clubs of America

The Boys and Girls Clubs of America (BGCA) is guided by values that include inclusion, integrity and collaboration. These principles drive their mission to create safe and supportive spaces for all young people, no matter their background.

• Inclusion makes every child feel valued, which is reflected in programs designed to address the diverse needs of the communities they serve.
• Integrity keeps them focused on doing what’s right for the youth and families who rely on their support.
• Collaboration allows BGCA to work with families, educators and partners to provide consistent opportunities and resources.

By living these values, BGCA helps young people build confidence, develop leadership skills and achieve a brighter future.

ASPCA

The American Society for the Prevention of Cruelty to Animals (ASPCA) is driven by values of commitment, ownership, teamwork, impact and the drive to elevate their work.

• Commitment keeps them focused on improving the lives of animals and overcoming challenges without losing sight of their suffering.
• Ownership encourages them to take responsibility for outcomes, find the best solutions and care deeply about results.
• Teamwork brings people together, fostering collaboration and thoughtful communication to keep their mission moving forward.
• They act with urgency and courage to make a lasting impact for animals while striving to elevate standards, explore new ideas and continue growing.

These values guide the ASPCA in protecting animals and creating meaningful change.

Wounded Warrior Project

The Wounded Warrior Project is guided by values of service, integrity, loyalty, fun and innovation.

• Service drives them to collaborate with humility and respect to meet the needs of veterans and their families.
• Integrity keeps them honest, transparent and accountable in everything they do.
• Loyalty reflects their deep commitment to their mission and to supporting one another as a team.
• They foster a sense of fun by creating an environment of joy and belonging for both staff and those they serve.
• Innovation pushes them to challenge the status quo, encouraging new ideas to better support veterans.

These values help the Wounded Warrior Project make a lasting difference in the lives of those who have served.

Alzheimer’s Association

The Alzheimer’s Association is guided by values of inclusivity, community, accountability, agility, integrity and a focus on people.

• Inclusivity drives them to reach and support individuals from all backgrounds so that no one has to face Alzheimer’s alone.
• Community strengthens their efforts as they bring people together to share knowledge, resources and support.
• They remain accountable by staying transparent and delivering meaningful results.
• Agility allows them to adapt to challenges, respond quickly and lead the fight against Alzheimer’s with determination.
• Integrity keeps their work honest and trustworthy, while their focus on people makes sure that individuals and families remain at the center of everything they do.

These values fuel the Alzheimer’s Association’s mission to advance research, provide support and improve lives.

Nonprofit Values Best Practices

Having clear values is a start, but maintaining them requires ongoing effort. Here are some best practices to keep your values alive in your nonprofit’s work.

Keep It Specific

Generic values like “excellence” or “innovation” are harder to act on. Instead, make values actionable and unique to your nonprofit. For example, instead of saying you value “community,” specify how you build community through collaboration or outreach efforts. Clear values also help your team understand what they mean in practice. A value like “integrity” might translate into being transparent with donors about finances or decision-making processes. Specificity keeps your values practical and easier to integrate into everyday work.

Review Regularly

Your nonprofit’s values should evolve as your organization grows. Set a time each year to revisit your values and verify they still align with your mission and work. If circumstances change, don’t hesitate to update them. This doesn’t mean changing values often but rather assessing their relevance. For example, new challenges or community needs might highlight the importance of adding inclusivity or sustainability to your core principles. Regular reviews help keep your values meaningful and aligned with your goals.

Align with Policies and Actions

Your values should guide everything your nonprofit does. That means embedding them into policies, programs and decisions. If one of your values is sustainability, it should influence choices about office practices, partnerships and program delivery. A nonprofit with a value of accountability might implement processes to track project outcomes or host regular donor Q&A sessions. Aligning values with action makes them more than words and creates a real impact on how your nonprofit operates.

Lead by Example

Leaders have a critical role in showing what nonprofit values look like in action. When leadership demonstrates principles like transparency or accountability, it sets a standard for everyone in the organization to follow. For instance, a leader who values community input might actively engage with stakeholders, seek their feedback and incorporate their suggestions into decisions. Leaders also model values by taking responsibility for their actions, whether that means openly communicating challenges or sharing updates on goals. By consistently living out the organization’s values, leaders build trust and motivate their team to do the same.

Recognize and Celebrate

Reinforce your values by celebrating moments when they’re put into action. Share stories in newsletters or at team meetings that show how your organization lives out its values. Recognizing these efforts helps keep values at the top of your mind and motivates your team. This could include honoring staff who demonstrate a specific value or showcasing community impact driven by your principles. Celebrating these actions connects your team and stakeholders to your mission in a meaningful way.

Putting Your Values Into Action

Your nonprofit’s values are more than words. They guide decisions, bring teams together and show the people you serve what you stand for. When you live those values every day, you build trust, focus your work and make a bigger impact.

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