Nonprofit organizations and sports teams might seem worlds apart at first glance, but beneath the surface lies a shared set of challenges: resource constraints, the need to foster teamwork, the money they make is in direct correlation with outward success, and the relentless pursuit of ambitious goals under intense scrutiny. As a lifelong fan of college basketball, I’ve often marveled at how teams operate under these conditions, turning obstacles into opportunities. Nonprofits, like sports teams, can apply similar strategies to navigate their unique challenges; building resilience, receiving more funding, and achieving success.
Here are five ways nonprofits can adopt the winning sports team blueprint, using insights from college basketball as a lens.
Build a Cohesive Team Culture
One of the defining traits of great sports teams is their culture. In college basketball, programs like Duke, Kansas, and UConn don’t just recruit talent; they build a culture of shared values, trust, and commitment to the team’s mission. Every player, coach, and staff member understands their role and contributes to the collective goal: winning championships.
For nonprofits, a strong team culture can be just as transformative. Often, staff are driven by passion, but stretched thin by limited budgets, overwhelming workloads, pressure to perform, and the performance of the teams they have put in place. Creating a culture where individuals feel valued and connected to a shared mission fosters engagement and mitigates burnout. The Sports Team Effect builds brotherhood/sisterhood bonds and that us against them bond can penetrate a nonprofit’s obstacles in a way that more sterile colleague connections cannot accomplish.
Key Takeaway for Nonprofits:
Clearly define your organization’s purpose, mission, vision, and values, ensuring everyone—staff, volunteers, and board members—understands and aligns with them.
Regularly celebrate wins, big and small, to reinforce a sense of accomplishment and team unity. Incorporating a “wins sharing” segment into meetings fosters mutual appreciation, builds team morale, and reinforces each person’s value to the mission. Also consider pairing these moments with occasional celebrations for major milestones, like hitting fundraising goals or launching new initiatives, to further strengthen team cohesion and positivity.
Adapt and Innovate Under Pressure
In sports, teams must constantly adapt, whether it’s creating new plays, adjusting strategies mid-game, or responding to injuries. Legendary college basketball coaches like John Wooden and Geno Auriemma thrived by staying nimble, innovating their playbooks, and finding creative ways to outmaneuver the competition. Nonprofits, too, face unpredictable environments, from fluctuating funding streams to shifting community needs. Those who succeed are often the ones who embrace innovation, experimenting with new strategies while staying true to their mission.
Key Takeaway for Nonprofits:
Approach challenges with a growth mindset, viewing setbacks as opportunities to pivot and improve. Foster a culture of innovation by encouraging staff to suggest creative solutions without fear of failure.
Everyone must know the team playbook inside and out, so when unexpected curveballs are thrown, you can cohesively break the rules together.
Leverage Your "Bench Strength"
One of the most underrated aspects of championship teams is their depth—the players who may not start, but step up when it matters most. A strong bench allows teams to weather injuries, foul trouble, or fatigue. Coaches who develop every player, not just their stars, create a resilient team that can endure adversity, while preparing developing players for a bigger role on the team.
Nonprofits often focus heavily on their core leaders or key donors, but the broader "bench" of volunteers, junior staff, and smaller contributors can be just as critical. Investing in the growth and development of every team member strengthens the organization’s ability to achieve its goals.
Key Takeaway for Nonprofits:
Provide training and development opportunities to all staff and volunteers. Empower them to take ownership of projects and grow in their roles. Recognize the contributions of everyone, not just high-profile donors or senior leaders. By nurturing and enhancing the talent of every individual, nonprofits can unlock hidden potential, ensuring the entire team is prepared to rise to challenges and seize opportunities when they present themselves.
Measure Success Beyond the Scoreboard
In college basketball, winning games is important, but the most respected programs define success in broader terms: player development, academic achievement, community impact, and overall standing of the school’s reputation. These programs understand that their legacy extends far beyond the court.
For nonprofits, success is often measured by metrics like dollars raised and services delivered. While these are critical, organizations must also evaluate the deeper impact of their work; how they are transforming lives and strengthening communities.
Key Takeaway for Nonprofits:
Develop metrics that reflect your mission’s impact, not just output. For example, instead of focusing solely on the number of meals served, measure improvements in community well-being. Share stories of individual impact to illustrate your successes and inspire stakeholders. By embracing a holistic approach to success while striving to be the most effective in their field, nonprofits can not only fulfill their mission but also position themselves as leaders in their sector, setting the standard for impact and excellence.
And, like sports teams, don’t shy away from hyping up your community impact with your stakeholders. A healthy dose of self-promotion doesn’t make your mission any less noble.
Foster Healthy Competition to Drive Excellence
Competition is the heartbeat of sports. Players are constantly challenging one another to improve, whether it’s during practice, scrimmages, or game-day performances. This competitive drive fuels growth and ensures everyone is operating at their peak potential. College basketball teams are prime examples of this dynamic: teammates push each other to refine their skills, elevate their game, and ultimately contribute to the team’s success.
Nonprofits can harness this same spirit of healthy competition to inspire excellence. Encouraging friendly rivalry among teams or individuals can energize the workplace, sparking creativity and innovation. Whether it is through challenges like meeting fundraising targets, improving service delivery, or creating impactful marketing campaigns, a sense of competition motivates everyone to bring their best to the table.
It is essential, however, to maintain a collaborative environment. In sports, while players compete for starting spots, they are united by the team’s goals. Similarly, nonprofits must balance competition with collaboration, ensuring that the drive to succeed doesn’t overshadow the shared mission.
Key Takeaway for Nonprofits:
Create opportunities for friendly competition, such as team challenges or performance-based recognition programs. Emphasize collaboration alongside competition by setting shared goals that require teamwork to achieve them. Encourage individuals to celebrate each other’s successes and recognize that their collective efforts contribute to the organization’s impact. Use competitive energy as a tool for continuous improvement, fostering an environment where everyone is inspired to grow and contribute at their highest level.
A Shared Playbook for Success
Nonprofits and sports teams share a relentless commitment to achieving a higher purpose, despite daunting challenges. From building strong team cultures to measuring success in meaningful ways, nonprofits can draw inspiration from the strategies that make sports teams thrive.
In my years of watching college basketball, I’ve seen that the most successful teams are the ones that embrace collaboration, adaptability, and resilience. Nonprofits that adopt this same playbook can position themselves to overcome obstacles, inspire their communities, and create lasting impact, just like championship teams.
Whether on the court or in the community, success comes down to the same fundamentals: teamwork, innovation, and a shared commitment to a greater purpose.
About the author
Brian Williamson, Ph.D., is professor of management studies at Oxford University and vice president of PMO Advisory
