The Evolving Nonprofit: Q&A with Regina Birdsell of CNM SoCal

The Center for Nonprofit Management of Southern California (CNM) is a vital organization here in Los Angeles designed to provide resources and knowledge to nonprofits throughout the community, and this year they celebrate their 35^th anniversary. With CNM’s annual 501(c)onference around the corner, we sat down with President and CEO Regina Birdsell to get her take on the past and future trends of local nonprofits.

Regina Birdsell is President and CEO of the Center for Nonprofit Management.

Q: How have the needs of nonprofits changed over the past 35 years, and what are their greatest needs today?

While the focus is still on mission, over time there has been an evolution away from the charity model to a more professionalized sector that provides essential services. There is an increased mandate to achieve measureable outcomes, which is also led by the interests of investors, funders, and donors. In the aftermath of the recession, we find that the giving public wants to see more results for their money.

Q: What role does strategic communications play in your job at CNM?

It’s one of the most important responsibilities I have, because I’m constantly making the case for why professional development matters. It’s a priority of mine to promote the work of CNM and convey that training and consulting resources designed specifically for nonprofits are available in our community. In my role, I have the opportunity to talk about our sector to new audiences, such as business leaders who don’t realize that we are a significant employer in the region. Another important audience is government. I like to think of government as partners in delivering social services; nonprofits can be the R&D. Nonprofits are on the ground and have a local perspective, figuring out what works and what doesn’t, but government can help scale solutions. It’s important to make sure they have the right information from those of us who are in the weeds every day.

Q: What are the most exciting developments on the horizon for nonprofits in SoCal?

We are setting the pace for the rest of the country. It’s so diverse here, plus we welcome new ideas. We’re innovative and creative, which has translated to forward-thinking practices in the nonprofit sector, especially in the areas of community policing, immigration, homelessness, and veteran services.

Nonprofits in Southern California are structured to encourage partnerships. Since systems have to be efficient and impactful, we’re seeing sectors cross-pollinate to create more hybrid models of for-profit and nonprofit entities that partner for results. I like these hybrid models and strategic alliances, which are sometimes unexpected but inspiring.

Finally, I sense that there’s an impatience to make a difference, and there’s a bridge being drawn between those who want to move quickly and those who know that real change takes time. This is the new trend to watch, and it’s a really exciting time.