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Is building a happy, loyal community around your business or nonprofit a mystifying part of your to-do list? Christe Konopitski of Creative Konsulting Exchange has advice for drawing the right people around you. Step 1: stop trying so hard!
DO: ALIGN
To win over public support, nonprofits need to show how the work they do helps supporters live in alignment with their own personal missions. “You aren’t pitching, you’re aligning,” Konopitski says. You’re educating, so folks who share your values know that teaming up with your organization aligns with their goals to make a positive change.
“You want your business to be a genuine piece of an ecosystem,” she says. “Think of a natural pond, self-sustaining. You want your business to be part of that.”
It doesn’t mean you stop marketing; rather, you find a place in the customer’s lifestyle. You know and believe in the nightly moisturizing ritual, the quick yet meaningful gift and the importance of fair-trade ingredients, and the customers who align with that will feel good about making your lotion part of their lives.
DON’T: BE DESPERATE
It’s not fun to put on a strong pitch, and it’s not fun to be on the receiving end. “Even if they love what you do,” Konopitski says, “it’s uncomfortable. People will want to avoid you.”
Instead of scrabbling for a few seconds of an uninterested person’s time, focus on adding value to the experience. Be it tabling at a trunk-or-treat or handing out flyers at Musikfest, show folks a good time!
DO: GET COZY IN YOUR NICHE
We all have an audience, and Konopitski points out that bigger outcomes don’t just come from bigger client pools. To become a jewel in the crown of your community, you just need to attract your people, and you do it by being you.
“People think, ‘I don’t want to go too far and alienate anyone,’” she says. “But if you’re not alienating anyone, you’re probably not getting any strong followers.” Comparing Hotel Bethlehem with Bonn Place illustrates an excellent example. From the formally attired doormen to the lovely shop windows and historic elegance, Hotel Bethlehem is firmly in its lane, and a major attraction. Meanwhile, Bonn Place Brewing on the Southside of Bethlehem looks and feels more casual and rustic, with rough-hewn wood floors, barrels that serve as tables and chalkboards highlighting what’s on tap — the ideal watering hole. “It feels like a tightknit community,” Konopitski says. “Even though you know everybody inside doesn’t necessarily know each other.”
The same people might not be comfortable in both places, but the point is to connect with the people who really vibe with what you do. Drill down on your mission and how to deliver authenticity. Those who resonate will be telling their friends, bringing them into the fold of an experience that helps them live the kind of life they love.
DON’T: DO IT ALL
Whether it’s a nonprofit overextending out of a desire to do more good and ending up with burnt-out volunteers and patchy results or a coffee shop bombing the bakedgoods production, doing too much is a recipe for disappointed customers.
The good news is that while you stick to what you’re best at, there could be an opportunity to build an inter-business community, as when local wineries and breweries bring in food trucks or cafes partner with local bakeries.
"...it’s your own strong identity that creates a diverse environment where everyone can prosper"
DO: SHINE A LIGHT ON OTHERS
Don’t we all love walking down a Main Street where the business owners are real people who join forces to throw nearconstant festivals and events? Who care about and are rooting for each other?
To begin sending your feelers out, Konopitski suggests noting the points in your business’s life cycle. What connections do you already have? Accountant, insurance, maybe the bean supplier for your coffee shop. She spins out a scenario where the cafe hosts a coffee talk for their accountant to share financial advice.
Be ready to weave the fabric of the community stronger by making referrals. You may not be able to personally help with needs for a bank or a printer, but the goodwill of lifting as we climb places you in a caring and respectful community. Even if you’re referring someone who does the same thing in a different style, it’s your own strong identity that creates a diverse environment where everyone can prosper.
DON’T: NETWORK WITHOUT FOCUS
A mistake that some people make is being everywhere, at every Chamber event, taking every card. “Especially in the Lehigh Valley,” Konopitski says, “there are all these opportunities to network and partner.” It may feel fun and productive meeting all these people, but always prioritize your mission. Focus on finding points of alignment and folks who have the same customer base.
Published as “Ask the Expert” in the January 2025 edition of Lehigh Valley Style magazine.
