KEY POINTS:
Leukaemia & Blood Foundation executive director Pru Etcheverry says the differences between the charitable and corporate sectors are not as vast as they seem.
Both types of organisations exist for their stakeholders and must make sure their expectations are met, she says.
Etcheverry, who came to the foundation from the corporate world six years ago, will join other charity heads at a Charitable CEO event at the University of Auckland Business School this week, as part of Leadership Week.
Professionalism and business knowledge is important to the not-for-profit sector, she said.
"We work in a tight economic environment and like everyone else we need to raise money."
Her charity has a wide variety of stakeholders.
Patients and families are top priority, but the foundation is also accountable to health professionals, health boards and its donors.
Organisations in the not-for-profit sector are mindful of each other's fundraising campaigns and collaborate on projects where they can, but they are always going to be vying for the same dollar, Etcheverry said.
"We are not selling anything to make our profit we sell social benefits.
"We need people to know that they are providing a social benefit in their community and they need to see the impact of that."
Like businesses, competing charitable organisations need to develop a distinct brand.
"It's important to do that for legitimacy and so it's known. I think we have a responsibility to be very clear about it."
Etcheverry expects the Leukaemia & Blood Foundation's income for the coming year to reach $1 million.
And being not-for-profit means that money is invested back into the services.
"More money means we can provide more money for research or employ more people."
The foundation is always looking to invest in new services. A new patient online service will be rolled out in around six weeks.
Etcheverry employs 11 other staff five work directly with the patients.
She said often a charity's most ardent volunteers are staff members, who routinely work beyond their call of duty.
"One of the things that's distinctly different to this role than any other is that you need to be a jack of all trades. When something needs doing you just get down and do it, whereas in a structured business environment everyone has specific roles."
Dr Brigid Carrol of the University of Auckland, who is behind the Charitable CEO seminar, said there had been little training for leaders in the charitable sector in the past.
"We know superb leadership happens in the sector and it's under-recognised and under-resourced compared to corporate CEOs."
