by Tony Murchison, East Tennessee Regional Director, Tennessee Nonprofit Network
Here at Tennessee Nonprofit Network, we recently wrapped up our first communications training focused on earning media coverage. This was the first of three communications trainings we are offering across the state for nonprofits to learn how to better communicate their impact to Tennessee donors. Along the way, we learned something fascinating from the research of the National Council of Nonprofits: people are less interested in hearing from CEOs or organizational leaders than they are in hearing from their neighbors—the volunteers, board members, and community champions who are doing the work every day.
The same survey, covering all of Tennessee, taught us one more thing.
There is only one universally trusted voice embraced by Tennesseans across every demographic, region, and political persuasion: Dolly Parton.
As a lifelong Dolly fan (and really, who isn’t?), I was thrilled to hear that. But it also got me thinking: What makes Dolly so universally trusted? And what can nonprofits, specifically TNN, learn from her example? I’m using TNN here, but I encourage you to think about how your own organization would model this.
Now, before anyone answers with “everything,” hear me out. While none of us are trying to become the next Queen of Country, there are a few lessons worth borrowing.
1. Stay True to Your Roots
Dolly has never forgotten where she came from. Her East Tennessee mountain roots are woven into everything she does, and that authenticity is part of what makes people trust her.
TNN has roots, too. While we’re growing into a statewide organization, our headquarters are in Memphis, and many of our staff proudly call Memphis home. Voices from every corner of Tennessee are helping shape our future, but Memphis will always be part of who we are. We started out as a small grant writing organization and have grown to be one of the largest state nonprofit associations in the country. The original goal was to help nonprofits get the resources they needed through federal grants. Today, we have expanded that goal to include hundreds of learning opportunities every year.
2. Be Generous
Dolly’s generosity is legendary. From funding scholarships and band uniforms in Sevier County to supporting families after the Gatlinburg wildfires, investing in cancer research, and helping fund COVID-19 vaccine research, she has consistently used her success to give back.
At TNN, generosity looks a little different, but it’s still at the heart of what we do. We reinvest the majority of the funds we raise into making professional development more accessible. Membership remains free, and thanks to generous sponsors, our full-day communications trainings cost only $15 for TNN members as opposed to the $500+ dollars it would cost elsewhere.
Our goal isn’t simply to provide resources – it’s to make sure they’re within reach.
3. Create Experiences People Want to Come Back To
Dolly has Dollywood, consistently ranked among America’s favorite theme parks. That’s admittedly a tough act to follow.
What does TNN have? Our annual conference!
No roller coasters (yet), but plenty of inspiring speakers, practical learning, meaningful networking, and a community that’s genuinely fun to be part of. If you’ve never attended, this is your sign to see what everyone is talking about.
4. Tell Great Stories
Whether it’s 9 to 5, Steel Magnolias, or one of her holiday movies, Dolly knows the power of storytelling. Her stories entertain us, inspire us, and help us see ourselves in them.
At TNN, we may not have Hollywood, but we do have The Adventures of Nonprofit Advocacy Man. If you haven’t checked it out yet, you’re missing one of our favorite ways to make advocacy approachable, memorable, and dare we say it: Fun.
5. Lift Up Others
One of Dolly’s most enduring legacies is the causes she champions. Through the Imagination Library, she’s helped millions of children build a love of reading. Through the Dr. Robert F. Thomas Foundation and countless other charitable efforts, she’s invested in healthier, stronger communities.
That’s what TNN members do every day.
Across Tennessee, our members strengthen healthcare, education, social services, literacy, the arts, environmental causes, and countless other missions that make our communities better places to live. While our causes may differ, our commitment to serving Tennessee is something we all share.
Maybe We Should All Ask…
“What would Dolly do?”
She’d probably stay authentic, be generous, tell a good story, invest in her community, and never forget the people she’s serving.
Those seem like pretty good lessons for all of us.
And while TNN will probably never have our own theme park (although we’re not completely ruling it out), we’re proud to be building something that brings Tennesseans together, helps nonprofits thrive, and strengthens communities across our state.
So, what do you say?
You already love Dolly.
We’d be honored if you found a little room in your heart for TNN, too.