When Canada’s world-renowned vocal ensemble, the Toronto Mendelssohn Choir (TMC), encountered some challenges recently, the organization wasn’t sure where to turn. Founded in 1894, this musical icon has established quite a presence, both at home and abroad. Comprised of the Mendelssohn Choir – its flagship performing group – the Mendelssohn Singers, its 70-voice subset, and the Mendelssohn Youth Choir, it has a roster of 165 volunteer choristers and a professional core of 20. But faced with stagnant attendance, declining subscriptions and staff turnover, TMC asked Rotman NeXus, an innovative fresh-faced agency, to help their song regain a profitable sound.

The nuts and bolts

Currently completing its second year of operations, Rotman NeXus is a nonprofit management consulting agency with a mission of helping nonprofit organizations and social enterprises build capacity, explore new revenue streams and broaden their networks for financial and community support. The consultancy, which is made up of first-year MBA students at the University of Toronto’s Rotman School of Management, operates throughout the summer months and recently established a part-time presence during the year as well. Each client is assigned to a couple of consultants who, in turn, are provided with supervisory mentors – one from the consulting world and one from the nonprofit sector – to guide them through each project.

Bringing new meaning to work

The first of its kind at Toronto’s Rotman School, it’s a shining example of a growing trend, both at universities and within the business community, of combining the pursuit of profit with that of social welfare. What started out as a few sporadic lectures in corporate social responsibility is now emerging into something bigger, as seen by the advent of courses in social enterprise and nonprofit management consulting. In the world of business, it seems evolving sensibilities and needs are certainly fuelling the trend as well. “One thing we discovered in the process of establishing Rotman NeXus is that there really is a strong interest in consulting to the nonprofit and being engaged in work in the nonprofit sector in general,” says one of the agency’s co-founders, Liz McBeth. A marketing consultant at McBeth Media, she is not at all surprised by the program’s appeal. “People are looking for deeper meaning in the work that they’re performing.”

People like Ellie Avishai. A second-year MBA student with a dream of one day starting her own social enterprise, Avishai’s energy and wealth of experience in the nonprofit sector have already earned her a fellowship in social entrepreneurship. Chosen as a Rotman NeXus consultant, she spent the summer working with three of the roster’s five not-for-profit clients. Hoping to get some consulting experience under her belt before her final year at the University of Toronto, Avishai was very particular about the type of experience she was looking for. “I like the idea of working with clients where I know the skills I’m building actually have value for them,” she says, adding, “I’m not looking to help people decide on whether or not to make a new toothbrush; I’m looking to help organizations do critical things in our community, to be more sustainable.”

A strategy of sustenance

Toward their own sustainability, after spending the past few years restructuring, TMC decided they would conduct a comprehensive strategy review this fall. Avishai, in the role of project leader, worked with two other NeXus consultants to help TMC move toward these objectives. “We hired Rotman NeXus to help us build a framework on which to conduct a strategic planning process by building an understanding of the competitive marketplace and identifying market opportunities,” explains executive director Cynthia Hawkins. To fulfill the challenging mandate, the students were asked to analyze TMC’s customer and competitor base to get a good sense of TMC’s position in the arts and entertainment market. Case studies were also created, based on an examination of the models of other prominent organizations within the arts community.

Aside from the tireless work of all the students involved, Avishai’s consultancy came with an additional perk. A singer/songwriter with a fair amount of choral experience, her musical knowledge was a great boon to the project’s success. “It meant she related to our organization and was most effective in understanding the particular challenges that a musical organization faces in Toronto,” says an appreciative Hawkins.

Working with consultants who can relate well to your organization and its goals also played an important part in the decision by the Canadian Youth Business Foundation (CYBF) to hire Rotman NeXus this past summer. A national nonprofit, the organization provides start-up financing, mentoring, and business resources for young Canadians looking to start their own businesses. Since its inception in 1996, CYBF has invested in more than 1,736 young entrepreneurs, generating $192 million in gross sales, $45 million in tax revenue and 9,650 new jobs.

But after reviewing the many applications that came through their door, the organization had to face one unfortunate fact: “We found that people with great ideas often don’t know how to write up a business plan,” says Mahsa Taheri, vice president of programs. While CYBF’s web site had references to helpful tools and external sources, applicants were looking for more. “We knew that we needed to create something that helped the youth write a business plan in the simplest form possible.”

The student factor

So they decided to hire an external consultant. But CYBF, whose applicants are aged 18-34, didn’t want just any help. “The idea was, rather than have a big organization come in and help create a tool, we would have it created by business students; created by youth for youth,” Taheri explains. The organization turned to NeXus for another reason as well. “We knew we would be getting customized expertise with relation to nonprofits and since we’re a nonprofit, at the end of the day that’s a huge factor for us.” NeXus consultants spent the summer creating an interactive online business planning tool and hope to get it launched my mid-October. CYBF will then be making it available to everyone, whether or not the aspiring business owner completed the program. “Our mandate is to help any youth get financing so they can become an entrepreneur,” Taheri states.

What tomorrow may bring

So pleased with the work of NeXus, Taheri has already asked the agency to partner with them again on another upcoming project during the year. Avishai will also remain connected with Rotman NeXus through the year, ensuring continuity and helping to build a client roster for next summer’s consultants. Sticking around the NeXus offices for a few more months will only prolong a great experience for this talented MBA student. “It was very challenging, a lot of work, but I’m so lucky to have had this opportunity,” she says excitedly.

Considering the positive feedback from both clients and students, it seems the agency’s future staff will have more than enough work to keep them busy for many summers to come. In fact, NeXus is already preparing for its potential growth. “The plan is to expand the program to involve more of the students from Rotman and U of T from different disciplines to provide a greater array of services to clients,” says McBeth. That plan seems perfectly in line with the growing number of students wanting to integrate their workspace with social causes. There are many miles still to go but, undoubtedly, Rotman NeXus is helping pave the way.

Elisa Birnbaum is a freelance print and broadcast journalist living in Toronto.