Networking Tips
There’s an old fundraising saying
that “people give to people.” And while
it may be an old saying, it’s old and often overused for a reason: it’s true. In real estate, the saying is “Location,
location, location.” In fundraising, the
saying should be “connections, connections, connections.”
The most successful fundraisers
know this golden rule and do everything in their power to make continual
connections and build their networks in order to meet more people. The more people you meet, the more golden
opportunities you have to connect with potential donors.
In my 30 years of fundraising,
I’ve collected a lot of articles and books on fundraising, and review them from
time to time to see if they hold up in this new, fast-paced, Internet connected
world in which we live.
I recently came across an article
written in 2016 by Mike Plumb in a magazine called Business in Vancouver. In that article, Mike offered some valuable
observations on “how to be a connector and not a seller,” which I thought most
valuable to fundraisers.
At the time, Mike had been a
member of the Vancouver Board of Trade (VBOT) for three years. The VBOT
offers regular networking opportunities, much like any Chamber of Commerce in
any town in North America and probably elsewhere in the world. And now,
with the Internet at our Smart phone fingers, it’s easy enough to go online and
find up-and-coming events, many of which are open to general members.
Many who attend these events are
small business owners, and usually not the “movers-and-shakers” who have the
ability to close or sale…or to have major gift potential. Yet, many of
these events may still be invaluable to make fundraising connections.
Mike noticed that people who attend
these event sometimes question why they should bother to attend, and are even dismissive
of people who they don’t think are “important”. His theory is that people
are usually looking for their “ideal customer” when they are at networking
events, wanting to sell something to someone. However, he suggests that
networking is not about selling yourself or your company, but rather about
meeting many different individuals from all walks of life…and that networking
is really about “creating a great impression.”
It struck me, that as fundraisers,
some of us might have a similar dismissive attitude about certain individuals
as we move about our various social and business circles. But we should
never just think about whom we are meeting…but, rather also think about to whom
they are connected. We need to be thinking about their six degrees of
separation.
As a hospital fundraiser in Los
Angeles, there were numerous times that large bequest donors were the most
unassuming people, one who gave small $25 annual gifts during his lifetime, but
then left a six-figure sum to the hospital in honour of a nurse who gave him a
glass of water when they were visiting as a child and grieving for a
loved-one. They weren’t even a patient,
“just” a visiting child. No one is unimportant.
No kind gesture…or snub goes unnoticed.
Mike Plumb said that every
individual at a VBOT meeting likely is someone who is actively engaged in the
local business community. They volunteer in the community and often sit
on boards of directors for other charities and associations. If you don’t
speak with them, says Mike, you won’t find out about their passions and
projects. You also won’t find out that they could actually be an
“influential connector.” People generally turn to these people for advice,
because they are well-connected, reputable and hard-working. For that
reason alone, says Mike, you should always leave a positive, lasting
impression.
Mike points out that networking is
about consistency and quotes Jeffrey Gitomer, author of the best-selling sales
book, “The Sales Bible.” In his book, Gitomer cites an example from attending
his own, local Chamber of Commerce. Gitomer attended a networking
breakfast for a year and a half, and one day he was approached by a woman who
offered to distribute his book in China, resulting in $100,000 in sales.
Mike concludes that you never know when your efforts will pay off, or how the
six, or five or four degrees of separation will connect you to the one person
you need to meet. You have to make a consistent effort to get out there,
and get in front of people.
Mike Plumb ends with these words
of wisdom, and so will I, “ the next time you are at an event, networking with
your peers or volunteering your time in the community, try to be a connector,
not a seller.”
