Any development professional and fundraiser will tell you that networking is the not-so-secret key to nonprofit fundraising success. Easier said than done, right? You don't want to be one of "those" fundraisers who seem pushy or too forward about it all.
Some people are more natural networkers than others, but it's a skill that just about anyone can master. The most successful development professionals focus on sharpening their communication and networking skills so they can get the most out of all types of events and gatherings.
We rounded up some tips, tricks, and networking rules to help you take your skills to the next level.
[fundraising-newsletter-cta][/fundraising-newsletter-cta]Seven Rules Of Effective Networking for Nonprofit Fundraisers
Rule #1: Networking is about cultivating relationships, not hunting.
Don't think of networking as "headhunting" or just getting your next contact. Networking is about cultivating relationships. It's not hunting; it's farming. Farming requires time, energy, patience, and commitment to the long-term process.
This is especially true when you're networking with well-known people or potential major donors. They're being courted by dozens (maybe even hundreds) of fundraisers and organizations. Commit to the long, steady process of building trust and establishing a real relationship with them. Your goal is to make friends, not contacts.
Rule #2: Do your homework and make a plan!
No matter what kind of event you're getting ready for, good networking requires a little homework, especially if you can see a list of people attending. Let’s call it "pre-networking."
Before you walk through the door of any event, you should have a shortlist of people you want to meet and talk to in person.
Identify two or three people you'd really like to connect with and send them an email or a message on LinkdIn before the event. This is especially helpful if you're trying to meet someone for the first time. Introduce yourself and let them know you'd like to find a quick five minutes to meet them. Study those two or three people and try to identify what those people will want or need and see where you might be able to help them. (Spoiler: they probably want the same thing you do--exposure, marketing, connections, and more money.)
Another helpful homework strategy is to check out the event's social media pages (check for dedicated accounts, pages, and hashtags). Look for other people who are interacting with the pages and send them messages. Introduce yourself and let them know you'd like to connect at some point.
Don't forget to leave room in your networking "battle plan" for spontaneous meetings. You just never know who you'll meet at a conference, and that unplanned conversation in the coffee line might be the most important meeting of the entire conference!
Rule #3: Come prepared and arrive early.
You'd probably be surprised at the number of fundraisers and development professionals who show up to events with nothing but their hopes, goals, and plucky good nature.
Don't leave home without your business cards and relevant pamphlets about your organization. You never want to be "that guy" who writes his contact info on the back of a napkin or coaster--or worse, someone else's business card!
You should also plan to arrive early so you can catch people before things get too busy. And never overlook an opportunity to jump in and help! Volunteering to help with even clean-up can give you more time with a small group of people. You never know where that might lead.
Rule #4: Ask the right questions.
Asking the right questions will often make or break your networking. Ask questions that will get conversations going and show genuine interest in them.
Never ask these common questions:
- "Is there anything I can help you with?" They don't know you, and they don't know what you can offer them. It also shows that you didn't do your homework and come prepared to meet them.
- "Tell me about yourself." What are they supposed to tell you?
- "What's your story?"
- "What do you do?" Again, you're showing that you don't know them and haven't done any homework.
How would you answer those questions? You probably wouldn't know what to share or where to start. "Well, I was born on a farm…" If you ask these questions, you'll probably get dry, generic, unhelpful answers. Plus, busy influencers will probably just get annoyed with you. They aren't there to make friends or shoot the breeze with you.
Instead, ask questions that will help you get to know the person:
- "What's giving you energy right now?"
- "What's your organization working on right now that's going really well?"
- "I was reading about (insert relevant information that you learned about their business or organization), and I know (insert name of a person you actually know) that might be an excellent fit for you. Are you interested in meeting them?
Do you see the difference in the types of questions? The first questions are too generic, open-ended, and frustrating. The "should ask" questions will demonstrate that you actually did your homework and want to offer something useful to the relationship.
Ask as many questions as possible to learn about people. As your relationship with potential donors develops, you can begin asking questions like, "What types of organizations do you enjoy supporting and why?" "What issues or causes are closest to your heart, and why?" Of course, you'll want to avoid prying or asking questions that are too personal. Practice reading the conversation and asking appropriate questions.
Rule #5: Consider utilizing the "strategic selfie" strategy.
Ok, we get it, selfies are not usually in good taste at business events. But there are plenty of situations where taking selfies with someone is more acceptable, and the "strategic selfie" is way more memorable than just a business card. Let me explain.
Highly influential people usually get a million business cards handed to them. The cards get shoved into pockets, briefcases, and wallets where they stay forgotten. Avoid joining the "forgotten business card" pile with the "strategic selfie."
Hand them your business card and ask if you can take a selfie with them. Explain that you'll email the photo with your contact info. That way, they'll have a face to put with your name, and they'll remember where (and when) you met. They'll probably chuckle and agree.
Why does this work? First, it's different. There aren't very many people using this networking strategy, so your interaction will stand out. Second, you can email them the photo right away with your contact info--which means you also have their email address! That's what you want! After the event, they will have the email with the selfie and your contact info. Quite memorable, right?
Rule #6: Always look for ways to give something valuable.
Remember, everyone is trying to network and get something--even for-profit businesses! It's always best to be the one looking to add value to the relationship. Look for ways to give referrals and make introductions (which means you actually have to maintain a robust and valuable network yourself).
Keep track of everyone you're connected with--donors, board and committee members, other nonprofit workers, business leaders, etc. Look for strategic opportunities to connect people with each other.
For example, if you are meeting with a business owner who shares that they are looking for a CPA, and one of your donors owns a reputable accounting firm, offer to make an introduction! Don't just recommend the business, introduce the two individuals.
When you're at an event, don't be afraid to ask the person you're talking to, "Who would you really like to meet here today?" This will demonstrate that you're interested in helping them however you can. And, they will probably ask you the same question!
Rule #7: Always follow up.
People are busy, and they probably talked to dozens or hundreds of people at a significant event! Even if you had a great conversation and you felt like you met your new BFF, take the lead and follow up. Send a quick email (respond to the one where you sent the "strategic selfie"), re-introducing yourself, and thanking them for their time.
Incorporating these seven "rules" will surely improve your networking, and it will make you someone that people actually want to connect with! Networking is not a fast fundraising strategy, but it's one of the most reliable longterm ways to build your nonprofit.
Here are three more resources to help you boost your fundraising and networking strategies.
- Finding the Perfect Grant for Your Nonprofit: Grants can be a valuable funding resource for all types of nonprofits. Finding grants that fit your organization can be an overwhelming and time-consuming process. This resource will help you identify the best grants and simplify the grant-writing process.
- 4 Skills Every Development Professional Must Have: Development professionals play a critical role in the life of an organization. This job requires a wide range of skills. Each development professional brings their own talents and qualities to the table, but here are four skills every development professional must develop.
- 5 Must-Have Features of Nonprofit Event Registration Software: Are you considering hosting your own networking or fundraising event? Event registration can be challenging and time-consuming, but it doesn't have to be! Here are five "must-have" features for effective event-registration software.