Family Day… Remember, You Can’t do it Alone.
It Helps to Have Connections.
Why every charity needs a Godfather or Fairy-Godmother
Engaging stakeholders has long been a struggle for charitable organizations. This is a core element of charity marketing, and yet, it’s hard to even start the conversation. How do you discuss estate and philanthropic planning? How do you break the ice and make planned giving an easily understood and explained topic? This is where “connectors” come in. Connectors are individuals who build bridges to prospects. In this blog, we’ll learn why every charity needs these connectors, or ambassadors, to act as lifelines to funding. Let’s get started.
Who are connectors?
In some way, connectors have created an association or formed a charity and your prospects. These links produce the potential for prospects to be influenced into donating to your charitable organization. Connectors can identify individuals who may be promising prospects. They can make introductions to people who can help you network with prospects. Or perhaps they can be part of the cultivation or solicitation process itself. A good connector can wear many different hats as a donor, volunteer, employee, or other individuals that a board member knows personally.
How do we use connectors to our advantage?
When you initially think about connectors, you may consider people you already work with, namely those on your Leadership Committee. However, connectors can be anyone, and the more connectors you identify the better! Think of connectors as an army of individuals working on your behalf to expand your fundraising efforts. If you only have a connector or two working to raise funds, it will be difficult. If you have hundreds, the load lifts significantly.
Who can we consider connectors?
As noted above, a connector can be anyone. Here’s a shortlist of who may be a connector for your organization. This can help you as you begin to brainstorm.
- Donors
- Volunteers
- Employees
- Professional advisors (financial or legal)
- Outside individuals known personally by the board member
- Leadership Committee members
Your leadership committee members are particularly important to this process. To help set up your charitable organization for success, identify and enlist individuals who canjoin the fundraising team for your Leadership Committee. Ideally, these individuals would fit at least one of the following criteria.
1. A passion for your cause
2. A willingness to donate a major gift
3. A meaningful connection to your charity’s prospects
Engage this team as you seek funding. They are a resource to you and utilizing them throughout your fundraising program. As they are passionate enough about your cause that they see the value in donating themselves, they will be more successful in discussing your mission with prospects and other connectors, which in turn, results in major and planned gifts.
Additionally, it’s essential to consider financial and legal advisors as key connectors. They also offer a unique business building opportunity. When they have discussions with clients regarding charitable giving, they can present a variety of choices. As a trusted individual in that scenario, they serve as a key networking resource. Without them, you may never connect with certain individuals. With their support, your ability to reach and engage an entire community is vastly expanded.
Final thoughts
Don’t wait for donations to fall from the sky! Use your charity’s connectors to help build the connections you need to be successful. For more information, read about the 7 Step Power Donor Solution. You can also visit FUNDING matters here.
Happy Fundraising.