[Part 1 is here.]

Cultivation is often cited as the key to success with private donors – and it is – but how do you get that first meeting?

Patrick O’Heffernan, who likes to say that “the best gift you can give your friends is your friends,” recommends to find connectors – people who know many people and love to get them together – then work with them to create an exchange of “gifts”.

He recommends three steps to reach this goal.

1. Start with who you know

Where are your connectors? They could be on your board, in your family, or among your friends working for other NPOs. Develop a list of prospects that you wish to approach, and ask your contacts if they know any of your prospects. With your board and staff, you can do this formally by circulating a list; with others, a conversation or phone call will work best. When you get a “yes, I know her,” find out the strength and nature of the relationship and if your contact can set up a social lunch or just send an invitation to an event. Then follow up with the help of your connector.

2. Don’t rush, listen

Regardless of the nature of the meeting, spend most of your time listening for common interests. Learn what they are interested in, what their priorities are, and who is in their network, especially the “influencers” – people whose opinions they trust. Give them your message, but keep it low key and frame it so that it fits into one of their interests (which it should, since you have researched them before the meeting). The key is to take it easy, look for common interests, and listen!

3. Give them something

Once you know their interests and priorities and you are no longer a cold call, get back to them with something useful and valuable to them. It could be a report, an introduction to someone else you know who can be useful, an invitation to an event that tracks with their interest but is not easy to get in (and during which you can spend some time with them).

This last step is most important. When you build a network of relationships with a person, they see you as part of their network, rather than as a single dimensional contact who will eventually ask for money. If you bring other people into the relationship, you develop stronger, multiple ties. As you build the network with your prospect, get to know their “influencers”. Many philanthropists rely on a small circle of “influencers” to help them decide on whom to give to, and also to bring them ideas and people. If these people are not part of your network, you will have a much harder time.

Share your experience in building relationships with prospects. Post below.

Kevin Danaher - Mar 21, 2006 6:12 pm (#1 Total: 8)


As Chip Conley is fond of saying, "it's all about long-term relationships." No donor likes being treated like a walking checkbook. You want to cultivate a relationship with the whole person, not just their credit card. Focusing on long-term relationships (what do you want the person to think of you 20 years from now?) will ensure that you act with integrity toward that person. And relationships are mostly about integrity.

Patrick O'Heffernan - Mar 21, 2006 11:29 pm (#2 Total: 8)


I build relationships with people who are interested in my clients, even though they are ot prospects. They may know prospects, the may become donors, they may have good ideas and good connections. And, because I am not thinking of them as a checkbook, there is more authenticity and integrity in the relationship.

Jeff.Mowatt - Mar 22, 2006 6:58 am (#3 Total: 8)
P-CED


Here's my problem Patrick. We've just completed 3 years of research and published a proposal, organised contacts with prospective technology providers, networked with in country civil action groups and presented to local political leaders and an international childcare NGO.

The proposal defines a national stategey for broadband deployment servicing 25,000 communities, a national level microcredit proposal on the solidarity group principle and a target social object, a childcare reform proposal funded by the profits of the former to liberate 100,000 children from underfunded orphanages and reduce overall welfare costs. Projected seed funding of $500 million to be repaid over 4 years.

Quite a proposal, I know and with monthly budget of $500.

The problem is now small funding, the cost involved in continuing to network to spread the message. For instance having been invited to partipate in a networking session with an in-country NGO, the cost of attending perhaps $20-30 is out of budget. We have to decline.

Networking as much as we're able in the virtual world offers a lot of opinions and manifested in a single $10 donation.

Any suggestions?

Regards,

Jeff

mentalguide - Mar 22, 2006 9:17 am (#4 Total: 8)
(Parents Association of Mentally Challenged persons)


Our organisation is an Association of Parents of Mentally Challenged Persons,working in the different field of Mental Retardation in Bihar.

A brief introduction of our Non Profit NGO is being given hereunder;

Organization name : MARGDARSHAN

Contact person : Meera K. Sharma Chief Functionary

Address : MARGDARSHAN E-48, Peoples Cooperative Colony Kankar Bagh, Patna -800020 BIHAR (INDIA) Telephone number : +91-612 2361475, 0091-9835263648

Email address : mentalguide@yahoo.co.in

Mission of the Organization : to work for the betterment of Mentally Retarded Persons

Details of Organization :

Our Organisation is a Non Profit Society established in the year 1997 and duly registered under the Socities Registration Act.

The idea behind establishing the present organisation is to bring together the Parents / Guardians of persons with mental retardation and/or other disabilities, for conducting reasearch and promoting positive social action, to work for their care, training and rehabilitation. The aims and objects of the organisation also include everything anciliarry and incidental to the aforesaid objectives.

It is also important to mention here that for fulfilment of its aims and objects, the organisation is also permitted by the Govt. of India to receive Donations / Funds from the foreign Nationals / Organisations as per the provisions of the Foreign Contribution Regulations Act. The organisation is also registered under section 12A and 80 G of Income Tax Act.

ALL DONATIONS MAY KINDLY BE DRAWN IN THE NAME OF "MARGDARSHAN"

Area of Operation : Presently in the State of Bihar

Fielf of Interests of our NGO:

* Alternative Education * Children & Youth * Education * Employment * Fitness & Nutrition * Foundations & Fundraising Coalitions * Health & Wellness * Poverty



Industries

* Charity * Education * Healthcare * Medical Services * Not-for-Profit Organizations

Hannah Apricot - Mar 22, 2006 7:19 pm (#5 Total: 8)


One of the keys I find in building relationships with potential donors or connectors is to remember to have faith in the project I am fundraising for and myself. Although this seems simple, it is easy to let the self-doubt voices creep up in my head. Although they are not audible, the other person can sense them.

“Confidence and Clarity” are a mantra that I often repeat to myself as I try to relax before entering into a meeting. As Kevin Danaher said “relationships are mostly about integrity.” Don’t forget to have integrity with yourself.

Patrick O'Heffernan - Mar 23, 2006 1:48 pm (#6 Total: 8)


I find that there is a balance in meeting prospects for the first time...you have to balance listening to them against your enthusiasm for what you are doing. Whneen you do talk about your project, then your confidence comes through. Often private donors are self-made people...women or men who have built a business or who run a company or foundation. They have self-confidence that is undentable...and they can see it in people they talk with.

Clarity is an interesting concept. You have to be very clear about your project, its goals, how it will work, what the problems are and what you will do about them. I often try ot list all of the quetions and objections I can expect to hear and then answer them. If the answers do not come easily, or I have to make them up on the spot, I don't have clarity. It is also good to prsent the project to a friendly but critical audience beforehand ...someone who can spot a lack of clarity and tell you honesty so you can figure out the answer. If you do get those questiions..."who are you trying to impact?", "how will you to accomplish this?" "what about....."? and you have good solide answers that just roll off, you will impress the prospect and she will walk away saying you know what you are doing.

Jeff.Mowatt - Mar 24, 2006 2:59 am (#7 Total: 8)
P-CED


There's a saying that comes to mind when I think of this topic - A man of words and not of deeds is like a garden full of weeds.

I've just been reading David McClintick's recent article entitled 'How Harvard lost Russia' and now know why operating in the target region of the former Soviet Union is sch an uphill struggle, tainted by the very association with Western economic development, in spite of our minor success in the Tomsk region.

Is it in any way possible to convey integrity when both donor and recipient must have little confidence?

There's another problem. Elsewhere on Social Edge I'm reading about a future concept of Social Enterprise operating in a virtual environment, this is how we've been working to a great extent over the past 3 years so it's no revelation.

The more fundamental problem here is, who are the donors and how does one contact them? Taking a stance for enterprise rather than charity naturally excludes a lot of the potential but there are surely other organisations who can see the value.

Here in the UK we have all manner of organisations and government departments making statements about poverty eradication, but try contacting them in a virtual world. In the greedy world that I've experienced as a small business, who can I trust who wouldn't see the business potential without the social benefit. Can I rely on my proposal copyright for instance, to protect the needs of those we're trying to serve?

Perhaps someone knows that rarest of commodities, a few good men, or women for that matter?

Patrick O'Heffernan - Mar 27, 2006 10:21 am (#8 Total: 8)


..but it can be a challenge in a highly competitive, no rules environment." That is a statement of principle; now to the reality that you describe.

I read the same article and was dissapointed, but not surprised. I suspect that there are many similar examples around the world....some the result of World BAnk or development bank practices.

I don't know the answer the answer to your questions, especially the first one. I always maintain that you start with telling the truth, but then I recall Henry Kissingers's maxium about advancing positions that "have the added valaue of being true" as standard operating procedure in much of diplomacy... i.e., say and do what is in your own interest and if it is true, so much the better (although it might not matter).

I think - but don't really know - that your situaiton is very tough and possibly somewhat unique when compared to those faced by most NPOs. Having said that, we are all struggling with the balance between social welfare and enterprise. I would welcome comments from asmany of our readers as possible...this sounds like a very ncessary forum. Thank you for raising the issues...I wish I had more answers.