By Clover Frederick, nonprofit marketing network, www.nmn-online.org
I’ve had the pleasure lately of meeting some great nonprofit employees who are so incredibly passionate about their causes. When talking about marketing with them, we always get to a task called “personal selling”. It is really an old-school marketing term that conjures up images of door-to-door salesmen or Tupperware parties. But in the context of nonprofits, personal selling means “networking.”
I’m a little surprised to find that the word “networking” often makes the best nonprofit professionals tremble. I won’t name names but I’ve met many staffers with “development” in their title who openly admit to despising networking events and being perfectly content never leaving their offices.
As a strategy consultant, I always give these reluctant folks the assignment of getting to one community function per week because the best marketing professionals talking passionately about their company or organization everywhere they go.
I don’t do this as a frivolous exercise. I do this so that individuals and organizations can build social capital.
Social capital is the “who you know” that gets things accomplished. Financial capital can buy a new computer or even build a new facility. But social capital will build financial capital in a way that is more authentic, less intimidating and ultimately more rewarding than asking a “cold lead”.
People give to people as much (if not more so in this economy) as they do to organizations. Let me tell you a true story to illustrate:
- I met a gentleman at a couple of different events over the course of a few months. He works for one of the sports teams in Lincoln. I’m not even a big fan of his sport but we shared a few laughs and eventually became Friends on Facebook. A few days later, I posted an invitation to my friends on Facebook to an event that I was volunteering to coordinate. My new friend saw my post and offered to donate an auction item. He didn’t care what the organization was that I was raising funds for, he just wanted to help me out. I didn’t even have to ask!
This is one of several examples of social capital that I earned through networking and was able to “cash in”. At the same time, people have met me and were able to get advice and connections simply because they had met me. Networking is reciprocal that way. You help me out. I help you out. A win-win.
So, your assignment: Meet people in person. Go to Rotary or Chamber meetings. Join the Young Professionals Group or your local professional organization. Walk the galleries on First Friday. Get out with the goal of giving away at least two business cards and getting at least two business cards from someone new that you meet.
Need some networking tips to feel more comfortable? Read “Self-Marketing Power” by Jeff Beals (a Nebraska guy!)
Clover Frederick is a freelance marketing consultant who specializes in nonprofits and small businesses. As director of the nonprofit marketing network, she can help nonprofits find the freelance marketing professionals they need (including graphic design, PR and web development) at reduced rates. Clover also provides education seminars and one-on-one training to nonprofits. She can be reached at 402-416-8255 or clover@nmn-online.org.
