Fundraising and Networking Go Hand in Hand
S. Robert August, MIRM
Getting involved in a charity fundraiser is a great way to network, help your community, and make a difference.

Today, many organizations seek professional fundraising and management assistance. Volunteering to assist in an organization’s fundraising program is a great way to become affiliated with a charity, meet new contacts, and most importantly, help make a difference.

Just as it is important to donate money, it is even more important to take time to become affiliated with a particular charity.  By getting involved, you can offer your practical knowledge and service and also meet new people.  For whatever reason you are there, you’re in a “win-win” position. You make a difference by raising money and awareness, and you have the opportunity to meet people who are not necessarily in your prospect network, thereby creating new contacts and potential buyers. In addition, you will meet people who will teach you new sales and management techniques as you exchange procedures with one another.

Fundraising is a frontier of complete cooperation where volunteers assist one another and find themselves becoming more productive at their regular jobs as a result of their involvement. Why? The answer is simple. With the added responsibility, you find yourself creating priorities for your commitments.

Through your own time and management planning to meet this new commitment, you find that you can become more productive with your own business as you “pause” to become involved elsewhere. Now you are able to devote your “spare time” to your daily plan of attack.  You are not totally immersed in the “heat of the battle” of business, but have forced yourself to take a “mental break” which helps to relieve your normal tension and pressures. The best news is that you may become even more productive!

Before you get involved, consider the following:

• Choose an organization carefully. You want to be sure that you are selecting a group of people to work with who are enthusiastic and excited about their involvement — whether it be the professional staffers or the volunteers. Morale, enthusiasm, and leadership are important ingredients to any fundraising task.
• Find out what type of commitment is expected of you before you accept a role. You can become consumed by an organization quickly if you do not choose specific times throughout the week that you can assist. Also, you certainly will want to know how long the total fundraising drive is so you can plan your schedule properly.
• After you have accepted a voluntary position, you have to become the foremost expert about the organization and its purpose in order to become the best fund-raiser. The more you know about the cause, the more self-confident you’ll be; the more at ease you are, the more funds you will raise!

Jerald Panas and Partners, Inc., a well-known national fundraising consultant, has created and published the following “Ground Rules for Successful Fund-Raising.”

These guidelines will be of help to you in your quest to raise funds and have fun at the same time.

Be prepared

1. Know the who, what, where, why, when and how.
2. Learn how the campaign funds will be used.
3. Understand the tax advantages of giving.
4. Know your prospect.
5. Map your strategy.
6. Attend all meetings.
7. Make your own generous pledge first.

See each prospect in person

1. Don’t delay.
2. Work in pairs for double effectiveness.
3. Call for an appointment.
4. Keep that first phone call short.
5. No “elevator” interviews.

The first phone call

1. A direct, simple approach works best. You might begin by letting your prospect know  you’re involved in the program and that you’re really excited about what’s going on there.
2. Then, tell your prospect that you’d like to talk with him or her about it.
3. Be specific. Don’t ask the prospect what time is best for an appointment. Instead, make a suggestion, and if that time isn’t convenient, offer a second possibility until you can decide upon the best arrangement for both of you.

Listening

1. You know that arguments don’t work.
2. You know enough to turn a negative remark into a positive one.
3. Listen to your prospect’s concerns.
4. If the prospect makes a major objection, say that you understand how he feels, but, on the other hand, our program fills an important need in the community.
5. Tell the prospect what that need is and how his gift can help fill it.

Speak from the heart

1. Review the plans with your prospect.
2. Listen to your prospect’s concerns.
3. Never argue.
4. Don’t pass the hat.
5. Share what others have given (in a general way without revealing names and personalities).
6. Encourage your prospect to take some time (if you can’t close the first time).
7. Consider a second visit.
8. Never settle for less than your prospect can offer.
9. Aim high, and stick to your goal.
10. Present the pledge card only when your prospect is ready to sign.

Jerald Panas and Partners, Inc.’s “Ground Rules” are well worth reviewing and adapting to your own personal style. Consider it a foundation from which you can prepare your own set of “Successful Tools for Fund-Raising.”

Take a moment to jot down a list of causes, organizations, or institutions you will consider helping. Scrutinize your list carefully. Talk to you friends and business associates to help you in your selection process. Choose and participate!

Don’t be a Barnabus Browning, renowned character of Shel Silverstein’s poem “Fear” from A Light in the Attic:

“Barnabus Browning
Was scared of drowning
So he never would swim
Or get into a boat
Or take a bath
Or cross a moat
He just sat day and night
With his door shut tight
And the windows nailed down
Shaking with fear
That a wave might appear
And he cried so many tears
That they filled up the room
And he drowned.”

You can make the difference today for you, your family, your friends, your trade association, your local Sales and Marketing Council, and for our society.
IF NOT NOW, WHEN?

S. Robert August is president and founder of S. Robert August & Company, Inc., a national firm based in Denver, CO which specializes in providing home builders, developers, REALTORS, manufacturers, and lenders marketing/management consultation and sales training.  Robert also is an owner of RealtyWorks, a Colorado real estate brokerage company.  Robert is past chairman of the NAHB’s National Sales and Marketing Council. He was a moderator at the SMC Workshop held at the 2006 International Builders’ Show. Robert can be contacted at 303-220-8480 or robert@srobertaugust.com. [ return to top ]