Connecting for Success: Who do you need to know in an organization?

You know the saying: “It’s not what you know, but who you know.” This applies to the nonprofit world, too.

People join organizations for many reasons. They support the mission. Their friend asked them to join. They like the social aspects. As a financial professional, you join organizations while raising your professional visibility. You need to know the right people.

You already belong. You show up at events but only meet a few of the members. Where are the rest hiding? You need introductions from the people who know where to find them.

Important people on the organization's professional staff

All organizations have gatekeepers. If your nonprofit has a membership fee, this means activities are for members only. Someone checks them in. They know all the members because they are the membership director. One of their roles is driving renewals. They want you to see value in your membership. This means they want you to meet other people and have a good time. They want to know you.

The next gatekeeper is the development director, the chief fundraiser. Like you, they work in sales. Because they ask people for money, they know everyone. FYI: You are a prospect too.

These two individuals can provide introductions. You need to be tactful. Don’t say, “I really want to meet John Smith. He is the CEO of [company]. He must be worth a fortune. I could get a lot of business out of him! Would you introduce me?” Of course not!

Now try a different approach: “John Smith. He and his wife are two of the biggest philanthropists in town. You cannot open the newspaper without reading about them endowing something. I would like to meet and thank him for what they do for the community. Would you introduce me?” Of course! High net worth cultivation is like dating. Everyone knows what everyone else is doing, but there is a procedure to follow.

Nonprofits have a publicity director. They attend events, direct news photographers or take pictures themselves. The membership director and the development director can introduce you. Once they know who are and see you dress well, chances are good you will be included in event photos.

The top person is the executive director. They run the show and know everyone. Does this mean you seek them out? No. You are not the first financial advisor to join the organization.  Long ago, someone walked up to the executive director and said, “Great to meet you. I’m a new member. I am a financial advisor. Can I handle the endowment?” Get this wrong and you are “just another hungry advisor.”

Let them find out about you through your friends on the staff. You are an active volunteer. You write checks and attend events. You bring in new members. At a staff meeting, the executive director will say, “I would like to meet this person. Set up a meeting.”

Important people to know: Volunteers

There is a hierarchy in volunteer involvement in most nonprofits. You have the “card carrying” membership. The next step up is the members who serve on committees.  Each committee has a chair. Chairs are often board members or officers.  There is the president or board chair.  They lead the “executive committee,” the board within the board.

There are two other groups:  They might have a business council, an in-house chamber of commerce.  The other group is the “old guard.”  They have been members forever and are often big donors. They might be former board members. They are influential. This gets us back to “It’s not what you know, but who you know.

You will meet these people at events.  Your friend, the membership director or development director, knows them all.

How to make an impact

Your first step up from general membership is to join a committee. You want to be connected to one of three: membership, development or event planning. All three are on the revenue side of the equation. They all need people with sales skills. One of these committees is usually in crisis.

• Membership. A growing membership is an indicator of an organization’s success. Increasing membership represents recurring revenue. You know all about recurring revenue! To make an impact, host a gathering for your friends at your home. Invite the membership director. Make the case for friends to join. Have membership applications they can fill out there or take home.
• Development.You are skilled at finding prospects. The nonprofit’s name can open doors easier than making a prospecting call at work. You give, then ask your prospect to join you in giving.
• Event planning.Roles in this committee can take a lot of time or a little time. Events have live and silent auctions. This is an opportunity to visit successful business owners soliciting auction items.

If you get to know the right people, you raise your visibility and build a positive reputation. You become a known quantity. Everyone learns what you do in your professional life.

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