Did you know the average person knows about 600 people? This same person likely interacts with 16 contacts per day, and in their lifetime, they will probably meet around 80,000 people. These contacts may include family members, friends, acquaintances, colleagues, neighbors, and even online connections. For those exceptionally good at networking, these numbers can be significantly higher. So, what do these statistics mean for your nonprofit? You have to get really good at networking. By effectively leveraging these connections, you can expand your reach, build stronger relationships, and enhance the impact of your mission.
Invaluable Types of Networking
While phone calls and in-person events are ideal, networking concepts apply to a myriad of other opportunities. For example, take LinkedIn direct messaging. Spend a few minutes each day striking up a conversation with someone on LinkedIn. While you may not be talking on the phone, you are still networking and making valuable connections. Every time you engage with others on Instagram or Facebook, you are raising awareness for your organization.
Digital Word-of-Mouth Marketing
Another powerful networking tool is podcasting. Podcasts are an up-and-coming form of digital networking. As a podcast guest, you’re not only spreading awareness of your nonprofit with the host but also reaching their entire audience. Imagine if each episode gets 1,000 listens. Those 1,000 people could potentially recommend your cause to the 600 people they are friends with on Facebook. That is 600,000 people who have the potential to learn about your cause. While this might seem like a stretch, it underscores the potential reach of podcasting. Plus, being a podcast guest is free!
Podcasting can prove to be one of the most beneficial marketing tools for your nonprofit. You immediately build trust with the listeners as they get to know you. Whether the podcast has 80 listens or 1,000 listens per episode, you are making intimate connections that will bolster your organization.
How to Become a Podcast Guest
Securing a podcast appearance typically begins with an email. This will likely be the other person’s first impression of you, so make it good. Begin with a sentiment of gratitude like, “Thank you so much for the connection.” Follow that with the purpose of the email and try to find some common ground. Build rapport. Conclude with another sentiment such as, “I really look forward to meeting with you. What are some days and times we can meet over Zoom or have a phone call?” Being direct about finding a time to meet shows you are genuinely interested.
Once you have a meeting time, focus on getting to know the other person. Ask about their inspirations, what they enjoy about their work, and their aspirations. Offer ways you can support them and follow through. How can you assist one another? What is the best way for you to connect them with people in your network? How can you help spread awareness of their brand? You will be amazed at how well people reciprocate.
After any calls, send a follow-up email thanking them for their time. Be genuine— their time really was valuable.
Nurturing Relationships Going Forward
Whether you made a new connection, had lunch with a potential donor, or appeared on a podcast, it's important to nurture the relationship going forward. Like any good relationship, you must communicate frequently. Just as you wouldn’t marry someone you just met, it’s unlikely someone will immediately commit to a significant donation or partnership after the first encounter. However, if they do, you know you did a job well done! Here are a few ways to keep in touch with your network:
- Send an email letting them know you are thinking about them.
- Mail a card at the end of the year.
- Like, comment, or share one of their posts.
- Invite them to lunch or for coffee.
- Send referrals their way.
- Create a Facebook group.
- Find ways to collaborate on service projects.
The Impact of Networking
Networking takes time. Donations won’t come rolling in overnight. Building a loyal network will take years of work. If you find that results are lagging despite your efforts, you may need to analyze and evaluate how you can improve your workflows or services. Remember, the unique heart and soul of the nonprofit’s leader will ultimately drive its success. The best leaders will take these networking opportunities and flourish.
At Mighty Penguin Consulting, we are all about word-of-mouth networking. Let us help guide your nonprofit’s growth. Give us a call today!
