By Lori Tsuruda
Lori will be a presenter at the 2008 Blaine House Conference
Nearly everyone wants to be in a good relationship, but just as in our personal lives, it’s important to take the time to identify mutually beneficial interests and to invest effort into developing a relationship instead of saying at the onset that you desire a long and deep commitment from someone you’ve only just met.
When I first meet someone new who is personally or representing a charity, if s/he immediately suggests that we live together or that I join their board, I become cautious. After all, we just met. How do we know that there is a good enough match to foresee a greater commitment beyond an initial exchange of basic introductions?
I prefer to start small (like coffee and reading your online or written materials) after we first meet, and then to let the relationship grow. (Though I do want to influence outcomes and do have a mental list with a range of desirable results such as funding, board members, and in-kind services, I keep the deeper commitment goals to myself in the early stages.)
I look forward to presenting at the Blaine House Conference on Volunteerism on 10/14/08, and below are recommendations related to my workshop, “Strategies for Starting and Building Mutually Productive, Community Relationships.”
How to Start a Community Relationship
1. What does your charity seek/need?
Ask your supervisor, consult the strategic plan, etc. to develop a list that ranges in level of commitment and for which you understand your charity’s priorities.
2. Do your homework about potential partners.
What do those from the business community, service organizations, civic groups, and/or faith-based potential partners seek/need?
3. Determine mutual interests.
What’s in it for them to be associated with you?
4. Brainstorm/select potential matches between what you seek and what they might be able to provide. Ideally, establish a range, from a one-time event to board-level involvement.
Your board, colleagues, and experienced volunteers may provide ideas on who might become good partners. They might even have already begun research files.
Since PMD is relatively new to nonprofit partnerships and our contacts aren’t so connected, I learn as much as I can from a variety of news sources, similar to ambitious secretary Tess McGill played by Melanie Griffith in the movie “Working Girl.” I try to keep up on business and local news. Then when I think there could be mutual interests (beyond their having funds and our needing funding!), I research the potential partner, brainstorm potential ways we can work together for the long-term benefit of my charity, and identify who I can approach or get an introduction from a mutual acquaintance.
Since my charity, People Making a Difference (PMD), has become very good at planning and organizing hands-on service projects and since I know from experience that many potential partners seek a charity that will adeptly handle all the details for them so that their volunteers can simply show up, I study/acknowledge what they are already doing and offer that we might work together on an activity. I pitch that our working together will enable them to expand what they are accomplishing by offering their employees great volunteer opportunities helping community-based charities with which I’ve developed ongoing relationships and/or on which I can apply specific skill sets and resources that they can leverage easily.
Ideally, I propose a specific, unique opportunity in the near* future, in order to instill some urgency into beginning our relationship.
5. Plan and prepare well. Organize your thoughts and personalize your support materials (email, hardcopy brochure, etc.). Carefully coordinate the approach, i.e., introduction by a mutual acquaintance, “chance” meeting at a professional gathering, cold call, etc., which probably requires more planned steps.
6. Approach the potential partner.
Boldly make your elevator pitch. Ask whether your contact wants the supporting materials or whether s/he prefers that you directly contact someone else at his/her organization.
7. Listen to their responses. Follow up quickly.
Balance your urgency with listening to what they articulate as their needs and concerns. Don’t lose momentum by delaying on your next step, which is probably to answer questions.
8. Keep working at it. Thank them meaningfully by explaining their impact on clients/your mission.
Relationships take work. Don’t get lazy and take your partner for granted, or s/he may stray.
Later on, after we’ve worked together on something (even if they decide not to do what I originally hoped!), then I will ask my contacts to consider sponsoring our annual benefit and/or ask whether they or a colleague might be interested in serving on our board when we have an appropriate opening/need.
*”Near” is a relative term that depends on the culture of a potential partner. In the business world, I’ve found that 4-12 months advance notice is ideal, since few companies are able to jump agilely into something new in less than a month, even with a gung ho CEO leading the effort, due to scheduling challenges on their end.
Lori Tsuruda is a guest Blogger, a presenter at the 2008 Blaine House Conference, and the Founder & Executive Director for People Making a Difference®.