Relationship Building:The Essence of Personal

FundraisingRich Brown

Adjunct Professor, New York University

President, RB Consulting

Objectives

1. Know how to think about relationship building

2. Be able to build your personal brand3. Understand the Relationship Pyramid4. Know the six ways to make people like

you5. Be able to implement the four phases of

building relationships6. Know how to deliver the joy of

philanthropy

Fundraising is a People Business

1. Know how to think about relationship building

Two Influential Books

Volunteers

Prospects

Mid-Level Donors

Major Gift

Donors

Who are we building relationships with?

Donor Gift Officer Organization

The Gift Officer is the Primary Liaison

Attributes

Who You Are

SkillsWhat You Can

Do

Building Relationships is more about attributes than skills….but you need both

Attributes Personable Professional Honest Confident / Poised Trustworthy Polite Empathy Maturity Reliability Consistency Responsibility / Accountability

Skills Conversation Strategy Planning Communication Listening Problem-solving Motivate others Subject Matter Knowledge

Develop Your Attributes

Personable Professional Honest Confidence / Poise Trustworthy Polite Empathy Maturity Reliability Consistency Responsibility / Accountability

Look deep inside to find what drives you, what animates you, your values and principles, what makes you unique

2. Be able to build your personal brand

…. and you must be an interesting person !!!

… and you must enjoy people !!!

True personal connection

Involvement

Interest

Introduction

Relia

bility

Con

siste

ncy

Tru

st

Affectio

n

Esteem Competence Communication

Likeability

3. Be able to implement the Relationship Pyramid

Be interested

in the other person

A smile is worth a million dollars

A person’s name is the

sweetest sound

Encourage others to talk about themselves

Be a good

listener

Make the other

person feel important

4. Know the Six Ways to Make People Like You

Starting the

Relationship

Deepening the

Relationship

Translating the

Relationship into Gifts

Sustaining the

Relationship

5. Be Able to Implement the Four Phases of Building Relationships

Starting the

Relationship

Deepening the

Relationship

Translating the

Relationship into Gifts

Sustaining the

Relationship

Starting the Relationship on the right foot

Starting a relationship on the right foot

means preparing well for that first meeting

Be crystal clear on your objectives, audience, substance, time constraints

“Begin with the end in mind.” Stephen Covey

PREPARATION:

KNOW AS MUCH AS YOU CAN ABOUT THE OTHER PARTY

What is the person’s professional background?

Where did he or she go to school? Where does he or she live? Are there any current events affecting the

person’s industry or company? Does the person serve on other boards? Can you discover any hobbies? What is the gift history to your organization?

PREPARATION: BE PREPARED TO DISCUSS QUESTIONS ABOUT YOUR

ORGANIZATION

What is the organization’s history ? How big is your organization ? How is it structured ? What are the main sources of revenue ? What are the main expense lines ? What is your efficiency ? What are your programs ? Who comprises your leadership ? What is your vision for the next five years ? What is your organization’s place in the non-profit sector

Where to Meet

Prepare a Briefing . Background. Purpose. Talking Points. Gift History

Visualize the Meeting

Imagine the greetingKnow your ice breakersKnow your questionsKnow your segueRehearse your main pointsKnow your wrap-up

THE GREETING MAKE AN EMOTIONAL CONNECTION

Look the other person in the eye Lean forward Firm handshake Smile “How nice it is to meet you.”

Famous Greetings

Breaking the Ice

How long have you lived in Baltimore? This building looks brand new…. Did you have any trouble finding the (meeting place)? How did you get interested in our organization? Tell me about your business / professional life

25 tips in a flash

The Fine Art of Conversation

1. Talk about their kids, not yours2. Never give short answers3. Never correct the other person4. No matter how tired you are, never let it show....make each person

feel like they are your only meeting of the day5. Observe the other person’s body language / be conscious of yours6. Measure your opinions, but show you know something7. If speaking to more than one person, look at everyone8. Speak at a moderate pace9. Ask open-ended questions / elicit dialogue10. Don’t be afraid to talk politics, but keep strong opinions to yourself11. Smile; display enthusiasm; show life!12. Know your industry13. Speak in positive terms

The Fine Art of Conversation 25 tips n a flash

14. Be financially literate15. Eliminate jargon16. Spare them from talking excessively about yourself ...17. ... On the other hand reveal some things about yourself18. Stay focused on the person in front of you, not the person who

just walked in19. “That’s fascinating, tell me more” shows you are interested20. “I’m sorry, I don’t understand that,” shows you are paying

attention21. Taking out the notepad is okay, but don’t overdue it22. Be ready to discuss current events intelligently23. Now and then, it’s okay to show off that you read Dosteyevsky24. Refer to something you know interests the other person25. Remember why you are meeting in the first place

The Fine Art of Conversation 25 tips n a flash

Above all…..Make the Other Person Feel Important

Let’s take a deeper dive

Starting the

Relationship

Deepening the

Relationship

Translating the

Relationship into Gifts

Sustaining the

Relationship

Deepening a Relationship Give a tour Meet at his/her home or office Pick up the phone Write a note Provide meaningful volunteer

opportunities Invite to events Get to know family Meetings with CEO or board chair Accept invitations Face up to difficult conversations

Starting the

Relationship

Deepening the

Relationship

Translating the

Relationship into Gifts

Sustaining the

Relationship

Prospect’s interests

Identify gift opportunities

Meetings with key people

The Ask

Jan Feb Mar Apr May June Jul Aug Sep Oct Nov Dec

The Major Gift Process

Finding the right match

Donor’s Interests

Organization’s Programs

Starting the

Relationship

Deepening the

Relationship

Translating the

Relationship into Gifts

Sustaining the

Relationship

Sustaining a Relationship… Getting the Next Gift, and the one after, and the one after that.

Sustaining a Relationship

Have Systems in Place Develop Good Habits

Quarterly Update Send newsworthy stories Set-up a tickler system Personalized attention Make at least one touch every day with

someone Quadrant II

Objectives

1. Know how to think about relationship building

2. Be able to build your personal brand3. Understand the Relationship Pyramid4. Know the six ways to make people like

you5. Be able to implement the four phases of

building relationships6. Know how to deliver the joy of

philanthropy

Gain Perspective6. Know How to Deliver the Joy of Philanthropy