Attending Fundraising Events
Attending social gatherings can be a fantastic method for increasing the resource pool of your nonprofit. Of course, it’s not as simple as being present at these functions; there’s a lot more to consider.
Set Goals
Before setting foot in any event, familiarize yourself with the attendees and their potential interests. This information will enable you to pinpoint likely donors and plan your approach towards them. When possible with staff capacity, we recommend making a binder that contains their photo, bio, and past giving history. Study this information and come prepared - you should know more about them than they know about you.
Do Research
Before attending any gathering, mentally clarify what you intend to gain from each gathering. Know your goal - for example, connecting with a specific number of potential benefactors, securing a certain amount of donation pledges, or promoting a particular program. Clear goals will help you maintain a focused and strategic outlook during your engagements.
Entering a space with privilege
How you show up is especially important if you are representing a funder or a larger/more prestigious non-profit, positions that come with a certain amount of privilege. One of my favorite funders, Dr. Carmen Rojas of Marguerite Casey Foundation, opens her conversations with potential grantees by saying "I don't want to waste your time - we probably won't fund you. If you're ok with that I'd be glad to continue our conversation". Consider setting expectations similarly low.
What to Wear
I recently attended a fundraiser with Stacy London, the former host of "What Not to Wear", as a surprise guest. Annoyingly, I was traveling, and had thrown on some clothes that I had in the bottom my backpack. Let's hope they at least smelled ok.
What to wear is an extremely loaded question, and one that I am not terribly qualified to talk about. What is considered appropriate dress varies widely, and signals all sorts of things about privilege, gender, race, and geography. These decisions are complicated. Despite that, here are a few tips I feel obligated to share with you because your first impression holds such significant weight.
- Your shoes matter. If your shoes look expensive, your outfit can be cheaper.
- Fit matters. Whatever you're wearing, make sure it fits you well. Tailoring a cheaper outfit is often a better idea than buying an expensive one off the rack.
- Watches. People who know watches really know them. Don't wear fake or glitzy watches – you won't fool the people who truly know.
- Don't outshine the VIP. - When I worked in politics, we always dressed one step down from the candidate. If he had a tie, we took ours off. If he took his tie off, we took our jackets off. It doesn't have to be this literal, but you should rarely be the center of attention because of your outfit. You want your words to be the thing people remember.
- Do your hair, brush your teeth, put on deodorant - personal hygiene can be a deal killer. And for goodness sake - leave the cologne and perfume at home. Many people are allergic, and many people over apply. If you don't know what you're doing it's probably not worth it.
- A Smile - "It's what you wear from ear to ear, and not from head to toe" sings Annie, and she's not wrong. Many sins are forgiven with a confident smile.
- Knowledge - knowing a few things about wine, about table manners, and about non-fundraising conversations (i.e. the stock market, pets, cars) will go a long way. It's not technically something to wear, but it matters at the dinner table.
Communication
Donations are driven by an emotional connection. Be honest and fervent when talking about your organization and its purpose. Narrate personal tales that depict the effect of your activities. Authenticity can establish a more potent and enduring impact than rehearsed pitches.
Connecting with others isn’t just about talking; it’s about active listening. Ask questions and display genuine interest in others. Remember, people like to be heard and valued. Ensure to exchange contact details before parting ways and maintain the connection after the gathering.
Have a brief, persuasive introduction to your organization memorized. It should be succinct, engaging, and convey the essence of your nonprofit. This pitch can leave a substantial impact and create an opportunity for a more profound discussion about your mission.
Remember, relationships should be your initial focus. If the environment is relaxed, concentrate on making connections, introducing your cause, and setting up follow-up meetings instead of directly asking for donations. It's rare that money is actually raised at an event.
Body Language
Understanding body language is a vital tool for successful networking as it allows you to gauge the comfort and interest level of the other person. This skill can be beneficial during social gatherings where multiple conversations occur simultaneously. Here are some tips on interpreting body language and leveraging it:
Orientation of the body: The direction in which someone’s feet are pointed can be a robust indicator of their interest. If they’re fully facing you, it signifies their engagement in the conversation. If they’re oriented towards the exit, they may be looking for an exit strategy. Constantly looking over your shoulder could indicate distraction or the pursuit of engaging with someone else.
Eye Contact: Consistent eye contact generally signifies attentiveness and engagement. However, excessive eye contact can be seen as intimidating or confrontational. If someone avoids eye contact, they may be uncomfortable or disinterested.
Arms and Legs: Look for openness, but don't pay this one too much heed. Crossed arms might suggest that a person is not open to discussion or is defensive, or they might just be cold. Crossed legs may simply be a comfortable stance, or they may not trust you. In general, you can mirror open body language and see if they respond.
Proxemics: Pay heed to personal space. If someone backs away when you step closer, you’re probably too close for their comfort. Remember that this changes from culture to culture, so don't be surprised if someone invades your personal space. If it makes you uncomfortable, be prepared to politely ask someone to step back. Men should be especially sensitive to dynamics around personal space among women.
Mirroring: If someone is mirroring your body language, it usually signifies that they are interested and engaged in the conversation. You should also try to mirror theirs when possible.
Making Small Talk
The FORD method is an effortless yet effectual tactic for initiating small talk in various social situations. The acronym stands for Family, Occupation, Recreation, and Dreams - four universal topics that most people can connect with. Using these topics as conversation starters can prevent uncomfortable silences and promote deeper, more significant interactions.
Family involves asking about someone’s siblings, parents, children, or pets. Such inquiries can help you grasp a person’s background and personal relationships, potentially leading to discussions about childhood memories, family traditions, or shared experiences.
Occupation, the next component, dives into a person’s professional life. This can encompass their current job, previous roles, or future career ambitions. Conversations about occupation can help measure a person’s skills, interests, and work life. It’s a topic that many people spend a significant portion of their day on, so they usually have a lot to contribute.
Recreation, the third aspect of the FORD method, concerns hobbies, interests, and leisure activities. This could include sports they participate in, books they read, travel destinations, or TV shows and movies they enjoy. This is often an excellent way to discover shared interests and might even inspire you with ideas for your own downtime.
Dreams or aspirations encompass what the person aspires to in the future. This could be personal goals, travel plans, career ambitions, or anything else they dream of doing or achieving. Asking about someone’s dreams communicates genuine interest in their desires and future plans.
The FORD method is a guideline, not a strict formula. The objective is to spark meaningful and engaging conversations, so be sure to attentively listen to their responses, display empathy, and share about yourself as well. The FORD method is most effective when it ignites a two-way conversation, allowing both parties to learn more about each other.
If you get stuck and don't know what to say next, I recommend taking a page from Jerry Seinfeld's book, and asking about numbers. "How long have you worked there?", "How many children do you have?", questions like these are valuable when you're stuck.
Take Notes
At every event, you'll encounter many interesting conversations. Record as much as you can immediately after the event, and meet with your team within 48hrs of the event to trade notes. Whenever possible, enter notes directly into your database or transcribe them soon after the event. No detail is too insignificant - do as much as you can with the time you have.