I have had the pleasure of working with the Arts Fundraising and Philanthropy Training Programme since its inception, running courses covering, in part, the power and benefits of good networking in this environment.
Networking skills have, historically, always been seen as those soft, “nice to have” kind of skills. Today, however, and certainly for the future, networking skills should be seen as essential to the fundraising profession. A good fundraiser needs to be an excellent networker. Anyone entering the fundraising profession without this key skill will flounder in the role.
Fundraisers have to be able to persuade, influence, inspire, negotiate, present to range of different groups and levels, listen and respond with empathy to a potential donor or senior manager’s wants and needs and also recognise how the psychology of communication affects donor behaviours. Add diplomacy into the mix and it becomes evident that having excellent networking skills encapsulates a vast topic. Many of the fundraisers attending the entry-level Arts Fundraising and Philanthropy networking workshops so far have arrived with the misconception that networking is all about asking for money. As such, they find it difficult at best or repugnant at worst. And no wonder… Networking cannot and must not be confused with “chugging” where people approach passers-by in the street to ask for subscriptions or donations to a particular charity. Whilst I admire the chuggers, I personally cannot imagine anything worse than approaching someone for the first time at a networking event with the expectation that I have to ask them for money.
So what is networking?
First and foremost, networking is about meeting people in order to establish and build a business relationship. Your goal at a networking event is to identify and engage with people who may have similar interests, values and beliefs as yourself and your organisation. It is your first face to face meeting with a potential donor and, like it or not, you have a much better chance of building a mutually beneficial and long term relationship from an initial face to face meeting than any phone call or email.
Why is networking so essential for the future of fundraising?
Networking events are one of the few places where you have the opportunity to influence and persuade a new, potential donor directly. In the past, we have tended to shy away from this in the Arts sector, seeing this as part of the B2B, corporate world. Yet this is precisely the world where we have to be seen as proficient, organised and professional if we are to make any headway in generating new revenue streams.
You never get a second chance to make a good first impression
Today, part of any fundraising strategy has to include attending a number of well researched networking events each month, with a clear list of contacts and goals and with a skilled team of individuals who know how to work the room effectively. A skilled networker knows how to make a good first impression and how to use that one chance to get a clear, influential and persuasive message across.
How they communicate their message will change hearts and minds and this has the potential to bring real dividends to your organisation.
As a future trend, the ability to network well will be seen an essential requirement not just for the official fundraisers in the organisation, but also for the management teams, directors and trustees. Networking is no longer a “nice to have” soft skill. It is now one of the key elements of any organisation’s fundraising strategy.
