People should join community organizations for the right reasons. Giving back should top the list. It would be nice to get business or make the right connections. You can raise your visibility, but it helps to know the right people. Who are they?
There are many types and sizes of community organizations, but let us think of ones that hold frequent events that attract HNW individuals and bring crowds together. Good examples are museums and performing arts organizations like the symphony and opera.
Here are four people you want to know:
1. Membership Director
These organizations often have a membership base. It is the nonprofit world’s version of an ongoing revenue stream. It might take effort to get people to join, but once they are in, they tend to renew.
Business Opportunity: The membership director is a form of gatekeeper. Unlike in business, where a gatekeeper restricts access, on this occasion the gatekeeper knows all the new members and has an interest in making them feel welcome. Once identified, you can greet the new faces, introduce them around and see they have a good experience.
2. Development Director
This is the chief fundraiser. “Fundraising” is considered an awkward word. Nonprofit organizations prefer Advancement and Development. This person knows who has serious money. Like the membership director, they want them to have a good time. The development director also needs help in raising money. A request from a fellow donor always is better received than a request from a paid professional.
Business Opportunity: They can tell you who has money. They can make introductions. You have the skill of being able to look someone in the eyes and ask them for money. Many people cannot do that. You are a valuable resource. This skill can put you in front of potential donors who are also potential clients.
3. Publicity Director
When you attend a major event, you often see pictures in the newspaper the next day. Years ago, this was in the Society Pages section. Today, it’s in the Lifestyles section or “Around Town.” You might wonder how you get selected. The newspaper people cover several events a night. They are in and out quickly. The organization’s PR person walks them around and sets up the photos. Sometimes the PR staff does the photography themselves. The organization wants to promote an upmarket image. If the publicity director knows you and dress well plus look successful, you should find your way into photos.
Business Opportunity: Getting you picture and name in the paper is a good thing. Clients see you. They call and tell you. Others notice their advisor from a competitor isn’t there. Fellow members realize you and they support the same cause.
4. Executive Director
This is the top staff person. They pull lots of levers. They know everybody. They can put you in front of the right people concerning their foundation or endowment. There is a problem. They have been approached by financial advisors before. This is often done like a heat seeking missile in airborne combat. The pitch follows immediately. If you seek them out, they will have their guard up or be prepared to ask you for a major donation.
Business Opportunity: It is better for them to hear about you from one or more of the three people mentioned above. If you are driving their objectives, you are bringing value to the relationship. If they hear you have been helping raise money or introducing new members, now you are an asset. They know word gets around the local nonprofit world. They will want to keep you interested. If you wait a bit and let word spread, the Executive Director may initiate a meeting with you.
Size matters. Smaller organizations attract HNW individuals like large ones do. It’s easier getting on the radar in smaller ones, especially if you identify who you need to know.
Related: Utilize Social Events for Business and Still Have a Good Time