One of the nice things about this business is that our success is oriented around
making friends and being a friend.

By: Bruce P. Byrne

Fund raising has so many different components that it is, at times, difficult for all of us to stay focused on all of the underlying principles that should guide our efforts. One of these important components might appear obvious to some but others just seem to ‘miss the boat’ when we develop relationships with prospective donors. We sometimes get distracted and overlook the basis for strong networking and identifying prospects that could support our appeal.

First, and foremost, do your homework and find out as much as possible about the person or institution from whom you are seeking support. As we all know, people give to people. However, we must fall within the criteria of the sensitivities or “soft spots” of the person that we are soliciting. Some people have no set criteria but will support causes where they have a love or passion. This could include a church, school, hospital, arts center, YMCA, Red Cross, Salvation Army or an array of other very worthy charities. What we must determine is how we can make our ‘ask’ so compelling as to warrant their attention. The method by which we make our proposal more desirable than others is the manner in which the “Ask” is developed and actually made.

This is where “Find a Friend – Make a Friend – Be a Friend” comes into play. I have found over the years when you follow this simple philosophy (and mean it) you can raise more money than you may have dreamed possible. You must always be true to yourself, be yourself and don’t copy what other folks do. Use your personality and God-given talents in identifying your own personal skills and strengths, searching for that prospect who can make all the difference in your campaign or fundraising endeavor. Never be afraid to shoot for the stars. It’s really simpler than it sounds. Find that friend!

Some years ago, I was in promotional advertising and I had an idea for a product I thought the New York Mets might buy for Fan Appreciation Day. I called for an appointment and went to see the individual in charge. I focused first and foremost on building a relationship with him, and on how I might help him. He liked the idea and within two weeks’ time the Mets purchased 60,000 of these items.

My point is that this was a cold call that resulted in a grand slam home run. We became friends and I eventually sold the Mets a similar product a few years later for another fan appreciation day. Do not be afraid to pick up the phone and make that call. I found a friend, made a friend and became a friend (in a business sense) and was willing to help this individual in any way I could – and I meant it.

The same goes for fundraising. Our work essentially revolves around seeking out individuals who could help our causes. Our success in those endeavors depends upon our ability to develop relationships based on our research and build upon our connection to those people to approach others that they might know. Along the way, we should remain focused upon being a friend and “shooting for the stars” on behalf of the organizations we represent.

As you become friends with a prospect, always be prepared to take those extra steps and stay focused on the goal you have set for that individual. Be their friend (Really Be Their Friend) and always remember that individuals do not have layers of bureaucracy to penetrate before they make a decision to support your project. If we can make a strong personal connection we can often get a very immediate, personal, and positive response. Individuals represent 86% of all giving - so that is where we should focus a great deal of our time and energy. Don’t be shy. Don’t be afraid to make that call. Be tenacious. Never be afraid to ASK for the gift. Be assertive but always be yourself.

Follow the principle of “Find a friend - Make a Friend – Be a Friend”. Live it!!!!