7 Questions to Create More Volunteers and Funding
Sales and marketing are terms sometimes viewed with disdain. But I must remind myself that while some may sale and market in ways that don’t meet my needs for authentic connection, that is a reflection on those individuals, not the concepts.
I consider marketing using techniques to help people find products and services to meet their needs. It’s not about “getting people to buy things they don’t really need”, it’s about helping people with needs understand those needs and how to meet them. And in particular, the people whose needs could be met by my product or service. In the case of nonprofits, some core groups that marketing is used for are:
- Potential Donors
- Potential Funders
- Potential Volunteers
- Potential Supporters
- Potential Members
Each of these groups, and the many more that exist, have some needs they are trying to meet. Volunteers may want to be of contribution, be appreciated, and feel a sense of community. Funders my want to create connection, respect, and understanding. The important thing to note is that by focusing on the needs of these groups, we can determine how to meet the needs of the potential stakeholders and focus on that, rather than what we want from them. This results in us having an opportunity to give to the potential stakeholders, increasing their quality of life, while also creating the opportunity to get our needs met.
Seven Questions I Ask Myself About Current and Prospective Stakeholders:
- What need(s) is this person/organization trying to meet with the role they are seeking to fill/are filling (donor, volunteer, etc)?
- Is that role the best way for them to meet their needs as part of my organization?
- Why would they be interested in being a stakeholder in my organization?
- How can I be of support to them?
- Once we have connected, how can I continue to increase the quality of their experience?
- If I would like them to be more engaged, what needs of theirs could I do a better job of meeting?
- Would asking them any of these six questions directly be more effective than asking myself?
What are your thoughts on how to meet the needs or your organization and the needs of prospective stakeholders?
