Habitat for Humanity is an organization on the tip of many tongues these days. Not surprisingly, with undeniable signs of poverty and homelessness all around us, the nonprofit’s message speaks loud and clear: Help us break that vicious cycle by building affordable housing and promoting homeownership. And while many are indeed knocking on Habitat’s door, eager to help, to donate, to volunteer, not everyone is equally easy to reach. So, how does the nonprofit get its significant message out to people who can really make a difference? How do they ensure their message is reaching the right inbox? In today’s nonprofit landscape, one overflowing with organizations nipping at each other’s heels, desperate to gain much-needed support from the ‘untouchables’, be they government officials, community honchos or celebrity bigwigs, what can be done to secure an open door?

The quest for deeper pockets

“I would say the most difficult set of people to reach would be the large scale philanthropists,” says Michelle Nyhof, communications and marketing manager at Habitat for Humanity’s Winnipeg branch. “The nature of what they do means they often have – and need – assistants and representatives to coordinate their communications and filter through the piles of requests for support,” she further explains. Celebrities, she adds, would run a close second to those hard-to-reach folk, as publicists play a large role in deciding with which organizations a celebrity can partner. Still, with philanthropic support playing a potentially vital role, approaching these community benefactors – and doing so effectively – becomes a necessary task on Nyhof’s to-do list.

But what’s the best method to reach a figure often swamped with requests, proposals and pleas of goodwill? “I would work very hard at meeting them in person at a casual event and then use the face-to-face encounter as a catalyst to more formal correspondence,” Nyhof says. Her colleague, stationed at Habitat’s Calgary office, would probably agree with Nyhof’s technique of choice. While a strong public image has meant the affiliate doesn’t have to rely on cold-calls or chasing people around for money, public affairs coordinator Jeanie Bird places great importance on being seen and meeting people. “I am always out networking within the community – at luncheons, social events, grand openings etc,” she says.

Get out and be seen

Face time in the community also seems to be an effective strategy of Brown Bagging for Calgary’s Kids. In fact, executive director Bob McInnis credits a strong emphasis on community development with how the organization was able to establish a solid reputation in so little time. “We are in the community; that’s how we engage and reach out to others,” he says. Thanks to those efforts, the nonprofit can boast a celebrity roster of volunteers, including Katrina Lemay-Doan and members of the Calgary Flames. 

Have you heard?

Of course, word of mouth is often key. “Many of the new contacts I talk to have already heard about us through friends or colleagues who have worked with our organization,” states Bird. Similarly, Nicholas Offord, a fund development expert at The Offord Group located in Toronto, claims every successful nonprofit makes it a point to invest in good cultivation. They can achieve this by “inviting potential funders to meetings and receptions to ask for their opinion on the project before asking for money,” he explains.

What’s more, Offord is a strong believer in the power of who you know to help move your organization forward. “Social networking is by far and away the best way to spread the word,” he offers. “Friends want to support their friends, and it remains an important driver around philanthropic decision-making.”

Getting up close and personal

A personal touch also underlies MADD Canada’s success in reaching the audience it seeks. Because of the strong reputation it carved in the communities it serves, the organization has been able to establish formidable contacts in the provincial and federal governments. In fact, elected officials often turn to the group to improve or sustain their own reputations or to help them better understand potential policy issues.

But when it comes to fundraising, MADD Canada faces some challenges. In its attempt to raise funds, the organization often tries to garner corporate dollars from companies best suited to MADD’s vision. And through all the searching and meetings he’s entertained over his ten years at MADD, chief executive officer Andrew Murie has come to the conclusion that strong personal connections go a long way. He sees it happen all the time. For example, a meeting may already be underway when it soon becomes apparent that an attendee had a personal run-in with drunk driving or knows someone else who has. The next thing you know, the context has changed. “What’s perceived as a cold call turns out not to be cold; there’s always a personal connection,” says Murie. “For us, it’s just a matter of throwing the letter out and seeing what sticks to the wall,” he adds. “And a personal connection is always the best method anyway.”

What lies beneath

However, the fact remains that cold-calls, socializing and personal contacts only go so far. Any attempt to reach the “harder-to-approach” folks is made that much more difficult when messages lack substance. “You can work your networks, you can be charming, you can do all of these things, but at the end of the day if what you’re providing is not valuable, you’re not going to get very far,” says Aaron Freeman, policy and campaigns director at Environmental Defence. Presenting itself as an organization that creates opportunities to do the right thing, Environmental Defence has cultivated strong relationships over the years with members of government. “We help government officials do their jobs and they appreciate that,” he explains.

But those relationships would not be possible, he says, had the nonprofit communicated in a language that officials couldn’t understand or find useful. “If you hand a member of parliament a 30-page tome that’s riddled with technical jargon on your issue, it doesn’t matter what your issue is, how important it is,or even if that information is valuable and world class,” says Freeman. Not only have you now undermined any attempts at connecting with that official, you’ve also harmed any current relationships by demonstrating you don’t understand their needs.

Know your prospect inside and out

Another way to show a potential supporter that you understand his or her needs is by doing your homework. “It’s really important to know what can be known before making the call or walking in the door,” says Offord. For example, he offers, with proper research you would understand the importance of reaching out to a prospective donor and his wife, knowing the latter plays a big part in the couple’s decision-making process.

Other tricks of the trade

While you may have done your homework before a meeting, don’t expect the potential supporter to have done the same, regardless of your sterling reputation. “Never assume that your contact knows anything about your organization,” says Nyhof. “It’s your job to show the contact why they should care and how joining with your organization will benefit them.”

Of course, that job shouldn’t be too difficult if you approach the harder-to-attain prospect – whether a celebrity, a philanthropist or a government MP – with sincerity, passion and a deep belief in your cause, says Offord. And be positively persistent. “You have to believe in what you are ‘selling’; there has to be a passion for the cause. If it’s there, the persistence comes easily.”

Elisa Birnbaum is a freelance journalist, producer and communications consultant living in Toronto. She can be reached at: esbirnbaum@gmail.com.