As an interim manager, I rely on networks to find my next assignment. Many of the people in my immediate network I have known for years, but I still make sure I keep in touch. It only needs the occasional coffee, phone call or email. With newer contacts that I know less well, I make more effort to build the relationship.
Most of those people will never give me any work. It is not that they don’t want to, but possible assignments depend on relevant needs coming up. From a hard-nosed point of view, as an investment perhaps my effort is not worth it. But I keep in touch because I want to maintain the relationships, not because they might lead to work. I believe that the willingness to meet would soon dry up if people felt I was only there to sell.
I spend quite a lot of my free time supporting my University’s alumni relations. We all know that in the end there is only one reason why universities have become so keen on keeping in touch with alumni recently. They want our money.
However, donations do not just happen. Unless there is an overt exchange (e.g. we will name
xxx after you in return), persuading people to give depends on the relationship you have with them. And relationships are really between people, not between people and organisations. I build relationships with fellow alumni through activities we share only because I – and they – value the relationships themselves. If that builds engagement with the University and leads to giving, that’s good, but it is never the point. Indeed, raising the subject of fundraising at all would put some people off engaging, so it is off-limits.
Relationship building sows seeds
The point of relationship building and maintaining networks is to create a fertile seed-bed for what you hope will germinate in the future. The gardener can dig the soil, add compost, and provide water. He can provide the conditions for successful germination. The miracle of germination though comes from the seeds themselves.
I’ve just started trying to organise a local walking group for alumni from my university. The initial process was simple: I wrote an email asking for interest, the alumni office sent it out to people on their database with postcodes in the local area, and I collected the responses.
The outcome has been pleasantly surprising. The response rate was over 10%, which under almost any circumstances I would think was a fantastic return for a single ‘cold call’ message out of the blue. But almost as surprising was the proportion of responses which included words along the lines of ‘what a good idea’ with at least the implication of ‘why has no-one suggested this before?’. It seemed as if all that latent demand was just sitting there waiting to be tapped.