Local nonprofit groups range from the arts to charities, but they all need to deal with three functions: Membership, fundraising and event planning. That's where you come in. (Photo: Shutterstock)
Most people know the best way to rub shoulders with business owners and professionals who could become clients is by getting involved with a local non-profit. Many people do it. Nothing happens.
What are they missing?
|How not to do it
Different insurance professionals make different mistakes. Some join, assuming business will come to them. It's the “Is there a doctor in the house?” philosophy. Others treat meetings as networking events, cornering people and handing out cards. Others determine the organization is run poorly, then launch an unsuccessful coup to try and gain control.
You didn't do any of those things.
And yet, you aren't “The guy that just joined.” You are the “Oh no, another insurance agent just joined! Wasn't the last one horrible?”
The “Old Guard” locals might not be good at running an organization, but they are masterful at freezing out someone they don't like.
|3 ways to become indispensable
As an insurance professional, you bring along a great skill: The ability to look someone in the eyes and ask them for money! Few people have that skill. Put it to work and you can become an insider yourself.
Local non-profits do lots of interesting things: They run the museum and the historical society. They are the nature conservancy and the library. They keep the symphony and theater company going.
Although these many groups do many different things, they often share three functions in common: Membership, fundraising and event planning. And one of them is usually in crisis. As a member of the organization who attends meetings and pays attention, it's not tough to figure out which needs the most help.
That little voice in the back of your head interrupts and asks: “How will this lead to business?”
In each instance, you will meet lots of people. You will impress them. They will learn what you do, either from you or people they ask.
Let's look at the three areas where organizations need the most help:
1. Membership. It's the annuitized revenue stream of the organization. It takes effort to initially bring them in, but renewal rates are often very high. You decide to get involved.
Initial strategy: You invite lots of your friends to your house for wine and munchies. You send personal notes, not beating around the bush: “Tiffany and I have been involved with the museum for five years. We love it! Come to our house for drinks next Friday and find out why. Hopefully you will join us as members.” Someone from the organization's professional staff is on hand to give a short talk. You've got membership forms on hand. There's a glass bowl with checks in it. Many of your friends join. What's it going to set them back? Fifty bucks?
Result: You motivate other members to invite their friends to a couple of open houses on site. Results increase confidence. You are a gatekeeper. All new members meet you as part of the membership committee. You know what they do and vice versa.
2. Fundraising. Most organizations need money. The cause is noble – there's a good story.
Initial strategy: Your group is hosting a golf outing. You are part of the solicitation team going after local business owners. They meet with you because you are representing your nonprofit, not selling insurance. Someone agrees to sponsor a hole at the tournament. You make sure they attend. You sit with them at the dinner and make sure it's a lively table. You get the organization's bigwigs to thank the fellow for his support. He has a great time.
Result: You got to know each other. He loves golf – you get together and play again. You learn about him. He has a problem. Insurance can solve it. You talk about it. To you, it's the “first check” that starts a client relationship. To him, it's the “second check” because the first one he wrote that started the relationship with you was made out to the charity.
3. Event planning. You are an organizer. You quickly learn volunteers at nonprofits are often better at spending money than raising it, so you get involved on the revenue side.
Initial strategy: Most fundraising events have live and silent auctions. You get involved on the solicitation side. Who are you approaching? Wealthy families, business owners and store owners. They donate big stuff. A family might donate a week at their vacation rental property in the Carolinas. You make sure they attend the event. You sit with them. You might even start the bidding, fully aware if the hammer comes down, you bought it. These items often do well. The donor feels they have helped raise money for charity. You've become friends with them.
Result: You've gotten to know several business owners, local merchants and professionals. They like you. They know what you do. You can find ways in the future to see them again, based on shared interests. You get the subject around to business.
|Why are you indispensable?
The “insurance guy” got involved on the revenue side. Everyone notices. Some people ask you to join their group and perform your magic. The “Old Guard” at your group realize they don't want to risk losing you and need to make you feel appreciated. They draw you in. You become an insider. You get to know the movers and shakers personally. They have needs.
Bryce Sanders is president of Perceptive Business Solutions Inc. He provides HNW client acquisition training for the financial services industry. His book, “Captivating the Wealthy Investor” can be found on Amazon.
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Bryce Sanders
Bryce Sanders, president of Perceptive Business Solutions Inc., has provided training for the financial services industry on high-net-worth client acquisition since 2001. He trains financial professionals on how to identify prospects within the wealthiest 2%-5% of their market, where to meet and socialize with them, how to talk with wealthy people and develop personal relationships, and how to transform wealthy friends into clients. Bryce spent 14 years with a major financial services firm as a successful financial advisor, two years as a district sales manager and four years as a home office manager. He developed personal relationships within the HNW community through his past involvement as a Trustee of the James A. Michener Art Museum, Board of Associates for the Bucks County Chapter of the Fox Chase Cancer Center, Board of Trustees for Stevens Institute of Technology and as a church lector. Bryce has been published in American City Business Journals, Barrons, InsuranceNewsNet, BenefitsPro, The Register, MDRT Round the Table, MDRT Blog, accountingweb.com, Advisorpedia and Horsesmouth.com. In Canada, his articles have appeared in Wealth Professional. He is the author of the book “Captivating the Wealthy Investor.”
