Of two tangible products of board outreach efforts, one is more indirect and shallow and one is more direct and deeper.  In providing information about the organization’s activities and impacts to individuals and groups, board members cause the organization to touch the community.  This touching creates a new relationship.  Though shallow, this connection has value on it is own as it enables potential word of mouth advertising to spread virally through newly accessed human networks.  Minimal effort may be all that is required to keep information about the organization flowing outwardly through this new constellation of networks.

A deeper more powerful impact may be achieved when these new relationships established by a board member result in individuals and groups reaching back and touching the organization, forming a direct relationship to its activities and inner stakeholders (clients, program staff, community partners, etc.).   These direct touching relationships are those that can be eventually cultivated into direct resource flow towards the organization, such as donations.  In effect, new stakeholders can be created from these relationships. 

Care should be exercised in identifying touching opportunities and preparing ambassadors to become comfortable in explicitly offering these opportunities.  Some organizations have multiple existing touch-points and others need to create designated touch-points from existing organization service activities -  places where potential new stakeholders can directly view or experience the positive impact of the organization.   The technology of creating and capitalizing on touch-points is a central feature of the Benevon® fund raising model (see point of entry® events), which offers excellent inspiration in planning new donor cultivation.

Comments

Add New Search

Write comment
Name:
Email:
Title:
UBBCode:	-color-aquablackbluefuchsiagraygreenlimemaroonnavyolivepurpleredsilvertealwhiteyellow -size-tinysmallmediumlargehuge
	Please input the anti-spam code that you can read in the image.

Powered by !JoomlaComment 3.22

3.22 Copyright (C) 2007 Alain Georgette / Copyright (C) 2006 Frantisek Hliva. All rights reserved."