8 Creative Ways to Gain More Email Subscribers

In a world where almost everything is accessible online, standing out and drawing people to your website is imperative to keep your mission moving forward. Gaining loyal customers or donors means keeping them in the know through your blog, newsletter, or eblasts. But first, you have to get their email address. 

Between all the blogs, online shops, and websites, all of our inboxes are already crowded with marketing emails asking for sales and donations, and the old classic “Sign up for my newsletter!” call to action just isn’t cutting it anymore. 

You need strong, creative, and enticing messaging on your opt-in forms so you can grab that email address, stay in touch with someone, and educate them on your mission. (An opt-in is when someone signs up to receive emails and ongoing communication about products, services, or information from your organization.)

Those fields that you see at the end of marketing emails or on websites asking for your email are opt-in forms, and utilizing them correctly is becoming more and more important. Consumers and donors are reluctant to add more clutter to their inbox, so your audience needs to know what they’re getting and why they’ll benefit right from the start. 

Here are eight creative alternative ways to get new email subscribers and not get sent to spam.

1) OFFER AN INCENTIVE IN RETURN

This is a big one! People love an incentive. Give them something in return for the email address they’re giving to you.

If you’re on the TOMS website shopping for shoes, you’d probably love to win a free pair (and who doesn’t love free things?!).

LeeAnne of Change the World by How You Shop hosts a different giveaway each month by collaborating with brands featured on her site. This is a great way to build your email list! 

(PSST—If you haven’t read LeeAnne’s recent guest post on turning customers and donors into passionate fans, you should definitely do that!)

This one from Plywood hits multiple points: It’s descriptive, offers an incentive, and is exclusive!

Giveaways, discounts, free downloads, and special products are all great incentives for enticing someone to join your mailing list.

2) DESCRIBE WHAT PEOPLE CAN EXPECT 

If you’re clear in your messaging about what people can expect to get from you (hopefully on a consistent basis), it’s more likely that they’ll opt-in. Tell them what to expect and how it’ll help them.

There’s full transparency in this example. You know just what you’ll get from Habitat for Humanity’s emails—how delightful!

Take a page from my own book! In this example, I state exactly what people can expect in their Inbox, how it will help them, and how often they’ll receive emails, too.

This example from Thyme 4 Friends not only addresses the problems that its audience is facing, but tells them what to expect from upcoming emails.

Bonus, this one from Warby Parker is also super short and direct! 

3) ENTICE PEOPLE AND MAKE IT FUN!

Fun, witty, creative wording grabs people’s attention and makes them more eager to hear from you. Make them laugh and they’ll be excited to open your emails.

Who doesn’t love Ben & Jerry’s? Their messaging is so fun!

Alex’s Lemonade Stand plays up their mission and their roots while encouraging people to join the fight against childhood cancer, a very worthy cause.

Punny and includes a fun quiz? Yes, please! And quizzes are very popular right now. While not directly calling for people to join their newsletter, Bombas still requires an email address to receive the results. (Most people do . . . and you get added to their email list at the same time.)

When appropriate, let some humor shine through to connect with your audience. It’s a welcome and fresh reprieve from more serious, cut and dry marketing efforts, especially among younger generations.

4) SHOW PROOF 

Throw a few stats or social proof in the mix. This makes you more credible to potential donors and customers and helps convince them that they need to stay informed about your organization.

Highlighting how many subscribers you already have, as Cru does here, can be a good way to grab people's attention and make them want to be part of your crowd.

Girl Scouts demonstrates that their content is proven to help you, which can make parents more curious as to what they have to say.

5) KEEP IT SHORT AND SWEET

Keep it simple! Our eyes can glaze over long paragraphs, so keep it to a minimum. You want them to get the gist quickly. Try using just a few compelling key words to convey your point and get those email subscribers.

Everyone wants to actually enjoy reading their emails, right? The Good Trade has a simple, clean opt-in form.

Also from The Good Trade, this one highlights that you can expect uplifting content in just one sentence. We all want to hear more good news these days.

The two examples above are also great because they convey that their content is light and enjoyable in addition to beneficial.

So Worth Loving wants you to know that they are there to help you through the hard times, and “embrace” and “empower” are two incredible words that pack a punch.

6) MAKE IT EXCLUSIVE 

Creating a sense of exclusivity makes people feel special, and incentivizes them to sign up so they don’t miss anything. FOMO is real!

By using the word “insider,” Causeartist makes their content exclusive and lets you know there are special things you’ll hear about by opting into their emails that you otherwise wouldn’t.

Baronfig highlights that you’ll be the first to know about their new products, limited releases, and more exclusive content if you sign up for their newsletter. And they keep it brief!

Similarly, State Bags also makes use of exclusivity here, and lets you know exactly what to expect from their emails. A win win!

Allbirds has a great form here. They describe what you can expect to see, have a catchy header, and highlight the exclusivity of joining their list. Sounds like more insider discounts!

7) PLAY TO EMOTION

This is especially effective if you’re a nonprofit. Appeal to people’s emotions. Why should they care? What do they need to know about? How will your emails keep them informed?

This one from Thorn is simple in design yet still descriptive. It asserts their mission clearly and appeals to a supporter’s values.

New Story Charity makes sure potential donors know that 100% of their donations really go to helping families in need and encourages people to stay in the know so they can be part of the solution.

The call to action in Malala Fund’s newsletter form is super gripping and impactful. It makes you want to step up and join the fight.

8) INSPIRE YOUR AUDIENCE 

Use empowering and inspiring messaging that will make people want to be a part of your mission—and stay up to date on it!

Goodgigs uses action-forward, empowering messaging to gain more subscribers. (And they’re upfront with how often people can expect to receive emails!)

BuildOn’s method here is clear, informative, and powerful. They’re letting you know that by joining their email list, you’re becoming part of something big and impactful.

Simple, effective, brief. Preemptive Love cuts right to the chase and further demonstrates their mission, inspiring people to take action.

 A Few More Tips for Getting More Emails

Here are a few more tips to consider when formulating the perfect opt-in messaging:

1. Tell people how many emails they’ll get. Remove the fear of constant spam by being straightforward with how many emails you’ll send them over a specific time, or even give them an option! (ex: Receive weekly updates.)

2. Match your messaging to the page people land on. If your form is on a blog post, personalize it to the content they’re currently reading. Since they’re already loving what they’re seeing, this will increase chances that they sign up for future emails.

3. Make your call to action (CTA) button clear and creative. Avoid the typical “Subscribe” or “Enter” text on your button and jazz it up to match your organization’s mission or personality! 

4. Have multiple points of capture on your website. Keep a form on the bottom of your home page, at the end of your blog posts, anywhere you can! There should be several of them sprinkled throughout your site since people will navigate your website in different ways.

5. Don’t ask for a ton of info. The more info you ask for, the less sign-ups you’ll receive. It’s best to just ask for a first name and an email, or just an email address. 

6. Conduct testing. Try a few different things out. What works for one audience might not work for another, so do some tests and see what performs best.

Now, go forth and get those emails! Your message is worth spreading as far and as wide as possible, so avoid “Sign up for our newsletter” and, instead, highlight the aspects that make your work unique.

---

---

PIN THIS POST FOR LATER:

---

I’m Kristi Porter, and I help cause-focused organizations understand and execute effective marketing campaigns so they can move from stressed to strategic. Your resources may be limited, but your potential isn’t. Whether you’re a nonprofit, social enterprise, or small business who wants to give back, I’ll show you how to have a bigger impact.

---

This post was co-written by Kristi Porter and Megan Westbrook.

5 Lessons from 5 years As a Solopreneur

I can’t believe it, but this little experiment called Signify turns five years old this month!

This business was born out of a desire to help nonprofits and social enterprises have a bigger impact. After years of volunteering and freelancing for organizations and causes I believed in, I saw how many of them struggled with their marketing and communications. They had so much potential, but either didn’t have the know-how or the manpower to move their mission forward through marketing. I knew that’s where I could help.

And over the past five years, it’s been an absolute privilege to assist social impact organizations in increasing their sales and donations, building larger audiences, and doing more good.

But it hasn’t always been an easy and it hasn’t come without its costs. Being an entrepreneur is not for the faint of heart, and I certainly have more gray hair than I did five years ago!

Recent studies I’ve read say that only 50% of businesses make it this far, and there are days when I clearly understood why. I’d be lying if I didn’t ask myself more than once if this was all worth it. Being the one who makes all the decisions—and all the mistakes—can be exhausting, and there are times when I would’ve just preferred to show up to someone else’s office and collect a paycheck.

However, my mission and my “why” continue to inspire me every day to show up for my clients. I still deeply believe in what I do and the reason I do it, and am grateful to be a part of their story and the difference they make for others. For that reason, I’m here not only today, but hopefully for years to come.

And though there are a heck of a lot of pearls of wisdom I could share (and pitfalls I could tell you to avoid), here are just five of the lessons I’ve learned over the past five years.

1) When Your Motivation Wanes, Your “Why” Picks Up the Slack.

I mentioned this earlier, but being an entrepreneur is hard work. You don’t just have an idea, launch a website, and find yourself sipping cocktails on the beach weeks later with loads of cash to spare . . . no matter what you see on Pinterest.

There are lots of days I questioned my decision to start this business. As a solopreneur, I make all the decisions and the buck always stops with me. Some days I wanted to give up and just find a job where I could punch a clock and collect a paycheck. But I didn’t because my “why” kept me going.

Motivation is fleeting, but if you have a clear and powerful reason that you should show up each day, that’s what will actually drive you and make the headaches and heartaches worth it. I know the difference I want to make (and do make) for nonprofits and social enterprises, and that keeps me going because I feel that purpose deeply and want to live it out.

2) Your Brand Message is Everything.

First of all, if this is a new term for you, let’s clarify: Your brand message is what you want people to understand about your mission. And your brand voice is how you communicate your message.

In working on so many different projects for social impact organizations over the years, I kept seeing the issue of brand messaging crop up. Basically, as founders and entrepreneurs, we all reach a point where we can’t see the forest for the trees.

We begin by sharing our vision with friends and family who are willing to listen to our story and dream with us of what could be. But as we grow and bring others into the mission, we have less time to get our message across and we can’t distinguish what is most important and relevant for this new audience.

The result is confusion, stumbling over our words, rambling, or just a lack of clarity for how this new person fits in other than, “Show me the money.”

So, it is utterly essential to define your brand message, making it clear and compelling for the listener. Once you can express this idea in a way that resonates with your audience, you turn customers and donors into evangelists, which allows you to expand your mission.

Psst—need help clarifying your brand message? I’m here for you!

3) Your Organization Will Only Grow If You Do.

Investing in yourself is critical for convincing others to invest in you. People want to partner with those who are headed somewhere, and growing personally and professionally is a big part of that.

To become the industry leader, the subject matter expert, and the person that boards, donors, and customers put their faith in, you need to be focused on learning and becoming even better at what you do.

This could include:

• Finding mentors.

• Taking courses.

• Reading books.

• Listening to podcasts.

• Learning from peers.

• And much more!

Seek out educational opportunities wherever you can.

Additionally, part of your growth should come from observation. To move forward, you must take time to reflect.

Too many leaders are only focused on what’s new and next, and don’t take the time to learn from what’s already happened. And, as the saying goes, those who don’t learn from the past are doomed to repeat it.

This is one big reason I plan quarterly retreats. Not only do I use the time for planning, but I look back to see what’s working and what needs to change. I don’t want to keep making the same mistakes. I consider this another opportunity for growth.

4) Strategy Beats Tactics Every Time.

There’s a reason that marketing is so overwhelming for people: There’s always something new to learn or try. It’s a lot to keep up with! Heck, even those of us who do this professionally can’t know everything.

That’s why you need to prioritize strategy over tactics.

For example, social media is always a big topic of conversation with peers and clients. Which platforms should you be on? What do you post? When do you post? What’s the latest change to the algorithm? It’s like a moving target.

But you know what? I personally don’t prioritize it. It’s not that it’s not important, but it’s just not a big part of Signify’s strategy at this time. Instead, for my business model, I primarily focus on content, search engine optimization (SEO), and word-of-mouth referrals. My time is spent in those areas rather than worrying about Facebook’s most recent changes.

Will that always be the case? Probably not, but right now, that’s my plan . . . and I use that word literally. I put my time and energy into those tactics because they are built into my strategy for growth.

If you don’t have a strategy and plan, you’ll always be stressed by tactics. And when marketing distractions pop up, you’ll have no filter to make decisions. So, start with a strategy and let that determine your tactics.

5) Be Courageous Enough to Make the HARD CHOICES.

I wrote an entire post on this topic in January, but part of being a leader means making the tough decisions.

For me, it meant getting a part-time job—and that was an excruciating decision. There was a lot of fear, worry, and anxiety. And even though the basis came from chronic health issues, I still felt like a failure in many ways.

But once the decision was made, I felt like a huge weight was lifted off my shoulders. And I happen to love the team I get to work with now. Plus, I’m able to serve the social impact community in an entirely new way as well as continue to run Signify. #WinWin

There have been plenty of other decisions over the past five years that haven’t had the outcomes I’d hoped, but that’s the gig, right? There’s always some measure of risk, some unpopular decisions, and some times when things don’t go in our favor. It’s what we signed up for as entrepreneurs, founders, and leaders.

But I’d encourage you to be courageous. Gather the facts, calculate the risks, trust your instincts, and take the leap. You’ll never get it 100% right, but that’s also part of the adventure. And, after five years, I can certainly tell you that it’s still an adventure!

What lessons have you learned in founding or running a nonprofit or social enterprise?

---

---

PIN THIS POST FOR LATER:

---

I’m Kristi Porter, and I help cause-focused organizations understand and execute effective marketing campaigns so they can move from stressed to strategic. Your resources may be limited, but your potential isn’t. Whether you’re a nonprofit, social enterprise, or small business who wants to give back, I’ll show you how to have a bigger impact.

---

4 Tips for Turning Your Customers and Donors into Passionate Fans

If you haven’t heard of Change the World By How You Shop, you’re in for a real treat! LeeAnne McCoy has been a member of the Signify community since the early days, and I can testify that she and her ethical shopping guide are dedicated to helping people find products that they’ll not only love, but allow them to make a difference.

And in the course of researching brands to include in her guide, LeeAnne has had dozens of conversations with makers and founders, and has unique insight into why some brands can turn their customers and donors into passionate fans while others simply sell their goods.

I’ve asked her to share those differences with you in the hopes that you can also make the leap from store to sensation. Because when you can successfully turn customers into advocates, you’ll be able to take your mission to a whole new level and make a bigger impact.

A few months ago, one of Mercy House Global’s homes for teenage moms in Kenya burned to the ground. And in a passionate response to the tragedy, I watched the bars quickly fill up on their online fundraising campaign. Within a matter of hours, they raised thousands of dollars—enough to replace all the items lost in the fire including clothes, beds, and more for the young moms and their little ones.

And recently, Shelley, founder of Papillon, was visiting Haiti. She shared with her Facebook followers some of the medical needs of the artisans who work for her. Before she got on her flight home the next morning, she was able to tell her employees that people they had never met had donated enough to cover all their medical expenses. 

These kinds of stories are actually common for these two nonprofits. Not only do they quickly raise funds for their needs, but they also frequently sell out of newly released fair trade products. Why? 

They both have a very loyal following of customers and donors who are as passionate about their mission as they are. 

So, how can you turn your customers and donors into fans as loyal as those who follow Mercy House Global and Papillon? Below are four ways nonprofits and social enterprises turn followers into passionate fans.

1. Be Real

Lauren, owner of the small ethical online boutique Naupaka, is not afraid to admit her mistakes. As a one-woman-show, she sometimes sends out newsletters twice or sale notices on the wrong day and then sends a funny apology email with the correction.

Her transparency makes shopping from her online store feel like shopping at your local brick and mortar.

Shelley from Papillon is also very transparent about her challenges in running a nonprofit, as well as her relationships with her employees. She recently posted a live cell phone video on Facebook of the Papillon workshop in Haiti. Watching the banter, the smiles, and even those who ducked down because they were too shy to be on camera was like being there in person. This did far more to inspire support for Papillon than any professionally recorded video could have done.

Your supporters are inundated constantly with advertisements and requests for donations, but a sense of authenticity can make your requests stand out from the crowd. 

2. Be Personal

Because of the pandemic, connecting in person with your followers may not always be possible, but there are numerous ways to personally connect from a distance.

A handwritten note goes a long way. I treasure the many handwritten notes I have received from various social enterprises and artisans I support through Change the World by How You Shop. A personal email can have the same impact.

Facebook offers some great opportunities for connecting personally with your followers. Shop with a Mission has had to close the doors of their fair trade store in California all year because of COVID-19. However, they started weekly Facebook live shows where they laugh, tell jokes, host giveaways, and show off products. By watching the live shows, both local and out-of-state followers get to connect personally with the owners and employees.

Several other fair trade shops have utilized Facebook to introduce international artisans via live video. Others, like Mercy House Global, have created an “insiders” group which invites a small group of their fans to be a special part of their mission. Shelley from Papillon goes one step further and “friends” customers and donors on her personal Facebook page.

People are more likely to support organizations they have a personal connection to. Thus, the common joke about “Mom is my biggest fan.” Whatever method you employ, keep looking for ways to help your followers feel like they are personally invested in you and your mission. 

3. Be Specific

Recently, I purchased a basket from Eternal Threads, a nonprofit fair trade organization. Beautiful as the handwoven basket is, I bought it not just for its beauty or because I wanted to support a generic cause such as fighting poverty in Africa. I bought it because it was Rosemary’s basket. From following Eternal Threads, I had learned Rosemary’s story, how she lost both her parents and was raising her younger siblings and selling baskets to pay their school fees. I bought her basket to remind me to pray for Rosemary and because she inspires me. 

Even when you cannot share names or pictures, you can still be specific: 

Likewise, Papillon recently shared that one of their employees’ sons was HIV positive. Because of the stigma around HIV, they could not share names or pictures, but they shared enough details of the story to inspire many to donate.  

And when Mercy House Global started their fundraising campaign after the fire, they raised funds for specific needs, one at a time, such as mosquito nets, beds, and toddler clothes. Each individual need they posted was quickly provided for by donors who understood their mission, what was being asked of them, and what the result would be from their contribution.

4. Follow Up

Giving frequent updates on your supporters’ impact will strengthen their commitment to your mission. Papillon sends frequent updates to the donors who contributed to their employees’ medical needs. And Mercy House continues to send updates on the teen moms who lost their homes in the fire and the new homes they hope to purchase for them.

Eternal Threads, who sells Rosemary’s baskets, continues to share her story. Recently, her little brother was robbed and beaten on the way to work and his cell phone and bicycle were stolen. When they shared the need for donations to cover his medical care, it was simply one more chance to be part of an ongoing story.  The update and personal thank you from Rosemary they forwarded to donors ensured they would be quick to participate in the future as well.

Every little step you take towards having authentic, personal, specific, and ongoing communication with your followers will help build their relationship with you. And nurturing those relationships over time will turn customers and donors from occasional supporters into passionate fans who will be vital partners in accomplishing your mission.

It’s certainly worked for the organizations above. How will you make it work for you?

---

LeeAnne McCoy is a mother of six young children and a piano teacher in Washington State. In her "spare time," she is also the creator of Change the World by the How You Shop, an online ethical shopping guide which makes it easy to find products from brands that go beyond ethical and fair trade to change lives around the world. Her mission is to support those brands by helping more people discover their products.

Facebook I Pinterest

---

---

PIN THIS POST FOR LATER:

---

I’m Kristi Porter, and I help cause-focused organizations understand and execute effective marketing campaigns so they can move from stressed to strategic. Your resources may be limited, but your potential isn’t. Whether you’re a nonprofit, social enterprise, or small business who wants to give back, I’ll show you how to have a bigger impact.

The Networking Matrix: How to Find People and Build Connections

Networking: No matter your organization or expertise, it’s one of the skills that everyone needs to grow their nonprofit or social enterprise. But, depending on your personality or interpretation of the word, you may be reluctant to pursue it.

Today’s post may change that, though. Using her proven “networking matrix,” my friend Sarah Voltmann Costello will demonstrate how to make your networking not only more effective, but remove any stigma you have about it being sleazy.

Authentic networking is simply relationship-building, and I know you’re already good at that. So, let’s just put a little intentionality behind it. Once you learn how to find the right people and build valuable connections, you’ll be able to increase your impact through new donors, customers, partners, and sponsors.

No one builds a successful organization in a silo, and this post will show you how to rally a community for your cause.

Networking can be an intimidating thing to do. Awkwardness and fear of putting yourself out there as a professional is completely normal. You are in a different frame of communication than you’re used to.

You aren’t talking about things you saw on social media, music, or what you did this weekend. This is, in fact, an entirely different language from how you talk about your personal life. Knowing who you want to talk to, how to make an ask, and how to tell your “why” is an art.

The good news is, you’re not alone! And there are ways to create an action plan that takes the guesswork out of it.

As a military spouse, nonprofit professional, and social entrepreneur, this method of networking has become my lifeline for moving into new spaces (figuratively and literally). Perhaps you have experienced a career change, a sudden move, or you’re trying to establish a better network to leverage a better job. Whatever your reason for wanting to network, it can seem an impossible task until you break it down into steps. 

I had to learn this method the hard way, by starting over three separate times in three completely different regions of the U.S. I moved to Seattle in 2019 knowing only my realtor, but I now have a strategic network of over 250 individuals related to or able to empower my work here. And it took me less than a year to do most of that—you can do this, too!

So here we go! I’m going to share with you my method for adjusting quickly to a new scenario, how to connect with the people in your sector, how to make a plan for connection, and how to execute that action plan.

Let’s build your network matrix.

Six Degrees of Separation 

You have probably heard of the song, the film, and maybe even the Kevin Bacon game. “Six Degrees of Separation” is not a new concept; in fact, it dates back to 1929. That’s right, prior to computers, the internet, social media, and smartphones, experts claimed we were within six degrees of anyone we would want to meet. Nowadays, that number is even smaller!

Here’s how it works: Our network exponentially grows as we leverage the network of others. When we invite people into our network, we have the opportunity to leverage theirs. And even though we may not realize it, we are even within six degrees of someone like Richard Branson. All that’s required is some intentionality. 

How are you supposed to utilize this awesome web of connections if you don’t even know it exists? You need to create an action plan of who you’re trying to meet and how you plan to do it.

Without a plan, there might as well be 1,000 degrees between you and a “Richard Branson” figure. Going to a Rotary Club meeting, attending chamber of commerce meetings, or participating in any other networking group is great! However, allowing people into your network “as they come'' will not get you where you want to go quickly. It may happen eventually, but we have the opportunity to be more strategic.

The Six Basics of Networking

Start with the six basics: who, what, where, when, why, and how. 

WHO are you trying to connect with? Is it executives with decision-making power, HR representatives to get an interview, donors for your fundraising, investors for your product or service, or case workers in the field? Who are they and what role do they play? 

The next question to answer is, WHAT industries or type of work are you trying to connect with? For instance, nonprofits, government, public, or private are all areas to consider. Can you go further and break them down by industry codes or cause areas? The more specific you can get, the better you’ll be able to communicate your needs to others in your network.

These first two are key. 

WHEN and WHERE are very simple. You’ll need to answer for yourself, “What’s my time frame? WHEN am I trying to accomplish this?”

This long-term or short-term goal will dictate how many meetings you need to take per week. For instance, if you are moving to a new city and need to apply for jobs, you might schedule anywhere from three to seven networking meetings per week to get started.

Keep your WHERE simple. It’s the radius of where you need to network: city, state, or region. The tighter you can keep this radius, the more connections you will find immediately. 

Now, plan HOW you will connect with these individuals. Will you attend networking meetings, reach out to your existing connections, or rely on warm leads or introductions to meet new people? What groups are they associated with? What events are they speaking at? 

And finally, know your WHY—the story you tell or your elevator pitch—along with your “ask” as you start connecting with these individuals you’ve worked so hard to find. 

Let’s dig into each of these steps a little deeper.

WHO AND WHAT

Let’s pause for a moment and discuss tools you already have at your disposal to define your WHO and your WHAT.

With the internet we are more connected than ever to all of mankind’s knowledge. Social media, government websites, Forbes, LinkedIn, GuideStar, and Google are powerful tools for helping you identify the organizations and individuals in the fields you need to connect with. And there’s no need to pay for expensive PROSPECT LISTS!

For instance, you might search for social enterprises in your area, or perhaps you’re looking for case management organizations. Maybe you need a list of millionaire CEOs who support equal hiring. Don’t reinvent the wheel: Check to see if someone has done this work for you already. And if you are struggling to find results, break your target audience into more manageable bites.

WHEN AND WHERE

Your strategy should be S.M.A.R.T: specific, measurable, achievable, realistic, and timely. When answering these questions, you should set Key Performance Indicators (KPIs) for yourself that let you know when you’ve achieved your goal.

Focus on what you’re trying to achieve. Is it quick employment, integration into a sector, or credibility in your line of work? Where are you trying to meet your goals? Which states or regions will you focus in? Can you narrow it down to specific counties in order to become well-known among common professional circles? When are you trying to achieve this? Is it in one year or immediately?

Set realistic goals for yourself such as:

1. Attending one networking event per month

2. Scheduling one to two networking meetings per week

3. Focusing on one area where you will do the majority of your work to start (i.e. Seattle)

HOW

How will you connect? Are you starting from a foundation or are you starting from scratch? This is often the part that trips people up the most.

Start by building a spreadsheet of all the organizations you want to connect with, their employees, and the existing connections you have. 

On LinkedIn you have the ability to search any company, click on their employees list, and filter it based on 1st or 2nd degree connections. These are individuals in your network who are already connected to the people that you are searching for. You may be surprised by who pops up. Often it’s individuals that you may have spoken to before about introducing you to others, but without a targeted WHO and WHAT they didn’t know HOW to do that for you. Now you have the ability to give them a list of names and ask for targeted introductions. 

This changes the conversation entirely with the individuals you are trying to meet. Remember, when reviewing applicants, the recruiter’s job is to say “no” and narrow down the list. When networking, however, their job is to be social and “connect.” Build out your spreadsheet of existing connections and potential warm introductions and you will get to a “yes” quicker!

If you are starting from scratch, here are a few tips to get you started:

1. Join groups on LinkedIn or social media that are relevant to your WHO/WHAT/WHY or background.

2. Find in-person groups and networking events to attend regularly such as Rotary Club, BNI, Chamber of Commerce, etc.

3. Collect business cards from everyone you talk to because you need a foundation to start with. DO NOT give them yours and expect them to email or call. You need to take the initiative.

4. Send follow-up emails within 48 hours and ask for a quick phone call or one-on-one.

5. Send thank you emails and LinkedIn connection requests within 24 hours of one-on-ones.

6. Have a specific “ask” (or request) that includes referrals to their contacts.

7. Update your networking matrix with your new contacts regularly.

WHY

When you finally reach the point of receiving warm introductions to the individuals you’ve looked for and researched, they’ll want to know WHY you want to connect. What will that story be?

Focus on being concise, telling a little bit about yourself, and detailing who you are trying to connect with.

For example, you can write emails like this one to your connections so they can forward it to the contacts you’ve asked to meet as an introduction:

Mr. Smith,

Thank you for taking the time to meet with me this week. I wanted to send a quick follow up with you about our conversation.

I mentioned that I was new to (city) and am building my network alongside my job search. I’m a X professional, with X years of experience in X and X. I’m passionate about X and want to meet other individuals who share that mentality. I’ve attached my CV for a bit more context on my background.

Can you introduce me to some professionals I should know who are involved in X industry/work? Thank you for your time!

Warm regards,

Your name

Your Network is Only as Good as Your Follow Up!

One final point: Networking works best when you focus on being of “service” to those you want to do business with. It’s not all about you.

What are they looking for?
What do they need?
Can you provide it or something similar?
Look for opportunities to be useful to them. 

This concept is called “servant leadership” and if you are looking to attract people to you and your cause, this is your strongest tool! When you put yourself out there to serve others, they will in turn look for ways to serve you, because they are grateful for you.

Build the mentality that you are searching for professional “relationships” not gum ball machines. Here are some tips:

1. Take notes while you’re meeting.

2. Follow up on something specific they said.

3. If they helped you achieve something, thank them and return the favor.

4. Respond within 24 hours.

5. Ask for follow-up meetings and schedule immediately when you can.

6. Find places to “bump” into them again.

Still Having Some Anxiety?

If you still feel like this process might not be for you, let me share some examples of success that I’ve had over the years using this approach:

• Working for an international organization, my team leveraged this method to find STEM and business internships for students abroad to work in the U.S.

• Moving from Indiana to Florida, I had to start over in a new line of work. I used this method to become a program director in the nonprofit sector.

• The Air Force moved us from Florida to New Mexico, and I started a real estate social enterprise to employ myself. In six months, I had a team of 10 partners (real estate agents, investors, and fellow entrepreneurs) in three states to help me make offers on homes.

• When we moved from New Mexico to Washington, we only knew our realtor. I used this method to meet nonprofit professionals with hiring power and gained a meeting with the CEO of a $140 million organization.

• Through my networking matrix, I was referred and asked to serve as a volunteer consultant for immigrant/refugee serving organizations. I gained employment with one of the nonprofits shortly after.

• Now I use this method to meet major donors and to establish a social enterprise for a nonprofit in the Southeast.

The most important theme in all these successes is not determination or ingenuity, but service to others. Keep that mentality as you’re networking and you will find doors opening for you.

GOOD LUCK OUT THERE!

---

A nonprofit professional, Air Force wife, and social entrepreneur, Sarah Voltmann Costello has spent the last 11 years building a career centered on the ideals of a global mindset and nonprofit efficiency practices while being a trailing spouse.

Leveraging her Network Matrix strategy, she has learned to be a highly adaptive and tenacious “servant leader,” focused on driving greater impact in our global community by supporting nonprofit leaders in their missions wherever she is placed. Over the years of working with more than 60 nonprofits across multiple impact areas, she has learned to leverage the existing assets of an organization to build strategies for real growth that can be multiplied toward large-scale community development.

Today, Sarah lives in the beautiful PNW in Seattle, WA, with her husband, and leverages these strategies to break down barriers for nonprofit leaders around the U.S. by building sustainable fundraising or social enterprise ventures.

LinkedIn

---

---

PIN THIS POST FOR LATER:

---

I’m Kristi Porter, and I help cause-focused organizations understand and execute effective marketing campaigns so they can move from stressed to strategic. Your resources may be limited, but your potential isn’t. Whether you’re a nonprofit, social enterprise, or small business who wants to give back, I’ll show you how to have a bigger impact.