Outreach or just reaching out? How to get serious about growth Part 2

When you were a kid, did you play with Mr. or Mrs. Potato Head—and roar with laughter by putting facial parts in different places? You know—an ear in the eyeball hole and the lips where the eyebrows go.

This morning, I felt like that discombobulated Mrs. Potato Head walking in the frigid air to my office.

Hat edges blocking parts of my vision. Double masked because of today’s increased Covid risks. My ears pulled forward by the straps and hat. Glasses on top of the masks, raising them a bit and slightly altering my vision. And still, my lenses fogged up.

We can have this same discombobulating feeling when attempting outreach without proper design.

Your intentions may be positive—especially when your nonprofit offers a free service.

However, without the right words, actions, and sense of timing, you may not see the results you want. And then you question yourself, make up stories about the other person's actions, and get out of sorts. 

Last week I described three steps to get you better attuned with your audiences.

Three More Steps to More Effective Outreach

Here are three more steps.

What’s your sales process?

Surprised you with that word, “sales,” didn’t I?

Well, it’s true. Your goal should be to persuade and influence that audience to engage with your organization in whatever way you have in mind. That’s what the best salespeople do.

The very best always have the other person’s best interests in mind.

That means that simultaneously you have to be weeding out people who are not a good fit for your program or service.

In outreach, just like in sales, you have to develop a process that mirrors your audience’s decision-making process.

What do you need to say in each step?

Have you ever had someone on LinkedIn ask to connect with you, and no sooner did you agree when all of a sudden, they’re trying to sell you something?

Ugh! The worst!

When you design your outreach correctly, you do not “show up and throw up,” as these LinkedIn lurkers do. To the contrary, you know what to say at each step.

This step-by-step process allows you to build a relationship, make sure that what you have to offer is a good fit, and help others imagine your service in their personal or professional lives.

How will marketing communication support your effort?

Then you develop communications materials and campaigns to support your efforts rather than carry all the weight.

Once you have a good process that enables a two-way dialogue, rapport, and greater effectiveness, you’ll see more success—and feel less discombobulated.

For 2022, get to know your audiences, design a compelling process, and get ready for high-powered growth.

If you would benefit from outside, expert assistance in designing your outreach efforts, let’s talk. You can schedule a call here.