Maintaining your network

"You never know who you will work with or for."

"Be careful--the before you burn that bridge be sure you aren't standing on it."

You've heard them all. And they all bring up an important point: maintaining your network is as important (or more important than) building your network. A case in point: my colleague, Rob Mitchell at Philanthromax.

Rob and his business partner, Hank Zachry, founded Philanthromax as a consultancy and product provider for the non-profit marketplace. They recently rolled out a new product, PhilanthroDEX, to this marketplace. The concept of the product is new to this marketplace.

(In the interest of full disclosure, Philanthromax is a client of my company.)

This is a very good example of using an existing network to build a new brand an product. The good news is that Rob and Hank have extensive networks in the marketplace (industry) and use the power of relationships to build awareness.

Rob is a former head of the American Cancer Society Foundation and Hank has extensive ties to the planned giving world.

These ties have been critical in introducing PhilanthroDEX out to the world. With the tandem challenge of building a brand of a young company at the same time, the value of "who you know" has paid dividends.

While it is tempting to do direct selling in a situation like this, truthfully the real value has been in gaining solid advice and fresh, outside perspectives.

One network contact gave advice on how to judge the value of the product in the marketplace and gauge acceptance. Another saw another use and application of the product. These insights are almost as important as selling the product itself, if not more so.

The make the point of the value of a network, both of these advisers were long-time acquaintances of Rob who recalled him from earlier conversations. In once case, the contactee remembered first.

Dont' burn that bridge or forget anyone. They do come back.

Relentless

Non-profits and social media

Today over lunch I heard a presentation by Michelle Wilde of Tech NPO. Michelle is an expert in both non-profit marketing and technology. She spoke on "eMarketing: how to successfully market your nonprofit organization on line," to the DFW chapter of the American Marketing Association.

We hear about the social media sites (LinkedIn, Plaxo, Facebook, Myspace) almost daily (hourly?) these days. Ms. wilde's take on them, however, was targeted at how to find and market to potential donors. It was compelling and clear.

The messages to take away from this is just as if you used more traditional media:

• Always have an "ask"
• Give those that stop by your site ample opportunity to give and give easily
• Build a robust e-mail data base
• Direct traffic to a professional-looking and functional website

As with any kind of networking, don't be afraid to ask and focus on who is in front of you right now.

Relentless