Networking to Find Potential Donors for Fundraising

Summary of Today’s Training

• Many grassroots leaders feel their local relationships are not enough to fund their program, so they need outside donors.
• The best way to meet outside donors is networking, which means meeting new people through the people you already know.
• Networking is like building a spider web: you start with close connections, then expand outward through introductions.
• Networking takes practice and preparation, but it becomes easier over time.
• This week, create a digital business card, identify who you want to meet and take one step to connect.

In many under-resourced and grassroots organizations, leaders tell us something like this:

“My community is not rich enough to fund this program. My existing relationships cannot cover what we need.”

If that sounds familiar, you are not alone. Many organizations do need “outside” donors, meaning donors who live outside the immediate community or who are not already in your close circle of existing relationships.

So how do you find outside donors?

The best way to find outside donors is through networking.

Large charitable organizations sometimes have donor databases with thousands of names. Their fundraising staff may work from that list for years to find potential donors.

But if you do not have a big list, you have to build one.

The most practical way to build that list is networking.

Networking simply means meeting new people and building professional relationships, often through introductions from people you already know.

What networking is (and why it matters).

You must have people who know you and are interested in your work before you can begin to ask them for donations.

You may think you do not know anyone who could become a donor. But we want to encourage you to look at this differently.

Anyone you know can help you, no matter their economic status, age, education level, or any other factor. Do not limit yourself by ignoring the relationships you already have.

Networking is like making new friends, but both people understand that the goal is more professional and mission-oriented.

How networking works (the spider web).

Networking usually starts with the people you already know, and then you ask them to help you meet new people.

It is like a spider web:

• you start in the middle with close connections
• then you build outward, one introduction at a time

You might not call this “networking” in your culture, but the practice is common all over the world.

Imagine you need to hire a carpenter to help build a home. If you do not know any carpenters, you would ask your friends if they know one. If a friend knows a good carpenter, they would introduce you. That is networking.

Fundraising networking works the same way. Here are two practical ways to do it.

Network through the people you already know.

1. Pick 5 to 10 people you already know who are and possibly about your work.
2. Tell them what you are doing in 2 or 3 sentences, if needed.
3. Ask a clear question:
   • “Who do you know that might care about this kind of work?”
   • “Could you introduce me to one person who might be interested?”
   • “Is there a group, church, business, or organization you think I should connect with?”
4. Make it easy for them to help by sending:
   • your digital business card
   • one short paragraph about your program
   • a link to your social media page or website (if you have one)

Use social media to find warm connections (not cold strangers).

If you use LinkedIn, Facebook, or other platforms, you can often see “mutual connections.” This is a simple way to network without starting from zero.

Warm connections are people you can reach through a shared relationship or context, such as a mutual friend, a past interaction, or a shared group, so your message feels familiar and trustworthy. Cold strangers are people with no prior connection to you or no shared experience/context, so an unexpected message can feel random or suspicious and usually takes longer to turn into a real relationship.

Here is a practical process for networking for warm connections:

1. Look at the profile of someone you already know.
2. Notice who they are connected to (or who likes and comments on their posts).
3. Identify 1 or 2 people who seem relevant to your ideal donor profile.
4. Ask your contact for an introduction.Example message: “Hi. I noticed you are connected to.... Would you feel comfortable introducing us? I would love to meet them and learn whether they are interested in our work.”

If an introduction is not possible, you can send one careful, respectful message. Mention your mutual connection, state why you are reaching out, and ask for a short call or permission to send an update. Do not start by asking for money.

Networking requires courage and practice.

Networking requires some of the same principles as fundraising:

• be brave
• be persistent
• communicate clearly
• remember you are doing this for the sake of your community

It might feel intimidating at first. But the more you practice, the more confident you will become.

A simple process to start networking.

Step 1: Identify who you want to meet.

Not everyone will support your work. So it helps to start by identifying the kinds of people who are most likely to care. This is sometimes called an ideal donor profile.

Ask yourself:

• What type or kind of person is likely to care about this issue? For example, school teachers if your program educates children.
• What experiences that they have had which might make them interested in your work? For example, someone who has traveled to your country in the past.
• What connection might they have to your mission (a shared faith, shared interest, shared experience, or connection to your country/community)?

Then ask:

• Where are these people? Where do they live? What public spaces do they go to?
• What online communities are they a part of?
• What in-person or online events do they attend?

For example, if you want to connect to people from Europe who have traveled to your country, what places do tourists visit in your community? What online groups do European tourists join? Once you know where they are, your job is to start showing up in those same places.

Step 2: Prepare a few basic tools.

Before you network, it helps to have:

• a simple way to share contact info (a printed or digital “business card”)
• at least one online place people can find you (a basic social media profile or page, or a simple website)
• a simple way to track contacts (notebook, phone notes, or a spreadsheet)

A note about business cards.

Nowadays, many people do not exchange printed business cards, and printed cards can be expensive. A good option is to set up a free digital business card using a website like hihello.com (though there are many other options), then text or email it to new contacts.

You can see my card here: https://hihello.com/p/8fba4b78-9518-450e-957e-bd9c0ff1b7f1. I use this card when I’m networking in person, by either giving someone this link, or preferably, I download the app to my phone, then I have a QR code for my online business card that they can scan to get my information automatically.

Here is a short tutorial playlist to help you get started with hihello.com.

Stay organized so you do not lose contacts.

Organization is a key part of successful networking. You do not want to get someone’s contact information and then lose it when you need it.

Use any system you prefer, such as:

• an Excel spreadsheet
• a dedicated notebook
• your phone notes
• Google Contacts
• any other online program

Also make notes so you remember who the person is (we all forget over time). For example:

• where you met
• when you met
• where they live
• their spouse’s name (if you learned it)
• anything else you want to remember
• if appropriate, you can even attach a picture

You don’t have to have a professional business card or website to start fundraising. The goal is to be ready to follow up and not lose the connection.

Step 3: Focus on relationships before donations.

When you meet someone new, your first goal is not to ask for money. Your first goal is to build a relationship:

• introduce yourself
• share what you do
• learn about the other person
• ask if you can stay in touch (if yes, make sure you keep them updated on your work!)

Then, over time, some of those people may become donors, advocates, or connectors who introduce you to even more people.

How to network “from scratch” at events (in person or online).

If you attend an event and you do not know anyone, you can still network well. Here is a simple approach:

Before the event

• Decide who you want to meet (your ideal donor profile).
• Prepare one simple introduction sentence (who you are and what you do).
• Set a small goal, such as: “I will meet 2 new people and collect 2 contact details.”

During the event

1. Start with an easy opening question:
   • “Hi, I’m ___. What brought you to this event?”
   • “What kind of work do you do?”
   • “How are you connected to this topic?”
2. Share your short introduction (30 seconds): who you are, what you do, who it helps.
3. Look for interest. If they ask questions or seem curious, keep going.
4. Ask to stay in touch:
   • “Could I get your email or WhatsApp and send you one short update about our work?”
5. Send your digital business card right away.
6. Write a quick note to yourself as soon as you step away: where you met and what you learned.

After the event (follow up within 1 to 3 days)

• Send a short message: thank them, remind them where you met, and share one  link or short update.
• If appropriate, ask one simple networking question: “Is there anyone else you think I should meet?”

Your next step:

1. Write down one ideal donor profile (the kind of person you want to meet).
2. List three places you could meet people like this (in person or online).
3. Ask one person you already know: “Is there anyone you can introduce me to who might care about this work?”
4. Create an online business card, if you don’t already have one.

Small steps, repeated over time, will grow your list and help you find outside donors.

Do you like these emails? Want to learn more?

If you want more support than this free training, the Cultivate Empowerment Program includes fundraising training, practical tools, and coaching. This is just a small sample of the fundraising training that we offer.