Worthwhile causes...I'm talking to you.

I've sat in meetings over the years with one too many great groups of community leaders who perpetually struggle with the Big Ask of those who are faithful contributors and with those who know nothing of the given mission within that non-profit organization. Much like a for-profit business, you must first know your various audiences and plan events around preferences, demands, and support potential. Here are a few examples, including Labor Intensity vs. ROI:

* Golf tourneys, 5k runs, boating, other large scale athletic/outdoor events - keep in mind that these are mostly about the sport or event, not the cause. You cannot adequately share emotional, meaningful, and lasting stories while a bunch of guys just want to tee off, all are stretching and waiting for the starting gun, or cocktails are being served on the Lido deck....talk about failure to launch. These events are opportunities for big supporters, especially corporate, that can do their part for the community at-large, invite those who mean a lot to their business, and have fun with a diverse groups of participants. These are certainly great publicity events, as well, but are super labor-intensive. Big players with deep pockets must be involved before taking on such an event or this will be a net loss for any given mission.

* On the other extreme, there are "friendraisers". Groups of a dozen to a few dozen potential supporters gathering at the home of someone or a family that everyone there knows, admires, and values their opinion. Your mission now has a heightened credibility and all are ready to learn more about the value of the mission, what it means to our greater community, and just what greater support would mean for all involved. The Big Ask is expected and should be delivered in the way that best suits the generous host or hosts, with the most tactful means to continue the conversation via newsletters and on-line communication in perpetuity. The Big Ask could include the host "passing the plate" so to speak and/or sending everyone away with a small token of appreciation, including a reply envelope. These events, with an engaging and committed host, are not as labor-intensive, have very little expense involved, and well worth most organizations' time and energy.

* There are plenty of great events in-between that offer great publicity, boosts to top-of-mind awareness of the mission, volunteers, and also financial ROI per event. However, any event is only worth its salt if enough engaged volunteers step up or answer the call, engage, and help the organization's staff pull off the best effort possible. A shabby volunteer effort will lead to a lessened event and potentially a lasting, poor image of the mission and those involved. That cannot be an option. You are better off networking like mad, one-on-one, than throwing large, lousy events that demean the daily struggle to better our community.

Obviously, any event creates NanoNetworking diamonds among a sea of various stones gathered. However, organizations with limited resources, and a primary focus on the daily mission, must seek the paths of least resistance and greatest ROI potential and not waste time and energy on more distracting events that leave little impression and long-term growth potential. As I advise worthwhile org's on a regular basis, it all starts with the core group of support and this group must be strategically explored and walked through a thinking process that leads to the people and places that can mean the most to that mission's success. It takes a different way of thinking and exploring minds and hearts, which is one of my favorite things to do.

What the devil is NanoNetworking?

NanoNetworking is very simple. First, you must consider the scale and scope of your relationships. We all know people and those people know more people and so on. Now, think about what you need to achieve your goals, expand a bigger mission than just you, take on new opportunities, etc. How do those achievements to come and those who can help you come together? The answer is you.

No matter if you are a recent graduate or a seasoned professional, a high-powered CEO or a non-profit Executive Director, a youth director or a church elder...you have circles of influence that can easily be explored one conversation at a time. You just have to start with those closest to you, offer a specific goal to achieve, and be open to where and to whom each conversation may take you.

Most of us tend to stick with what and who we know, stay in our respective comfort zones, and avoid the Big Ask like the swine flu. My advise is to push those boundaries, while appreciating and honoring the relationships that you have today. The Big Ask is nothing more than a face-to-face conversation with each of those you admire, trust, and would help, if asked yourself. After 20 years of so of Big Ask's, here are just three case studies of mine that you may find interesting:

* In the mid-1990's, a fellow marketer/friend of mine called up with a Big Ask to meet with a guy about a product he created. I agreed, but did not look forward to the meeting. In our business, 99% of product ideas never make it to market. This one did. We sold over $100 million in product in just a few years. Answering my friends call, respecting the relationship, and seeing the opportunity through all of its usual up's and down's paid off quite well.

* A few years ago, I decided to stop at a golf-related business I had passed over and over again traveling along the interstate. I bought a few things, met some nice people, and eventually met the owner. I invited him to play golf, visit with us in E. TN, and get to know one another better. From stranger to friend to business associate in no time flat! My Big Ask was simply to get to know one another and our businesses better. Business deals came and went and we are still friends and exploring other opportunities to come.

* Recently mentoring the #1 worldwide, non-profit brand, I advised this group of leaders to stop thinking about "who we know" in global terms and start thinking about the same in very specific terms. Three leaders answered my Big Ask with their take on this mission's ties to another well-known, service organization, to companies in need of federally mandated training they offer, and to initial effortsin the philanthropic and fundraising communities. Each example of circles of influence led the expansion of conversation and thought that eventually defined a NanoNetwork road-map for each to pursue and greatly benefit their part of that mission. Still to come... we must drill-down with each of the three team leaders to see that each road-map is maximized and allowed to twist and turn as needed.

Thinking "outside of the box" is as cliche' as phrases can be. However, there is wisdom in getting outside any given boundaries and keeping one eyes and ears open for known and unknown opportunities. It just takes a spark of thought sometimes to get there.