Relationships are Everything – The Importance of Human Connection in Fundraising

Technology and the pandemic have changed so much. Yet for many of us, they have cemented the importance of human connection. Forced virtual connectivity created an interesting case study for us in real time and highlighted the importance of true quality human connection.

In recent years, we’ve seen a number of studies showing the health, business, and community benefits to quality human connection. There is a misconception that philanthropic fundraising is free money that only needs to be requested for it to fall from the sky. But the reality is, when time and energy is spent on building true human connection, that’s when the commitment to a cause or organization and willingness to give increases.

But how do we foster quality human connection?

Unlike popular belief, forming a connection does not require shared experiences. Instead, connection is created upon the recognition of similarities and differences and their appreciation and acceptance. Human connection starts with understanding yourself and wanting to understand others. It is the ability to listen and acknowledge the big things and small nuances that make up a human being.

The speed of connection may build slowly over time during many interactions, or it can be instantaneous. Time and opportunity for repeated connection determine if it continues. Time, opportunity to build more experiences, trust, accepting the humanity in others, authenticity, and the limitation of judgment. 

When we build human connection with our donors and potential donors, we are more likely to inspire them into action and to give. Here are some suggested steps to help facilitate the process of developing and fostering this type of connection:

1- Recognize the energy you bring

How you show up in a space, in a conversation, or in a situation matters. Think about the last time you were with someone who was frantic, or dealing with a screaming child, or stuck in close proximity to people having an argument – their emotions, their energy could be felt and maybe affected your own thoughts and feelings.

Just before your next meeting or conversation with a donor or possible donor, pause for a moment to reset your energy. Take the time to let go of tension, frustration, worries, and distractions. This is a new skill for many of us.

2- Listen

Hearing is one of our senses. However, listening takes focus and attention. It is intentional.

Listen for what’s being said and what’s not being said – listening for tone and underlying feelings and emotions.

We understand that communication is vital to our relationships, our projects, and our businesses. What many of us regularly overlook and even forget is that listening is at least half of communication.

Active listening – allow the person speaking to express her/his/themself without being influenced by your preconceived thoughts or opinions

3- Eliminate judgment

Our world needs more kindness and less judgment. If we aim to make the world a better place – and we need to work with and connect with others to make this a reality – then we must foster empathy, which opens us to compassion, and maybe even lessens our need to be judgmental. 

Empathy, compassion, and understanding are necessary for human connection.

Empathy on its own is unlikely to create a connection or be a conduit for lasting positive change. Your empathy and understanding of others’ emotions paired with compassion and acknowledgement that others’ actions and decisions do not have to match your own opens a pathway to connection.

4- Express Interest

Is it really so simple? Yes, it is.

Authentic interest and curiosity about others opens lines of communication and connection.

Spend a little time down one of these rabbit holes before bringing it back to the original topic, the meeting agenda, or what is on our list that needs to be accomplished. Your meeting purpose and design may vary, that’s ok, there can still be a way to express interest within the bounds of the meeting.

This interest and curiosity set a tone and provide an opening for listening and communication of ideas between both people.

True Human Connection is vital to building a lasting relationship with your donors. Since our best donor is our previous donor, it makes sense to spend time and focus on developing and fostering this connection. With our emotional connection to our money, genuine human connection is a pathway to building and growing fundraising revenue.