BNI 827: Business Matters 123 - Non Profits and BNI

Summary

BNI 827: Business Matters 123 - Non Profits and BNI

Release Date: June 12, 2025
Host: Tim Roberts
Podcast: BNI & The Power of One

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Introduction

In episode 827 of BNI & The Power of One, host Tim Roberts delves into the synergistic relationship between nonprofits and BNI (Business Network International). Co-host Michael Martin engages in a comprehensive discussion with Sam, exploring strategies for nonprofits to maximize their BNI membership, enhance their networking efforts, and effectively leverage the platform to further their missions.

Maximizing BNI Membership for Nonprofits

Michael Martin opens the conversation by addressing a listener's question from Amanda in Prescott, Arizona, regarding how nonprofits can optimize their BNI membership. He emphasizes that while BNI is traditionally business-focused, nonprofits can significantly benefit by integrating into this network effectively.

Michael Martin [01:11]:
"If you are a nonprofit, what would be the best approach to really maximize the value?"

The Dual Role of Nonprofits in BNI

Sam identifies two primary objectives for nonprofits within BNI:

1. Fundraising: The traditional role of nonprofits centers around raising funds and garnering donations.
2. Networking: Beyond fundraising, nonprofits serve as pivotal connectors within the community, facilitating introductions and fostering relationships that can benefit both the nonprofit and the businesses within BNI.

Sam [01:48]:
"As a nonprofit, you're an incredible connector because so many people outside of your chapter would be making donations, sponsoring, and helping out."

Storytelling Over Direct Asks

One of the critical strategies discussed is the power of storytelling. Michael asserts that nonprofits often falter by focusing solely on asking for donations. Instead, he advocates for sharing compelling stories that highlight the nonprofit's mission and impact, thereby engaging members on a deeper emotional level.

Michael Martin [03:15]:
"If you do a really good storytelling... they usually will buy in more."

Similarly, Sam reinforces the importance of a polished, personal narrative that can captivate the audience within the limited time BNI meetings allow.

Sam [05:13]:
"If you have a good polished minute about what the story of your mission is and if you can make it personal, that's great. You'll certainly, you'll lure people in."

Building Connections Beyond Donations

Both hosts agree that nonprofits should utilize BNI not just for fundraising but also to build meaningful connections that can lead to long-term support and collaboration.

Michael Martin [06:15]:
"You can't be like, 'Oh, I'm a nonprofit. How do I succeed in business?' compared to the same way your referrals are to new connections."

By treating the nonprofit as a business entity within BNI, organizations can seek referrals that extend beyond immediate financial support, tapping into resources like connections to new sponsors, partnerships, and other forms of assistance.

Avoiding the Guilt-Based Approach

A significant challenge highlighted is the tendency of nonprofits to rely on guilt to secure donations, which can alienate potential supporters. Both Sam and Michael advocate for making giving a joyous and mutually beneficial experience rather than a burdensome request.

Sam [08:26]:
"Giving should be a joyful experience. It shouldn't feel like an onus or a heavy responsibility."

Michael Martin [08:30]:
"They try to play on the guilt side of it, and that just kills."

Instead of repeatedly asking for sponsorships, nonprofits should focus on building relationships and offering value to members, thereby fostering a more positive and sustainable support system.

Treating Nonprofits as Businesses within BNI

A pivotal point in the discussion is the notion that nonprofits should be viewed similarly to for-profit businesses within BNI. This perspective encourages nonprofits to adopt business-like strategies in their networking efforts, such as setting clear goals, seeking specific referrals, and maintaining professional relationships.

Michael Martin [06:28]:
"And it really isn't. It's a business."

By integrating into BNI with this mindset, nonprofits can effectively utilize the platform to achieve their objectives while contributing positively to the network.

Challenges with Free Memberships

The conversation also touches upon the pitfalls of offering free BNI memberships to nonprofits. Michael explains that nonprofits granted free memberships often do not sustain their participation or contribute meaningfully, leading to a lack of long-term engagement.

Michael Martin [12:25]:
"Free memberships given to a nonprofit typically don't last a year because they're just going to target the people and burn through when that stops."

This insight underscores the importance of viewing membership as an investment rather than a charitable donation, ensuring that nonprofits remain committed and active within the BNI chapter.

Guidance for Chapter Leadership and Members

To foster successful integration of nonprofits, both hosts suggest that chapter leaders play a proactive role in guiding nonprofit members on effective networking strategies. This includes educating them on the importance of storytelling, relationship-building, and strategic referrals.

Sam [11:46]:
"Chapter leadership probably needs to explain that very clearly to a new nonprofit about the right way to approach it."

Additionally, BNI members are encouraged to embrace the "Givers Gain" philosophy by supporting nonprofits without immediate expectations, thereby cultivating a collaborative and supportive environment.

Conclusion

Episode 827 of BNI & The Power of One provides invaluable insights into how nonprofits can thrive within the BNI framework. By adopting business-like strategies, focusing on storytelling, building meaningful connections, and avoiding guilt-based appeals, nonprofits can effectively leverage their BNI membership to advance their missions and contribute to a thriving business network.

Michael Martin [13:24]:
"If you take the same approach, you will have good results and you'll be able to maximize it."

For more discussions and insights, listeners are encouraged to visit bnipowerofone.com and engage with the BNI community.

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End of Summary

Transcript

[Sam]

Sam.

[Michael Martin]

Welcome back to BNI Power of One with our Business Matters podcast with me live again. Habit.

[Sam]

Unbelievable.

[Michael Martin]

In person, Michael Martin, how are you?

[Sam]

In person. And maybe, maybe the nice weather and the golf immediately afterwards is a part of.

[Michael Martin]

Finally, dude. Jesus. Even this weekend, are we going to get rain for the 13th straight Saturday?

[Sam]

We are. Yeah. Rains on the way in. Friday night into Saturday.

[Michael Martin]

I got a golf weekend this weekend, too. Thursday, Friday, Saturday. So hopefully we'll miss. Is it going to be Saturday night or Saturday morning?

[Sam]

I think Saturday morning, Friday night into Saturday.

[Michael Martin]

All right, question that came in came in from Amanda out in Prescott, Arizona, how nonprofits can maximize their membership in bni. So I know we don't typically talk too much about B and I specific stuff, but sure, we've both been involved in nonprofits, you probably even more than I have. So I guess it's a, it's a good topic to talk about. From the approach of if you are a nonprofit and you were going to be out networking in any networking setting, we could talk about, but in particular would be an eye. What would be the best approach, do you think, to really maximize the value?

[Sam]

Yeah, so. So I think there's really two sides to this, which is this is very interesting because obviously the main goal of a nonprofit is to raise funds for whatever it is that, you know, they've been established for. And so in a typical networking thing, you would think that they're just going in saying, you know, hey, can you donate? Hey, can you? And that's obviously part of their mandate. So they kind of have to have that as an ask, which I understand. But I think if you are the nonprofit, what you also have to say is that as a nonprofit, you're an incredible connector because so many people outside of your chapter, in BNI's case, would be making donations, sponsoring, helping out. So a lot of nonprofits are kind of community hubs. So in and of itself, it's a great networking opportunity. And I think if you are a member not in a nonprofit, you probably want to get involved with this person because they can probably make a lot of introductions to you for your business over time.

[Michael Martin]

Yeah, I think there's a lot to give, but in thinking about the nonprofit. So I think one of the mistakes nonprofits tend to make is they do only focus on the the ask. Right. For the donation. Hey, I'm doing this event if you want to donate. Hey, I'm doing this event if you want to sponsor. I my approach in particular, BNI is the same for everybody else. It's like the second you target the people in the room is the second they check out.

[Sam]

Correct.

[Michael Martin]

But if you do a really good storytelling like we've talked about in the past, if you don't target them, they usually will buy in more. So I would be telling stories about what the non profit is succeeding in. So you know, I'm on the board for the Boys and Girls Club. If I was in a Boys and Girls Club position, I would be sharing some of the, the mission stories that we hear at the boys, you know, board meetings. We hear like a story a month of some kid and those are like heart pulling, tugging types of stories that a lot of people who are not involved have no idea actually happen at a charity like that or Make a Wish or any nonprofit, whatever it is, can, you know, be one of my managing directors runs a nonprofit for dogs. Like any, there's stories that you can share because that will get the buy in behind saying, hey, do you want to donate to this? Because I need sponsors more like, hey, I'm really getting moved by what it is you guys actually do that. I had no idea that will pull more of your direct members in. The second thing I would be doing though is be asking myself, okay, if I'm in charge of development for this nonprofit, I need more connections, right. Like I need to be getting into the companies that are not involved in sponsoring us right now. They don't come to our events and I'd be using a BNI chapter for those types of referrals. So instead of always asking for, they talk about, it's like time, talent, treasure when you give to a charity. I would not be asking my fellow members for any of those. I would be hoping to move them to want to do those through the stories I shared. But I'd be using my chapter to be like, okay, what are the connections I need into different companies locally, big, small, medium that we can approach about getting involved in, you know, the actual fundraising side.

[Sam]

Yeah, but I think that's the compelling thing, has to be the story. And I think the best chance you're going to have to, I mean in a BNI setting, how much time do they have when they get up to explain what they're doing?

[Michael Martin]

It's usually about a minute. I mean it could be a little bit less depending on the size of the chapter. But say it's an average.

[Sam]

If you have a good polished minute about what the story of your mission is and if you can make it personal, that's great. You'll certainly, you'll lure People in right, honey. So a hard pitch and targeted in the audience. Vinegar. He always going to push people away. But you know, the story is honey, but you have to be really refined to do it in a minute. And I think we're probably where the most impact if you are on the non profit side is going to be is having those one to ones where you can really get into explaining what it is you do. But also keep in mind that nonprofits have, they need accountants if they have a building, they need plumbers, electricians, they need people who offer goods and services in a B and I setting. So I think part of this, the story can be about the mission of the nonprofit and what you're doing, but it can also about how the rest of the membership can maybe help them in normal day to day operations which aren't about soliciting for funds or sponsorships.

[Michael Martin]

I think, I think the biggest mistake I see on both sides of a nonprofit membership in bni, meaning the nonprofit itself and the fellow members, is looking at the nonprofit as anything different than anybody else in that chapter.

[Sam]

Yeah, it's.

[Michael Martin]

And it really isn't. It's a business.

[Sam]

It's a business.

[Michael Martin]

It's still, you know, it's a non profit in terms of tax codes, but they still a lot of them make a lot of money.

[Sam]

They run exactly the same way and.

[Michael Martin]

They make a lot of money.

[Sam]

Yeah.

[Michael Martin]

So it's, you can't be like, oh, I'm a nonprofit. How do I succeed in business compared to the same way you, your referrals are to new connections. It's new businesses, it's new funds coming in from those connections. So that's your thank you for closed business in a sense. So instead of just being like a plumber, being like I need a job and I give you a referral to go do my friend's house. It's I need a connection to this business. You know, I again I think like locally be like I need to get into Nike in town. Somebody connects you with the manager of Nike that leads into a donation. There's your thank you for closed business. The same type of transactional thought process. And I think a lot of them just look at it different. They look at, it's like, oh, I go into this chapter and I got 20, 30, 40, 50 people around me that now I need to get involved in it. It's like that's not the approach.

[Sam]

Yeah. And I, and I think a lot of times some of the challenges that people who work for nonprofits and you know, I'VE been blessed. Most of the ones I've worked with have had incredible causes. But keep in mind that usually business leaders in the community are being inundated with requirements requests. So what ends up happening is they start feeling bad about not being able to donate, so they turn sour because, you know, this just becomes there's so many nonprofits and there's so much need. You can't be all things to all people, but there's a lot of people who are especially doers. So if you're a doer in the community or business leader, you're out there hustling. You want to like be an impact on all of these things, but it gets to a point where you can't, so you start shutting down. So I think as a nonprofit person, you have to be able to overcome that. And I think it's what you said about, you know, having a great story, making it dialed in, establishing a one to one personal connection and not having it always be about give me, give me, give me. Because that's, that's transactional on the guilt.

[Michael Martin]

Part of it, right? They try to play on the guilt side of it, and that just kills.

[Sam]

A relationship or just people's natural feeling of guilt when they're unable to or they're feeling stressed. Giving should be a joyful experience, right? You guys are on the whole platform of givers gain. So giving in that sense is a joyful experience. It should always be. It shouldn't feel like an onus or a heavy responsibility. And I think you know the way around that if you're a nonprofit, is tell a great story. Don't always ask for money at the outset. Let people know what it is that you're about, but also let them know how you can help them. You know, that's the part of it. And far too many nonprofits I've worked with, not in these networking settings, but it's always about, hey, we have a sponsorship opportunity. Hey, we have a sponsorship opportunity. Hey, we have a sponsorship opportunity. And it's like, yeah, I know, but I don't feel good about this.

[Michael Martin]

You and 50 other organizations all coming at me at the same time, at.

[Sam]

The same exact time. But it's an opportunity as well for your members to kind of reanalyze what it is about their business as it relates to giving and what's their philanthropy. And do they make changes in it, do they narrow it down? And maybe the nonprofit person, one of the best ways to kind of smooth over that kind of that big bump in the road about Breaking through to people who are already donating a lot is saying, hey, this is what you're doing already. That's awesome. If that's what your thing is, that's super awesome. Let me know how I can introduce you to more people to help with you you are interested in, even if it doesn't serve my interest at first, because eventually that relationship's going to change for the better.

[Michael Martin]

Yeah.

[Sam]

So like anything else, it's oftentimes, by.

[Michael Martin]

The way, those, those referrals you can make are far more valuable than the donation the person can make. Sure.

[Sam]

Yeah. You know, I mean, because you get volume out of it.

[Michael Martin]

Right.

[Sam]

You know, and eventually, you know, it's, it's, hey, I can't do it. Even if you can't do, I can't do something for you. But you know, I know someone who I've been talking to that has been talking about something like, like this. So let me make a connection for you.

[Michael Martin]

Or just again, if you were like, hey, I need to get an XYZ company and you're just like any other BNI member and somebody makes a referral that could be a long term profitable relationship beyond what that person might be capable themselves of donating. And yeah, so I, I think the simple answer to the question, how do I maximize a non profit in bni, it's treat it like everybody else. Yeah, like treat it like everybody else. The target's not the people in the room, the targets, the people outside of the room that you're trying to make connections with. Ask for referrals in those ways. Share your story. Do the one to ones like you said, share the impact. I mean, there are certain things, like some of these nonprofits do things that people have no idea. Like when I talk about the boys and girls come, like, do you know they feed hundreds of kids a night dinner? And they're like, what? Like, yeah, you didn't know that because it's not that. So those kind of stories will make the impact. But in terms of your BNI membership, it's the same as everybody you should be looking at, who am I trying to get connected with? How do I use this, how do I utilize this chapter I have around me to get those referrals and those connections and how do I help make referrals back to the people in the room? And I think a lot of non profits walk in going, all right, you all now are my people. You got to give to me. And, but I'm a nonprofit, so don't be asking in return. And it's like, this is not how this is going to work.

[Sam]

It's a mistake. And I think from a, from a, in a chapter leadership, in your case, chapter leadership probably needs to explain that very clearly to a new nonprofit coming in about, hey, here's the right way to approach it. And I would also say for the members, instead of groaning because there's a nonprofit in there, you know what's coming or you think you know what's coming, go back to givers gain and keep an open mind. Give that person a chance to kind of get through it. Or if they're doing an ask right away because they're new to the chapter, they maybe don't know, take them aside in a one to one and say, hey, listen, you might get better results if you did it this way.

[Michael Martin]

Yeah, I'll wrap it up too and just say like, we get approached all the time about giving away memberships for nonprofits and we don't. And the reason we don't is not because we're not trying to give ourselves, it's because it's never worked. Any nonprofits, I shouldn't say never, but the high, high majority, like 9 out of 10 free memberships given to a nonprofit, that nonprofit doesn't last a year.

[Sam]

Yeah.

[Michael Martin]

Because they're like, oh, it's a free member. I'm just going to go and target the people. I'm going to burn through when that stops, I'm going to move on. And that's whether we gave it to them for free or the chapter decided to pay for the memberships for them as like a donation to it. It doesn't typically work out well. And again, when you hear nonprofit, that doesn't mean no money.

[Sam]

Correct.

[Michael Martin]

They have marketing budgets. They have very large, you know, and.

[Sam]

Listen, things given away for free aren't as appreciated as much as things you have to invest in.

[Michael Martin]

Right.

[Sam]

So, you know, it's an investment on their part. It's not a huge investment to be a BNI member.

[Michael Martin]

It's cheaper than any marketing. They're doing profit. Yeah. Trust me.

[Sam]

So I, you know, I have no issues about that. But I, It's a great question though, you know.

[Michael Martin]

Yeah, I think it is. Because again, I think there's just a missed mindset of the profession and being like, oh, well, I'm different, I'm gonna, it's like you're not. You're the same. You got to approach it the same. And if you take the same approach, you will have good results. You'll be able to maximize it and. But they're not trained on it oftentimes. Right. A lot of these are usually like, you know, they're the developers for the nonpro, they're targeted on raising funds and so that's what they do day to day to day to day is they ask for money so they go into the same thing and that's what they start doing and that's what they do. Yeah, it's like that's not the approach in bni, but if you do it right, I mean the sky's the limit. I've seen a lot of very, very, very successful non profits as well. So. Great question as always. If you had any topics, comments, anything else, go to bnipowerofone.com if you're finding value. Leave us a review and Mike, we'll talk again soon.

[Sam]

Sounds good.

[Unknown]

We rise with the sun Ready for the day with hard work and passion we pave the way Every little task it builds and it grows in this world of business it's the heart that shows dedication Shines in everything we do Together we climb it's me and it's you we all work hard to make our dreams alive with strength of spirit we leave the average behind the power of of giving lifts us high and wide that's why we are proud to be a part of B and I From early mornings to late at night we hustle and we strive Keep our vision bright through every challenge we stand tall and strong Together as a family Family we can't go wrong the bonds we're building they take us far in the game of business we're shining like a star we all work hard to make our dreams come true with strength of spirit we all pull through the power of giving lifts us high and wide that's why we are proud to stand side by side Being I is the place where connections thrive Uniting our hopes Keeping dreams alive Together we network inspire and share with every referral we show that we care we all work hard to make our dreams align with strength of spirit we're truly on the grind the power of giving lifts us high and wide that's why we are proud to stand side by side.

[Sam]

So.

[Unknown]

Here we are Lifting each other high with dedication and pride we're ready to fly Together we'll grow through every stormy night in this journey of ours we're shining bright.

[Michael Martin]

Sam.