The Timothy Group

Relationship Marketing:

God's Plan for the Ages and Your Center

I have been consulting with Christian ministries since 1981. By now I have served well over 1,000 different ministry organizations, in a number of countries. Some of the hardest working servants in the kingdom today are directors of the pregnancy centers around the USA and Canada. They write, speak, recruit, manage, direct, lead, raise money, counsel, and they even clean the restrooms and sweep the parking lot. They are mission driven people with a real passion to educate their communities and, with great compassion, they protect the rights of mothers and unborn children. Most have taken their ministry a step further to even serve the moms after the birth of their babies either through adoption or basic parenting skills and nursery supplies (beds, diapers, formula and all that stuff). They work long hours for compensation that is sometimes a bit short or low or both.

So why, if they are working this hard, doing all these commendable deeds, are they struggling to meet payroll and grow their organizations (The Centers)? Here are a few key thoughts based upon years of experience. RELATIONSHIPS!!!!!!! and the wise use of them.

Networking....Is Not A Naughty Word!

In our society and culture we are afraid to recruit, ask, and hold people accountable for anything. Key words "recruit" and "hold accountable." "Well . . . they are volunteers and we may offend them if we are not careful." Networking is not a new concept with the multi-level companies like Amway and Shaklee and a multitude of other such organizations. Jesus started a multi-level organization that most of us are a part of today (the church). Jesus recruited and trained the most unlikely bunch ever and impacted the world. He gave them assignments, held them accountable, loved them, and even chastised them, but accomplished His mission (the establishment of the NT Church). Think of His down line or immediate team, it was Jesus then Peter, James and John. A pretty effective group who worked together and got it done.

While Jesus carried the load many times he also delegated responsibility to others around him and held them accountable. The Apostle Paul was a classic example of how to network by recruiting others to serve. They both realized that more could be accomplished by networking and delegating, simple "Relationship Marketing." Guess what! So can you and me and every one active in centers around this nation.

It's Relationships....Not Rocket Science

Psychologists suggest that at most times in our lives we have the ability to impact or network with 250 people. At work, at home, in our neighborhoods, school, sport teams, at church, family and extended family, old friends, in-laws, outlaws etc., etc. You get the idea. Think of your board, your volunteers and in some instances your donors as your center family. Great families communicate and work together to sustain a home, automobiles, shopping, recreation, worship, meals and many other daily and weekly activities. You pass along assignments like I do to my 17 year old, "Hey Matt, can you mow the grass this week?" Then I hold him accountable to get the mower out and get after it. Matt has three days to mow the grass from the point of request. If he does it, I pay him $10.00; if I end up doing it on the 4th day, Matt pays me $10.00. Now, I don't want or need his money; I need him to realize his place in the family structure and to be responsible, be accountable to help out. Volunteers can do the same if we ask them and hold them accountable. Keep in mind “volunteers do what we inspect . . . not what we expect."

Too often directors of centers work unbelievable hours and carry the entire burden of the ministry because they are afraid ask or to utilize a relationship. Remember, we all have the ability to impact others. Recruit, ask, and help people understand their responsibility within your ministry structure at the center. Mowing the grass is a ministry if the grass needs mowing. So who are these family members at your center and how do we get them to invest themselves to accomplish your mission.

Who's On First????? At Your Center

Let's get real, you need two resources to be effective in your organization. Human resources and dollar resources. To be crass, you need bodies and bucks. Staff, board, and volunteers need to help you work and network at your center, by utilizing their existing relationships. How do you get the right mix of staff and volunteers (bodies) and how do you get others to help you raise the necessary funds to support your cause (bucks)? Who, what, and where are these existing relationships that you can put to work? Every board and staff member become a center of influence. They help you open doors of opportunity, they become a networker. You build a plan to ask everyone connected with your organization to become an effective "Friend Raiser." When we ask our family to do tasks, they do it. When we invite our close friends to help, they step up and do so as well. Somehow we have missed this concept in building our networking teams at our centers. Instead of asking others and holding them accountable for the outcome, many of you just step up and do it and create more work for already overworked center staff and directors. More frustration, more burnout, less effective management, and too few to do so much to make your center function.

Here's the Plan.... For the Ages and Now

It is not more direct mail, it is more effective relationship marketing through personal contact. Won by one, is the timeless strategy for reaching out to others. Ask each board, staff, and key volunteer to reproduce themselves over the next 30-60-90 days by recruiting another person just like themselves to plug into your center's ministry. As your volunteers increase (bodies) so will your gift income (bucks). Volunteers can and do share their time, their talent, and their treasure with their favorite ministries. Many hands and additional check books lighten the load (the need: for human and dollar resources to help your center grow).

Your best recruiter for your ministry is someone who already believes in you, who gives to you and prays for you. This month don't ask for more money (just yet), ask each board member to help you recruit a volunteer. Do the same with your staff and key volunteers. See if some effective "Relationship Marketing" could help surface another Peter, James or John.

Provide a job description and share expectations with each and every volunteer. Tell them what it costs (time, talent, treasure) to join your team at the center. As staff, board, and directors you will love it and be more effective in fulfilling your mission. Networking . . . is not a naughty word, it really is not, it is all about relationships.