The sinking feeling set in as you realized you face the daunting task of building support for your organization within your community. It could be for growing an association’s membership, fundraising, promoting a new event, or even developing a brand. While community relations can be overwhelming, take a step back to consider how you can develop a plan to build a bridge between the community and your ’cause’. In my “Community Connections programs, we discuss 6 critical questions to ask:

• Who? Determine who your target audience is and identify their hot buttons. Know who you’re trying to reach, prioritize those groups, and then determine what’s important to them by asking questions.
• What? Develop message to communicate about your organization in a way that’s relevant to the target audience hot buttons. It’s easy to communicate from your perspective, but how about theirs?
• Why? Understand why your cause should be important to your target audience, then be prepared to communicate that message with power and passion!
• Where? Brainstorm events and activities where there are opportunities to reach your target audience(s). Strategically approach those events with a plan of action!
• When? Make a commitment to a timeline for building your bridge and involve other team members to develop their ownership.
• How? Follow a proven sales process to strengthen the relationship and “sell” your cause. A process I’ve seen work well: build rapport, identify needs by asking questions, offer solution for their needs, motivate to action, overcome objections, and then get their commitment.

Answer these questions and you’ll be on your way to constructing a solid bridge for your organization. Remember… it doesn’t have to be complicated or overwhelming. It’s simply connecting people to a cause that offers tremendous benefit to them and your community!