How can you effectively ask for referrals in community organizing?
Referrals are one of the most powerful ways to grow your community and expand your network as a community organizer. They can help you reach new potential members, supporters, partners, and allies who share your vision and values. However, asking for referrals can also be challenging, especially if you don't want to come across as pushy, needy, or intrusive. In this article, you'll learn how to effectively ask for referrals in community organizing, using some simple tips and strategies.
Before you ask for referrals, you need to establish a strong relationship with the person you're asking. This means showing genuine interest in their goals, challenges, and opinions, and providing value and support to them. You can do this by following up regularly, sharing relevant information and resources, inviting them to events and activities, and acknowledging their contributions and feedback. By building trust and rapport, you'll make them more likely to want to help you and introduce you to their contacts.
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Julie Kun
Director at Julie Kun Consulting - Consulting with the heart, head and hands
Have common goal alignment Do your homework so you are clear why you want to be referred. Know the value you bring, what you want to achieve and why, and why being referred will add value to a common goal. Listen more talk less to ensure shared understanding. Demonstrate how you work, and build trust by being trustworthy and transparent. Respect, value, and don't time waste. Don't cause harm. Do what you say you will do. Don't over promise. If the person you want to be referred to has a marginalisation and lived experience of trauma that you don't, the person you want the referral from should consider if you are going to increase the harm and emotional load for no benefit and harm the cause before agreeing to refer.
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Rosie Sherry
🌻Community is at the heart of everything I do
It's not just about building trust and rapport, it's about giving to people without the expectation of anything in return. When you give people will naturally reciprocate and give back when you're in need.
Not everyone in your network is a good source of referrals. You need to identify the people who have the most influence, connections, and alignment with your community's mission and vision. You can do this by asking yourself some questions, such as: Who are the leaders and decision-makers in their field or sector? Who are the connectors and influencers who know a lot of people and have a strong reputation? Who are the advocates and champions who are passionate about your cause and willing to spread the word? By targeting the right prospects, you'll increase your chances of getting quality referrals.
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Luke Zimmer
Online Community Operations & Strategy
When you’re building your network, ask your contacts for the names of people they find influential or important in the community you’re organizing around. If you’re impressed by them, ask about the people whom they’re impressed by and whether they can connect you. And who knows, you might get to meet Kevin Bacon.
Timing is crucial when asking for referrals. You don't want to ask too soon, when you haven't established enough trust and rapport, or too late, when the person might lose interest or forget about you. You also don't want to ask when the person is busy, distracted, or stressed. You want to ask when the person is happy, satisfied, and engaged with your community. Some examples of good times to ask are: after a successful event or project, after a positive testimonial or feedback, after a meaningful conversation or interaction, or after a referral from someone else.
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Luke Zimmer
Online Community Operations & Strategy
The right time has more to do with the person you’re connecting with than it does with your successes or deliverables. People have to be in the right frame of mind to listen to you and/or be influenced to participate in your community. This has everything to do with where they’re at personally and professionally. If you get to know a contact personally, you’ll have a clearer idea of when they’re receptive. And building a relationship ensures that you have access when that time comes. Play the long game. Focus on them until they can focus on you.
How you ask for referrals can make a big difference in how the person responds. You don't want to be vague, generic, or presumptuous. You want to be specific, personalized, and respectful. You can do this by following some guidelines, such as: explain why you're asking and how it benefits your community, mention the type of people you're looking for and what you can offer them, give some examples of names or organizations that might be relevant, ask for permission and consent before contacting the referrals, and express gratitude and appreciation for their help.
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Catherine Hackney
Online Community Consultant Specializing in Association Member Communities
Gratitude can go a long way. So can a little flattery and building up of the person you are asking for referrals. Let them know why you are asking them in particular (over asking others - don't make it seem like you are asking everyone in the community and make sure your message is personal and doesn't sound like you are sending it to everyone). Do you see them as a highly influential person? Are they highly skilled at making connections? Applaud them for their skills and share why you're going to them, as well as being specific in your ask.
Asking for referrals is not enough. You need to follow up and follow through with the person who gave you the referrals and the referrals themselves. You can do this by keeping them updated on your progress, providing feedback and results, asking for their input and advice, and showing recognition and acknowledgment. You also need to deliver on your promises and expectations, and provide value and support to the referrals. By following up and follow through, you'll strengthen your relationships, build credibility and trust, and encourage more referrals in the future.
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Erica Finley
Principal Marketing Manager, Community, at HubSpot
Once you've established a good rhythm, you can start to think about scaling your referral program. Is there a piece of collateral you can give to folks who want to sing your praises that makes it easy for them to bring others into the fold? Think: a landing page they can link to, a social media graphic they can share on LinkedIn, an email signature template, etc. Make it painfully easy for those who want to help you to do so.
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