Today we’re sharing insight from guest blogger David Nicole, President & CEO of the United Way of Allen County. We hope you enjoy David’s wisdom and perspective.
We used to “Show up and Throw up.” For United Way the relationship with a company’s CEO is critical. The CEO determines both the corporate contribution and the level of access United Way has to the company’s employees. As any good sales department would do, the fundraising team would make annual visits to the CEOs of our top campaigns.
These CEO visits used to go something like…
United Way rep, “Thank you for giving to United Way last year.”
CEO, “You’re welcome. We are glad to be able to support United Way.”
United Way rep, “Let me tell you about the problems in our community and how United Way is fixing those problems.”
Ten-minute dissertation by the United Way rep about the challenges the community faces and what United Way was doing (with visual aids to make the point.)
United Way rep, “Now that you know more about United Way, would you consider increasing your personal gift and increasing the corporate gift?”
After several years of this, half the CEOs we worked with declined the meeting. They stated they knew and understood what United Way was doing and didn’t need to meet with us. As a result, our relationships with these top decision makers declined, as did the growth in the fundraising.
After running into closed doors and trying to force our way in, I asked one CEOs, “Why won’t you take the CEO visit and sit down with us?” He said, “Do you know how many people want to pitch me their organization? Do you know how many people want 10 minutes of my time?”
He liked United Way and was committed to our mission, but the point is that we weren’t telling him anything he didn’t already know. The CEO viewed the request as waste of his time.
I then asked him what discussion with United Way he would consider a good use of his time. His response fundamentally changed the way I do business. He answered, “A discussion.” I was shocked, thinking that was what we had been having. He challenged me to have someone else track the amount of time I spent talking and the amount of time a CEO spent talking on our next visit. It was amazing how much I talked. (I was really good at the “throw up” part.)
I then went back to him and asked for advice on how to change. In short, he made several recommendations:
- Become genuinely interested in the individual and their business.
- Work to understand how their business operates. The more you understand their business and the challenges they are facing, the better and more customized solution you can bring.
- Use a series of discovery questions to uncover this, and then listen carefully.
- Ask a CEO questions only the CEO can answer. If their website states where their locations are, don’t waste your time with the CEO asking where their locations are. Use the time you have with the CEO strategically and intentionally.
What I learned in working to execute on what he suggested was:
- Listening, truly listening is hard. Most of the time when someone else was talking, I found myself thinking of a response, not actually listening to what they were saying.
- When I was truly listening, I learned a tremendous amount about both the company and the individual. Using that knowledge, I was able to then communicate the work of United Way in a manner that was relevant to both the individual and the company.
- All of the sudden, the discussions we were having were lively, enjoyable, and engaging. We were being invited back without even asking.
- The requests we were making about the campaign and personal contributions were met with open minds and the majority of them were accepted.
Upon moving back to Fort Wayne, listening was the foundation of my start as CEO of United Way of Allen County. My first 90 days were spent listening to United Way stakeholders from across the community.
After two weeks on the job, I was wondering if my theory of listening was working. Then I walked into a community leader’s office and he stated that he had 15 minutes. I began asking questions. After 45 minutes I asked my last question which was, “What questions do you have of me?” His response was, “When can we meet again?” After looking at him with a puzzled look he stated, “I cannot remember the last time someone has come into my office without asking for my influence or my money. You walked in and asked for my perspective and opinion. Thank you and I would be willing to work with you on just about anything.”
What’s The Risk?
God gave us two ears and one mouth for a reason. When we lead with our ears, we honor the individuals we are meeting with. When we lead with our mouths, we are effectively stating that our opinion is more important that their perspective.
Without truly listening we risk losing relationships. And relationships drive sales, revenue, employees, business partners, etc.
Are you building relationships or are you just throwing up? If you are not sure I would recommend brushing up on your active listening skills. The health of your organization’s partnerships are at risk without your attentive ear.
This content was written and shared by guest blogger David Nicole.
David Nicole is the president and CEO of United Way of Allen County, having held the position since November 2014. Prior to his arrival in Allen County, David served as the vice president of resource development at Trident United Way in Charleston, South Carolina. During his 13-year tenure at Trident, he raised more than $100 million for the community.
A native of Fort Wayne, David graduated from the University of Akron with a degree in economics. He has his MBA from the University of South Carolina and is a certified fundraising executive, or CFRE.
He serves on the board of Greater Fort Wayne, Inc.; on the Regional Opportunities Council of the Northeast Indiana Regional Partnership and on the Fort Wayne United Steering Committee. In 2016, David was honored as one of Fort Wayne Business People’s 40 Under 40.
David enjoys spending time with his family, including his wife of 16 years, Bethany; their two young children; and his grandfather.
Connect with David on LinkedIn. Connect with United Way of Allen County via their website, Twitter, and Facebook.
