Outreach efforts are one sided attempts to "chase new friends." Done with the golden rules of outreach in mind, these efforts can go a long way in strengthening connections within a community. Done without consideration, these efforts can literally chase people away and, in the long run, make building relationships harder. Often, relationships have to be built from scratch and sometimes the process can be tenuous. Is there trust, knowledge or interest to work with? Here are 3 things to keep in mind as you plan and implement outreach efforts.
Golden Rule #1 Know who you are outreaching to. And we're not talking about the stereotypes and assumptions that are held about "those people" who need to hear what we have to say!!!! Find out about the real needs and values of your target audience. Be clear about the issues that matter to them (rather than the issues that you think should matter to them). Ask questions and be prepared to listen. Questions are a stellar way to learn and they also are a non-threatening first conversation. If you come bearing information - you will be perceived in a very different way than if you come open, with questions.
Golden Rule #2 Know what your own agenda is. It would be false to convince yourself that you didn't have an ulterior motive for outreach. If you name it and claim it, you become more authentic. A dose of honesty will go along way to build trust. Ask yourself, why is outreach important? What do we want out of these efforts? What are we willing to "give" in order to "get?" By finding clarity around your agenda, you can also more objectively evaluate your efforts. How are you coming across to your potential "new friends?"
Golden Rule #3 Know your stuff and know what part of your stuff has value for others. Be ready to communicate what you have to offer in a way that will be well received (this is where golden rules #1 and 2 come in!). Always be prepared - which means that consistency plays a big role. Consistency with your messaging, consistency with your intentions and consistency with your generosity. Be ready to exceed expectations.
Village Raising Tip: Making new friends takes work and heart. Take the time to consider the golden rules of outreach.
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