By Javier Reyes, Cassandra Reyes, and Andy Ragone
We may think we know this relationship stuff. We might be relational people. But do we intentionally work at building relationships, especially where it matters most within our business context? Moreover, do we have the right portfolio of relationships to do our jobs well?
If we run organizations or companies, we know we need business. Unfortunately, we can get caught up in the BUSYNESS of our work and forget the importance of expanding our relational capital. We get comfortable and preoccupy ourselves in admin work, and in doing so, we miss out on the business opportunities that building relationships create.
Javier and I talk nearly every day. I have to have my Javier fix. The ideas that come from this blog article have been a recurring theme in our conversations over the years. So much so that I thought it would be good to have Javier and his wife and business partner, Cassie, write this stuff down. This article is a brief compilation of ideas that they created. From there, I put my two cents in and put this together. I'm grateful for their friendship and their significant contribution here.
The Art of Connection: Networking for Non-Profit Success
In the world of non-profits, true connections don’t just open doors—they spark transformations. Successful networking isn’t a transaction, nor is it about broadcasting your needs. It’s an art, rooted in authentic relationships and mutual value. The people you meet—bankers, CPAs, attorneys, financial advisors—aren’t just contacts; they can become key allies in advancing your mission. But only if you approach networking with intention, curiosity, and care.
Here's the irony: We need business. But if we go about business while being "all business" we won't get business. The human experience is about connection first... When we feel connected and actually like the people we're relating with, THEN we can move on to business matters.
In 2024, we began creating nonprofit and professional advisor mixers, to encourage connections between the two groups. We will continue to do so throughout 2025. Nonprofits cannot secure significant gifts without the engagement of professional advisors, so each organization should have a "portfolio" of professional advisors they will need to have when opportunities arise. But we need to connect with them first, just to make sure we can work together in the future.
So... Slow your roll and become intentional about making connections first. Here are four practical thoughts that Javier and Cassie came up with:
Set Your Focus: Depth Over Breadth
Networking isn’t a numbers game. It’s about resonance, not reach. Instead of aiming to meet everyone in the room, prioritize meaningful conversations with a few individuals. These connections, built on shared interests and goals, will always outlast fleeting introductions.
Master Connection as a Craft
Prepare with Purpose: When at an event, think about who you need to meet to further along your portfolio, to build your bench. Know who’s likely to be in the room by chatting with the event organizer to see if the right audience will even be there. When arriving, show up ready with a crisp, passionate introduction to your mission, so when the time is right you will have the opportunity to BRIEFLY explain what you do. Please be brief, like 30 seconds brief. If they are interested in learning more, they will tell you. Preparation sets the stage for impactful conversations.
Be Curious: Great connections start with genuine interest. Ask thoughtful questions. Listen like it matters—because it does. People appreciate a dialogue, not a monologue. You know the saying, "People don't care about how much you know until they know about how much you care." There is a reason for this saying. I'm just saying...
Inspire, Don’t Insist and Stop Asking for Commitment: This is not the place for a hard sell. This is the place for scheduling your next meeting if there is interest. Share your mission with energy and purpose, but leave the pressure at the door. Bringing value to the relationship first will open future doors of opportunity.
Give before you Get: Emotional bank accounts are real. Unless we continue to invest in the emotional well-being of others by offering empathy and a better understanding of their needs, we won't get far in the relationship. We'll be seen as greedy and needy. It's not all about you. Identify their needs first. Becomes students of them, and opportunities will eventually open up.
Follow-Up: Where Value and Trust are Built
The event is just the beginning. Send a personalized note afterward, reflecting on your conversation. Invite individuals for a coffee or a one-on-one chat to explore collaboration. Always, offer something of value—whether it’s a resource, insight, or an invitation to your next event. Relationships deepen when others begin to see the value that you bring to them.
"Bromance Calls" is what Andy calls his own tickler file of those he routinely connects with. Whatever you call it, take inventory and prioritize your highest valued connections and determine your frequency of outreach on a weekly, monthly or quarterly basis.
Steer Clear of Missteps
Don’t monopolize the conversation—it’s about them as much as it’s about you.
Avoid collecting or handing out business cards like trophies; nurture the relationships instead.
Say no to short-term thinking. Partnerships thrive when they’re grown with patience, not rushed for results. Remember, transactional networking is quickly forgotten. Fashioning a healthy relationship is a much slower process.
The Bottom Line
Networking isn’t about working the room; it’s about cultivating relationships. When your mission aligns with someone’s goals, collaboration becomes inevitable. Next time you walk into a networking event, focus less on quantity and more on quality. Because in the end, it’s not about how many hands you shake—it’s about how many hands you hold as you work together to make an impact.
Javier and Cassandra Reyes specialize in trust and probate real estate sales.
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