In the world of nonprofit fundraising, executive assistants (EAs) are often overlooked, yet they have significant influence over a key aspect of the fundraising process: access to top prospects. These professionals are more than gatekeepers; they are trusted advisors, managers of their executive’s time, and can help ensure meaningful engagement with potential major donors. Winning over an executive assistant can be the difference between securing a high-impact meeting or being perpetually stuck in the “we’ll get back to you” zone.
Why Executive Assistants Matter
1. Time Managers
Top executives, especially high-net-worth individuals, operate on tightly packed schedules. Their executive assistants hold the keys to that calendar. Understanding this makes the EA a valuable ally in navigating the complexities of scheduling.
2. Trusted Advisors
Executive assistants are privy to their employer’s preferences, priorities, and philanthropic interests. They often filter requests and decide which are worthy of the prospect’s attention. Building trust with an EA means they are more likely to champion your cause internally and get back to you in a timely manner.
Strategies to Win Over Executive Assistants
1. Treat Them as Decision-Makers
Approach executive assistants with the same level of respect and professionalism you would extend to their boss. Recognize their authority and acknowledge the critical role they play.
2. Build Genuine Relationships
Take time to connect with the EA on a personal level. Learn their name, remember their communication preferences, and inquire about their schedule and workload. A thoughtful and genuine connection can open doors.
3. Be Concise and Clear
Executive assistants are often juggling multiple priorities. Ensure your outreach is succinct, professional, and focused on the value your nonprofit offers. Provide clear reasons why a meeting would be beneficial to the executive, and outline the alignment between their interests and your organization.
4. Respect Their Time
Understand that EAs are busy professionals. Be flexible and accommodating when proposing meeting dates and times. If an EA declines a meeting, thank them for their time and ask when it might be more appropriate to follow up.
5. Provide Value
Whenever possible, share information or materials that could interest the EA or their executive. This could be a summary of your nonprofit’s impact, a newsworthy success story, or an invitation to an exclusive event. Adding value upfront demonstrates respect for their role and helps differentiate your organization.
6. Show Gratitude
Small gestures of appreciation go a long way. A handwritten thank-you note or a follow-up email acknowledging their effort can make a lasting impression.
Engaging executive assistants isn’t just a means to an end. Establishing positive relationships with them fosters goodwill and trust, making future interactions smoother. Over time, a well-nurtured relationship with an EA can result in access to opportunities that may otherwise be off-limits. In nonprofit fundraising, success often depends on the ability to forge connections with the right people. Recognizing the pivotal role of executive assistants and employing thoughtful strategies to engage them can significantly enhance your chances of connecting with top prospects and achieving transformative results. By respecting and valuing EAs, fundraisers not only open doors but also pave the way for long-lasting relationships that drive impact.
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