For the past few years, I have observed well-intentioned businesses and individuals reach out to Asian-Americans but miss the opportunity to connect by a wide Iowa mile. I have a personal and professional perspective on this: I am an Asian-American and the executive director of the Iowa Asian Alliance.

My passion and desire to help connect Asian-Americans and the people of their communities comes from being part of a connection that was made several decades ago. In the 1970s, Gov. Robert Ray and the people of this great state reached out to Asian refugees and their families and made it possible for us to escape the terrors of war, famine and poverty. I was 10 years old at that time. Connections were made, relationships of support provided, and opportunities for livelihoods gave hope where there was none.

Yes, it was a different time. The focus was on survival. Today’s challenges might not seem as pressing, but I would argue that they are as important to the future of our community and the people who live, work and serve here.

Many companies and individuals recognize Asian-Americans as an important part of the community on a cultural level — and a significant market opportunity on the business level. What I have observed from countless meetings and conversations is that most don’t understand what it takes to connect with Asian-Americans. Politicians and business leaders approach the Iowa Asian Alliance hoping to win the support of our group. Most leave disappointed because they expect too much too fast. They haven’t invested the time that it takes to truly connect at a deeper level with a people who are slow to embrace but loyal for life.

Here are some tips for connecting with Asian-Americans:

Get your feet wet by becoming a member of the Iowa Asian Alliance. You will then receive communications via e-mail, newsletter, and regular membership mailings. When you understand the issues that concern us, are aware of the traditions and celebrations that enrich us, and know the thinking and values of our community, you will have a good foundation for developing a rewarding relationship with us. Go a step further and attend our monthly general meeting.

Participate in Asian-American events. If you were not one of the 20,000 people at last weekend’s Asian Heritage Festival, I hope you plan to be there next May. Other events to attend: a gala reception for the opening exhibit of “Eaten Your Fill of Rice” by renowned photographic artist Chee Ng at Capital Square on Sept. 17. AdmirAsian, a presentation of achievement awards that serves as our “hall of fame,” is on Saturday, Oct. 16.

If you are an employer, go beyond the internal Asian-American support and resource group within the company. Allow your employees to volunteer and to attend community and professional development training and events. I highly recommend The World Affairs Symposium on the Asian American Experience in the Midwest, sponsored by the Chicago Council on Foreign Relations and Asian-American organizations from eight Midwestern states.

If you have an emerging-market department, why not launch a multicultural component? For example, you might offer a translation or interpretation service.

You may have heard the story about the old man who grew a bamboo tree. Month after month for several years, the man watered the bamboo shoot. Each day he would water the shoot and step back to look for signs of growth. Nothing happened. Yet he continued to water it, and one day the bamboo shot to the sky.

Patience, persistence and making connections serve our community, our state, our nation — and ultimately our world.

Kim Poam Logan is the executive director of the Iowa Asian Alliance, a non-profit organization that represents and promotes the business, economic and community development of the state’s Asian-American communities. For more information on the IAA, visit www.iowaasianalliance.com or call (515) 309-6047.