Transform your non-profit board into fundraising champions with insights from a seasoned industry expert. Discover how to overcome common hurdles and ignite enthusiasm for fundraising among board members. Learn actionable strategies to drive support for your cause effectively.
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In survey after survey, non-profit executives cite underperforming boards as one of their top three issues – particularly when it comes to fundraising! Many of us have given up on ever getting our boards to participate in fundraising at any significant level, but I’m here to tell you – based on my own experience, over 35 years in the industry -- that it’s possible to turn your board into enthusiastic champions who raise money to support your cause!
It starts with understanding why your board members hate fundraising. Oh, let us count the ways!
Boards are comprised of volunteers, who may or may not work in the nonprofit sector, and often do not have experience, skills or expertise in fundraising. Fundraising is a very specific set of skills that must be learned and practiced. Have you taught your board how to do fundraising?
Solutions: Provide your board with information, education, training, coaching and support so they can succeed. Send them to conferences. Send them links to webinars. Give them bite-sized fundraising tasks so they can build their comfort and confidence. Make sure fundraising is on every single board meeting agenda. Ditch the Fundraising Committee! Why? Because every board member should be contributing to fundraising in some fashion. If it’s all the prevue of the fundraising committee, then other board members may feel they’re off the hook. Not true! We need all hands on deck to raise more money, so we can do more good!
What are the top three taboo subjects in the US? Religion, politics and MONEY. From a young age, we’re trained not to ask or talk about it. As a result, most of us are not as knowledgeable about or comfortable with the subject as we might be. Are you nervous (TERRIFIED) by the prospect of asking other people for money? Your board is no different!
Beyond this, we frequently expect board members to solicit donations from and sell things to their friends, families and co-workers. In doing so, we are asking them to trespass on their personal relationships. How many of you would be comfortable doing that? Never ask someone to do something you yourself would not do! Instead, use the VIP Exercise* to identify people in your community who can help catapult your organization to the next level! You can also create an Individual Board Member Fundraising Menu* to allow them to select the ways to contribute that fit with their temperament (introvert/extrovert), schedule, skills, comfort level, etc.
Solutions: Things your board should know, which might ease their fears:
Surprise! When recruiting board members, are they told what their roles and responsibilities will be – including those related to fundraising? I once joined a board where I was told I was expected to give one gift each year. Then, every time I turned around, I was being asked for money! Needless to say, when I completed my first year of service, I dropped off the board.
Solutions: Uplevel your recruitment, orientation and onboarding processes to ensure that all prospective board members have a CLEAR understanding of what they’re signing up for. There’s no reason they can’t attend a board meeting to check it out for themselves. Be sure to check in with board members on a regular basis to make sure they’re clear about expectations (and that you’re clear about theirs!). Remember, this is a two-way street – don’t just dump them in the deep end of the pool, give them swimming lessons!
Reason #4: We forget our board members are volunteers and underestimate the work it takes to provide them with adequate support
We frequently expect board members to fly out of the fundraising nest and soar. Without ongoing training and support, they’re more likely to crash to the ground. Ouch.
Solutions: Provide them with ongoing information, education, training, coaching and support so they can succeed. Send them to conferences. Send them links to webinars. Give them bite-sized projects so they can become more confident in their fundraising abilities. Use a menu* to give them some options that feel comfortable to them. Make sure fundraising is on every single board meeting agenda. Survey your board annually about their level of knowledge, comfort and confidence!
Reason #5: They think that asking for money is the only way to participate in fundraising
While some board members may enjoy asking potential and current donors to invest in your work, there are those who need other ways to help you raise funds. All board members have a role to play in fundraising. And don’t forget about cultivation and stewardship. Board thank you calls to donors have an incredible impact on retention rates.
Solutions: Here are 10 ways your board members can engage in fundraising without having to ask for money:
Reason #6: They don’t know how to talk about your organization and why it deserves donor support
Board members may have the inside scoop on your nonprofit, but that doesn’t mean they’re good at making the case for support!
Solutions: Make sure new board members receive a thorough orientation when they begin their board service. Have an annual all-board review of your organization’s history, programs, and organizational needs. Provide your board members with the case for support, impact data, success stories, etc. Encourage them to follow you on social media. Have staff attend board meetings on a rotating basis to provide updates and answer questions.
Encourage your board members to share their passion for your mission when they speak with others. They’ve made their own commitment for a reason. Their passion will be inspiring to others. The more times a board member hears that magic “yes,” the more comfortable they’ll become.
Help them develop their own “elevator pitch” by focusing on the following questions:
Sharing from our hearts is the fastest way to connect to another person’s (prospective donor’s) heart. And here’s a secret: Philanthropy is a heart-centered activity!
Reason #7: They fear rejection
We all do! At first, many fundraisers feel that asking for a donation is “begging,” and board members are no exception. Rejection is inevitable – at some point, someone’s going to say NO. Let them know that it’s not a personal failing – it’s almost always about the donor, not the person who asked. And, most times, NOs are really a “not now.” You can always ask the donor why they turned down your proposal.
Solutions: Overcoming the fear of rejection takes time and comes with practice, along with an increased level of comfort and confidence in one’s fundraising skills. Provide your board members with the opportunity to develop and practice their pitch. Be willing to provide ongoing coaching, guidance, scripts, stories, data, etc. Make sure that at least some portion of every single board meeting allows members to discuss sticking points and roadblocks (this is probably best done in small groups or pairs) and to get advice on how to move forward.
There are many reasons our board members resist fundraising. The good news is that the solutions are straightforward, and the ability to turn things around is in our hands! Don’t try all of these strategies at once – pick the one that makes the most sense for your board’s level of maturity, experience, and functioning, and see how it goes. Then try another. Soon, your board will be raising more money than you ever imagined possible!
If you want a copy of the VIP Exercise or Individual Board Member Fundraising Menu, send an email to sarah@sarahblange.com with the title of the document(s) you want, and we’ll send them out!
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