How Do You Get Board Members to Understand Their Role in Fundraising?
Here’s the pain point! Board members and fundraising.
It’s a perennial question that everybody asks.
But you know what I think?
I think board members exist in another universe than staff.
It’s sorta like parallel universes: board members live in one universe with its rules and mindset, and staffers are in another galaxy, far far away.
Boards are supposed to help raise money?
The universe that is inhabited by nonprofit staff thinks “boards are supposed to help raise money.”
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But board members, over there in their separate board member universe, will say, “Whaaaat? Not so fast now. We don’t necessarily agree. We didn’t sign up for that!”
And they will reply many things such as “I’ll do anything BUT fundraising. . . I hate fundraising . . . Do you really want me to hit up my friends? . . . Talking about money is tacky . . . etc and etc and etc.
The fundamental truth – whether we like it or not – is this:
Board members don’t have a role in fundraising unless they are willing to accept this role.
Yeah, they “should” be helping in fundraising, and they are supposed to be helping in fundraising.
BUT they are volunteers.
And you can’t MAKE volunteers do anything. I guess you could fire them, but then where would you be?
You can read them the riot act, wag your finger at them, even give them seminars titled “the art of the ask.”
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Finger wagging does NOT work with board members!
But if they honestly don’t want to do fundraising, then I don’t think they will.
You have to inspire, motivate and encourage your board members.
This frustration is what drove me to look for a better way.
After reading, thinking, interviewing folks and observing many boards, I finally concluded the only way to get your board members to take on their fundraising responsibilities is to motivate them.
We have to inspire them into action.
We have to show them easy ways they can help raise money.
We have give them practical hand-on training in how to open the door, how to talk about their favorite organization without being pushy, how to encourage their friends to get involved, how to have an “advice visit” with a prospect.
They need to understand that fundraising is so, so much more than “asking for money.”
They need to find roles in fundraising where each person feels comfortable and motivated.
Amazing board members of the Southern Appalachian Highlands Conservancy last weekend!
I know this is a challenge. But I promise you, if you change the way you approach your board members, you can get different results out of them.
As my friend Laurie Taylor at Cape Fear Hospice said about some of these ideas:
“I can’t change them, but I can change me.”
I’m working with a lot of boards these days, and it’s a joy to see them turn around from discomfort to enjoyment.
Let me know if I can help you!
And what do you think about these ideas?
Am I off base or on target? Let me know with a comment!
I just made a presentation last night to one of our boards and am making another this afternoon. You are 100% right. I find it so important to discuss all that is included in the donor relationship outside of asking – introduction, involvement and thanking. Last they commented that my enthusiasm inspires them. So I encourage all of my colleagues to work with board members just like we do with other donors – focus on what interests them. We can get good results. It takes hard work but it is worth it.
So so true! If you assign simple direct tasks that help YOU to raise money most people will be happy to help. But as you say, wagging your finger at them and demanding that THEY raise the money will seldom, if ever, help.
Leslie, way to go! I agree that it IS hard work but well worth it too. If you start board members off in some other area of fundraising than straight asking, you can garner tons of enthusiasm.
Great post, Gail. I think as nonprofit staffers we often waste too much time and energy trying to motivate the least performing board members to do something, anything! Instead, we should focus on supporting and encouraging those who are committed and making an effort.
You know Travis, I think we are all a bit wiser than we used to be about these types of board members. And we are a lot more practical about where to focus our energy. Thanks!
Yup, I’ve tried the finger wagging approach and let’s just say it went over like a brick!
Worked with a board recently where we defined three fundraising roles: Ambassadorship (prospecting, cultivation), Asking, and Appreciation (thanking, post-giving involvement). Then the board chair said, “I propose we abolish the fundraising committee, we establish work groups for each letter A, and every board member must participate in one of these three groups.” In other words, fundraising is not just asking and everyone must help in some way.
We went around the room and each board member picked their assignment. Happily, some chose to be Askers, but even if they hadn’t, it was a big step forward. Any board involvement that strengthens relationships with donors is welcome..
Andy – I really like that approach. It lets each board member decide how they can be helpful. Also, it’s a wise move for the entire board as a whole to act as a development committee.
Can’t wait for your new book on exercises to train board members about fundraising!