Getting Board Members to Fundraise is Like Getting Kids to Eat Spinach

Do your board members embrace fundraising?  Are they eager to exchange fundraising tips and strategies at every opportunity?  Are they constantly out in the community asking for financial support from their colleagues and friends?  Okay, we can both stop chuckling now.

Photo credit: Whatcomfarmtoschool.org

I hear from my clients all the time that they can’t get their board members to help with fundraising.  This story is all too common.  Sometimes it is that the contracting wasn’t clear when board members were asked to join, and they feel like they shouldn’t have to participate.  Sometimes it’s just that the idea of asking people for money can be uncomfortable or downright terrifying. 

The bottom line is people are not born knowing how to fundraise but they can learn.  They have to be willing to let their passion for the work of the organization outweigh any fear they have of rejection or failure.  And they have to shift their mindset from “asking people for money” to “changing the world.”

If fundraising needs to be more of a priority at your organization, try some of the following strategies with your board:

1. Educate – Find a way to incorporate fundraising into every single board meeting or retreat, even if it’s just 15-20 minutes.  I don’t mean tacking on an eye-glazing number-filled report at the end of the agenda, when people just want to be done.  I mean a role-playing exercise, a quiz about revenue sources or what makes a good prospect, a brainstorming session about how your board members can help surprise and delight your donors, etc. right at the beginning of the meeting when energy and enthusiasm are high.
2. Prioritize – Deputize a fundraising champion on the board, someone who board members will listen to when you feel like a broken record.  Work with your board to create a monthly dashboard that measures not just dollars but other key indicators such as retention and number of new donors.  This will increase awareness and demystify the components that go into good fundraising practices.
3. Celebrate – when a board member is successful in bringing in a new donor, or securing a meeting with a potential donor who could be really important to your organization, be sure to recognize them publically.  Not only will other board members will be inspired to jump in and help, it will give them concrete examples of the role they can play in securing the necessary resources for your organization.

Whether you’re a one-person shop, or have a team of fundraising professionals on your staff, the most credible person in your donors’ eyes is the one who is talking about the needs of the organization because they are a passionate volunteer who cares about the mission, not because it’s their job.

The more people you can involve in engaging the community, the broader your reach, and the more resources you have to meet your clients’ needs.  With a new awareness and some practice, your board members can be joyful participants in the fundraising process.