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Foolproof 3-Step Strategy To Turn Board Members Into Fundraisers
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It’s not too early to begin planning your fundraising strategies for the fall and end of the calendar year. You’re probably already thinking about your mail appeal. But what about person-to-person major gift fundraising? For most nonprofits, the lion’s share of money comes from the smallest group of people. Many of these folks respond well to in-person cultivation. Not to mention being asked to give by people who they know, like or admire.
Engaged board members can really help make year-end fundraising soar
But how do you turn board members into fundraisers? You need a board engagement strategy!
Late summer is a great time to hold an “inspiring philanthropy” (aka board fundraising training) session
Consider who your potential advocates are (e.g., board, advisory group members, committee members, active volunteers, major donors, key staff), and invite them all to attend. You might do this in lieu of a regularly scheduled meeting or perhaps as a separate session. Whatever you do, don’t give it short shrift. You’ll need 60 to 90 minutes to gracefully cover the territory.
These sessions are best held in late August, September, or October – in time to fire folks up for year-end major gift asks. You’ll want to be prepared to then immediately provide volunteers with assignments so they can hit the ground running!
TIP: The key to getting board members to do what they’re predisposed to hate (i.e., “fundraising”) is to reframe the session as being about something they’re predisposed to love (i.e., “philanthropy” – which literally translates from the Greek to love (philos) of humanity (thropos). And maybe even throw in something else folks love! I’ve run sessions entitled “How Philanthropy Can Be as Addictive as Chocolate.” I’ve even offered chocolate tastings at these events (if you’re going virtual, you could mail some sample chocolate kits in advance). I’ve found folks enjoy this approach so much more than “Fundraising Training Sessions,” so you’ll get a larger turnout. Plus, you’ll energize folks a lot more than if you start from the perspective of: “this is your chore; you must do it, even if you hate it.” Your goal is to get your board members to LOVE facilitating philanthropy!
Consider inviting an experienced fundraiser and meeting facilitator to run the session
Why hire a facilitator? While you can definitely do it on your own by following the tips below, I often find board members are more receptive and open-minded when an outsider is brought in. They listen more. They believe more. They are more relaxed and less combative.
Sorry, but it’s just the nature of the beast. And, since you’re likely going to be raising major gifts, it will be money well spent!
TIP: If you do hire a facilitator, I suggest you tell them you’d like them to follow the agenda outline below:
I. Introductions
A. Ask folks to describe why they became involved with your organization, and what continues to keep them passionate and inspired
Give each person a turn if you have a small board; otherwise, pair folks up and have them break into new pairings several times (you can do this virtually using breakout rooms). Your objectives are to:
- get folks comfortable telling their own story, and
- fire folks up from listening to other people’s stories.
TIP: The more opportunities folks have to tell the story of their involvement, the more comfortable they’ll become sharing this story with others. Usually, folks will have a personal connection to the cause. Or they’ll have an outcome story to tell – something they remember from having been involved with you over a period of time. Ask board members – and staff too – to engage in some form of this exercise at least annually.
B. When storytelling has concluded, ask the group for feedback
Ask first for volunteers. Then call on those who may be a bit shy.
- How did it feel?
- What did they learn?
- Did telling their story feel at all scary?
- Did it feel less scary than asking for a gift?
- Do they think they could consider reframing ‘fundraising’ as ‘storytelling’ moving forward?
TIP: This is often a time where I ask folks if they could they maybe move from ‘fighting’ to ‘inviting’ (e.g., shift from phrases like “It’s time for me to hit you up” or “twist your arm” to offers like “I’ve got a great opportunity for you” or “Would you like to join us?”).
II. Philanthropy, not fundraising
A. Discuss why you do fundraising
To create happy endings! For your organization, for those who rely on you, and also for your supporters. Talk about the need people have to enact their values and be part of something larger than themselves.
Make this another opportunity to frame what you’re doing as storytelling. You’re helping prospective donors visualize the story of your cause.
Think about different story protagonists. These are the people, animals, places, or values you’re trying to sustain, restore, or heal. Next, think about the problems these protagonists must overcome. Maybe your board members even relate personally to some of these problems, and that’s why they joined your board. Finally, talk about outcomes you – and your prospective donors – seek. This is where you connect the donor’s own personal narrative to your collective narrative.
TIP: Teach your board askers to begin by engaging in dialogue with their assigned donors. Effective philanthropy facilitation is never, ever a monologue! Engaging supporters requires asking some generative, open-ended questions that will help board members learn more about what floats their assigned donor’s boat. They can simply ask the same question you asked them at the beginning of your “Inspiring Philanthropy” session: “Why did you first give here?” “What keeps you giving?” Other questions might include: “What programs interest you most, and why?” “What problems feel most pressing to you right now?” “What questions might you have of me?” Encourage your askers to listen twice as much as they talk.
B. Discuss the fact that both askers and donors are ’empowerers’
They bring your stories to life. They give the stories you tell happy endings. They help those you serve stand up and fight, making askers, donors, and your beneficiaries heroes in their own right. Your job is simply to facilitate their empowering philanthropy.
TIP: Reframe fundraising in your own mind. It’s important to really believe this is a noble, rather than an evil, pursuit. Asking isn’t begging. Asking isn’t taking something away. Asking is giving folks an opportunity to join in something wonderful. If you’re excited about a new restaurant, you share it – right? If you experience a wonderful movie, you share it – right? Don’t be stingy when it comes to sharing what’s wonderful about your cause.
III. Overcome fear of fundraising
A. Discuss what folks are afraid of
The only way to overcome fear is to address the elephant in the room. Usually, it boils down to two things: (1) fear of rejection, and (2) fear of looking dumb or unprepared.
Tease these fears out by asking folks what words they associate with fundraising. Then ask them what words they associate with philanthropy. You may be surprised with the results.
TIP: Too often, people categorize “fundraising” as an onerous chore. Often, the feeling fundraising is burdensome comes from a previous negative experience – perhaps when they felt rejected or perhaps when they were on the receiving end of an ask they didn’t feel good about. Overcome that argument this way.
B. Destroy the money taboo
People think fundraising is about money, and they hate to talk about it. Persuade them it’s not about money. It’s about outcomes. Money is just a symbol of what it can accomplish.
TIP: Usually, what folks are telling themselves is that fundraising is begging. Use your board session to retire this outdated “tin cup” notion. Overcome that argument this way.
C. Help board stop wallowing in negativity about fundraising
What they need help understanding is that they’ll gain a boatload of satisfaction by connecting with their own passion and then helping others enact their similar passions. You can help them become inspired this way.
TIP: Consider asking them the following questions:
- What are you telling yourself that keeps you focused on the negativity?
- What will you have to give up to leave the painful associations behind?
- What will you gain from leaving the pain behind?
- Who benefits from you staying in pain and self pity?
Closing thoughts: Turn board members into fundraisers
In the end, it should become abundantly clear to everyone that when board members don’t engage enthusiastically in fundraising, no one benefits. It’s a quadruple lose. A lose for the organization; a lose for the board member; a lose for donors denied an opportunity to passionately invest, and a lose for those who rely on your mission continuing to thrive.
But it’s easy to turn board members into fundraisers once they understand the very special role they play.
What tactics do you employ to turn board members into fundraisers? Let us know in the comments.
Check out our guide on Top 10 Strategies to Involve Nonprofit Boards in Year-End Fundraising
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