Supporting a board to move into fundraising mode takes work.  Most people are not sales naturals, and asking for money is selling. Finding ways to get your board members more comfortable with inviting their friends to contribute to your mission, and even asking for support directly, takes work, but it’s so worth the effort. At all of the non-profits I’ve worked with, first, I’ve put energy into finding out from board members what their comfort level is in raising money.  Then, I’ve explored which of them would be willing to get coaching and support so they could do more.

I’ve also worked with my team to identify low-risk and meaningful practice opportunities so board members can build the skills needed to invite a donation without feeling so much pressure.

If you’re an ED or non-profit leader, looking to build board skills in fundraising, what are some meaningful steps to take?

First, raise the topic:  Ask your board members about their level of comfort bringing friends in to give, and/or making asks on behalf of your organization.  Find out who is willing to consider coaching and support to do more, and what reservations and/or questions they have.

Then, start the conversation about asking:  With your interested group, what education about the current needs and mission of your organization would they like to help support their ask? Could they use language, case studies, and social media messaging to support some outreach?

Also, find out about how they might build these skills: Are people open to inviting friends to an interesting cultivation event that could open the door to a later ask? Would they prefer to do virtual asks to friends to support Giving Tuesday, or a seasonal fund-raising event?

At one of my non-profits, we expanded a member thank-you event to include an opportunity for board members to invite friends that they wanted to introduce to our organization; our development team and leadership were present and helped welcome these new guests. All attendees received customized follow-up emails, and their engagement was tracked in our CRM so we could review future impact. Our board members enjoyed these low-pressure touches, and then felt empowered, during end-of-year-giving, to make more direct asks on our behalf.

Following that work, we reinvigorated our Advancement committee and began including board outreach as a component of each meeting. We also stepped up board recognition–both in ED updates to the board–and in the agenda of board meetings–for the board members engaged in fundraising work. 

Supporting your board in excelling at fundraising is a key tactic for meeting revenue goals. 

With education, empowerment, and engagement, you can educate and then activate members of your board to become impactful fundraisers.  

If supporting your board to become better fundraisers is of interest to you, and you’d like strategic and tactical support, get in touch; we can talk.  

Meanwhile, for those who read to the very end, here is a list of critical steps to build board fundraising skills:

• Provide Comprehensive Onboarding
  •  Set expectations upfront that members are fundraising partners. 
  • Share plans and have new members shadow experienced fundraisers.
• Share Progress and Gaps at Meetings
  • Regularly update on fundraising progress. 
  • Discuss specific actions members can take to help fill gaps.
• Arm Them with Resources
  • Develop a brief, compelling case statement and talking points for donor conversations.
• Set Clear Expectations
  • Define appropriate fundraising expectations and “give/get” policies based on experience.
  • Find ways to support board members’ different styles.
• Provide “Ask” Training
  • Train less experienced members on effective fundraising conversations. Offer regular refreshers.
• Recognize Top Fundraisers
  • Frequently recognize successful fundraisers at meetings and with handwritten notes. 
  • Celebrate them!
• Get Strategic with Committees
  • Structure committees around development goals and member skills (events, major donors, etc.).
• Invite Committee Members to Donor Meetings
  • Have committee members join meetings and site visits to witness the impact firsthand, which motivates them.
• Solicit Feedback
  • Regularly ask members what would further support their fundraising and incorporate suggestions.
• Share Metrics and Wins
  • Highlight successes like grants secured through member outreach to inspire engagement.

Image credit: Photo by Ian Schneider on Unsplash