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Boards and Fundraising
(The big gap between expectations & results)
I've spent over three decades with non-profits (so far) but I actually have very little experience with fundraising. This is intentional. Here's what I can tell you about it: IF your organization intends to raise funds AND IF your organization intends to leverage board members in such fundraising, THEN you'd better be upfront about it before the person lands a director role on your board.
I have deselected myself from certain awesome boards because of the fundraising element. I am neither the person with the big bank account nor the person whose friends are such (or whom I am comfortable approaching). If you want better governance, I'm your person! (Seriously, please reach out...). If you want me to find you money, peace out and god bless.
Obviously I understand that when serving on a charitable board, leadership involves making a personal financial contribution. I can do that. But ask me to go deeper than what I can manage personally or to tap the other people in my life, you're going to get push back. Telling me to "Just tell your story about why you're involved" or that "It's just an information session; no one will ask for money" do not ease my anxiety about fundraising.
NonProfitPRO recently published an article on this topic. In "How to Get Your Board on Board With Fundraising" Jeff Schereifels acknowledges that the lack of clarity in board roles around fundraising is a big problem. He puts the onus on management to help the board with fundraising. He says it is the role of management to set the board up for success in fundraising (actually he says "...provide the necessary training they need to evangelize your mission" which makes me pretty twitchy). He says to help set expectations for your board, start by asking simple questions that you might ask your donors:
· How did you get connected to the organization?
· How are you connected to the mission?
· Why do you want to be a board member?
Schereifels stresses the importance of understanding each person’s motivation, sphere of influence, and connections. He goes on to recommend 5 tactics used by a fundraising pro:
1. Create Objectives, Timelines, and Expectations
Instead of initially asking the board to help with the campaign, the board should be provided with prepared clear goals and expectations. That way, board members can see the intended results and understand the purpose of the plan.
2. Inspire the Board
Come prepared to the board with stories and a vision that will get board members excited about cultivating and soliciting donors.
3. Set Expectations Up-front
Ensure that targeted board members have their own caseload of donors, help them manage the donors, and meet with them regularly.
4. Manage Board Volunteers
Hold monthly campaign meetings to coach board members on their own strategies.
5. Provide Ongoing Encouragement and Communication
By sharing successes and stories of donors who commit to the campaign, board volunteers will feel important and see how their role has real purpose.
Schereifels recommends getting a better understanding of each board members' specific skill sets and building those into a plan that will serve your donors. Remember to:
- give directors a role in your donor conversations
- prep them to focus on common interest areas & anecdotes about recent victories
- ensure they contribute at least a few points of their own connection
Of course, not every board member has the personality/skills for donor interactions. For them, establish the questions they'll ask ahead of time. Train them often, and don't forget when you are onboarding them to make sure fundraising is listed as a priority and expectation.
Schereifel concludes that "it’s all about preparation and commitment" which is true, but also feels trite. I can be very committed to a charity and still not be comfortable raising funds. So I say set those expectations up front, maximize/leverage the best of what is at your board table, and give as much info and scripting to board volunteers as you can. This should help most directors. I will be cheering them on from a distance.
Here is the article.
/lmwe
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