Today’s question comes to us from Angela and it’s a great question. Angela writes:
The trouble that I have is getting past the ‘I don’t want to ask my friends for money’ response. What else can I do to motivate those board members who aren’t comfortable asking directly?
Share it with others — Today’s Tweetable:
Video Transcript
This is something development directors run into all the time.
Here’s what I recommend:
Let’s try changing the way we talk and think about fundraising and start changing the attitudes of our board members. It’s not going to be easy, but when we’re successful, the payoff is huge!
So, instead of talking about fundraising per se, let’s talk about raising friends for the organization.
Talk About Impact
First things first, we need more advocates and people who love our organization. When you put it that way, your board members will have far less resistance to helping.
Also, instead of talking about money, talk about impact. Don’t say we need to raise $10,000. Say we need to help 50 more children learn to read. Who can resist that?
What if you simply asked your board member to help get their friends and colleagues engaged with your mission, cause, or organization? Could they bring their friends in to meet the kids you serve, or to help serve a meal, or take a tour of your programs in action?
Assign Doable Tasks to Board Members
I find that board members are resistant and reluctant whenever I ask them to do something they are uncomfortable with — like fundraising.
But, when I break fundraising down into doable tasks, board members are much more open to the idea.
You could say something like: one of our goals this year is to give a tour to 3 new people per week to help teach people about the issues around illiteracy. Would you be willing to bring three friends in for an hour tour next month ? They wouldn’t see that as fundraising, but they would have opened a door!
Changing their Attitude About Giving
I also want you to help your board members understand that fundraising isn’t about “begging” or arm twisting — it’s all part of changing the language we use and the attitude that people have.
Someone recently asked me if I thought board members should “give till it hurts.” All I could think was, my God, no! I don’t want giving to hurt — I want it to fee great! Giving should never hurt!
So, that’s my answer to your question, Angela. I hope it helps!
What kind of challenges have you faced with board members that are new to fundraising? Join the conversation below.
This post is part of my Year of the Fundraising Board series. Check out the entire series to learn how to create a stronger, smarter, and super motivated nonprofit board.
This was so clearly presented and so simple. Great advice. We have a Board meeting in a couple of weeks and this speaks directly to one of our major topics.
Thanks
Your video about why board members should never ask for money is terrific! Thank you for the pointers. I also love your new branding! Thanks again
Amy, great message. You are the best. The world of professional fundraisers needs to clone you many times over.
Excellent point about our ‘advocates’. The idea that we center the discussion on our mission objectives rather than fundraising is brilliant.
Absolutely wonderful advice! Changing the attitude and seeing not money or problem, but people – this is amazing! I feel so inspired and ready to act!
I very much like the concept of replacing Fundraising with Friendraising. This does, however, bring me back to the question as to what qualities should we seek in board members. I thought one of the characteristics sought was the ability and willingness to ask for money. Is that not correct?
Gordon, you are correct – you do want board members who can ask for money! But, it’s about what you do with the bulk of your board members who won’t!
Some of the Board members think we are not a ‘charity’ so therefore do not warrant donations. We are a cultural organization trying to preserve and share our culture with others so that there is a better understanding of all peoples, that we are all different in some ways but the same in others. They think a non-profit shouldn’t ask for donations because we are not helping the less fortunate, but are a ‘social’ organization. Isn’t preserving a culture worth working for? How do I get the Board to understand that our mission is worth getting donations?
Edith, you are going to have to work much harder than others to find board members and donors who support your cause. Yes, you deserve donations, but it will be a harder sell. The trick is finding those who agree with you and they will be your biggest supporters!
Great positioning Amy. Completely agree that we can be better at reaching our financial goals by working on the subtle nuances of how we talk with our Board (and other key supporters) about how they fit into the picture. Nobody wants to feel “used” or “needed” only for their wealth or access. Frankly, unless a Board member is unusually passionate about an organization, they don’t care all that much about our $$ targets or budgets. People feel valued when they are given opportunities to feel engaged and they are much more likely to engage others if there’s a good “pull” rather than “push” motive from the organization.
Spot on!
The best way to engage board members in “institutional advancement” is first to assist them in framing and becoming comfortable in teling others their personal stories as to why they have chosen to devote concern, time and abilities (yes, and as appropriate, their financial support) to your organization. They should then be prepared to offer several follow-up “outcome” stories regarding the personal impact of what you do. Next, board members should always be actively engaged in personally thanking others for their involvement and support. Among the steps of the “rule of seven thanks” a board member note or personal phone call (especially at a certain level of gift) should figure prominently and early on in the acknowledgment process. And let’s face it, thanking others for their gifts inevitably causes the thanker to reflect upon his or her own giving as well.
I’m the E.D. of a small, all-volunteer organization (no paid staff).
When a board member asks me, “Did my aunt Martha donate? I asked her to do so and she said she would”, how can I respond ethically? On the one hand, we hear that donor names should NEVER be shared. On the other hand, how can we ask board members to bring donors to the organization and yet not tell them that it was successful?
And the same question for volunteers and staff who bring prospective donors (friends and family) to the organization, and then want to know if those folks donated.
Note – I’m not talking about releasing the donation amount, just the donor name.