As a development director, you may be in the uncomfortable position of managing up, down, and sideways. It takes a lot of effort to get everyone rowing in the same direction when it comes to fundraising. After all, fundraising is a team sport — or, at least, it should be.
Unfortunately, many people on nonprofit leadership teams try to avoid fundraising like it’s the plague. This attitude can come from your executive director, board members, or other staff and volunteers. It’s your job to create a culture of philanthropy and getting everyone involved in the fundraising process.
To Start, Not Everyone Needs to Ask
Simply because everyone on your team should help with fundraising does not mean everyone needs to ask for gifts. I’ve watched development directors struggle for years, waiting for an executive director or board member to ask for a gift. Sometimes that simply isn’t in the cards at your organization.
In fact, some people will never be comfortable or good at asking. And, if that’s the case, I don’t really want them out there asking… and messing up the ask. If forced to ask for gifts, it’s likely they’ll do more harm by delaying the ask, asking for low gift amounts, or simply avoiding your calls.
Instead, find out how your team members might help with fundraising in ways that feel good to them. It’s more likely board and staff members will help with fundraising if they are successful and have a good experience.
3 Ways to Lead Your Fundraising Team
Let’s look at three different ways you can lead your fundraising team in ways that can award their efforts with more confidence and knowledge.
1. Provide ongoing education
The number one way to help your team engage with fundraising is to provide ongoing learning opportunities. Don’t assume your staff (or boss) or board members know what to do or how to do it when it comes to fundraising. Even experienced fundraisers will be happy for the practice and review.
Take time at each board meeting and staff meeting, whenever appropriate to have a fundraising discussion. Pick a topic for each meeting and give everyone at the table a chance to participate. Ask open-ended questions like:
- How are we currently thanking donors and how could we do a better job? How could you help?
- Why aren’t we getting any planned gifts and what can we do about it? How could you help?
- What are some attributes of people who are interested in our cause? How can we attract more of those types of people? How can you help?
2. Offer encouragement and validation
Pay attention to accomplishments big and small and celebrate in appropriate ways. Provide certificates, verbal shout-outs, and prizes to those who help with fundraising. These don’t all need to be for asking for gifts. Or even successful asks… or the biggest gifts. Provide recognition for effort.
For example, provide a shout-out to Mary at your next board meeting, because she made 5 thank-you calls. Or publicly thank Tom for making an email introduction to someone in his office. You could give a prize ($5 Starbucks gift card) to Susan for posting on social media. Etc., etc.
3. Lead by example
Too many times I meet development directors who are not confident in their asking skills. And yet, they want to have a robust fundraising program. I don’t know any better way to raise money than to get out there and do it. Take a risk.
Start with those you know the best. Be honest. Let them know you’d like to practice your asking technique on them and ask them for feedback about how the experience was for them afterward.
When others get involved with asking for the first time, provide them with opportunities to have success. For example, have board members practice asking one another for gifts.
Managing Those Around You
No matter what position you hold at your organization, its likely you’ll need to help manage and coordinate those around you with regard to fundraising. Often, that includes managing your boss and board members.
It can be challenging to “manage up,” but the most adept fundraisers always help those around them to successfully raise funds and elevate the entire team.
Thank you for the sample questions and encouragement examples. I have struggled since last July with our new administration’s lack of interest in including fundraising during leadership team meetings.
Our meetings have been narrowly focused on short term challenges and successes – without including fundraising. While our successes have really been outstanding, there has been a huge disconnect with fundraising successes and our organization’s mission – because it isn’t discussed at the table… there is a huge assumption that the money and the donor engagement will always be present.
New administration recently chose to use gratitude as an organizational theme over the next 12 months. This is something that doesn’t come naturally to our new administration’s style. Your suggestions will help us implement it with real ownership.