The #1 Secret to Get Board Members to Help with Fundraising

Later today I’m giving a webinar called How to Get Board Members to Help with Fundraising in 15 Minutes per Month. It’s a talk I’ve given many times before and it’s always been popular. Yesterday I received a notice from the host saying that it broke their webinar records for the most registrations ever.

I don’t share that to brag — rather, to share how hungry people are for simple and time-sensitive ideas to engage their board members in fundraising simply and effectively.

Remember: Your Board Members Have Other Priorities

If you really want board members to be engaged in fundraising, it’s important to be respectful of their time. Most board members have other commitments, which are more important to them than serving on the board of your organization. If you’re lucky, only family and career come before your organization. But it’s more likely that you’re somewhere on a long list of priorities.

Therefore, the best way to get your board member’s attention is to provide short, simple tasks and activities. Stick to the popular acronym, KISS — loosely translated — Keep It Simple Sister.

Don’t Make This Mistake with Board Members

Unfortunately, Development Directors often ask board members to help with fundraising without specific parameters attached. Board members have no idea what it is that’s really expected of them. And, since they hate the idea of fundraising, they generally shut down. Or they resort to the type of fundraising that feels comfortable — grant writing and events.

How to Help Board Members Succeed at Fundraising

The more specific (and simple) you can make fundraising, the more likely your board members will be to follow through and be successful.

Start by asking board members to commit to helping with fundraising for 15 minutes every month. It’s likely 15 minutes more than most are doing right now. (The ones who are doing more will continue to do so.)

Make Sure Board Members Know the Four Fundraising Stages

At an upcoming meeting, set aside time to start the conversation about how they might help in 15 minutes per month. You should begin by explaining that there are four stages to fundraising:

1. Identification (who might be a donor)
2. Cultivation (relationship building)
3. Solicitation (asking for financial support)
4. Stewardship (thanking and follow up)

Then, ask your board members to brainstorm all the ways they might help with fundraising in each of the four categories. You might want to split them up into small groups (4-5 people per group) for this brainstorming session. Identify a note-taker/reporter for each group.

If they come up with the ideas (of how they could help), they are more likely to follow through than if you simply hand them a list of options.

Get Your Board Members Brainstorming Short Fundraising Tasks

Ask for a few examples before splitting into smaller groups to help get the juices flowing. After 10 minutes or so in small groups (use breakout rooms if you are meeting via Zoom) come back together as a larger group and have the reporter share the group’s ideas.

Don’t comment on the ideas at this stage — simply get all the ideas down in a long list. Identify which ideas could take less than 15 minutes per month and which would take longer.

Here’s a sample list of things they might come up with:

1. Identification (who might be a donor)

• Introduce a colleague, friend, neighbor to the ED via email
• Bring a friend to an event
• Forward the e-newsletter to a colleague

2. Cultivation (relationship building)

• Share a social media post
• Recommend someone to take a tour
• Invite a friend to volunteer

3. Solicitation (asking for financial support)

• Write a personal note on an appeal letter
• Sell a ticket to your fundraising event
• Ask an acquaintance for a major gift
• Forward an email appeal with a personal note

4. Stewardship (thanking and follow up)

• Handwrite a thank you note
• Make a thank you call
• Deliver a plaque or certificate
• Share the impact of a specific gift

Ask each member to identify three things from the list they would be comfortable with and happy to do. Then, follow up with board members individually in the following week to discuss which activities they picked from the list.

NOTE — If there are things on the list which don’t seem like they are appropriate or would be useful at your organization, you can discuss those individually with board members who select them.

Lastly, you’ll need to follow up with an email or phone call reminder to each board member on a regular basis.

The #1 Secret to Get Board Members to Help with Fundraising

So, to recap… what’s the number one secret to getting your board members to help with fundraising?

Make assignments clear, short, and simple.

There it is, plain and simple.

Taking it a step further, your goal is to enable board members to identify the activities THEY want to help with, and then provide reminders and support so they can succeed. Because when they succeed, YOU succeed.