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Many nonprofit executives and fundraisers want board fundraising to help them raise money. Sometimes, they get a couple of people to assist—usually those with business backgrounds. But one of the fundraising challenges is getting all board members to step up. Often, board members say they don’t know anyone who could provide a gift. And that’s especially true for major gifts.

Why is it that so many people will serve on a board, and for the most part, do whatever the organization asks, except for raising money? 

Fear. Most people don’t like fundraising and have fear. Certainly there’s discomfort asking others to support their favorite cause. So, for many board members, fundraising ranks up there with going to the dentist. They enjoy getting involved in a good reason and are happy to provide their expertise and talents. But don’t ask them to raise money other than for the annual event. Suddenly, you’ll have a list of reasons why it can’t be done. And one of the top reasons is that they don’t know anyone who could help financially.

How to get past the fear and help them do it anyway.

Most people will not tell you they fear asking the people they know for money. So, if they have money, board members will try first to give you what they can. And, yes, that’s excellent and commendable. But, the organization’s needs far outweigh what leaders would like their boards to contribute. This is when there’s a disconnect between the charity’s needs and the unstated fear of individual board members occurs.

Getting board members on your team. 

Experienced fundraisers understand that they can get past the discomfort of getting board members to work fundraising by teaming up with them. It is particularly true if you would like your board to work on major gifts. Many years ago, an old-time fundraiser worked for one of the large nonprofit consulting firms, and he used to say that there’s a major gift prospect in every zip code. He did this to encourage everyone, no matter where to look at possibilities, to give at a significant level. When you help your board members understand that excellent prospects are found everywhere, and you’re on their team as a partner, you’re immediately dispelling one of the objections that board members often say, which is that they don’t know anyone of means.

Look at your neighbors another way.

There are countless examples of people supporting an organization at a significant level by contributing $100 or $200 a month to a favored cause. Many experienced fundraisers know the story of a widow with no children who gave away hundreds of thousands of dollars in her will, or how a couple who so believed in a particular mission tithed their way each week to become lead donors to a group. All you have to do is help your board members, especially those who say they don’t know anyone who could give at a high level, think about taking large gifts and breaking them down into small monthly ones.

Partnering with your board members to make an ask.

Once you’ve got your board members thinking differently about making asks for your organization, become their partner. Many people find it uncomfortable to ask their friends to support a cause at a significant level, so be the fundraiser. Get board members to introduce you to people they know who might be aligned and interested in your work. Develop them and build relationships with prospects together, and keep board members informed of what you’re doing when the time comes to make an ask. Have your board member speak passionately to the prospect about why they’re involved with your organization and then step in and make the ask. Coordinate an ask with a board member and even role-play a little bit to minimize anxiety or apprehension.

Your board member will appreciate your assistance in helping them become fundraising successes, but it all begins by understanding that most people do not feel comfortable asking for money. Then, it is vital to support board members in ways that will make it very easy for them to fundraise for your group.

 

 

Author of “Not Your Father’s Charity: Grip & Rip Leadership for Social Impact”(Free Digital Download)

© 2018 Wayne Elsey and Not Your Father’s Charity. All Rights Reserved.