Turning nonprofit board members into fundraisers

Motivating nonprofit board members to play a fundraising role can be challenging. Even when they have excellent connections, they’re not always comfortable asking those in their network for money — however noble the cause. Here are a few ways to get board members over their reservations:

Provide training. Training by fundraising consultants can help board members grasp the nuances of fundraising — for example, the process of cultivating donors and the reasons people give. The right mindset is important, and coaching can help board members both internalize and successfully convey the idea that they’re not seeking handouts. Instead, they’re offering prospective donors an opportunity to be part of something meaningful and exciting.

Encourage personal appeals. Board members should start with friends and colleagues. It’s hard for prospective donors to turn down a request from someone they know and whose conviction they admire. If board members are reluctant to approach mere acquaintances face-to-face, they might try a phone call or a letter on their board-member stationery. Once board members experience the powerful impact of such approaches, they’ll become increasingly comfortable making in-person appeals.

Introduce creativity. Ask your board to brainstorm new development strategies, seek their input on marketing programs and encourage them to share their vision for the organization if money were no issue. Be sure board members are allowed to contribute in ways that play to their individual strengths, interests and skills. Some will gravitate to behind-the-scenes work, while others will be comfortable in a more public role.

If, after providing training and encouragement, you still have trouble getting a few board members to solicit donations, consider whether they should be replaced. If they contribute in other essential ways that make them valuable to your organization, you may want to keep them regardless. But some holdouts simply may not be sufficiently dedicated to your nonprofit’s mission.

© 2016