Your Board Won’t Ask for Money? Here’s What They Can Do Instead
“Sure I’ll be on your board, but I won’t ask for money.”
Tell me, have you heard this before when talking to a recruit for your board of directors?
Because I sure have a bunch of times.
As I’ve said before, most board members do not join a board so that they can fundraise. However, it is often one of the primary expectations once they do join.
And tell me if this is relatable – perhaps you have once or twice complained that the board members don’t actually help with fundraising:
They’re unresponsive.
They say – I don’t know anyone.
They agree to something, but don’t actually do it.
But they’re more than happy to offer ideas of what YOU should do.
Look, people love to talk about what they can’t do or won’t do, but let’s shift our mindsets and (you should work to shift your board members’) on what they CAN do.
At a time of great uncertainty for our economy, public policy changes, and massive technological revolutions, the need for your nonprofit to get out there, communicate with your stakeholders, and strengthen your individual and major gifts programs is more important than ever.
That’s why your board of directors matters.
They are your ambassadors.
They know people your organization does not know.
They can communicate to others in ways your staff cannot.
They can provide real feedback to your staff.
They can increase how many people you are able to communicate with.
And yet, they get so stuck on what they can’t do or don’t want to do - the asking.
But we know that fundraising is about so much more than asking.
A whole lot happens before the person is asked, AND what happens after the ask really impacts if the person might give again.
So, if they don’t want to ask others for money, here are some non-asking opportunities for your board members to participate in:
Identify potential donors
Your board members are different from your staff, because they are often embedded in the communities of prospective donors you’re trying to target. They might know them – be members of the same country club, their kids go to the same school, be involved in another nonprofit – so ask your board members to identify these people and share it with you.
Promote on social media
Their online networks are the networks you want to promote to. Amplify your messages to new people by having your board of directors share the organization’s posts, their own testimonials, or information for an upcoming event. But you have to make it easy for them - send reminders with templates so they can share the information easily.
Thank your donors
While some board members may not want to ask for money, they might be delighted to make thank you calls or write handwritten thank you notes to people who have ALREADY donated. Your staff might be limited in time to thank each donor individually, but increasing the number of people involved may make it possible. So remind your board members that thanking is a critical component to fundraising.
These are just a few of the ways your board members can be involved in the fundraising process that are not just about asking.
One final thought –
Each board member comes to your organization and into this leadership role with different strengths, different concerns, different expectations, and different experiences.
So to maximize each board member’s role, set up time each year (or at minimum every other year) to ensure everyone knows what they are expected to do, and you can find ways to make them successful (which in turn will make your nonprofit successful).