In: Finance
A common complaint among staff and board leadership is that "our board won't 'do' fund raising!" And the complaint is usually well-founded, based on performance. However, it may be less the board members' fault than we like to believe.
1. Begin with the End in Mind. A principle that has really stuck with me from "The Seven Habits of Highly Effective People," this is a biggie when it comes to board involvement in fund raising. We must learn to recruit and orient our board members with the clear expectation and communication that bringing resources into the organization is part of the job description. When we do not communicate this fact, or if we knowingly bring on board members who refuse to be involved in this part of nonprofit life, then we have set up the board for fund raising failure and frustration
2. Treat Board Members as You Treat Your Other Volunteers. This
tip comes from Michaelle Smith with Hilltop Community Resources in
Grand Junction, CO. She reminds us: board members are volunteers,
too, and require the same care and attention as all volunteers.
Keep this in mind as you set up recruiting, orientation, training,
supervision, retention, evaluation and acknowledgement systems for
board members, particularly as these systems pertain to development
duties. And, as my economics professor would say, "Make sure you
get the incentives right!"
3. Provide Structure - Make sure that board members understand HOW
they can be involved in the development efforts of your
organization...WHAT do they actually need to do? Third Sector
Innovations can provide you with a checklist that breaks fund
raising activity down into "chewable bites." For instance, in
developing individual donor contributions, the checklist allows
board members to select (or not): "Brainstorm potential donor
names," "Research service club funders," "Write letters to my
personal contacts," "Call donors and personally thank them," "Host
donor receptions," etc.
4. Create an Environment for Success - It is worth examining
whether your organization has a "culture" that is conducive to
development activities, and if you even are ready to seriously
raise funds. Again, Third Sector Innovations can provide
self-assessment tools for gauging these important elements. When
the culture is right and your organization is ready, application of
these "10 Practical Ways" - and a generous amount of fun - will
create an environment where resource development can thrive!
5. No Unnecessary Meetings. Enough said!
6. Have and Clarify Expectations - Make sure that the development
expectations include board engagement, involvement and success.
Provide clear and simple written expectations and goals. And
remember that when working with money, it's very easy to measure
success!!
7. Determine the Jobs that Members can Comfortably Perform - As
discussed in #3 above, it is helpful to break down the actual tasks
involved in resource development so that board members can find an
area in which they feel comfortable being involved. Most people who
say they won't assist with fund raising really mean, "I don't feel
comfortable with or know how to ask someone for money." There are
MANY tasks - research, planning, relationship building, organizing,
recruiting - involved in the development process. Don't let great
assistance escape simply because a board member can't feature him
or herself as a "sales closer."
8. Make Sure That Board Members Know the Product/Benefits - It will
be very difficult to convince anyone to provide resources to your
organization if your best agents - the board members - don't know
what you actually do and how it benefits the community. Even
further, do board members understand the product, benefits, etc. -
the "marketing mix" - that meets DONOR needs? Ask about Third
Sector's marketing assessment tool, which helps to identify the
"offering" that makes sense for prospective donors.
9. Provide Effective Training - Resource development is not an
inherent skill that most board members bring to your organization.
Training in this area will be required, and likely some of your
experienced members can help. And don't think of resource
development training as a one-time need, but rather an on-going
educational process.
10. Provide Effective Tools - This tip is listed last for a reason:
Having the perfect brochure, the perfect case statement, the
perfect DVD presentation are not going to bring money into your
organization. And many groups will spend a hugely inordinate amount
of time and money preparing these materials. So make sure you have
some effective tools for the use of your board - an up-to-date
business/strategic plan and a history of board financial support to
the organization being top of the list - but don't focus too much
effort here. While materials are important to the fund development
process, people are far more important.