Why aren’t my board members fundraising?

I’m going to start with a few assumptions.

Nonprofit Board members generally:

• care deeply about the mission of the organization they serve.

• want the organization to be successful.

• understand that they have some responsibility for the organization’s financial success.

If you are a board member that does not identify with any of those statements, you may want to stop reading. If you are a nonprofit professional who doesn’t associate these traits with your board members, let's talk about recruitment and onboarding!

With that out of the way, let’s talk about one of the most common fundraising requests we make of board members:

“Can you make some introductions?”

In my experience, this request often makes board members nervous. It can feel like we are asking them to monetize their friendships: I invite you to my favorite nonprofit event, and then when you ask me to join your favorite nonprofit event, I feel obliged to reciprocate. 

So let’s think about this request (“introduce your friends to us”) a little differently.  When we talk about making introductions, we aren’t suggesting that you bring your friend who’s never heard of the organization in to meet with the executive director, who then makes an ask for a gift. That’s just not great fundraising.

Instead, what we are asking board members is to consider who they know that:

a) is invested in the community 

b) shares similar interests, and 

c) might be excited by the work the nonprofit is doing. 

Board members can help build awareness

As a board member, you don’t necessarily need to walk around actively prospecting your friends. Start by talking about the organization in casual conversation and notice who asks questions. Share posts on social media and notice who engages with it. Share a story about something you are doing to support the nonprofit (hosting a toy drive, for example) and note who takes interest. 

For most community-based nonprofits, one of the most valuable things a board member can do to support fundraising is simply help more of the right people learn that the organization exists.

Here are a few ways board members can do this:

• Host a small group tour of the nonprofit, and chance to meet leadership.

• Assemble a group to volunteer for a program/day at the nonprofit.

• Purchase a table, foursome or other group ticket to the orgs signature event, and invite friends to join you.

• Ask staff which local businesses they would like to connect with. You don’t need to know the CEO - even an introduction to an employee can open a door.

•  Ask which foundations the organization hopes to approach. If you know someone connected to one of them, offer to make an introductory email or phone call.

• Host an informal gathering where friends can meet staff and hear about the work - with no expectation that anyone will be asked for money.

Maybe someday these folks will become supporters. Or maybe they won’t, and that is okay. 

For staff:

If you want board members to help build awareness, don’t end a board meeting with a general ask like: “Please think about inviting some people to volunteer.” Everyone leaves assuming someone else will do it.

If you are looking for board members to help raise awareness, my advice is to consider one idea from above and ask individual board members directly to implement the idea. 

For example: 

“Hey Jane, would you be willing to invite four or five people to tour the organization with you next month?”

Then give them what they need to be successful: suggested language, dates, information about the organization and staff support.

Let’s stop thinking that the only way a board member can help fundraising is to ask their friends for money. This limits not only the good work that board members can do to help build long-term relationships with the right supporters, but also limits thinking on who would make a good board member (read: those with wealthy/philanthropic friends). Instead, make it easy for board members to share their passion for the organization with their friends, and easy for those friends who are also excited about your work to come closer to the organization. 

Do you want your board to feel more comfortable (and more useful) when it comes to fundraising?

I offer customized board development sessions designed to take some of the mystery and anxiety out of fundraising. Rather than simply telling board members they need to “help fundraise,” we explore how good fundraising actually works, the different roles board members can play, and practical actions that fit their individual strengths and connections.

The goal isn’t to turn every board member into a solicitor. It’s to help each board member understand how they can meaningfully contribute to building the relationships that ultimately make fundraising possible.

Sessions can be customized for your board and offered virtually or in person. Reach out if you’d like more information.