How to Supercharge Your Board Fundraising

Supercharge your board fundraising

Board fundraising is one of the thorniest challenges in nonprofit leadership. 

Board members and nonprofit leaders know that fundraising is essential to meeting your organization’s mission. And yet board members are often reluctant to fundraise – and staff are hesitant to push back.

In the end, it’s the organization that loses out. 

In my decades working with nonprofit boards and leaders, I know just how difficult this dynamic can be.

I’ve coached plenty of nonprofit leaders who are up at night worrying over how to meet their budgets – and wishing their board would step up to fundraise. 

But it doesn’t have to be this way. In this blog post, you’ll learn how to turn your board from reluctant fundraisers into invaluable partners. 

• Start with mindset: Attitudes about money that limit your board’s fundraising success

• Set expectations: Leverage the power of a board agreement 

• Overcome excuses: How to answer the top 10 excuses from board members who don’t want to fundraise

• Make fundraising easy and effective: Learn 100+ ways that you can get your board involved in fundraising

Is Board Fundraising a Joy or a Chore? It’s All About Mindset

I love fundraising. 

There is something deeply satisfying about moving wealth from where it lives (in someone’s checking account) to where it can change the world (in my organization’s checking account)!

But most people don’t see fundraising as a joy. They see it as a chore or a necessary evil. They see fundraising as something they must endure. 

Unfortunately, most nonprofit boards are packed with people who feel this way. 

This may be the single biggest reason why most nonprofits struggle or even fail at achieving their mission. 

Shifting this mindset can dramatically change your board’s fundraising success and your organization’s ability to grow. I’m a strong believer that ALL board members should fundraise. That’s why I offer fundraising courses, board courses, and other free tools to help you build a powerful fundraising board. 

To help your board make that key mindset shift, you’ll need to first understand how attitudes about money shape our behavior. 

Three Attitudes About Money that Limit Board Fundraising Success

People have lots of hangups about money - including your board members! In the US, it’s considered taboo to talk about income or debt. It’s “impolite” to ask someone how much they earn or how much they have in savings. People have guilt about having money and even try explaining it away. 

Have you ever noticed that when you pay someone a compliment about something they own, they fall all over themselves to let you know they didn’t pay full price? “Oh, this old thing? I got it on sale.” 

Why don’t people just say “thank you” when complimented on their possessions? 

My theory is that it isn’t about modesty or humility. I think people downplay being able to afford nice things because they/we don’t want to be judged.

We don’t want to be judged for being extravagant. We don’t want to be judged for spending money on non-necessities when so many others are living without them. 

Americans of every income level, even the rich, see themselves as hard workers that earned their wealth. Few things are more offensive to Americans than being told they are privileged. 

Fear of judgment is just one of the many hangups we have about money. By not talking more openly and honestly about wages, salary, debt, and expenses we create a culture of secrecy around money.

Board members think: “If I ask my friends for money, it means I have to think about their income, their wealth, their privilege, and their ability to donate. That is uncomfortable and I don’t want people doing that to me, so I’d rather not think about it.”

To succeed in board fundraising, we must undo the attitude that money is taboo or that asking people for money is somehow impolite. Think about asking as an invitation. We are inviting people to donate because we are trying to solve problems.

Here are a few attitudes your board members probably struggle with and how you, possibly with the help of a fundraising expert, can shift their thinking.

1) Asking for money is not asking for a favor. 

Board members may be reluctant to ask people they know to raise money, thinking that they are asking for a favor. 

No one wants to impose or ask for favors because 1) then you are indebted to the person from whom you asked, and 2) it could change the dynamics of their relationship (such as by offending the person being asked).

When you ask for money, you are actually doing the donor a favor, not asking for one. 

There is a good chance that most people you know share your values (wanting a clean environment, equality, and an end to disease and poverty) so asking them to donate to a cause is giving them an opportunity to create the world they want to see. 

The number one reason why people donate is that it makes them feel good, and research backs this up. 

The number one reason why people don’t give money is because they weren’t asked. 

We must ask more people for money more often because it benefits them as much as it benefits our organization. Donors want to be part of something bigger than themselves.

Asking your coworker to cover your shift at work is asking a favor. Asking them to pitch in for a cleaner community is doing a favor for the world, not you.

They are the donor. You are a doer. It’s a partnership. Pure and simple.

2) Asking for money is not rude. 

If I tell my neighbor that I’d love for them to pitch in (if they’re able) for a new swing set at the park, I am not being rude. 

What would be rude is being pushy, using guilt, or putting someone on the spot in front of their peers. Calling to ask for money during dinner may be bad timing but you aren’t being rude for trying.

Asking people to contribute is an act of fellowship and generosity. It’s friendly. It is the opposite of being rude!

3) Quid Pro Quo.

Some board members don’t want to solicit others for donations for fear that it will obligate them to donate back to the chosen causes of everyone they solicited. This is a rational fear but not likely to happen often.

First of all, the vast majority of people out there hate fundraising, so the odds that someone you asked for money is going to then ask it of you is slim. But if it does happen, don’t feel like you must say yes to them or give the same amount they gave to your fundraiser. 

This fear must be managed. Yes, it may mean you donate a little more next year (if you can), but is that such a bad thing?

Create Board Fundraising Expectations and Accountability Upfront

We need to appreciate our board members, but we must also hold them accountable to high standards. Gone are the days when we could just grab anyone willing to attend meetings.  

And let me be clear…I am under no illusion that fundraising is equally performed by all people. There are real issues of class, wealth, and access to money that we must contend with. 

There are cultural issues to consider and even the time to fundraise, which for some is a luxury. We can’t tackle those in this blog post.

But I also don’t want nonprofits to assume that young people or low-wealth board members can’t fundraise. 

That default assumption is also wrong. We do a disservice to people by assuming they can’t raise money, thereby holding them to lower standards.

The Power of a Board Agreement 

The single biggest tool you can use to get a board to fundraise, regardless of excuses, is a board agreement. It’s like an informal contract. 

Board members should sign a board agreement at the beginning of every term (if they have terms) saying they will have strong attendance, raise money, and avoid conflicts of interest. 

In turn, the organization will provide insurance to board members, be transparent about the finances and management, and make staff available, when appropriate, to help the board. 

Board agreements help you recruit board members by being clear upfront on what their job is. Board agreements also help you remove low-performing board members because they know they didn’t uphold their part of the deal. Board agreements can be flexible but they do help organizations take governance far more seriously. 

I believe board agreements are so important, that I’ve created a sample board agreement that any nonprofit can download and customize.

Top 10 Board Excuses Not to Fundraise - and How to Respond

Even once you’ve started talking about money mindsets and setting board fundraising expectations, you may hear excuses about fundraising from board members. Keep in mind that most of the excuses you’ll hear can be prevented or addressed by being clear about fundraising requirements when you bring in and onboard your board members. 

Still, in case your board agreement isn’t in place yet or you have legacy long-time board members who are set in their non-fundraising ways, you’ll want to be prepared to respond to fundraising excuses. 

To help you, I’ve pulled together the most common fundraising excuses I’ve heard from board members in my nonprofit career – and guidelines for how to respond. 

Note that some of my responses in this section are direct and sometimes cheeky or even a tiny bit sarcastic. I do that to demonstrate a point, not to suggest you use this wording.

You have to decide the best tone and temperament for talking to your board. If in doubt, err on the side of being polite. You know your board members better than anyone. 

In the examples below, “Sally” or “Steve” will be the fictional board member to whom I respond. 

Excuse 1: “Someone else is to blame.”

Sometimes board members don’t want to take responsibility for not fundraising, so they shift the blame to donors, staff, other board members, a bad board chair, or a bad consultant. 

Response: “Sally, it may be true that the development committee hasn’t met in months and that our development director hasn’t trained you yet. But ultimately each board member must make this commitment. As an ‘owner’ of this nonprofit corporation, revenue is part of the job. While you wait for help, what steps can you start taking today?” 

For ideas on those “steps,” check out my list of 100+ easy board fundraising activities. 

Excuse 2: “Something else is to blame.”

Some board members will blame the seasons (tax season, election season, etc.), current events, the economy, competition, the weather, or other factors for not raising money. 

Response: “Yes, Steve these are indeed things happening in the world, but it doesn’t mean we should give up. Countless organizations have overcome worse times than these and have thrived during challenges. The people we serve are counting on us to find the best practices that work and deploy them.  

“We need each board member to lead by example and that means getting creative. Can we count on you to double down and work with our organization to write a solid plan and hit your goals? What support will you need?”

Excuse 3: “Fundraising makes me uncomfortable.”

Some board members won’t even be able to articulate why they don’t want to raise money, but it is usually because 1) they think its pushy, 2) they don’t want to ask their own network for help, 3) they fear rejection, or 4) they are just inexperienced.

Response: “Sally, Let’s unpack this a bit. Are you uncomfortable because fundraising is unfamiliar to you or because you lack experience? Then, let’s get you more training or a fundraising buddy. Are you uncomfortable because you don’t think you’ll be good? Are you shy? We have some methods that are easier for you to try. Are you open to learning them? 

Excuse 4: “It feels like I am begging.”

Some board members may still be hung up in old money and fundraising mindsets. That’s okay. You can help them through it. 

Response: “Are you uncomfortable because you think you are asking people for a favor? Maybe you’d like to approach foundations or corporations instead? 

“Steve, this is a common mindset shift that many of us go through. Fundraising is a joy. Moving wealth to resource our work is so rewarding. We aren’t begging. We are helping people fund the world they want to live in. 

“Once you hit your fundraising target, you’ll have more confidence. Even if you never learn to love fundraising, it is a part of nonprofit leadership and we need you. They are the donor. You are the ‘doer.’ It’s a partnership. People donate because they want to help and to feel good about what they’ve done.”

Excuse 5: “I don’t want to ask my friends.”

Some board members immediately rule out the audience of people who are most likely to give them money. 

Response: “Sally, If you don’t want to ask your friends you’ll actually be creating more work for yourself. Strangers are much less likely to give than people we know.

“In fact, you may have to ask 20 times as many strangers to raise the same amount of money you can raise with just a few calls or emails to your network. Are you worried your friends will ask you for money? It’s very unlikely that most of them will. There is no need to be pushy. Make a call or send a letter and see what happens.

“People donate to people who ask. It is specifically because they are your friends that they will want your fundraising to be a success.” 

Excuse 6: “I already ask so much of my board”

Sometimes board chairs and executive directors are enabling the problem. They don’t want to push fellow board members to fundraise, so they compromise and settle for a less effective board. This is a trap.

Response: “This is true. We do ask a lot of our board. But that’s because board members aren’t typical volunteers. They are the stewards of the organization. If they can’t do what is needed, then let’s find a different leadership or volunteer role for them in the organization. 

“We aren’t fundraising for some small community garden. We are trying to change the world and we can’t do that if no one wants to find the funds to reach our mission. If we are afraid some board members may leave, is that such a bad thing? 

“The time has come to have high standards for our board members and stop pushing the work to a few people in the organization to do all the heavy lifting.”

Excuse 7: “I give my time (I do more than the other board members).”

Some board members may still be unclear about the difference in roles between a board member and a volunteer. 

Response: “Yes, Steve thank you for giving your time. But all volunteers give their time. You are a board member; so we expect more from board volunteers. 

“When bills come, I can’t pay them with your time or my time. You are, in a way, an ‘owner’ of this nonprofit corporation. Owners of all corporations have a legal responsibility to make sure bills are paid and obligations are met. Let’s find a way together to raise this money. 

“If you only want to give of your time, then let’s find a new role for you and make room on the board for people who can help the organization with fundraising.” 

Excuse 8: “I joined the board to lend my skills, expertise, and governance only.”

As you may be starting to see, the lack of clarity about the full responsibility of a board member lies at the heart of many of the excuses you may hear. 

Response: “Sally, that is amazing. We appreciate you immensely. But part of your governing function is passing a budget. 

“Once the board passes a budget that includes revenue and expenses, you have a moral and legal responsibility to ensure the budget you passed is funded. Board members can’t just be available for the spending of money, they have to be available for the raising. We can’t just delegate all the challenging work to the staff.”

Excuse 9: “I wasn’t told I needed to fundraise.”

If you’re making the transition to using a board agreement and clear orientation, this is one of the excuses you may hear quite often. 

Response: “When you were brought on the board it wasn’t clearly communicated that we need you to fundraise or it wasn’t a priority then. But it is a priority now. 

“We value you, so let’s find a way to keep you as a leader in our organization. We have a few options. 1) We can shift our mindset toward fundraising and make this board the envy of other boards! 2) We can get you training or coaching on fundraising. 3) We can transition you to a different role by year-end, perhaps to the board of advisors or an at-large board committee member.

Excuse 10: “I don’t know any rich people.”

It’s a common misconception that donors need to be wealthy. The truth is, many organizations find fundraising success through small- and mid-sized donations. 

Response: “We actually don’t need rich donors to have a thriving organization, although we won’t turn them away. Hundreds of millions of dollars are donated every year by non-rich people. 

That means we don’t need rich people to sustain this organization. We would rather have a larger group of small donors who really believe in us. 

Besides, I didn’t know any rich people until I started putting myself out there. I’m certain we can build a powerful organization on the donations of working and middle-class people. And this approach will keep us even more rooted in the community.”

Making it Easy for Your Board to Fundraise

Even if you overcome all the excuses above, one thing is still certain. We need to make fundraising as simple and enjoyable as possible! Because we want board members to fundraise year after year after year. 

This means that board members need orientation, training, tools, and support from staff to be successful. 

Fundraising 101 Training for Board Members

Most nonprofit board members have never been trained in fundraising. 

They might be subject matter experts, friends and family of the founder, or donors themselves, but that doesn’t mean they know how to successfully raise money from the community or their own networks. 

That’s why I recommend having a standard “Fundraising 101 Training for Board Members.” Your trainers can be highly-experienced board members, skilled staff, or a fundraising expert. For example, Mind the Gap Consulting offers fundraising courses and custom board trainings and services. 

Your Fundraising 101 training should help board members understand how fundraising works and why fundraising is needed year-round to achieve your mission. 

Be sure your training covers: 

• Mindset challenges for fundraising. 

• Fundraising terminology (e.g. grants, major donors, sustainers, foundations, CRMs, etc.)

• Organization-specific resources like your donor database and scripts that you use for solicitation and renewals. 

• Equity, strategy, and sustainability. 

• Actual practice delivering your case for support or fundraising pitch. 
  
  
  

Easy Ways to Get Your Board Fundraising

Fundraising isn’t that complicated but it can feel overwhelming. The first tool your board needs to start fundraising is a fundraising goal, which can normally be found in your annual budget passed by the board. 

Then, I strongly recommend creating a fundraising plan which could be a one-page document stating who will do what by when. This plan will factor in the Three P’s of fundraising: the Pitch (the words you’ll use to persuade and solicit), the Platform (deciding what process you will use to deliver your pitch to donors), and the People (who will carry out the work). 

I am a huge advocate of board agreements that clearly lay out the annual fundraising commitment of each board member. I love using my Board Fundraising Worksheet to help board members honor this commitment. 

Even with all this in place, your board members may still be uncomfortable making direct fundraising asks. That’s okay! Board members can pitch in to support fundraising in many, many other ways. For example:

• Board members can develop relationships with newsrooms and reporters to get more coverage in the press. Use that coverage to raise money.

• Board members can engage in prospecting - compiling lists of likely foundations or businesses that can be solicited.

• Board members can host get-togethers at their home or a familiar community space and invite the organization's staff to talk about the work and engagement opportunities. 

For more ideas, check out this list of 100+ board fundraising tasks that don’t involve asking for money! 

I am certain your board members will find plenty of activities they’re not only comfortable doing, but excited to part of. 

When Board Members Refuse to Fundraise

In my experience, if board members strongly resist fundraising, they will probably never come around. Your organization must then decide whether it is OK with a board that doesn’t fundraise or whether you plan to replace one or more board members.

Keep in mind that holding different board members to different standards may damage cohesion and lead to resentment. 

This can be fraught with emotion because board members who won’t fundraise are sometimes lovely people and we don’t want to see them go. But sometimes, in the interests of your organization and stakeholders, you have to make the tough call. 

Conclusion

Boards are the lifeblood of nonprofits. They are filled with passionate, caring, generous people. Too often, we think passion alone will lead to board success. The reality is that to set board members up for success, we need to commit to quality orientations and training. We owe it to our stakeholders, donors, volunteers, and service population to build boards that understand fundraising is a part of the job. 

Grab my Board Fundraising Toolkit