Do you wish your board did more fundraising? (e-news)

A board's role in fundraising is often described as to give money and raise money for the organization.

Or, more crudely -- to "give/get."

But this leaves out the heart and soul of fundraising -- building relationships.

The "give/get" approach makes it all sound like a financial transaction. And, people aren't joining your board to conduct financial transactions.

If you want your board members to be more active in fundraising, you need to approach them from a new perspective. You need to redefine how they think about fundraising.

And this may require your organization to change how it thinks about fundraising, too.

Start by talking about what fundraising is -- and what it is not!

People have negative associations with fundraising. And, unfortunately, many groups reinforce these every day.

How?

By making fundraising all about asking for money.
By expecting board members and volunteers to open their address books and solicit all their friends and colleagues.
By asking people to cash in on personal relationships and request donations as favors.

All this gives fundraising a bad name. And, it makes board members more and more reluctant to be involved with fundraising.

So, what is fundraising really all about?

Fundraising is about building relationships, and making friends for your organization.

Asking for a donation comes later.

It happens after there is a relationship built between the potential donor and the organization.
It happens after you know what parts of your work the prospect is interested in.
It happens after you know the ways they might consider getting involved with the organization.

If money ever feels like the focus, you've strayed too far from your cause and from the relationship.

Create space to talk about the fears people have about fundraising.

Encourage your board to speak freely -- ideally as part of a retreat -- about how they feel about fundraising.

Virtually everyone has some level of anxiety or fear. Ignore it at your peril.

Deal directly with these emotions and let people talk with their peers.

Pair board members up and ask them to talk with each other about how they really feel about fundraising and soliciting. Make sure they know that no one is there to judge them and really push them to get it all out on the table.

Don't force board members to solicit before they are ready.

Fundraising has become all about soliciting. And, donor relations is often forgotten.

That's why up to 8 of 10 first-time donors never give a second gift. Because they only hear from us when we want money from them. What a waste!

Here's where your board members who are not ready to solicit come in...

They don't need to be "asking" to increase the amount of money that your group is raising. Put them to work on donor relations.

Board members have a unique power as unpaid volunteer leaders. This role gives them the utmost of credibility. It also makes them your best organizational ambassadors.

Here are some concrete ways your board (as well as other volunteers and non-development staff) can be involved in fundraising without making "the ask":

Call donors to thank them for their gifts.
Handwrite "thank you" notes to donors, prospects who recently attended an event or came for a tour, etc.
Hand address envelopes for a mailing.
Send handwritten notes with the next newsletter or event invitation.
Visit supporters to update them on how you've used their past donations (without asking for another contribution).
Attend an organizational event and talk with the guests.
Have an open house and give tours of your facility.
Host a coffee or tea at your home for people you know who you think would be interested in the organization -- there's no "ask," just an informational gathering.
Mail a recent press clip showcasing your organization to donors with a handwritten note.

By participating in all of these other ways, board members will begin to see just how little time is spent "asking," compared with all the other contact we can have with our donors.

They will see firsthand that fundraising is about much more than simply soliciting.

And, the more time they spend cultivating, thanking, and updating donors, the easier and more natural, the "asking" will start to feel.