A nonprofit’s board of directors serves many functions—from governance and guidance to budgeting and strategic planning. But it also has another key function (too often minimized), and it’s the same key function of the organization itself—fundraising. 

Directors are the individuals who are front and center, leading the organization through current challenges and successes toward future growth and impact. Not only do they publicly represent the organization, but they internally represent its mission and values. Simply, they must lead by example, including in fundraising efforts—a nonprofit’s primary source of revenue.

In many organizations, a disconnect exists between the board and those on the frontlines who are working tirelessly to ensure that fundraising goals are met. In fact, oftentimes, we hear about directors sitting comfortably behind their desks, completely unaware of the fundraising efforts in their own organization. Frustration ensues (at all levels) where expectations are not being met and trust is broken, widening the disconnect and leaving employees and volunteers in a state of uncertainty.

 

So, what’s the solution? How do you create a board that will get out there, get their hands dirty, if necessary, and help bring much needed money into the organization?

It starts, as much else does, with education and clear expectations. A successful board means that all members fully understand, and actively participate in, their roles and responsibilities as both an individual director, as well as a unified team. This should be clear immediately, with candid conversations about what their role means and what obligations they have to the organization, including fundraising. In fact, organizations that do not implement early and concise expectations for directors often fall short of their fundraising goals. Ultimately, it’s imperative to make and maintain that connection.

Here are five roles frequently utilized in connecting directors to the organization’s fundraising and to keeping them there:

• The Give

One approach requires a financial payment upon acceptance onto the board. This is generally a one-time, up-front payment that the board member either provides personally or via a “give and get” tactic of asking family and friends to help contribute to the director’s initial financial fee. The idea behind the “give and get” mentality is that it helps the director solidify their “why” by sharing their reasons for joining. It also helps spread awareness about the organization’s mission. If a director is unwilling to put a personal financial investment into the organization or ask their loved ones to do so, then why should anyone else?

• Leadership and Guidance

Financial responsibilities to the organization do not cease after “the give.” One of the most effective ways to continue to bolster engagement is through strong leadership and guidance. Whether it’s to other directors, executives, employees, or even volunteers, a director should always lead by example. It could be setting the financial goals for the organization, finding new approaches to cultivate relationships with donors, ensuring the organization has the people, resources, and budget to do their fundraising jobs efficiently, or rolling up their sleeves to help, all in an effort to demonstrate that they’re willing to go the extra mile with them. 

For example, I was recently meeting with a director/CEO of a local non-profit. When I arrived at the office, she told me to meet her in the warehouse. And there she was, in her suit and heels, moving boxes to help volunteers load a truck for an upcoming event. The air was abuzz with excitement. When I asked her about it later, she shrugged it off as something that was completely normal—they needed help and she could offer it, so why wouldn’t she? Make no mistake—This is leadership! 

 

• Continued Donor

After the initial give, a director can continue their support as an annual financial donor. Doing so allows them to maintain a say in the current and future direction of the organization, without the need to have their feet on the ground in a daily or weekly capacity. This role is for the director who wants to remain a public support to the organization and tied to it, yet does not have the capacity for further participation in its fundraising goals. They will generally attend fundraising events or galas and often introduce personal or business contacts to the organization as potential donors. 

 

• Community Involvement

Some directors are not only willing but excited to get out in the field and into the intricacies of community involvement. These directors use networking to solidify potential connections with people and companies that could donate to the organization. Exploring personal connections, such as family and friends, as well as past and current business associates, the director works diligently to build awareness in the community. In this ambassador-type role, the director helps to cultivate relationships both internally and externally to help the organization’s fundraising goals.

 

• Follow up

Not everyone will run toward the chance of asking others for money. But those directors who are unwilling or unable to take the needed time for networking or continued financial contributions can get involved in a support role. They can help follow up with donors and potential donors and continue to strengthen those ever-important relationships. The responsibilities of this role generally include writing thank you letters or placing thank you calls to donors. While this may seem like an irrelevant task, it is actually rather important. Those who receive a personalized thank you for their financial gift are generally more likely not only to give again, but to give even more. Everyone enjoys being thanked for their contributions, and assigning a director to take over this important role ensures donors are feeling the love.

 

Regardless of the fundraising role within the board, the key is to maintain involvement. Employees and volunteers who see their board of directors actively participating in the fundraising efforts improves overall morale and inspires them to step up and do more themselves—a fundraising win-win for the organization. 

At The Win Woman, we focus on funding opportunities for nonprofits and Corporate Social Responsibly for organizations of all sizes. We work with boards and C-Suite executives to help develop the right solutions for their specific situation in their specific industry. For more information, please contact us. 

 

Until next time, keep Building Your BADASSERY.