How Nonprofits Go Wrong Asking Boards to Raise Money
You can’t ask someone else to passionately support your organization until you’ve personally connected with your own passion for its work. To preach religion, you must first get religion.
That’s the starting point for effective board fundraising — particularly when it comes to major and planned gifts.
Board members are most credible as fundraisers when they aren’t simply parroting the organization’s “case for support.”
They’re authentically sharing personal values around a cause they care about, and inviting others to express their own values through it.
That distinction matters.
Asking for “money” can trigger discomfort and resistance.
Inviting someone to join you in creating an outcome you both value feels entirely different.
In other words, fundraising isn’t something board members do to people. It’s something they offer to people — a joyful opportunity to find meaning and purpose.
Start with passion
Before talking about fundraising expectations, help each board member articulate why the mission matters personally to them.
Ask questions such as:
- What drew you to this organization?
- What about the mission moves you?
- What change do you most want to see?
Then ask them to act on that passion through their own giving.
A board member’s personal philanthropic commitment is not merely a financial obligation.
It’s a passionate demonstration of belief that creates credibility and builds trust.
Then turn giving into sharing
The next step is not “Now go ask someone for money.”
It’s: Who else might care about this the way you do?
Give board members multiple ways to share their passion. They might introduce a prospective donor, invite someone to visit the organization, share a story about its impact, host a small gathering, accompany a staff member on a donor visit or ultimately participate in a major or planned gift conversation.
Think of these roles as Ambassador, Advocate and Asker. Everyone can be an ambassador. With coaching and experience, many will become effective advocates and askers.
The key is to match the role to the individual rather than forcing everyone into the same fundraising mold.
And provide support. Help board members prepare, practice and debrief. Give them clear next steps. And follow up regularly with one simple question: “How can I help?”
When board members experience their own giving as an expression of what they value, they become far more than fundraisers.
They become philanthropic leaders — people who passionately enact their values and invite others to do the same.
It’s a subtle shift, but one that can move mountains.
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You’ll learn how to:
- Clairify your Values and lead from passion, not need.
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- Clairify your Support Constituencies and be accountable.
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- Clairify your Resources/Systems for creating positive customer experiences.
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Image courtesy of Puwadon Sang-ngern on Pexels.
