How Nonprofits Go Wrong Asking Boards to Raise Money

We recently lost 36-year-old actress Haydon Panettiere. I was first introduced to her in the T.V. series Nashville. I loved the show, all about the country music scene. Hayden was wonderfully talented, both as an actress and a singer.

I thought about the series because I’ll never forget the premiere episode.  Almost the first words out of someone’s mouth (a dad to his daughter) were: “Honey, it’s bad manners to talk about money.”

This, in a nutshell, is what I often talk about as one of the greatest hindrances to successful fundraising.

The Money Taboo

Most of us have a deep-rooted psychological aversion to talking about money.

We were raised to believe this is impolite. We’d rather talk about anything else.

In fact, many scholars argue money is the number one social taboo in America (see also Krueger, The Last Taboo). Religion, sex, politics and even weight are better discussion topics as far as most of us are concerned. Where money is concerned, we tend to come from a place of “no.”

The problem with letting folks think fundraising is about money.

When we ask board members to go out and seek MONEY we lead them down a very uncomfortable path. 

The path we should be leading them down is the one towards meaning, fulfillment and joy. We usually try to do this with other donors (we call it the donor journey.)  But we forget our board members are donors too.  And they require the same level of gratitude, support and facilitation.

If we want boards to assume their very special role as ambassadors, advocates and askers, we need to begin by reminding them – and ourselves — folks do not invest in charities because organizations need MONEY. They give because they want to express their values, find purpose and make an IMPACT that gives them pride and satisfaction.

Fundraising is about inviting people to participate in making a difference.

People are most comfortable giving not because organizations have needs, but because organizations meet needs.

A gift to your organization is really a gift through your organization to the community.  People make philanthropic investments because they want to HELP.

So, your job is to support your board members in connecting with and envisioning that which brought them to their role. The hungry kids… neglected environment… abandoned animals… and on and on.  All the wrongs that need to be righted.  All the hope that needs to be delivered.

Board members must feel when they ask for a gift they are asking to create meaningful CHANGE.

Board members are not asking for themselves.

Fundraising is a privilege earned by successful organizations, and board members should be honored to be a part of a noble, effective cause. 

It is also a responsibility. In fact, when your organization is effectively MAKING A DIFFERENCE and helping to transform lives, then it’s incumbent on you – board leaders included — to secure financing to continue that mission.

Fundraisers should use pride, not apology, when asking on behalf of an organization successfully meeting a need.

Fundraising is a values-based process that creates a positive exchange.

Your job is to help your board members match a donor-investor — who cares about the values your organization enacts — with the values you are enacting on a daily basis. 

Negative phrases stemming from discomfort with money must be retired.  No more: “I’m going to hit him up” “I’ll go twist her arm” “Every little bit helps” “You probably hate to get this call, but…” If this is how you approach people, it will be little wonder folks find it distasteful!  Who wants to have body parts attacked?  Who wants to do something ‘little’?

Help board members to use more uplifting and expansive phrases like “investment” and “giving” and “impact”.  People follow their investments.  People love gifts.  People want to create impact.

Fundraising is about helping.

It’s about enabling folks to be the change they want to see in the world.

It’s about making a difference. It’s not about money or a monetary transaction. No. It’s a transformative act, enable donors to do what they already want to do.  You help them transform their ideals into actions and carry out their dreams.

If we’re primarily talking about money, we’re lost.

Even the best fundraising tips, training and support in the world won’t work if negative beliefs (for example, “money is the root of all evil” and “nice people don’t talk about money”) are in the way.

How do you overcome these deep-seated beliefs?

Please add your thoughts in the comments, below. I have plenty of my own ideas, and will certainly be sharing them.  But I’d love to know what works for you!

Image courtesy of Abhishek Navlakha  on Pexel.