Tip #1: Make sure the agency is worth raising funds for. The board’s primary responsibility is to govern the agency and ensure that it delivers on its promise. That means the board sets direction, defines the vision, mission, goals and objectives, and holds the CEO or Executive Director accountable for achieving results. It is not, emphatically not, the board’s job to act as volunteers, stuff envelopes, provide free legal or accounting services, although they may do such things if the board as a whole decides they should. It is the board’s job to represent the constituents your agency serves, and to demand excellence from agency performance. Once the board has clearly defined its leadership role, then and only then is it ready to start raising money.
Tip #2: Engage their hearts – and their wallets. If you serve on a nonprofit board, then it stands to reason that you believe in that organization. Therefore, the agency should be one of the prime recipients of your personal giving. The board’s second step toward fundraising is the instituting of a “give or get” policy, whereby board members either write a check or find others to write checks on their behalf. If the board member can’t afford to give the required amount, then they can raise the money from others. Board members that are not willing to invest in the financial future of the agency may not be the best candidates for board service. Give-or-get policies need not be overtaxing; giving can start as low as you wish.
Tip #3: Write a strong Case Statement for giving. It’s not fair to sit back and assume that board members know how – or why - to raise money for your agency; give them the right support. Provide an effective Case Statement, a document that ‘makes the case’ for supporting the agency. The Case Statement starts with the agency’s mission statement and then goes beyond it. It should cover the “economic” as well as the “emotional” appeal. The emotional appeal tells prospective donors about the good works that the charity performs and engages their hearts. The economic appeal tells donors why the charity’s work contributes to the economy, why it is “donation-worthy,” and engages their wallets. Your Case Statement may include a description of funding levels or even specific purposes for which you need funding. Make sure each board member has copies of this document, and be sure to review and revise it every year.SIDEBAR:
Ellen Bristol founded Bristol Strategy Group in 1995 after a 27-year career in the information technology industry. She developed the firm’s flagship methodology for business development, Selling the SMART Way®, and its nonprofit variant Fundraising the SMART Way®, to add some science to the art of business development. Her innovative approach makes it easy for nonprofits small and large to produce consistent, predictable fundraising results. Visit www.bristolstrategygroup.com for more details or click here for help.