Five
Key Principles of Successful Board Fundraising
by
Bob Zimmerman
(Following
is excerpted from Nonprofit
Management 101: A Complete and Practical Guide for Leaders and Professionals
by Darian Rodriguez Heyman, former Executive Director of Craigslist
Foundation)
The board’s
successful involvement in fundraising depends on the understanding and
application of five key principles:
1. The
Biggest Problem in Fundraising Isn't Getting People to Give; It’s Getting
People to Ask
Even in difficult economic times, there is a great deal of philanthropic
money available to nonprofits: witness the $303.75 billion that was
donated privately in 2009 (see Chapter Nineteen), an allegedly catastrophic
year for the nonprofit sector. The tragedy in fundraising is not that
there isn't any money; the tragedy is unrealized potential: the billions
of dollars that nonprofits leave on the table every year by not asking
for enough money, or not asking for it at all. The willingness of board,
staff, and volunteers to ask is the bedrock of successful fundraising.
(See also ZimNotes Getting
People to Ask for $$).
2. Fundraising
Must Be Done from the Perspective of the Donor, Not the Applicant Nonprofits
have an unfortunate tendency to assume that the world must be interested
in every aspect of what they do. What nonprofits have to “sell” is of
far less importance than what donors and grantors want to “buy.” Which
of your program offerings is of the greatest interest to a particular
contributor or prospect? Successful fundraising depends on “active listening”:
what “spin” will appeal to a particular donor? Fundraising is not done
whole cloth; it is done with reference to specific programs or “pitches”
that resonate with prospective donors. Take the time to identify a prospect’s
hot buttons, either through research or conversation, and then frame
your work accordingly.
3. People
Give to Strength, Not Crisis
In difficult economic times, nonprofits all too often throw themselves
on the mercy of the prospective donor. “Without your help,” they whine,
“our little organization is threatened with extinction.” In soliciting
donations and grants, board members and staff must understand that they
are asking folks to invest in a thriving organization with exciting
plans for the future. Why would anyone invest in a sinking ship? It
doesn't make any sense. People want to invest in success, not failure.
In the words of another fundraiser, Kay Sprinkel Grace, “people don’t
give because you have needs; they give because you meet needs.”
4. People
Love to Give Away Money
There is a warm and wonderful feeling that comes over a person when
he or she has made a donation to a deserving nonprofit. This is one
of those rare “win-wins” in life: the donor feels good having made the
gift, and the nonprofit takes the gift and does good things with it.
There is no reason for board members to be embarrassed about asking
for contributions, or to feel that they are taking advantage of friendships.
If done right, people are honored to be asked and are thrilled to give,
plus they’re given a graceful way out if they decline to give. (See
also ZimNotes Giving
is Good for You).
5. Accentuate
the Positive
Rather than complain about another organization having an easier time
raising money than they do, nonprofit board and staff members must focus
on the value of their work to the community and the most effective means
to make the case for a gift. In a challenging economy, it is particularly
important to make the case in a positive and engaging manner. (See also
ZimNotes Combating
the Doom and Gloom).
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2011 Zimmerman Lehman.
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Lehman. If you would like to reprint this
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