There’s a tenet in the nonprofit world that every board member should give financially to an organization at the maximum of his or her ability. I agree! But far too often, board giving becomes a rote requirement that undermines a board’s potential to give – and get – as much as they might.
Sometimes board gifts are treated as if they are simply “dues.” A letter may be blasted out by the board chair or executive director saying, “it’s that time again…pony up, people.” Sometimes an invoice is sent!
Maybe I’m old fashioned, but I think treating any donor this way is simply rude. More importantly, this approach to board giving has real negative implications for your fundraising results. Here’s why:
Your board may well be comprised of your biggest supporters.
You might already have a “blue chip” board made up of people who can make large gifts. Even if you don’t, the people who are closest to you are among those most likely to include you in their estate plans or make a stretch gift during a campaign. One of my clients just completed a multi-million campaign and guess what? A whopping 76% of campaign contributions came from their board members. That’s not unusual. Any successful fundraising effort is built around board giving.
Without proper inspiration, board members give less than their potential.
I’ve seen many cases in which board members give because they’re expected to, but not because they want to. I can’t tell you how often I’ve reviewed board giving histories that are flat, flat, flat. If any other constituency’s giving was stagnant, you’d put a serious upgrading plan in place. And, wouldn’t that plan include careful stewardship, thoughtful cultivation and more personal attention to the donor? That’s exactly what your board needs, too. What they don’t need are exhortations and guilt trips.
How can board members be effective fundraisers if they don’t learn how donors should be treated?
Leslie’s going to address this more thoroughly in next week’s blog, but I must point out that the best way to train a board member to treat donors well is to demonstrate the principle on them!
So, today’s suggestion is simple: Treat each and every board member exactly as you would any other major gift prospect.
Inspire them. Inform them. Listen to them. Engage them.
Make board members feel good about their giving and they’ll give more, I promise.
