Your board agenda is packed. There’s too much to cover and not enough time. You’ve got policy and financial and human resource and governance issues to address. How on earth are you going to get fundraising on the table and, more importantly, how can you get it on there in a way that’s meaningful and productive?
Too often, fundraising gets pushed to the bottom of the board agenda and when it does get attention, it’s limited to a brief reporting of dollars raised. It often has a general air of what someone else is doing about fundraising, whether it be the staff or an event committee or an auxiliary group. Later, after the board meeting, there are complaints that the board isn’t doing enough fundraising. Well, why would they when it’s not deemed important enough to warrant their attention at the board table?
Here are some simple tips for raising the profile of fundraising at your board meetings in a way that encourages participation and ownership:
1. Make sure everyone really understands what’s going on.
So often, fundraising reports focus on the year-end goal and dollars raised to date. While important, this data doesn’t tell the whole story or even any significant portion of the story. If you don’t have one already, develop a snapshot report or dashboard that gives the board a complete picture of the fundraising story. Where are you compared to last year? What’s the plan for getting to goal? We’ve attached a sample snapshot report here that many of our clients have found effective in keeping their boards (and staffs) up-to-speed.
2. Create a “mission moment” that connects fundraising directly to programs.
Numbers on a page are hardly motivating. Make sure the board understands how the dollars raised through their fundraising efforts impact the lives of the people you serve. Tell stories, show pictures, create enthusiasm and urgency. After all, fundraising isn’t actually about money, it’s about making the world a better place. Your board members deserve to see the full benefit of their fundraising work.
3. Reinforce a fundraising culture through role modeling.
Let individuals on the board who have engaged in fundraising activities share their stories of success – and failure. Let them talk about how their house party went well or how it could have been better. Let them laugh with the rest of the group about how they were nervous before a call or celebrate how well a visit went. Demystify fundraising by making it human. Make sure every board member knows that they are not on a board that talks about fundraising, but on a board that actually fundraises.
4. Focus on discussion and action, not on reporting.
This could apply to any item on a board agenda, but it’s particularly important in the case of fundraising to allow the board to mull, discuss, debate and decide. Pose an important and real question about how to meet the organization’s fundraising goals. They’re smart, so let them answer it. Then let them figure out how they can help get it done.
Remember that opportunity and impact are far more motivating than exhortation and panic. Structuring your board meetings to incorporate fundraising in a meaningful way can move your board from fundraising apathy to full engagement.
