Ever wondered why your nonprofit board members aren’t donating? It’s not disinterest—it’s oversight. Learn how a simple, direct ask can transform their financial support and fortify your organization’s fundraising efforts.
Nonprofit board members play a crucial role in steering the ship, ensuring the organization stays on course and fulfills its mission. However, when I found myself knee-deep in a nonprofit’s donor records, I stumbled upon something that threw me for a loop—an absence of donations from the very people steering the ship. It was like discovering the captain hadn’t even set foot on the deck.
The Unseen Gap: Board Members Not Donating
Now, let me be clear—this wasn’t a case of disinterest. These board members were passionate, deeply committed individuals pouring their time and energy into the organization. They attended every meeting, championed every cause, and took on every challenge. But when it came to opening their wallets, there was nothing but radio silence. The problem? It was about oversight, not intention.
This situation got me thinking: how many nonprofits out there are missing out on potential funds simply because their board members have never been directly asked to contribute?
The Lightbulb Moment: A Simple Ask
So, I put on my journalist hat and started making calls. My approach was casual and conversational—more like catching up with an old friend than conducting a formal interview. I’d ask about their involvement, the projects they were most passionate about, and then, as smoothly as slipping a pebble into a pond, I’d drop the question: “So, I noticed you haven’t made a donation yet. What’s the story there?”
“When board members are financially invested, it strengthens their commitment and deepens their connection to the cause.“
Nine times out of ten, the answer was as straightforward as it was enlightening: “I’ve never been asked.”
Now, this was a lightbulb moment. It wasn’t that these board members didn’t want to give; they simply hadn’t realized that they were expected to or needed to be asked directly. In their minds, their contributions of time and expertise were sufficient. But here’s the kicker—board members’ financial contributions can be the backbone of a nonprofit’s fundraising strategy.
Changing the Culture: Personalizing the Ask
Realizing this, I decided to change the approach. We made the ask personal, incorporating it into the culture of the board. It wasn’t about making anyone feel guilty or pressured; it was about making them aware of the importance of their financial support. After all, board members are ambassadors of the organization. If they’re not contributing financially, how can they effectively ask others to do so?
The strategy was simple:
Direct Conversations: We made it a point to have individual conversations with each board member, emphasizing the importance of their donation.
Clear Expectations: We clearly communicated that giving was not just appreciated but expected. This wasn’t about mandatory dues, but rather about leading by example.
Regular Reminders: We incorporated gentle reminders into board meetings and communications, ensuring that the ask wasn’t a one-time thing but an ongoing part of the board’s responsibilities.
Celebrate Contributions: Every donation, no matter the size, was celebrated. We wanted board members to feel proud of their contributions and understand the impact of their support.
The Results: A Stronger, More Committed Board
The results were almost immediate. Donations started rolling in, and suddenly, the board’s financial commitment became the bedrock of our fundraising strategy. It wasn’t just about the money, though that was certainly important—it was about the board taking ownership and truly investing in the success of the organization.
When board members are financially invested, it strengthens their commitment and deepens their connection to the cause. They become more effective advocates, more passionate fundraisers, and more engaged leaders.
Key Takeaways: The Power of the Ask
So, what’s the lesson here? It’s simple: Sometimes, the most significant breakthroughs come from the simplest asks. Don’t assume your board members know they need to donate. Don’t assume they understand the importance of their financial support. Instead, make the ask direct, personal, and part of the culture.
Here are a few takeaways to ensure your board members are not just involved but fully invested:
Don’t Assume: Never assume your board members are aware of the need to donate. Be clear and direct in your ask.
Personalize the Ask: Make it personal. Show them how their financial contribution can make a tangible difference.
Incorporate It Into the Culture: Make giving a natural part of board service. Include it in the onboarding process, discuss it in meetings, and celebrate contributions regularly.
Lead by Example: As a nonprofit leader, ensure you’re also contributing. Leading by example is a powerful motivator.
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