Guest post by Amy Eisenstein, ACFRE, CEO & Co-Founder of the Capital Campaign Toolkit
When someone joins your nonprofit’s board of directors, they may be expected to give annual monetary donations to the organization in addition to fulfilling their governance duties.
Securing those gifts can be a source of stress for nonprofit teams, especially because potential strategies can vary widely. Here are a few examples:
Including the ask in onboarding agreements when they first join
Having a “give-get” policy that asks every board member to be responsible for a specific amount of money, whether they give it themselves or get it from other sources
Asking board members to give a gift of an amount that is personally significant to them
Asking for personal gifts of an unspecified amount
Discussing board giving in person with each board member
Tucking a pledge form in the board packet at the appropriate time of year and encouraging members to return them by a certain date
With so many approaches, you might feel like having a specific strategy doesn’t make much difference. However, through our work on many capital campaigns, we have learned that how you approach your board about their annual gifts makes a vast difference in how much board members give and how they feel about their giving.
Let’s explore six best practices for refining your own approach to board member annual giving.
1. Create a small ad hoc committee on board giving.
The board giving process shouldn’t be driven by staff. That’s a bit awkward for your board members. And unless you have an enlightened board chair who really understands fundraising and how to do it effectively, you shouldn’t just turn the responsibility over to them.
Instead, your executive director or development director should ask three or four board members to serve on an ad hoc committee to develop and implement a board giving plan.
The ad hoc group should meet three times over one or two months. The meetings might be organized as follows:
Meeting 1: Discuss and agree on board giving goals and the process for presenting the giving process to the board.
Meeting 2: Review progress toward the goal and follow up with board members about their gifts.
Meeting 3: Review the results of the solicitation process and develop a plan for thanking board members and conducting ongoing stewardship.
2. Determine a collective board giving goal.
Having a dollar goal for board giving helps board members make informed decisions about what their gifts might be. But because most board members have little or no idea of the capacity of their fellow board members, you must be clear and intentional about the process of determining that goal.
We recommend having your ad hoc committee review the list of board members and, using available information about each person’s giving history and other indicators of giving ability, determine a possible high and low for each member.
Add those numbers up and you will have a collective giving range for your board. Present those results to the board and invite a discussion to determine a board giving goal.
3. Discuss board giving at a board meeting.
Designate a portion of your next board meeting to discuss board giving to the campaign. Topics to be discussed should include:
Relationship of the campaign goal and board giving to annual giving and larger strategic priorities
Collective board giving goal
Rate of board participation, with 100% being the ideal
The process of soliciting gifts
Deadline for when all gifts should be in
Your goal with these discussions is to get your board thinking about giving collectively. This helps your board members create a sense of accountability among the group and sets everyone up to motivate and encourage one another to meet the collective goal.
4. Solicit each board member in person.
Following the meeting, members of your ad hoc committee should meet with each board member to make a case for annual giving and discuss the board member’s gift. Each person should be asked to consider a specific amount or a range that is personally meaningful to them. Remember: 100% participation in board giving is ultimately the most important part of the board campaign, even if you have to adjust your goal along the way.
If it is indeed your policy that each board member has a responsibility to give to (or get for) your organization, be sure to have a plan of action for board members who do not participate in any way. Ideally, this expectation would be set before they join so it is not a surprise.
5. Report on progress toward the board giving goal.
The board chair or chair of the ad hoc committee should track the board giving process and gently nudge everyone to make their contributions before the scheduled deadline.
They should also send progress updates to the board and push for a timely conclusion to the giving process. Frequent updates will keep the giving goal top of mind and reinforce the important responsibility each board member has to contribute a gift.
6. Celebrate reaching the board giving goal.
Once the board has reached its collective goal and has 100% participation, take the opportunity to celebrate your success!
For some organizations, that means popping a couple of bottles of champagne after the next board meeting. For others, it might mean something more official.
You should also recognize the people who served on the ad hoc committee and worked on the board giving process. For example, consider creating special recognition strategies for various roles people played during the board campaign.
Setting the Stage for Success
The way you solicit your board members can set your campaign up for success. If you take it seriously and leverage effective fundraising best practices like the ones above, you can lay the foundation for success for your annual campaign and future fundraising endeavors.
For instance, when your board feels that giving is important, and when they are solicited in a way that respects them and their generosity, they will feel less anxious about reaching out to your supporters during other campaigns. This will make success with future fundraising initiatives much more feasible.
If you’re on the board of an organization that is considering a capital campaign, there are a few things you should know. Get Capital Campaign Pro’s free guide for board members!
Board Member’s Guide to Capital Campaign Fundraising
If you’re on the board of an organization that’s considering a capital campaign, there are things you need to know. This guide will help you understand your own role, and that of the entire board, during a campaign. Download this free guide today!
Amy Eisenstein, ACFRE, and Andrea Kihlstedt are co-founders of the Capital Campaign Toolkit, a virtual support system for nonprofit leaders running successful campaigns. The Toolkit provides all the tools, templates, and guidance you need — without breaking the bank.
About the Author:
Amy Eisenstein | CEO & CO-FOUNDER
Amy Eisenstein, ACFRE, is CEO & Co-Founder of the Capital Campaign Toolkit. She is a veteran fundraising consultant. With over 20 years of experience in the nonprofit sector, she’s published a number of books, including Major Gift Fundraising for Small Shops. Amy is also an in-demand keynote speaker and an engaging board retreat trainer and facilitator.