It’s about involving Board members in the solicitation process. It’s precisely on target. I picked it up from a recent copy of THE MAJOR GIFTS REPORT
(www.stevensoninc.com).
Lyons writes that the biggest obstacle to effective Board member fundraising is the way they are recruited. Too often in enlisting Board members,
organizations downplay critical fundraising expectations.
There are different ways to communicate fundraising expectations for new Board members. Some are good at identifying probable donors, some at telling
the organization’s story, and some are willing to look someone in the eye and make the ask. Lyons says that no one has to do all three, but you would
hope for that.
The staff helps Board members develop a list of Probable Donor contacts. The staff should avoid setting up the meeting. If a staff member calls to
make an appointment on a Board member’s behalf, it defeats the whole purpose. (Jerry Panas talking: the staff makes the snowballs— the
Board members throw them.)
Directors should know three key factors in closing the solicitation.
i) Make certain you always ask for a specific amount.
ii) After you have made the ask, just be quiet.
iii) Make certain there is a specific follow-up that leaves the ball in your court. I like to say (this is Jerry talking) that you can’t leave a
meeting without either a commitment to a gift or a new meeting.
You should have a meeting strictly devoted to coaching Board members in a successful solicitation. As much as possible (Jerry talking again), I
like to pair a Board member with a staff member. This is a magic partnership.
You start a culture of Board member fundraising by having the CEO and the Chair of the Board stress the importance of involvement by Directors. It begins at
the top.
If you would like to see the entire article, go to our website (www.panaslinzy.com). If you would like to see a copy of the THE MAJOR GIFTS REPORT newsletter, e-mail Scott
Stevenson for a free sample (sstevenson@stevensoninc.com).
