Motivating Board Members to Fundraise
Posted by [email protected] on Feb. 20, 2024 / Professional Development / Subscribe 0
By: Dr. Mojdeh Keykhah, Director of Development and Communications at Women’s Resource Center
Board members are often expected to fundraise on behalf of the organizations they serve. However, they are at times stymied in how to approach fundraising. Even after Board fundraising training, there can be a good deal of hesitation when asked to take the next step and garner support for the nonprofit from others. This path to Board fundraising (expectations and training) misses an important element: a clear articulation of the motivation behind supporting the nonprofit by the Board members themselves.
Discovering their individual Why, or their own motivation for supporting their nonprofit, can greatly help bridge the gap between fundraising training and individual fundraising confidence and provide a framework for asking others for support. Additionally, including the organization’s Why increases credibility and social proof in asking others to invest in a nonprofit’s mission.
Simon Sinek, in his now famous TED talk “Start with Why” (https://www.youtube.com/watch?v=u4ZoJKF_VuA) argues that people are most attracted to a product or service when they discover the Why or motivation behind the product or service, rather than the What (it is) or the How (it is produced). For example, the computer company Apple is known for making cutting edge technology, but their now legendary 1984 Superbowl commercial (https://www.youtube.com/watch?v=dgZFvCMqlTw), does not show a single computer device. It inspires by demonstrating Apple’s Why – to be revolutionary in the tech space. It is a compelling message that generates excitement and enthusiasm.
Relatedly, Wharton Professor Adam Grant also looked at how to motivate people to fundraise. He demonstrated that when people are given an inspiring story that demonstrates a nonprofit’s mission and values, they have much greater motivation to ask others for a donation (https://www.dailygood.org/story/233/the-art-of-motivating-employees-adam-grant/).
Taken together, discovering a Board member’s own Why in supporting an organization and learning the Why of the nonprofit itself, is a powerful fundraising tool. The exercise of eliciting and verbalizing “why we do what we do” also builds personal enthusiasm and overcomes hesitation in being able to engage donors in supporting a nonprofit.
We encourage you to meet with your Board and find out their individual Why’s. Then challenge them to share their Why with the community in support of your organization!
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