Role of Board of Directors in a Fundraising Campaign

Humane Society of Tucson
Tucson, Arizona
Raised: $600,000

Role of Board of Directors
It would be great if every non-profit had a Board of Directors consisting of wealthy, top community leaders. It would make fundraising so easy if your Board was dedicated to your cause AND knew everyone in the community.

Sadly, such is not usually the case. More often than not, they are dedicated – but not particularly wealthy. More often than not, they know, at best, one or two marginal leaders in the community. And, more often than not, they are simply scared to death about the fundraising process.

That’s why its important to have reasonable expectations about what your board can, and can’t, do. Making them comfortable, while holding them accountable, is a key part of managing a successful capital campaign. For most of our campaigns, board members play an important, yet limited, role in the actual fundraising campaign.

This campaign was primarily a direct mail campaign that secured multi-year gifts through a careful mailing program. The pre-campaign study showed the difficulty of traditional personal visits but the strength of a direct mail program to past and current donors. These efforts have saved hundreds of dogs and cats from being euphonized.

It is important to understand that Board members are NOT expected to become fundraisers or solicitors. The "solicitor" role can be filled by staff, or even the consultant. The "door opening" role, however, must be played by a well-trained, committed volunteer – usually a board member or campaign leader.

This said, the Board plays THE key role in expanding the organization’s influence throughout the community. The transition from an "internal" campaign (where only internal people are solicited) to an "external" campaign is often the most difficult part of a campaign – and is critical for success.

Board members will be asked to do all of the following:

Gift. Make a gift up to their personal financial abilities. Without a formal gift intention, it is almost impossible for them to ask someone else to make a gift. This is the initial buy-in and their personal circumstances only matter in terms of WHAT gift they might make – not whether they would make a gift at all. EVERY board member should be prepared to make a gift – and they should be the first to give.

Linkages. Board members will be asked to use their personal and professional connections to open key doors to leaders and prospects throughout the community. This will involve calling and securing a meeting with identified leaders and prospects - and attending those meetings. While no board member will have to actually ask someone for money – although they can if they’d like – each board member will need to be present for their meetings. In the Soliciting Major Gifts section of this webpage there is a Gift Solicitation Guide that explains the entire process.

Personal Meetings. Board members will need to attend meetings with the prospective leaders and donors they know. Phone calls, without personal meetings, are nowhere near as effective as a personal, interactive meeting where the brochure and video can be shared.

Cultivation Events. Individual board members may opt to conduct a small, personal cultivation event, usually at their home or other intimate setting. Those attending will be asked to assist in the campaign, including making a gift, opening doors and lending their name.

Foundations. Board members who personally know directors of area Foundations will be asked to be a conduit to cultivating these key people and securing their support of the campaign.

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