Overcoming Fundraising Fright

It’s perfectly natural to expect our non-profit board members and volunteers to be frightened of fundraising, especially asking for gifts. Let’s face it: Most people are. We are turning to our Eskin Fundraising Training Brain Trust who collectively bring hundreds of years of experience, wisdom and insights on empowering non-profits to be more effective in developing resources, responding to and overcoming virtually every possible advancement challenge that may arise. We asked our Brain Trust for their advice for board members and volunteers who are frightened of fundraising, especially asking for gifts.

“Don’t think of yourself as a “fundraiser.” That sounds like it’s all about money. Think of yourself as a “philanthropy facilitator.” “Philanthropy” translated from the Greek means “love of humanity.”

When you ask for a philanthropic gift you’re coming from a place of love, inviting donors to join you. You have an opportunity -- a privilege -- to open people up to the joy of giving.

MRI studies show people get a warm jolt of dopamine when merely contemplating giving. Would you deny this to people? What happens if you love a restaurant or movie? You tell others about it! If you love your charity, why would you be stingy about sharing your passion? You have power to give people purpose and joy."

"Asking is not begging. It’s not taking something away from someone. It’s giving an uplifting opportunity to enact a passionately held value. It’s possible the person you talk to won’t share your interest in your organization’s vision, mission and values. But (1) get in touch with your passion; (2) enact your passion (make a meaningful gift), and (3) ask someone to join you in that passion. What you say matters less than how you say it. Passion is contagious.”

“Board members may fear fundraising because they assume that the very first thing they need to do is to say, “give me your money.” That’s a mugging, not fundraising!

Involve reluctant board members in stewardship, calling current donors to thank them, update them on your progress, get to know them a bit. Donors appreciate these calls.

Once OK with stewardship, encourage the board member to start a conversation with a friend or colleague. Encourage the board member to ask questions like “tell me about yourself,” a great opening question. Make sure the board member talks about their service and commitment to your nonprofit.

Remind the board member that they can bring in a staff person at any point in the process, for support, or to provide more insights, or even to make the ask. The fundraising journey starts with a relationship. Asking for money only comes in at the end of the process.”

“It’s essential that our board members fully appreciate that philanthropy is genuinely a two way transaction. When board members solicit gifts from prospects they are not taking away something from them, but instead providing them a special opportunity to feel good. This is especially timely in the current environment of overwhelming uncertainty. In a real sense, giving provides a sense of control and comfort. By asking for their gifts, board members are providing people they know a concrete opportunity to expedite good works when those who are struggling need help the most.”

“Because many years ago, I was that board member, I can relate to the fear. If they raise the specter of fear, I would suggest that they go with me on a field trip. They are not ready to ask. I would then provide the board member with opportunities to really see, touch, and hear the results of what happens when money is raised and services are implemented to fulfil the organization’s mission. By providing these experiences, the individual begins to create their own stories about the impact of the mission on individuals within the community and the community as a whole. Once they can articulate their own stories, send them on a solicitation where they tell the story and someone else does the ask. This will build their confidence and they will begin to get excited about the process.”

“The ask is but one moment in the continuum that culminates in gifts. Sure, it’s a crucial moment, but many important steps must be accomplished before it’s ever time to ask the donor to give. We recommend that board members who are not practiced in solicitations and have a strong lack of comfort in this role, simply become involved in the fundraising process by working to identify individuals of affluence and influence in their personal circles, introducing prospects from these networks to the fundraising leaders, and giving of their time to be a strong ambassador for the non-profit. When the time is right, staff or other board members can step in to make the actual solicitation appeal. This regular identification and cultivation of prospects by all board members cannot be understated and is absolutely essential to realizing gifts ... especially major gifts.” 

“The secret to helping any 'shy' board member is to have them be part of thanking donors until they actually yearn to or ask to be part of a solicitation. This allows them to hear how involved your current donors are with the mission of your organization and how much happiness giving brings to them. In fact, I am betting that a few of those stories will find their way into their first solicitation!”  

“Often board members worry about fundraising and they’re not comfortable asking for a gift.

Just think of it this way:

Donors want to help.

Donors want to make a difference.

Donors cannot read minds.

You as a board member of an organization -- you’re passionate about giving donors the opportunity to make a difference by making the ask.

What’s the worst that can happen?

Donors may say no. They may say not now. But the more likely thing that can happen is that they say YES.

Start by making thank you calls for gifts already made. You’ll be amazed at what can happen just by taking that first step. Then you’ll graduate to the next level and start asking. You’ll enjoy it because many donors will say yes.

You have everything to gain and nothing to lose. Try it at least once.”