Kerri Mollard
Conversation Date: October 8th, 2024 12pm CST
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Unlocking Fundraising Success: Engaging Nonprofit Boards Effectively
Nonprofit boards play a crucial role in organizational success, especially when it comes to fundraising. Yet, many nonprofits struggle with engaging their boards in meaningful ways that lead to impactful results. On the Million Dollar Nonprofit Podcast, I sat down with Kerri Mollard, CEO of Mollard Consulting, to discuss how boards can transform their approach to fundraising and drive their organizations toward financial sustainability and mission fulfillment.
Kerri, a recognized expert in nonprofit governance and fundraising with over two decades of experience, shared practical strategies, common misconceptions, and actionable tips for engaging boards in fundraising efforts. Here are the key takeaways from our conversation.
Board Giving vs. Board Fundraising
One of the biggest misconceptions about board involvement in fundraising is conflating personal giving with fundraising. Kerri emphasized:
1. Personal Giving
Every board member should make a personal financial contribution, regardless of size. This demonstrates their commitment to the mission and sets the tone for external donors.
2. Fundraising Role
Beyond giving, board members should actively support fundraising efforts, ensuring the organization has the financial resources necessary to fulfill its mission.
Overcoming Board Hesitation
Why do some board members resist fundraising? Often, it’s because they equate fundraising with direct solicitation—“dialing for dollars.” Kerri offered a powerful reframing:
- The Three Pillars of Fundraising: Effective fundraising includes asking, thanking, and engaging donors. Not all board members need to solicit donations; they can play critical roles in donor stewardship and relationship-building.
Example activities include:
- Making thank-you calls to donors.
- Hosting coffee chats to understand donors’ motivations.
- Sharing their passion for the mission with potential supporters.
Practical Steps to Boost Board Engagement
Kerri highlighted simple, actionable strategies for increasing board participation in fundraising:
- Start Small: Encourage board members to support events like galas or 5Ks by purchasing tables, hosting teams, or inviting their networks.
- Annual Commitment Forms: At the start of each fiscal year, have board members sign a commitment form outlining their contributions—whether financial, event participation, or donor engagement.
- Role Identification: Recognize that board members can be donors, doers, or door-openers. Each role is valuable and contributes to the organization’s success.
Tracking Metrics That Matter
To gauge the impact of board engagement, nonprofits should track key metrics, such as:
- Donor Retention Rate: The percentage of donors who give year-over-year.
- Average Gift Size: Understanding average donation amounts helps in setting realistic fundraising goals.
- Board Giving Progress: Regularly update the board on their collective giving goal to ensure transparency and accountability.
Creating Dynamic Board Meetings
Board meetings are often perceived as dull, report-driven sessions. Kerri urged nonprofits to “blow up” traditional agendas and create engaging, strategy-focused discussions:
- Dedicate time for training, such as role-playing donor conversations.
- Include strategic discussions rather than just financial updates.
- Use annual board retreats to align goals, provide training, and build camaraderie.
Addressing Non-Participating Board Members
What if a board member refuses to participate in fundraising or make a personal gift? Kerri offered this guidance:
1. Mission Alignment
If a board member isn’t willing to support the mission financially or through engagement, it’s crucial to reassess their fit on the board.
2. Peer-to-Peer Conversations
These discussions should be led by fellow board members, not the executive director, to avoid power imbalances.
The Quick Win for Struggling Boards
For nonprofit leaders new to engaging their boards in fundraising, Kerri’s top advice was to focus on achieving 100% board giving. This sends a powerful message to external donors and demonstrates the board’s collective commitment to the mission.
The Path Forward
As Kerri summarized, building a high-performing board takes time and intentional effort. By setting clear expectations, providing training, and focusing on relationship-building rather than transactions, nonprofits can unlock the full potential of their boards in driving fundraising success.
About Kerri Mollard
Kerri is the CEO of Mollard Consulting and has worked with over 170 nonprofits to enhance board governance, strategic planning, and fundraising. You can connect with her team through LinkedIn, sign up for their monthly e-newsletter, or explore their insightful columns on nonprofit leadership.
For more resources and tools to engage your board, visit Mollard Consulting’s website.
Listen to the full episode on the Million Dollar Nonprofit Podcast to dive deeper into these insights and more.
For more resources and tools to engage your board, visit Mollard Consulting’s website.
Listen to the full episode on the Million Dollar Nonprofit Podcast to dive deeper into these insights and more.
Frequently
Asked Questions
Personal giving demonstrates a board member’s commitment to the mission and sets an example for other donors. It’s difficult to ask others to give if those closest to the mission aren’t contributing themselves.
Board giving refers to each member making a personal financial contribution. Board fundraising involves board members supporting efforts to secure funds, whether through donor engagement, events, or other activities.
Start by understanding their concerns. If they’re unwilling to give or engage, it’s a sign they may not be aligned with the mission, and a conversation led by the governance committee is necessary.
Provide training during annual retreats or board meetings. Role-playing exercises, thank-you call scripts, and clear guidance can help build their confidence.
Board members can thank donors, host events, open doors to new networks, and share their passion for the mission in authentic ways.
Key metrics include donor retention rates, average gift size, and board giving progress toward collective goals. These provide insights into the effectiveness of their efforts.
Move away from report-driven agendas. Dedicate time to strategic discussions, training sessions, and brainstorming. Reserve updates and reports for written summaries sent before the meeting.
Focus on achieving 100% board giving, regardless of the amount. This creates a unified commitment and builds momentum for broader engagement.