One of the axioms in the nonprofit world is that people don't like asking others for money. This is generally true, so what can we do to get our Board members, and other volunteers - the people who are most committed to our agency's mission - to help us raise more money.
First, we must constantly stoke their passion for our cause. We often get so bogged down in the minutiae of ‘doing' that we forget why we are doing it. In long board meetings or at orientation of volunteers, we often forget to constantly stress the impact our services on our client's lives. We don't provide enough opportunities for our volunteers to be touched emotionally by the moving stories our clients can tell about how their lives have been impacted. Without constantly reinforcing our value to our clients, our board and volunteers will lose contact with those feelings that got them involved in the first place.
Second, we must repeatedly make our case for the need for funds and what we can do with them. In this age of cutbacks, we must talk about how these cuts will affect people's lives. We must stay with their stories and not get lost in the statistics. Our volunteers must feel the pain and loss that each of our clients will experience when they must be cut off from receiving service because of lack of funds.
Third, we must urge our volunteers and board members to broadcast our message to more people. They should not be asked to solicit funds until a potential donor is so moved by our stories, that when we can present them with an opportunity to give, they do so willingly. If volunteers view their job as sharing their passion for our mission rather than soliciting money, they will do so willingly.
Fourth, we must create a comfortable environment for our volunteers. We can't take for granted anything, like making calls, knowing what to say, having the proper information available, or overcoming people's natural shyness or reluctance to do something new. That's why doing these activities in groups is very important. This provides a safe haven for those calls to be made, the tours to be given, the interpretations to be presented. When we make calls to say "thank you' for donations, we should do them when the board is together or bring volunteers together, where they can offer support and cheer each other on. When they go through the process once or twice, they will feel comfortable and be willing to more on their own.
Fifth, we must always say ‘thank you' and celebrate success. Don't just say ‘thank you' when the project is complete, but encourage people with praise every step of the way; when they agree to participate, when they make their first contact, when they bring the prospect to an event, when they do a good job in making a presentation - we can never say ‘thank you' enough. This is the payment they get for their volunteer work. And when success has been achieved, have a celebration…lots of kudos, lots of laughing and cheering…and gifts.
If we recognize that asking for money doesn't take place until a number of cultivation steps have taken place to help the donor first understand, then appreciate, then want to give, asking is counterproductive. Once the donor has become a believer, ‘the ask' comes naturally-if the needs are shared in financial terms. "With this amount of money we can do this…". You will be surprised how easy this will be if your board and volunteers are led through the five steps above. They will get such a kick out of it that they will want to do it again and again. Sounds naïve - but just try it.
First, we must constantly stoke their passion for our cause. We often get so bogged down in the minutiae of ‘doing' that we forget why we are doing it. In long board meetings or at orientation of volunteers, we often forget to constantly stress the impact our services on our client's lives. We don't provide enough opportunities for our volunteers to be touched emotionally by the moving stories our clients can tell about how their lives have been impacted. Without constantly reinforcing our value to our clients, our board and volunteers will lose contact with those feelings that got them involved in the first place.
Second, we must repeatedly make our case for the need for funds and what we can do with them. In this age of cutbacks, we must talk about how these cuts will affect people's lives. We must stay with their stories and not get lost in the statistics. Our volunteers must feel the pain and loss that each of our clients will experience when they must be cut off from receiving service because of lack of funds.
Third, we must urge our volunteers and board members to broadcast our message to more people. They should not be asked to solicit funds until a potential donor is so moved by our stories, that when we can present them with an opportunity to give, they do so willingly. If volunteers view their job as sharing their passion for our mission rather than soliciting money, they will do so willingly.
Fourth, we must create a comfortable environment for our volunteers. We can't take for granted anything, like making calls, knowing what to say, having the proper information available, or overcoming people's natural shyness or reluctance to do something new. That's why doing these activities in groups is very important. This provides a safe haven for those calls to be made, the tours to be given, the interpretations to be presented. When we make calls to say "thank you' for donations, we should do them when the board is together or bring volunteers together, where they can offer support and cheer each other on. When they go through the process once or twice, they will feel comfortable and be willing to more on their own.
Fifth, we must always say ‘thank you' and celebrate success. Don't just say ‘thank you' when the project is complete, but encourage people with praise every step of the way; when they agree to participate, when they make their first contact, when they bring the prospect to an event, when they do a good job in making a presentation - we can never say ‘thank you' enough. This is the payment they get for their volunteer work. And when success has been achieved, have a celebration…lots of kudos, lots of laughing and cheering…and gifts.
If we recognize that asking for money doesn't take place until a number of cultivation steps have taken place to help the donor first understand, then appreciate, then want to give, asking is counterproductive. Once the donor has become a believer, ‘the ask' comes naturally-if the needs are shared in financial terms. "With this amount of money we can do this…". You will be surprised how easy this will be if your board and volunteers are led through the five steps above. They will get such a kick out of it that they will want to do it again and again. Sounds naïve - but just try it.
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