Do you want board members who can assist the fundraising team? If you do, then you need to help them. One of the best ways to do this is to think like a marathon runner.
How do marathon runners survive 26 miles? Beyond training and determination, they live by a mantra. If you ask a marathon runner what their secret to success is, they will say, “If I can make it one more mile, then I can try to make it one more mile after that.”
This same secret applies to board members.
Donor cultivation for nonprofit board members can be intimidating…even daunting. It includes building relationships with donors, conducting research, and asking for donations. A lot can go wrong if board members don’t understand the process or know how to ask.
And remember, most board members do not have a background in fundraising so they will need help from you and the rest of the organization. To motivate board members to go that next mile use the Moves Management process.
Moves Management, developed by David Dunlop of Cornell University, is a process where the prospective donor is moved to a first-time donor and so on. The process improves relationship building and the cultivation and solicitation experience.
Like the marathon runner, the board member should not think about the end goal until it is time. Instead, they need to consider the next “move.”
Timing is very important in this process. Some steps may take longer than others depending on the donor and what “move” you are on.
The more successful you are at this process, the more engagement you will have with your donors, which will result in a higher donor retention rate.
“Moves” can look many different ways for different organizations. No two organizations will have the exact same “moves.” You will have a mix of large and small “moves.”
For example, a board member talks with a new prospective donor who doesn’t know anything about the organization. Their first move could be “tell the prospective donor about the organization”. Once the board member makes this move they celebrate success as the marathoner celebrates their success after the first mile.
Some other “move” examples include:
These “moves” foster a closer relationship with donors making it easier for you to ask for a donation when the time is right.
Before writing a fundraising plan for your organization, you will need to have a few components in place. First, you should research your donors, identify your audience and design a strategy.
Invite your board members to assist in all three areas. They can identify people in their network who might want to know more about the organization or who can give more. They can also act as a sounding board as you decide on the goals of the strategy.
Research: Complete a wealth screening of your donors. Look at their past charitable history, including donations made to other organizations. Knowing their business affiliations can help with future matching opportunities. Understand their relationship to the organization and to potential donors. Last, make sure their interests align with your mission.
Audience: Don’t use the same plan for every donor. This doesn’t mean identifying only major donors, either. Create donor tiers around similarities based on giving amount, research, and past behaviors. And don’t forget those all-important recurring donors.
Strategy: Decide on your goals and objectives. You should also include your vision and mission statement, to make sure they align with your plan.
You’ll want to create plans for the three donor stages—cultivation, solicitation, and stewardship. Create a strategic plan for each of these donor stages. Include your research, qualifications, and goals from the previous step.
When discussing your “moves” for these stages look at supporter actions and behavior that was successful in the past.
The purpose of the cultivation stage is to build lasting relationships with supporters. Focus your efforts on clear goals and make your next “moves” part of a systematic plan. The cultivation “moves” help you reach your cultivation goals.
Look in your database as you begin the cultivation phase. Find current donors who you want to upgrade or renew. Look for lapsed donors, as well. In this stage, it is good to ask supporters and donors open-ended questions and send surveys.
In this stage, board members can add great value to the organization. They can write and sign thank you cards or they can follow up with updates and impact stories.
To move people from passive supporters to active donors, you will need to ask for donations. The same goes for every move on the donor journey. You will want to continue with your cultivation plans as you encourage donors to give.
During this stage, indicate your donor’s communication preferences and segment based on this knowledge. Don’t forget to personalize the communication, as this is one of the main reasons donors stop giving. Segment donors based on their reason for giving, their interests, or demographics.
Board members may not feel comfortable asking for donations, which is why it is important to plan unique “moves” for the solicitation phase. There are other moves a board member can make. For example, they could forward a fundraising email request or they could ask to include a donation announcement in the church bulletin. This is a time to get creative.
Relationship building is fundamental to fundraising. It is not enough to solicit. When you only ask for money you will lose more supporters than you gain. Through building relationships, you will improve donor retention, which will improve donor lifetime value and revenue.
If a donor is not maintained year after year it will become almost impossible to engage with them at the levels needed for them to become a major donor. Even if they do not become major donors, they may leave a planned gift or other lasting legacy.
Here is where your board members can shine. They can meet with donors and find out more about them and why they give. Your donors will welcome the opportunity to speak with board members.
Once you have your three fundraising plans complete, your board members will have a clear roadmap for who to speak with, when to speak with them, and what to discuss. They will know exactly what “move” to make.
From planning to implementation, board members can help you during every step of the fundraising process.
Use them as an asset during the research, audience, and strategy phase. Get their input into different “moves” to include in the three stages of the strategic fundraising plan. Assign the “move” they want to complete. Follow up with board members to see how the “moves” went. These are great learning experiences for you and your board.
Board members of faith-based nonprofits also know that the seeds planted in any of the “moves” along the way may be used by the Holy Spirit to produce generosity in the heart of the donor. Because the donor said no doesn’t mean the “move” was unsuccessful. God will carry out the result in His time. And when He does you will be amazed and grateful.
While fundraising and getting board members involved can seem exhausting, we need to remember the marathon runner’s secret—focus only on one move at a time. When you do, you’ll cross the finish line!