When it comes to fundraising, nonprofit board members are often an underutilized resource. That’s not necessarily because they aren’t interested in helping. In many cases, board members care deeply about the mission but aren’t entirely sure what they can do to help. And for some, the idea of personally asking someone for money can be uncomfortable.
The good news is that there are many ways board members can make a meaningful contribution to year-end fundraising without becoming professional fundraisers. With the busiest giving season already underway, now is a great time to invite them to participate.
One of the most important things board members can do is demonstrate their own commitment to the mission. Ideally, every board member should make a personally meaningful financial contribution each year, according to their ability.
The amount may vary considerably from person to person. What matters is participation and a genuine investment in the organization’s success. That commitment also gives board members greater confidence when encouraging others to support the mission.
Board members often have personal and professional relationships that extend well beyond an organization’s existing donor community. Encourage them to share information about your holiday campaigns with friends, colleagues, business associates and community groups.
This might mean forwarding an email appeal with a personal note, sharing a social media post, inviting someone to take a tour or simply talking about the organization’s work. A personal introduction from someone who genuinely believes in your mission can carry considerable weight.
Don’t simply tell board members that you need help with fundraising. Give them specific, manageable opportunities to participate. Provide a short description of your holiday campaign that they can share. Prepare sample social media messages. Identify events where their presence would be helpful. Ask whether they know someone who might be interested in learning more about your organization.
Some board members may be comfortable introducing prospective major donors. Others may prefer helping secure a matching gift, making personal phone calls or connecting the organization with a local business. Match the opportunity to the individual’s interests and strengths.
Invite Them Into the Story
Board members are often especially effective advocates when they can speak personally about why the mission matters to them. Consider asking a few board members to share a brief statement about their involvement. Why did they join the board? What have they witnessed that made a lasting impression? Why do they believe the community should support the organization?
These personal reflections can become valuable content for email, social media or even a year-end appeal. They also remind prospective donors that real people in the community believe deeply in the work being done.
As December approaches, consider a few specific opportunities for board participation. Could board members help introduce potential supporters to a year-end matching challenge? Could they attend a holiday gathering and meet donors? Might they help connect your organization with businesses interested in making a year-end contribution?
A brief conversation with each board member about how they would like to help may uncover opportunities you hadn’t considered. And don’t overlook the value of keeping the board informed. Share campaign progress, celebrate milestones and let members know how their involvement is making a difference.
Not every board member will be comfortable making a direct solicitation. That’s okay. Fundraising success depends on more than the ask itself. It also depends on relationships, credibility, introductions, visibility and genuine enthusiasm for the mission.
Your board members can contribute to all of those things. This holiday season, give them an opportunity to do so. You may be surprised by how much they can accomplish when they are invited to participate in ways that feel meaningful and achievable.
