What’s the Board’s Role in Association Fundraising Campaigns

Fundraising is an important part of many associations’ activities and revenue diversification strategies. Whether you’re raising money for advocacy efforts, a member scholarship fund, or new programming, you need a fundraising strategy that involves more than simply asking members to donate — meaning the Board of Directors should be involved.

But how much responsibility do board members have when it comes to fundraising campaigns? Do they need to participate beyond contributing their own donations? Exactly how involved should the board be? 

We’ll answer all of these questions as we explore four key ways in which board members should take part in fundraising campaigns. Let’s dive in!

Strategy development

Board members play a pivotal role in your association’s strategic planning process, setting goals and relevant priorities for the direction of the organization in both the short and long term. This knowledge, along with unique insights into your association’s finances and needs, means that board members can provide valuable input during the fundraising planning process.

Specifically, the board can help design or flesh out the association’s fundraising campaign strategy when it comes to the following aspects:

• Budget: Even if the staff or a fundraising committee creates the campaign budget, the board typically has the final say on approving it. The board should consider the resources available to invest in the campaign or work with the staff to adjust a proposed budget based on available finances. 
  
  
• Campaign timeline: If the association is launching a larger, time-intensive campaign, the board should discuss the timeline with the staff and make sure it aligns with the strategic plan and any upcoming initiatives. 
  
  
• Strategic goal setting: The board may set or approve the topline fundraising goal based on current funding needs, or they may prioritize furthering organizational goals during the campaign, such as member engagement or recruitment.

Beyond the planning phase of your fundraising campaign, board members should also provide general financial oversight to ensure the campaign stays within budget. The board should receive periodic check-ins with spending updates, fundraising progress, and answers to any questions. 

Using the board’s networks

Board members likely have extensive personal and professional networks that your association should be tapping into for its fundraising campaigns. 

During fundraising campaigns, board members can use their networks to identify potential:

• Major donors: Major giving, which represents your association’s largest individual donations, is a crucial part of any fundraising campaign. To identify prospects, board members should search their networks for wealthy individuals who have a history of giving to charitable causes, an affinity for your work, and a connection to your association.
  
  
• Sponsorship opportunities: Corporate support can make a major difference in your fundraising abilities, whether they sponsor an event or fund your marketing efforts. Board members may have connections with businesses that have similar values that may be interested in sponsoring your association.
  
  
• Partner organizations: You might partner with other organizations or businesses for a specific campaign to gain access to an additional audience of potential donors. Board members may be involved with a related nonprofit or know of another organization your association could work with.

After identifying these prospects within their networks, board members can facilitate an introduction and even manage the relationship if they’re willing. This way, the prospect will feel more comfortable interacting with someone they know and may be more likely to consider giving to your campaign. 

Board members should help fundraise, especially during major campaigns, but they often feel hesitant because of discomfort with solicitation. The association staff and leadership can provide resources to help, and they should make it clear that fundraising is a set of activities that includes not only asking for gifts, but also ambassadorship through networking and community building, stewardship through deepening connections with current and prospective donors, and support of solicitation through facilitating meetings and participation in fundraising events. These activities all meet the expectation of board service. 

Major donor cultivation

Since prospective major donors are some of the most important people in your fundraising campaigns, it’s natural for board members to help build and maintain these delicate relationships. Prospects will enjoy getting to know board members while they learn more about your association’s funding needs, and they’ll feel especially valued by your association for putting them in contact with such influential leaders.

One resource to consider is Donorly’s donor cultivation guide, which explains the four stages in the major donor giving cycle: identification and research, cultivation, solicitation, and stewardship.

Board members can play an influential role in both the cultivation stage (which includes relationship-building efforts before asking for a major gift) and the stewardship stage (efforts to thank, engage, and retain the major donor after they give). The board can even take part in solicitation if they feel comfortable and have played a large role in cultivating the relationship. 

Board members can take the following actions to cultivate and steward major donors to the association:

• Make introductions to major donor prospects
• Have lunch or dinner with prospects
• Invite prospects to VIP opportunities at your association events
• Call major donors to check in and update them on your association’s latest news
• Speak with prospects at association events and conferences
• Answer prospects’ questions throughout the fundraising process

After your association secures a major gift, board members can take part in the stewardship and retention process to help keep donors engaged long-term. This might involve periodic check-ins with donors, personal outreach, or public recognition of their support at events.

Advocating publicly for your association

According to NPOInfo, 57% of associations say that word-of-mouth marketing is one of the top ways they attract support. Board members can help spread the word about your association’s fundraising efforts and serve as public advocates for your association in the community.

This can be done on both a formal and informal basis, such as by:

• Speaking at events, whether that means giving a formal speech or talking to high-profile guests individually.
  
  
• Promoting your association to peers and explaining why it’s worthy of their financial support.
  
  
• Hosting networking events to invite colleagues to learn more about the association at smaller gatherings.
  

One of the most powerful elements that board members bring to the table is telling the story of their personal experiences and relationships with the association. These stories will appeal to potential donors’ emotions and make them feel more connected to your association, increasing their interest in giving.

For board members new to fundraising or who don’t feel confident taking part, the staff can share resources and support. After campaigns, board members and staff can complete a self-assessment to hone in on what succeeded and which areas need improvement. The more confident and excited about fundraising your board is, the better results you’ll see from your campaigns.