Spring is a wonderful time of year, as new growth bursts forth everywhere. As I look out my window I see lots of green and enjoy taking it in, relishing its beauty, and wishing for a longer Spring before the Summer heat arrives.

This year, my wife (Gwen) has begun gardening and I was looking at the early fruits of her labors -- well actually they’re vegetables, not fruits (no apology for the pun) -- which led me to consider how amazing it is to watch living things grow and develop.

I just returned from the Spring Board Meeting for an organization on whose board I serve. One agenda item we discussed was the re-launch of a donor development campaign and included in the discussion was an encouragement that all board members contribute financially to the fine work this organization does. Together, those experiences led me to reflect about the subject of this article - growing a giving board.

The topic of board members personally providing financial support for the organization (on whose board they serve) is a very interesting topic and one that frequently gets lots of people worked up. As a speaker and a trainer on board governance, I regularly address this topic and am always amazed and sometimes amused by the responses I hear (and see).

One of the most frequent objections raised is, “since board members give their time, we can’t ask for their money as well.” You might want to re-think that. Last year Harris Interactive conducted a study for the Fidelity Charitable Gift Fund that reported “people donate 10 times more money if they have volunteered in the past year.” Even more interesting, “Two-thirds of volunteers said they give money to the same groups to which they donate time.” That would lead one to think that since board members donate their time as volunteers, they are prime candidates to support with their finances as well. I couldn’t agree more. Personally, I would not consider serving on the Board of an organization that I did not support financially. For me, the two issues are connected, but I realize that is not the case for everyone. I trust you will find these tips helpful as you grow a giving board.

Tips for Growing a Giving Board

Create the Expectation - I am big believer in creating expectations and then managing those expectations. If you expect board members to give, then communicate that expectation from the beginning (including during the recruiting or courting process). Don’t “get ‘em on the board and beat ‘em into giving.” That doesn’t work, well, at least not for long.

Some organizations set minimums for Board giving. I advocate that board service should be open to anyone who is passionate for the cause, interested in the organization’s work, and willing to serve as a board member and not restricted to just those with “big money.” However, it is important for all Board members to support the organization with their personal contributions. Several private foundations ask what percent of board members provide annual financial support for the organization, and for those that ask, the honest answer they want to hear is “100%.”

Therefore, language like “all board members are expected to provide annual financial support at a level that is meaningful to them” will suffice. That allows room for someone with limited financial resources to give an equally meaningful gift as a person of great financial wealth. Remember how in the Biblical story of the widow’s mites a seemingly small gift was more sacrificial than the larger gifts of the major donors.

The expectation may be one of personally giving to the organization, or it may be one of getting for the organization through active involvement in fundraising events or activities. Recently I encountered a youth serving organization who sets the expectation (early each the calendar year) that board members would make a personal commitment (by choice, not coercion) of how much money they would both give (personal donation) and get (participation in fundraising). I am not judging what’s right or wrong for your culture and organization, simply encouraging you to create the expectation, but don’t stop there.

Manage the Expectation - Once you’ve created the expectation, it is imperative to also manage those expectations. The youth serving organization mentioned above also has a mechanism by which they track the giving and on a quarterly basis report to each board member their individual progress against their personal goals. As the year draws to an end, they send statements to each board members to remind them of their pledge and encourage them to fulfill it. This helps close the loop and holds each board member accountable to their commitments.

Educate about the Significance - It is important to educate board members on the importance of their giving and the impact their giving has both as symbolic support for the organization and as literal leadership. Having the full financial support of the Board is leverage for the ED or Development Director when asking other individuals, institutions (foundations), or organizations (corporations) to invest their philanthropic support. If board members understand their financial support encourages others to give and invest, then they understand their giving is essential and not optional.

Lead by Example - The Board Chair should lead by example and be the first (or among the first) to make their pledge and follow through with their gift(s) of support. They should also lead the way with their involvement in fundraising events and activities (if your organization has a give and get culture). The Board Chair serves a vital role on the Board and sets the tone and the pace for the other board members. If you are an Executive Director (ED), then building relational capital with the Board Chair is essential as together, the two of you, set the agenda (I’m not just talking meeting agenda) and priorities for the Board and consequently the organization. Additionally, having 100% of board members providing financial support for the organization is great leadership and creates a solid foundation for other foundation efforts. This includes their support, leadership, and participation in fundraising events for the organization. People take note of the presence or absence of board members at fundraising events and it does send messages to others. 

Celebrate Giving (and what it accomplishes for the organization) - Make it a regular part of board meetings to share and celebrate organizational successes made possible by the generous giving of the Board and other donors. What you do is hard work, be sure to celebrate giving - allow Board members the privilege of thanking donors through telephone calls, thank you notes, or even site visits. I worked with one organization who divided their donor list among the board members and each board member called donors simply to thank them for their support -- not to ask for more, but just to say thanks and let them know what their gifts accomplished for the organization. By the way, it did result in increased giving to the organization.

Engage Board Members in Growing Other Givers - Develop campaigns where board members have opportunities to showcase the organization to their friends and allow their friends and associates opportunities to invest in the great work of the organization. This can be done in a variety of ways, but seek out the fun ways first that don’t necessarily involve a direct ask for support. Encourage them to host house parties, site visits and program tours, sponsor a foursome at the golf tournament, arrange a breakfast, lunch, coffee, or tea and just introduce others to the organization.

Graciously Thank all Donors (especially board members) - This should go without saying, however, I will reiterate it for clarity sake, all generosity should be appropriately acknowledged and graciously appreciated. In other words, remember to say thank you to every donor - especially board members and other volunteers who are investing their time, talent, and treasure into the organization. Generous giving should never be presumed or expected and always be genuinely and graciously appreciated.

First or Next Steps - This is a great time of year to begin or continue growing giving in your organization. If you are an Executive Director (ED) and your board is not financially a giving board, then I suggest you begin a series of conversations with the Board Chair and possibly other key advocates on the Board to begin a shift in this direction. One way to do that is to share articles like this one that serve as a springboard for discussions on the topic. Hopefully you can begin to make that shift over the Summer and position your organization to launch a giving campaign this Fall and be prepared to participate in the Holiday (or year-end) giving season (when many of the financial gifts are given).

If your Board is a giving Board, take time to celebrate their generosity and look for opportunities to recruit other donors for the organization and beat the Summer slump so many nonprofits experience.

If your Board is in need of resuscitation, then join us next Tuesday, June 1 at 1:00 PM, ET for a webinar on Board CPR: Revitalizing Your Board for Service.

Kevin Monroe is the Founder and Managing Partner of X Factor Consulting, a consulting firm that makes the world a better place by equipping leaders and strengthening organizations. Through active partnerships with businesses, foundations, government agencies, nonprofits, and others that share this commitment, X Factor is strengthening individuals, families, neighborhoods, and communities around the world. 

Kevin has a wealth of experience and a passion for nonprofit and philanthropic organizations, as evident in the results he has achieved working with organizations around the country. He is available to consult or speak on this topic and many more. Contact us today or click here to learn more.

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