Part of any fundraising campaign involves the solicitation of gifts from board and staff. Sometimes we call this the “family campaign.” It often comes at the beginning of an annual effort or during the “quiet phase” of a capital campaign.
While it’s something we always do, I’d challenge you to consider how well you manage this part of the process. How thoughtful are you in asking for these gifts? Are the asks personal? Are they compelling? Do they follow best practices? Do you really even ask or do you just drop a pledge card on desks or send out an email letting people know it’s “that time” again?
Are you neglecting your organizational family?
Here are 5 reasons to treat your family as thoughtfully and intentionally as you’d treat any other donor:
- Ownership. Your key volunteers and staff get to see your mission in action much more than the average donor. They have a clear stake in the outcomes you’re trying to achieve. Why wouldn’t you involve them in a meaningful conversation about the goals of the campaign and how donated dollars will be used? An owner deserves better than a hastily passed pledge card at a meeting.
- Understanding. While they may have a deep understanding of your mission, board and staff members might not understand your fundraising goals. Take the time to explain the purpose behind any fundraising effort. Make sure to clarify annual vs. endowment vs. capital asks. Don’t limit their generosity by leaving them confused.
- Strength in Numbers. While individual staff or board members may not have the means to make a leadership-level gift, together they can contribute in a substantial way to your campaign. Consider them as a unit when it comes time to do donor recognition. (For example: the combined gifts of a board or council of elders may be enough to “name” a section of your new building. Departments or other employee groups could earn a recognition banner or tile.)
- Involve the Spouse. If you rush the ask, the donor will make a gift in haste. That haste means they’ll limit the gift to the amount they can “get away with” without consulting their spouse. Give staff and board the time and tools to discuss a gift with their significant other. If you’re making a major capital ask, be sure to involve the spouse.
- Relationship Building. Consistent giving – even at a small level – is one of the best indicators of a future planned gift. It’s just plain smart business to treat staff and volunteers as the valuable friends of the organization that they are, taking the time to get to know their interests and sharing planned giving information that will benefit them, their families and possibly your organization as well.
Don’t take your family for granted. More than most donors, your staff and volunteers take wonderful pride in giving back to your mission. Honor and respect their generosity by asking for and recognizing their gifts with thoughtful care.
