“I need my volunteers to fundraise more.” I hear this often from nonprofit leaders around the country. My response is usually a series of questions to dig deeper into what they are really saying.
Would bringing in more cash (yesterday) be nice? Of course. Could every board member please fill a table at the gala? Yes. (And a table means ALL the seats, by the way).
But what’s really at the heart of what “I need my volunteers to fundraise more” is a need for connections to the organization. Fundraising is a relational journey, from identifying prospects to stewarding donors, and volunteers play a critical role from the very beginning.
Turn on the Porch Light
When we ask our volunteers or board members to “open doors” they often hear, “tell me who your people are so we can tell them you sent us for money”. But opening doors is not an invitation to give. It’s not handing someone the house keys. It’s simply turning on the porch light as a signal and saying, “I think you’d like it here”.
And yet, so often, organizations operate like the neighbors who stay inside and pretend not to hear the doorbell. We even go as far as telling our volunteers or boards that “opening doors” is a requirement of their service, yet give them no definitions, tools, feedback or structure to be successful.
Trust is the Master Key
While staff can knock on doors all day, volunteers often already have the key. And yes, I can hear you from here … “But we have a Development Director! Isn’t fundraising her job?”
I’m certain your fundraising team is fabulous and I’m going to let you in on a secret. That Development Director’s Rolodex (Remember those? Google if you don’t.) will never be as robust on its own as the collective connections of your volunteers. It just won’t. No matter how well known, connected, engaged, or hard working that Development Director is – even if they are working in lock step with your CEO – they cannot cover the same amount of ground that a team of volunteers can. It’s just math.
Volunteers naturally carry a master key on behalf of a nonprofit organization. When a volunteer opens the door, it adds strategic value.
- Speed: You skip the locked gate between a prospect and a nonprofit.
- Scale: Every volunteer has their own network.
- Signal: Instant credibility is given to the nonprofit on behalf of the volunteer.
In fundraising, fewer locks means fewer delays. And fewer delays mean bigger impact, sooner, for those depending on your organization.
Opening Doors is Leadership
Some volunteers and boards prefer to work from behind closed doors – reviewing dashboards, discussing strategy, and staying safely inside. Opening doors is a leadership shift from advisor to advocate in a tangible way.
So, what might this actually look like? Do we really want everyone to bring in their actual Rolodex? (Seriously, go Google Rolodex.)
High-performing boards open doors and invite others in who have:
- Interest in the work of the nonprofit
- Capacity to invest time and money
- Ability to influence others around them
This might be 3-5 individuals a volunteer can commit to connecting to an organization over a specific amount of time. That connection might be hosting the prospect and the nonprofit CEO for coffee or hosting the prospect for program tour. Your volunteer isn’t being asked to remodel the house. They are being asked to open the front door and say, “come see what I see”.
Opening doors reflects ownership of the mission, alignment to the vision, and shared responsibility for sustainability.
When No One is Home
If a volunteer opens the door and no one answers, it is difficult to bring both the volunteer and the prospect back around. Staff need to be ready to support volunteers in every step.
When a volunteer opens a door, staff must show up, follow up must be timely, and the experience inside must match the invitation outside. If opening doors is a part of your fundraising strategy, it should be structured and systematized.
Some options to consider:
- Include door-opening goals in board expectations and communicate progress
- Track introductions in your CRM
- Assign follow-up ownership (You had the intro, now what?)
- Shepherd volunteers (Some will need more support)
- Celebrate introductions, not just gifts
And keep stewardship at the forefront for the door-opener. How are you thanking and celebrating the person who turned the key?
The Elephant is Blocking the Door
Let’s just say it. You are going to bring this up and some of your volunteers are going to immediately avoid eye contact or step out to take an important call and never return. Like most things, the packaging and your approach matter.
Think about why your volunteers might hesitate (jeopardizing friendships, fear of asking for money, do not want to fundraise) and prepare your internal systems and supports to address these tensions before you roll this out.
Then lower anxiety levels with how you approach and package the topic. We are not suggesting everyone replace their welcome mats with donation forms nor that we drag people across the threshold of an open door.
We want to coach our volunteers to be comfortable in saying “This matters to me. I think you’d appreciate knowing about it.” Opening the door is relational. It honors trust, it does not pressure it.
When Every Light is On
Thriving nonprofits don’t rely on one door (a Development Director). Instead, they activate many. When volunteers consistently open doors, fundraising becomes a shared front entryway. Making those initial connections and inviting people inside is fundraising – it’s just an early step in the process.
When you lament that your volunteers could do more to fundraise, get clear on what you mean. Hold that mirror up first and make sure you’ve provided the systems and tools necessary for their success.
Then invite them to turn on the porch light, unlock the front door, and hold it open.
And keep working hard to make sure what’s happening inside is worth inviting others to see.
