I’ve been a director of fundraising for 16 years, and now a CEO for two years, in the UK charity sector. I’ve done a lot of thinking about people over these 18 years.

Over this time I have often had difficulties with charity boards, their trustees, their leaders. I know I’m not alone. The usual challenges are always mentioned:

-        they don’t understand fundraising

-        they never open their contacts/networks to us

-        there is a big gap between what they do and what they could do

-        I know they’re well connected but they are not engaged in fundraising

Until a true golden nugget of realisation settled into my head, I was happily presenting rational fact based reports and presentations to my trustee board. All facts and figures they needed to know as my trustees of course. But did that engage them in the fundraising we are doing?

No!

Eventually I realised that their motivations are not driven by the rational facts, senior volunteers are driven by emotions! Because of my rational approach, I, the fundraiser, was actually making it difficult for trustees to get engaged with fundraising! Ouch…

After some soul searching with fundraising friends I decided to try a different approach. I decided to stop seeing them as one board and began to treat them individually.

I began to find out why they chose this cause to become a trustee of. I realised that trustees are like donors, because they usually have some personal connection with the cause.  And, just like donors, to significantly socially invest in your charity they really need to care about the cause.

It was my fault they didn’t understand what we did as fundraisers. My fault they weren’t engaged in fundraising. I had never engaged with them so how could they ever really engage with me or with our fundraising!

So my new project ‘Getting to know you’ began.

I began asking my trustees about their relationship with the cause. We began to have real conversations about our projects and what we did for beneficiaries. We talked about how proud we both were to be doing the work we do for the beneficiaries our cause supports.

I stopped talking fundraising facts.

And together, slowly, my trustees and I became partners in stories on what has been achieved for our beneficiaries, and conversations about what more we could do for our cause.

I also began to ask better questions.

‘I see you and Bob are really dedicated to our cause. I’d love to talk to you about the patron’s club so when you meet others who you feel are also dedicated to our cause you would be able to tell them about it.’

‘John may I come and talk to you about how I should approach ‘X potential corporate’, as I’m sure you would be able to give me some useful knowledge being in similar business. I want to talk to them about how we could partner to realise the potential of our cause.’

‘Claire, I would really like to talk to you about a project we have been discussing and the investment needed to make it happen. I know with your background you will be able to help me set it out in the right way.’

I wouldn’t have thought to ask these questions prior to project ‘Getting to know you’.

By really getting to know my board members I not only had some fantastic conversations, I also found out lots of useful information that I could use. By opening myself up to each of them they began to trust me and began to open up themselves to more involvement in fundraising. They began to give me their time outside of board meetings. It began to be a partnership. 

So my challenge to you is to get to know your trustees and board members. Make time for coffee and conversation. Explore their reasons for being there. Stop talking fundraising numbers and start having conversations about the cause itself.

My advice is:

-        Get out and meet them

-        Remember to ask questions

-        Listen listen listen and then listen some more

-        Understand them

-        Don’t ask for what you want too soon

-        Believe in them and their capacity

-        Personalise your approach

-        Focus on one thing – the cause/the vision/the dream that is their passion

-        Invite them to join you in the fight to ……

Oh, and that’s the same list I use for major donors. 

So now I always remind myself that for most board members there will be a reason they chose my cause to support. So my conversations with them need to be passion driven.

We can never influence someone until we know what influences them. So get to know them and hopefully they will become partners that are truly engaged with fundraising!

Di Flatt is a fundraising expert with experience and knowledge across all areas of fundraising and income generation. Particularly focusing on corporate, major donor, special events and grant fundraising Di has raised over £40 million for health and social care organisations over the past 18 years. She also has expertise in marketing and brand, as well as finance, strategy and business development.

In November 2014 Di became Chief Executive of Sweetpea Charity, retaining a strong focus on fundraising. Previously a trustee of the Institute of Fundraising, Di is currently Chair of the Institute of Fundraising Yorkshire Region, and also sits on the Policy Advisory Board of the Institute of Fundraising.

Finally, Di mentors up and coming fundraising directors, as well as a number of small charities and social enterprises partnered with Sweetpea Charity.