7 Ways to Engage Volunteers in Fundraising

by William J. Moran, J.D., M.S.Ed.

Volunteer involvement is important for a strong development program. Yet volunteers are often apprehensive and question their fundraising role:
What specifically are they going to be asked to do?

Will they be required to go out and ask others for money?

The answer is that each volunteer has relationships and talents that are invaluable for successful fundraising. Some will be able to participate in solicitations, while others will contribute in other important ways. It is up to the development staff to find tasks that fit the individual volunteer’s skills and comfort zone. Here are seven ways volunteers can help in the development effort.

1. Make a leadership gift commensurate with their capacity to give.  It is very difficult for volunteers to help with fund raising unless they are willing to give themselves. Volunteers set an example for others to follow. Donors will pay as much or more attention to the behavior of volunteer leadership as to what they preach. Volunteers should make “stretch gifts”.
2. “Open doors” for solicitation calls.  Volunteers can open doors for solicitation calls by setting up meetings and introducing staff to potential contributors. Volunteers often have the relationship to obtain access to the prospect even if they are uncomfortable going on the call themselves. By making a phone call or writing a note, the volunteer can perform an important service in getting the appointment.
3. Participate in sessions to identify and rate major gift prospects for the campaign.  Volunteers are a valuable resource to help identify major gift prospects. In addition, they may have personal information about the prospect’s interests that will allow the organization to “match up” the prospect with an attractive giving opportunity.
4. Accompany staff on solicitation visits, if appropriate.  The most effective solicitation is one done “peer to peer”. Who the “messenger” is makes a difference in whether the message is heard. A prospect will listen to the request more carefully and find it harder to say “no” if the person making the request is a respected friend. Not all volunteers are comfortable making calls, but some will be comfortable in this role. An effective team is often comprised of the volunteer who has the relationship with the prospect and a staff member who can answer specific questions about the non-profit.
5. Host special events such as small group luncheons.  Many volunteers who are uncomfortable making a direct solicitation will willingly host small group events, such as luncheons, for prospects to hear the non-profit’s story. These events are frequently held “on site” at the non-profit, so that the prospects can see first hand the work of the non-profit. Other times they take place in the volunteer’s home. These events can be invaluable in introducing individuals to the non-profit.
6. Serve as an advocate in the community.  Volunteers can spread the word about the non-profit out in the community. Volunteers “talking up” the non-profit among their friends and at gatherings, will not only raise awareness but will often result in uncovering additional prospects and other opportunities.
7. Lend other skills and resources as needed.  Each volunteer has unique talents and access to resources that will benefit the non-profit. Some will offer organizational skills; others have strategic thinking abilities. Some will come with ideas. The development staff should not dismiss out of hand “rookie” fund raising ideas made by the volunteers. These ideas may bear fruit, either in additional prospects or valuable cultivation steps.

Bill Moran, The Moran Company, specializes in nonprofit executive searches
for executive directors, fundraising staff and other top nonprofit leadership. www.morancompany.com

© 2012 The Moran Company “We find great nonprofit executives”