Commentary on Arizona group Continued

Yesterday we were discussing this caller from a small nonprofit in Arizona, and fact that they presented with a problem they saw as being one that could be solved by starting an endowment so they would not have to “bother” thee public for contributions. We stopped yesterday at the point where we said that, first of all, their concept of endowment needs adjustment.

But the other thing that really needs serious adjustment is their understanding of fundraising for operations. And they need to do four things right away. First, they need to work on their case fur support. After 18 years, this has worn thin in the community. Nobody cares anymore, especially the board members. Someone needs to delve into that case for support and spruce that thing up, get a new set of program features and donor benefits together, put some contemporary excitement into it, and take it out on the road in an active and assertive way.

Second, this group needs a marketing and advertising plan, because the gentleman who phoned said they "don't have much of an image around town." He meant visibility, because he also said there is no tarnish on the image, "just not much of it." So this group of tired, old board members really needs to get crackin' and come up with an aggressive/assertive marketing and advertising plan

Third, the board of Directors needs to be thoroughly cleaned out and rebuilt for the next 25 years. They not only need NEW blood, they need blood, period! They need people on there who care passionately about their service product, and are willing to foot the bill themselves, if necessary, to see that this exciting musical program is made available to the public. These folks need to be young, committed and ready and willing to spread the word and ask for money. And, finally, they need training in fundraising to make sure that all board members understand the fundraising process, how and why it works, and what they can and must do to be shining examples through their giving and thus a strong force for active solicitation of individuals and corporations.

Fourth, they need a solid fundraising plan, one that, among many other things, includes a schedule for solicitation of the whole annual operating budget. They need to go to the bank one time only for what they need from that bank for the whole year. They need to go to their individual and family contributors and get what they need for the whole year. And they need, also, in this plan, to work out ways to enlarge and enhance the size and reach of their target audience of donors and prospects throughout the community.

But I lift up this example here in my blog because it is so typical. Here's a group in trouble. They want to do whatever it is they do with the least amount of time, energy and involvement. They really want it to run on automatic. But they don't understand fundraising enough to know that of all people in the community, the board of a nonprofit is expected by the community to be the MOST dedicated, the MOST energetic and tireless in their efforts, and the MOST excited about their service product. In their current state, this board is the antithesis of what a nonprofit board should be, and they richly deserve the problems they're in! They're looking into the wrong end of the telescope. Because if they're tired of going out for money, and they're tired of putting out the effort, believe me, the whole community is probably tired of it, too!

New life? Not through endowment. Just through getting back to the basics. A charity is a public trust, providing a service to the public. It needs board members who are excited, dedicated, committed and tireless in their efforts at soliciting people and businesses in the community and getting those prospects excited and motivated to give because of the excellence of the service product. If they don't have these ingredients, they should quit today. If they don't care, nobody else should be expected to care either.