The Three G's versus the Three T's
No matter what your fundraising title is—Director of Development, Annual Fund Coordinator, Capital Campaign Director, Planned Giving Director—more than likely your destiny includes working with a volunteer board of directors. Although when queried, most board members will say their main responsibility is to set policy, we as professional fundraising executives know better and believe strongly that their primary function is to raise money.
This fact forces us to set our own private policy relating to the approach we choose to use—the Three G’s or the Three T’s—in dealing with these board members, our fundraising enablers. After all, the fate of the organization and the reputation of the board of directors over time does not usually rest solely on the policies they approve, but more likely on how successful they were raising the necessary revenue to sustain fiscally-responsible growth. No one remembers a policy, good or bad, but they surely remember surpluses, and especially deficits.
So here are our choices:
#1. The Three G’s (Give! Get! Or Get Off!) Approach
What this simply means is that all board members must contribute (Give) at the highest level they can afford and/or they must solicit (Get) their friends, acquaintances and peers to contribute. If unwilling or unable to accomplish one of these two tasks, then the only option left to them is to get off the board. No questions asked, you would be ostracized. “You are the weakest link.” This is hardcore fundraising!
Or
#2. The Three T’s (Time, Talent and Treasure) Approach
This “kinder and gentler” approach maximizes the use of the word “and,” while totally ignoring the word “or.” Board members are not only required to contribute their precious time to become fully involved with all aspects of the board’s fundraising, they are also required to contribute their considerable talents, when and where needed. This includes, but is not limited to, their own personal skills and expertise as well as those of the corporations they represent. In addition, they are required to make a personal donation (Treasure) and where appropriate a corporate one as well.
Which method do you subscribe to?
Twenty-five years ago, I would have chosen the policy of “Give, Get, or Get Off.” Back then it was common that only one parent was working, leaving a goodly number of dedicated volunteers available to serve on non-profit boards of directors. There was plenty of time for board members to debate, ad-nauseam, why the postage line item was $10 dollars over budget. Adequate time also existed for lengthy discussions related to fundraising, pouring over lists of donor records and planning out in great detail the fundraising strategies to be employed.
Today we find the situation quite different. The world is moving at a much faster pace. Both parents work, leaving fewer and fewer quality people to serve on non-profit boards. Those who do agree to serve are ironically asked to contribute more than their counterparts twenty-five years ago. Non-profit organizations can no longer survive with board members only being required to give, get or get off. This approach won’t work anymore. Today’s competitive fundraising environment, coupled with uncertain financial times, demand that each and every individual who commits to serving on a board be prepared to give amply of their often limited but extraordinarily valuable time and influence, to share generously of their enormously valuable talents, plus the customary giving of their treasure.
One of our most important tasks as professional fundraising executives is to constantly evaluate those volunteers on whom we rely so heavily for our own personal effectiveness and success, and the success of the organizations we represent. In my humble opinion, we should put the Three G’s in the Fundraising Hall of Fame. They served all of us well for many successful years, but are no longer a viable approach. The Three T’s will take much more of our time, creativity, patience and sensitivity to the pressures under which our volunteers labor. The end results, though, will be a greater sense of personal and professional satisfaction.