Looking for Donors? It's Inside Out

I recommended the board begin to conduct a peer solicitation of itself annually. Doing so would both raise the commitment levels of individual board members and raise board giving to a higher level. What's more, there's the real possibility that at least some members of the board will move from being merely donors to become investors — those supporters who are emotionally committed to the ongoing success of the organization.

To execute such a program in a situation where there is no history of such will require Brenda to enlist the support of the board chair. With a board of 12 people, one other advocate will need to be enlisted to the team. Brenda knew the right person to ask right away. Together, the team can determine thoughtful asking amounts for each board member and decide which board members each team member will visit. The whole process should take a month or less.

The outcome? If they stay the course and follow good practice, the board will emerge a more unified more highly committed group that is ready to tackle the "inside out" challenge of Principle 5 of The Eight Principles^TM, "Work From the Inside Out^TM." Begin with those who are closest to your organization by both relationship and reason to give.

Notice that I'm not saying to begin with those who have the greatest capacity to give. Sure, having ability is important. The Pareto rule will apply. That happens on its own. By focusing inside out by relationship and affinity, the strongest network is built, which will naturally encompass those with both large and small giving ability. The strongest, most stable expansion of the donor base will be the result.

My thanks to Brenda for reaching out and sharing her situation.

Let me hear from you concerning your particular situation and the difficulties you face in developing sustainable revenue streams. Email me (info@TheEightPrinciples.com), and I'll give you a quick response with a practical solution. I'll choose some of these thorny obstacles to share, along with my insights, in upcoming columns.