helping raise millions for such organizations as San Francisco Food Bank, Jewish Family and Children’s Services, Jewish Community Center, S.F. Conservatory of Music and California School of Professional Psychology. • 14 years nonprofit fundraising/marketing coach and principal Clairification School. • AFP Fundraiser of the Year. • Best Nonprofit Blog – Fundraising Success Magazine. • Speaker: ADRP; AFP National and Local; ALDE; American Bar Assn; Career Learning, DER, Foundation Center; Fundraising Summit; Leadership Summit; NAYDO; Progressive Business Conferences; Top Nonprofits; U. S. Olympics Committee. • Regular Contributor: Bloomerang, Candid/Guidestar, Network for Good, Nonprofit Pro, SOFII and more. Follow me: www.clairification.com [email protected] @claireaxelrad.bsky.social X/Twitter @charityclairity LI /in/claireaxelrad Claire Axelrad, J.D., CFRE 2
to reframe: philanthropy, not fundraising • How to create a “culture of philanthropy” in your organization • 5 most common fears are around fundraising • 4 subtle cultural barriers to fundraising • 4 actionable steps to help an existing board evolve • Q & A with audience (please post them in chat throughout webinar) [email protected] @charityclairity
Values Universe or Social Benefit Forest Marketing (aka Development) Strategically Uncovering Shared Values Philanthropy Facilitation (aka Fundraising) (aka Sales) YOU Make the Values Exchange Health care Arts & culture Environment Social justice Animal welfare Education Talk About and Share Values Conservation Women & children Science Immigrant rights Clairification School @charityclairity 8
of teaching the JOY of giving.” -- Hank Rosso, Achieving Excellence in Fundraising, Founder, The Fundraising School Clairification School @charityclairity 10
• Satisfaction • Joy • Appreciation • Pleasing • Inspiring • Love • Fulfillment 13 Clairification School @charityclairity It’s not just about the money
Webinar WHAT IS YOUR VISION OF A BOARD FULLY INVOLVED IN FUNDRAISING? Remove Barriers to Board Fundraising Who benefits from successful philanthropy? In a culture of philanthropy, everyone – board members, development staff, volunteers, administration, clients – benefits from success. 14 Culture of Philanthropy [email protected] @charityclairity 14
rid of limiting beliefs! 1. Begging– “I grew up believing it’s impolite to ask for money.” 2. Rejection – “What if I ask a friend to support the nonprofit, and they say no?” 3. Aggression – “You have to be really aggressive to get donations, and I don’t want to be like that.” 4. Reciprocation – ”If I ask them to donate to my cause, they’re going to ask me, too.” 5. Network – “I don’t know enough RICH people.” [email protected] @charityclairity
up believing it’s impolite to ask for money.” • Retire the tin cup. • Hank Rosso: “fundraising is the gentle art of teaching the joy of giving.” • You aren’t asking for something for nothing. You aren’t asking for yourself. [email protected] @charityclairity
personal needs. Donors rely on your stewardship of their philanthropy and your satisfaction of their needs. You Give as Much as You Get EVERY DONOR/NONPROFIT RELATIONSHIP IS BASED ON A MUTUAL VALUE-FOR-VALUE EXCHANGE. 17 [email protected] @charityclairity
nonprofit. “What if I ask a friend to support the nonprofit, and they say no?” • Think of it as an opportunity to share an amazing experience. • Would you hesitate to recommend a great movie or restaurant to a friend? [email protected] @charityclairity
YOU COME FROM A PLACE OF LOVE. Talk in a manner humans are ‘wired’ to embrace – fewer facts, more narrative • Problem • Solution • How donor can be loving champion 19 Fundraising is servant to a greater philanthropic cause, offering opportunity to bring a story a happy ending [email protected] @charityclairity REFRAME FUNDRAISING as STORYTELLING
not fighting “You have to be really aggressive to get donations, and I don’t want to be like that.” • Philanthropy is NOT a ”no pain, no gain” proposition • When you’re uncomfortable, so is the donor [email protected] @charityclairity
Might you share my passion? “If I ask them to donate to my cause, they’re going to ask me, too.” • Asking is about sharing passion… if the other person wants to join. • Don’t be afraid to say someone else’s cause isn’t your thing. • The dreaded “quid pro quo” ask often never materializes. [email protected] @charityclairity
can be a philanthropist! [email protected] @charityclairity “I don’t know enough RICH people.” • Encourage board members to think of folks who are peers. ▪ Friends ▪ Family ▪ Work colleagues ▪ Congregants ▪ Parents at school ▪ Book club members
“no” on behalf of others! • If board don’t have contacts, ask “what else can you do?” Examples: ▪ Write thank-you notes ▪ Make calls ▪ Write personal notes on appeals ▪ Give tours ▪ Host event ▪ Speak on our behalf 23 [email protected] @charityclairity Come from a place of love
calls ❑ Write personal notes ❑ Identify prospects ❑ Take donors on a tour ❑ Take donors to coffee ❑ Cultivate a prospect at an event Advocates ❑ Represent at public functions ❑ Call public officials ❑ Circulate petitions ❑ Visit businesses; foundations Askers ❑ Meet with people I know ❑ Meet with people I don’t know ❑ Testify ❑ Ask 24 [email protected] @charityclairity I am willing to: FUNDR – A – A – A - ISING
and financing roles and responsibilities 2. Fundraising and building relationships not a priority for an already stretched- thin board 3. Just attending the event should fulfill my duty. 4. Board members who refuse to accept their role as a fundraiser 4 CULTURAL BARRIERS TO BOARD FUNDRAISING 25 [email protected] @charityclairity Fundraising is a mission-aligned duty.
Board must walk and chew gum! [email protected] @charityclairity • Teach the board they wear two gloves: (1) governing and (2) financing • Boards govern collectively • Members fundraise individually • Setting goals without planning for adequate financing to meet those goals is essentially setting unfunded mandates
We’re a ‘community board.’ [email protected] @charityclairity • Offer recruitment orientation so board embrace their fundraising role from the beginning • Offer continuing board development sessions to help members understand their top priority is to assure demonstrated needs are met through governance and financing • Make specific fundraising assignments that meet board members where they are.
put on a show! [email protected] @charityclairity • Board members think they’ll ‘get off the hook’ --believe it’s easier to attend than make a face-to-face ask. • People give to people, not organizations, no matter how great the event.
ACCEPT THEIR FUNDRAISING ROLE 29 [email protected] @charityclairity • Value board slots appropriately • You need radiators, not drains • Scarcity and fear are contagious • Offer meaningful related roles as ambassadors, advocates, committee members, volunteers or donors
[email protected] @charityclairity • Make it about ‘love of humankind,’ not money • Understand philanthropy makes folks feel good -- leading to a warm glow • Help others get in touch with their passions – plus give them a means to do so – this is a good deed! Don’t ‘train’ boards; ignite their passions. PHILANTHROPY, NOT FUNDRAISING
32 [email protected] @charityclairity 2. PASSION IS CONTAGIOUS! Simply ask your folks to: 1. Get in touch with their own passion for your cause. 2. Enact their passion for your cause (with a stretch gift). 3. Share their passion for your cause (by asking others to join them).
help engage philanthropy – Missions evolve, networks get stale, Rolodexes get used up. You need fresh blood. 2. Reward new stakeholders - Board positions are a great recognition for exceptional donors and volunteers. 3. Break up group dynamics – A “cup-half-empty” board becomes a self-fulfilling prophecy.
? ? Sign up for “Clairity Click-it” e-newsletter: You’ll get your free copy of Donor Thank You Calls E-Book + Script Follow me: • www.clairification.com • [email protected] • X/Twitter @charityclairity • LinkedIn in/ClaireAxelrad • Bluesky @claireaxelrad.bsky.social Claire Axelrad, J.D., CFRE Join 'Clairification School' All blog articles, webinars, monthly tips, bonus materials, discounts and more – for a full 12 months. “If I know it, I want you to know it too!” 35
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