I have been doing fundraising since I was 12. I have been involved in campaigns, events, and bake sales. I have listened to volunteers and board members that are extremely passionate about the organization, throw up crosses and hands in defense when you ask them to fundraise. They have long, prepared explanations about how they support the organization and will write checks, but please don’t ask them to fundraise.
When asked to recruit volunteers or board members, they are enthusiastic. When asked why, they talk about how rewarding their volunteer work is and the impact they know they make. Listening to this, the development team explains that is fundraising and that fundraising is “everything you do before the first penny is asked for.”
More than one way to be involved
When asked where they would recruit volunteers from, these non-fundraisers talk about friends, church groups, and work colleagues. The same people/ relationships your development team would beg to connect with. What about those people who do not have the capacity to give time, but can support financially and want to be a part of supporting their friend or colleague.
Learn your volunteers’ story
Help your volunteers to understand and share their story as a part of your organization. Inform your volunteers regularly about all the ways people can be involved with your organization. These are your everyday ambassadors, your most valuable salespeople, and your greatest storytellers.
Some of these volunteers may do fundamental task for your organization, but had extraordinary lives before they became a part of your organization. Some were CEO’s, college professors, in charge of human resources. Everyone’s favorite subject is their own story, so become interested.
Cultivate Volunteers
One asset many volunteers can bring to an organization with their skills and time, is their relationships. As much as people appreciate the chance to volunteer, they also appreciate any opportunity to be involved, and that can be by donating or learning more.
People want to be around people who are passionate and positive. People want to be passionate and positive, like you or your volunteers. Does your organization have regular interactions that encourage people to share their relationships or invite their relationships to become involved. These could be regularly scheduled informational activities, volunteer orientations, or annual events. If not, there are people that welcome the opportunity to learn more and be a part of your organization, make it as easy as you can.
Rarely, is a big “ASK” offensive
I have never met a donor that was offended by a big “ask”. Most politely decline and share what they can do. However, I have been involved with and repaired situations where an organization did not ask for enough. Not asking for enough can not only be finances, but the opportunity to do more such as getting services donated, or asking the donor to be a part of the overall project. When making a significant ask, be informed and be versatile. Know what you need and what you don’t. If there is not a place for the resources in your immediate needs, leave the door open for the future or be willing to assist a partner organization. Collaboration demonstrates your awareness of community needs, and identifies you as a resource for the donor.
Always say “Thank You”
Sometimes when you make the “ask” it is not the right time or situation. If that happens ask permission to sincerely continue the conversation. Sometimes, even that answer is “no”. If it is, that prospect has given an amazing gift of your time. Now you are aware that this person/ organization does not connect with your cause. You log it, and now all in your organization will be aware and not pursue the “unicorn”. You need to say “thank you” for that as much as for a large donation.
PB&J marComm welcomes the opportunity to help your organization cultivate your volunteers into ambassadors. You can contact us for an initial consultation to explore the opportunities.
Volunteers have a vested interest and passion in the organization. They come from all walks in life and through their stories are fundraisers and their dedication shows each and every day by volunteering. In my time in the nonprofit world, I am surprised at how they are not asked in so many ways. Get to know your volunteers, treat them as you would a donor, through knowing their story, ask them who they know and more importantly, as investors, ask them if they would consider a financial contribution.
I spoke with an Executive Director recently where a volunteer had been with the organization for many years. When the Executive director asked the volunteer if he had considered a gift, he had stated, he had never been asked. He is now a major contributor.