Post on 08-Feb-2020
All content protected by copyright: © 2018 Nonprofit Marketing Academy
THE
INM
METHOD
The Key to Turning ANY Board
into a Strong Fundraising Board
GUEST PRESENTER | COURSE INSTRUCTOR
jolynndeal@mymarketingcafe.com
START WITH THE INM METHOD
What is the INM Method?
Technology Application
Team Professional
Development
Integrated Nonprofit Marketing
INM METHOD
What is the INM Method?
Best Use of all Marketing &
Communications Assets
Integrated Nonprofit Marketing
What is the INM Method?
Improve operational efficiencies
through technology solutions
Technology Application
What is the INM Method?
Professional Team
DevelopmentMaximize team performance
with customized tools and training
What is the INM Method?
Technology Application
Professional Team
Development
Integrated Nonprofit Marketing
INM METHOD
Why won’t board
members fundraise?
Getting at the “Why”
✓ Three levels of resistance
✓ Why the challenge festers
✓ Tools for getting at the “why” and building
stronger board relations
✓ How to overcome the resistance by developing
fundraising programs everyone can support
Resistance isn’t negative. People resist in
response to something. The people resisting
probably see it as survival. ~ Rick Maurer
• Level 1: Lack of information or
understanding
• Level 2: Emotional or psychological
reasons
• Level 3: Lack of trust or confidence
Source: www.energybartools.com
Why does
this challenge
tend to drag
on?
In some instances,
board fundraising
is situationally
setup to
• High Competition
for Fundraising in
the Community
• Unique Cause
• Cannot share
detailed stories
of beneficiaries
• Organizational
Structure
The organization chart of a nonprofit is different than other businesses.
Traditional Organization Chart
Nonprofit CEO or Executive
Director
Fundraising Member/Team
Board of Directors
Unique supervisory relationship
Fundraisers typically do not have the authority to address the issue
The organization chart of a board is different than other businesses.
Board is a resource for meeting goals of the job.
Limited interaction with team and operations.
Unfamiliar with the work of the nonprofit, or limited
understanding. No hands on experience.
Arms length relationship with board members.
Organizational Structure Leads To Other Leadership Weaknesses:
Two Perspectives of Board Fundraising Challenge
✓ Fear of fundraising
✓ Not committed to
nonprofit
✓ Not qualified for the
board- fundraising is
an expectation and
they aren’t producing
✓ Small network of
influence
✓ Fundraising dictated without
my input
✓ Nothing in common with
events or target audiences
✓ Fear of risking professional
relationships or friendships
✓ Reciprocal Fundraising Effect
✓ Too much expectation for a
volunteer
Nonprofit Staff Board Members
Two Perspectives of this Challenge
Nonprofit✓ Fear of fundraising✓ Not committed to nonprofit✓ Not qualified for the board-
fundraising is in the bylaws✓ Small network of influence
Board Member✓ Don’t have anything in common with
the event and target audience✓ It’s the nonprofit fundraiser’s job✓ Don’t want to risk professional
relationships or friendships
THE REASONS ARE CONFLICTING AREN’T THEY?
That’s because each side is facing this issue from an entirely different perspective.
• Understand board member fundraising needs• Build mutually-beneficial relationships with board members• Create board fundraising programs that everyone is capable
of supporting
Two Perspectives of Board Fundraising Challenge
✓ Fear of fundraising
✓ Not committed to
nonprofit
✓ Not qualified for the
board- fundraising is an
expectation and they
aren’t producing
✓ Small network of
influence
Nonprofit Staff Board Member
✓ Fundraising dictated
without my input
✓ Nothing in common with
events or target audiences
✓ Fear risking professional
relationships or friendships
✓ Reciprocal Fundraising
Effect
✓ Too much expectation for a
volunteer
Two Perspectives of Board Fundraising Challenge
How do we get this actual
list of reasons from board
members?
This is our magic list!
Nonprofit Staff Board Member
What channels can we use to build the list?
✓ Face to Face Discussion – CEO and board member
✓ Anonymous Survey
✓ Third-Party Professional/Consultant Leading the
Effort
Use face-to-face conversations with board members to discover the true list of resistance reasons.
✓ Fear of fundraising✓ Nothing in common
with events or target audiences
✓ Fear risking professional relationships or friendships
✓ Reciprocal Fundraising Effect
An anonymous survey may help uncover the big reasons for resistance of fundraising.
✓ Not all board members fundraise and no one is held accountable
✓ Too much expectation for a volunteer board member
✓ Dislike the fundraising team
✓ Dislike the CEO or Executive Director
Third-party consultant help by bringing expertise and unbiased reasoning to the mix.
✓ Don’t have a connection with the fundraising events
✓ Too much expectation for board member fundraising
✓ Don’t feel equipped to fundraise
Once we know the challenges, we
then look at the strengths.
✓ Large network
✓ Influential in the community
✓ Specific business expertise
✓ Strong business ties in the
community
✓ Understands the mission and services
of the nonprofit
Board Members
Once we know the challenges, we
then look at the strengths.
✓ Look at the board member strengths to
help solve the fundraising challenge
✓ Develop board-focused fundraising events
using the strengths of board members
Board Members
HOW TO ALIGN BOARD-FOCUSED FUNDRAISING WITH THE NONPROFIT NEEDS?
List of all nonprofit needs
List of board member professional goals
Board member strengths and interests
Where is there alignment with the nonprofit?
BOARD FUNDRAISING SUCCESS FORMULA
+ Aligns with Nonprofit fundraising Needs/Goals
+ Board-focused on strengths and needs of board
+ High Probability for Revenue (sponsorships and individual contributions)
• Increase individual
donors
• Secure more
community business
partners
• Generate more
revenue
Nonprofit Needs Board Member Strengths & Needs
How to look for synergies between board
member strengths, interests and
professional goals, and our nonprofit needs.
• Have large business
contact network – needs
opportunities to network
• Needs to create awareness
about their business
TRADITIONAL VS. BOARD-FOCUSED
Focused on Nonprofit
Limited Reach for Board
Set Give or Get Contribution
• Annual Personal Contribution
• Fundraising for Events
Mutually-Beneficial
Broader Reach
Larger Financial Contribution
Stronger Advocacy
BOARD-FOCUSED EXAMPLE Led annual toy drive in partnership with her Rotary
Signed up as first Mentor for Teen Mentor Program
• Participated in Media Relations, Special Events, Mentor Program Trainings, Mentor Recruitment
Donated a portion of her CFP commissions through a client partnership that she developed
Held her own fundraising events to support programs that were meaningful to her
TRADITIONAL VS. BOARD-FOCUSED
Focused on Nonprofit
Limited Reach
Set Financial Contribution
• Annual Personal Contribution
• Fundraising for Events
CFP Example:
Mutually-Beneficial
Broader Reach
Larger Financial Contribution
Stronger Advocacy
Business Networking Events
• Longer networking and conversation time
• Sponsor engagement with event facilitation
• Sponsor or Nonprofit hosting
• Once you identify a few prospective audiences for a revenue-generating program, look for strategic alliances.
• What other businesses are also trying to reach this audience? – These could end up being your sponsor partners.
Business Workshops and One-Day Seminars
• Solving an educational need for the community
• Can be hosted and organized by a business partner
• Can be tied to an online community for ongoing engagement
✓ Event is developed and hosted by a business partner
✓ Minimal cost – proceeds go to your nonprofit
✓ Generates hundreds of leads for your business partner
✓ Provides high-quality content to the audience
This particular event has raised $100,000 for charities each year.
Sponsored Lead-Generation Events
eLearning and Online Events
• Sponsors can serve as content experts
• Sponsor or Nonprofit hosting
Now Look For Cracks In The Foundation
Ensure success by applying the INM Method
Ensure success by applying the INM Method
What content can be created to support the events? What existing content can be used to promote the events?
Technology for marketing and operations: Online networking group? E-Magazine? Dedicated event website? What technology can keep the team organized?
What resources or training do board members need to be successful?
Integrated Nonprofit Marketing
Technology Application
Team Professional
Development
Integrated Nonprofit Marketing
INM METHOD
Create content with specific next steps. Include board members in the content.
Blog Title: Something big that resolves an audience pain point
Text in the blog post. Include links to resources, facts, statistics and use storytelling….
Include quotes from 2-3 key board members, or interview them for the article…
NETWORKING EVENT RECOMMENDED FOR YOU: We’re hosting a Business Networking Event on June 23 at the (place). See who is attending, and get more details here.
Closing text.
Bold call-to-action
Blog, Newsletter Article, Guest Blog….
Create content that does the work for board members.
When they are finished reading the blog post… If they click the exit button at top right > include a pop up at exit to try to get their attention one last time. (source: mailmunch)
Create content that strategically links with other content – adding more value and placing prospects on a journey.
Technology Application& Team Professional Development
Technology Application
Team Professional
Development
Integrated Nonprofit Marketing
INM METHOD
Simple, Cost-Effective Board Engagement Tools & Technology
What questions do you have?
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All content protected by copyright: © 2018 Nonprofit Marketing Academy
THE
INM
METHOD
The Key to Turning ANY Board
into a Strong Fundraising Board