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Nonprofit Board: Fundraising Best Practices
2019 Edition
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Nonprofit Board Fundraising:
Best Practices and Ethics
Gregory Nielsen
President and CEO
www.nielsenconsults.com
Email: [email protected]: @gregory_nielsen
INTRODUCTION
MISSION: Nielsen Training & Consulting, LLC
offers custom training and consulting services
that empower nonprofit organizations to translate
vision into reality.
AGENDA
● The Giving Landscape
● Board’s Role in Fundraising
● The Board/Staff Partnership
● Ethics and Fundraising
● Strategies for Board oversight and measuring
fundraising effectiveness
FUNDRAISING
● “Fundraising is the gentle art of teaching the
joy of giving.”○ Henry Rosso, Founder, Center on Philanthropy
GIVING USA 2017 HIGHLIGHTS
● $410 billion
● 5.2%
● $1,165 per capita and $2,271 per household
● All 4 sources of giving increased:○ Individual
○ Foundation
○ Bequest
○ Corporate
CONTRIBUTIONS BY SOURCE
WHAT LAWS GOVERN?
● State nonprofit corporation statute
● IRS requirements for tax-exempt entities
● Grant/funder requirements
● Professional Codes of Ethics
EXISTING ENTITIES
ETHICS AND ACCOUNTABILITY
● Gift acceptance policy
● Who will you take money from?
● Who will you not take money from?
KEY ROLES OF THE BOARD
● Set organizational direction
● Provide oversight
● Ensure adequate resources
BOARD RATINGS
Source: BoardSource.org, 2016
BOARD/CEO/DEVELOPMENT TEAM
Source: BoardSource
Source: BoardSource
DEFINE THE CHALLENGES
STARTING POINT: BOARD GIVING
● Demonstrates personal commitment
● Encourages other funders to give
● Creates board member “ownership”
BOARD RESPONSIBILITIES
● Define or clarify the mission
● Support organizational sustainability
● Identify strong leadership
● Approve adequate budgets
● Plan for the future of the organization
● Understand the fundraising plan
● Participate in the fundraising process
● Be accountable
BOARD RESPONSIBILITIES
● Make personal contributions
● Identify, evaluate, and cultivate prospects
● Attend face-to-face solicitations
● Write appeal letters
● Organize and attend special events
● Thank donors
DEVELOPMENT COMMITTEE ROLE
● Develop policies for gift solicitation,
acceptance, and recognition
● Ensure strong case for support
● Set goals and monitor strategies
● Understand environmental factors
● Motivate and involve all Board members
DEVELOPMENT COMMITTEE ROLE
● Provide information about prospects
● Develop and enforce Board giving
expectations
● Solicit gifts
● Actively participate in fundraising events
● Monitor performance and accountability
CEO ROLE
● Develop long-term fundraising strategy with
Board and development staff
● Organize and execute fundraising programs
● Develop relationships with funders
● Coordinate visits by staff and board
● Plan and oversee donor recognition and
cultivation
● Design promotional materials for fundraising
STAGES OF FUNDRAISING
Cultivation
CULTIVATION
● Provide names
● Make contact
● Give a tour
● Share the history and mission
● Host “friendraisers”
SOLICITATION
● Personal notes
● Invite friends and colleagues
● Focus on results, not needs
● What would the community look like without
_________?
STEWARDSHIP
● Thank you!
● Donor recognition opportunities
● Updates
7 FACES OF PHILANTHROPY
Source: BoardSource
WHY PEOPLE DON’T GIVE
● Solicitation is infrequent or poorly communicated
● They don’t see how their gift would make a difference
● They never feel wanted or needed
● They receive no direct, personalized appeal
● They gave an unacknowledged gift in the past
● They were not asked to give
● The timing wasn’t right
● The organization’s mission was not compelling
ETHICS AND FUNDRAISING
● Practices that demonstrate accountability and
respect for donors include:○ Sending timely gift acknowledgements
○ Respecting restrictions on donors’ gifts
○ Disclosing to the public what the law requires
○ Providing timely reports to foundations, and/or
government funding sources, as applicable
○ Listing donors on a nonprofits’ website in the manner
in which the donor would like to be acknowledged
FUNDRAISING
● IRS Guidance:
○ Accurate, truthful, and candid solicitation materials
○ Reasonable fundraising costs
○ Information about fundraising costs and practices
provided to donors
○ Schedules G and M of 990 require information about
fundraising expenses, revenues, and activities
FUNDRAISING - PUBLIC
DISCLOSURE
● IRS Guidance: Must make available for public inspection:
○ Exemption Application
○ Form 990
○ Business Income Return (if any)
FUNDRAISING - PRIVATE
INFORMATION
● Planning documents
● Executive session minutes
● Donor names (if anonymity requested)
● Personal addresses of Board members
● Personnel files
● Patient and client information
FUNDRAISING
● Common ethical traps in fundraising:
○ Can fundraisers be compensated based on a
percentage of contributions?
○ Can fundraisers accept a finder’s fee based on
bringing new donors to the organization?
○ What information must be disclosed to donors?
○ Can monies from a restricted gift be used for another
charitable purpose of the organization?
○ How to handle contributions with questionable
associations?
RECENT CASE
● VietNow: Veterans Helping Veterans:
○ Raised close to $2 million, largely through
telemarketers
○ Paid more than 88% of that money to
telemarketers
○ Spend less than 4% on programs for
veterans
FUNDRAISING BEST PRACTICES
● Fundraising communications should include clear,
accurate, honest information about the organization, its
activities and the intended use of funds being solicited.
● Written plan and appropriate policies regarding
stewardship of donors
● Balance publicly recognizing charitable contributions and
maintaining donor confidentiality
● Do not share or trade donor names with others unless
given permission by the donor
DONOR BILL OF RIGHTS
*Developed by AFP*
● To be informed of the organization's mission, of the way the
organization intends to use donated resources, and of its capacity to
use donations effectively for their intended purposes.
● To be informed of the identity of those serving on the organization's
governing board, and to expect the board to exercise prudent
judgment in its stewardship responsibilities.
● To have access to the organization's most recent financial
statements.
● To be assured their gifts will be used for the purposes for which they
were given.
● To receive appropriate acknowledgement and recognition.
DONOR BILL OF RIGHTS
*Developed by AFP*
● To be assured that information about their donation is handled with
respect and with confidentiality to the extent provided by law.
● To expect that all relationships with individuals representing
organizations of interest to the donor will be professional in nature.
● To be informed whether those seeking donations are volunteers,
employees of the organization or hired solicitors.
● To have the opportunity for their names to be deleted from mailing
lists that an organization may intend to share.
● To feel free to ask questions when making a donation and to receive
prompt, truthful and forthright answers.
Source: BoardSource
HOT TOPICS
● Tax Cuts and Jobs Act of 2017
● Donor Advised Funds
SECRETS OF SUCCESS
● To succeed in fundraising, you must know five
things:○ The mission of the organization
○ The goals of the organization
○ The dream
○ How to manage fear and rejection
■ Most importantly….
● HOW TO LISTEN
MEANINGFUL MESSAGE
● What it is:○ Your “why”
○ Unique to you
○ What makes you light up
● What it is NOT:○ Elevator pitch
○ Same for everyone
○ Regurgitation of mission and strategic plan
PARTING TIPS
● Like volleyball, we are all in, and everyone has
a role
● Focus on relationships, not soliciting
● Discuss progress at every meeting
● The importance of teams
● Celebrate progress together
QUESTIONS?
THANK YOU!
The information contained in this presentation has been prepared by Gregory Nielsen
and is not intended to constitute legal advice. Gregory Nielsen has used
reasonable efforts in collecting, preparing, and providing this information, but
does not guarantee its accuracy, completeness, adequacy, or currency. The
publication and distribution of this presentation are not intended to create, and
receipt does not constitute, an attorney-client relationship. Reproduction of this presentation is expressly prohibited.
Gregory Nielsen
www.nielsenconsults.com
Twitter: @gregory_nielsen
Phone: (502) 472-5367