3 Ways a Board Member Can Help Raise More Money (Without Making the Ask Yourself)

Do you ever feel like being on a nonprofit board automatically means you’re supposed to be asking your friends for money?

You’re not alone.

It’s one of the most consistent fears I hear from board members.

• “I didn’t think I was signing up to be a salesperson.”
• “I don’t want to make things uncomfortable with people I know.”
• “I have no idea what to say.”

Here’s some good news: You don’t have to make the ask.

Now, before any development directors reading this throw their laptops across the room, let me explain.

The ask matters enormously. Someone has to ask for money. But most board members aren’t ready yet. Pushing them straight into the deep end of gift solicitations is a great way to make them avoid the board entirely.

The ask is just one part of the fundraising process. Board members often find it easier to get plugged into one of the other parts of fundraising. And those other parts don’t feel quite as terrifying.

Here are three steps where board members can make a real impact to their nonprofit’s fundraising, right now, without ever having to ask for a check.

Way 1: Introduce People to the Work

Too often, your nonprofit is the “best kept secret in town.” You can help fix that. Think about who you know who would genuinely care about what your organization does. Not who has money. Who cares.

As a board member, one of your roles is ambassador. So go ahead and make introductions. That’s as simple as saying to a colleague, a neighbor, a friend from your faith community: “Hey, I’m on the board of this organization that does [amazing thing]. I think you’d find it fascinating. Want to come see it sometime?”

That’s it.

You’re not asking them to give. You’re not setting up a meeting with an ulterior motive. You’re connecting a person who might care about the mission with the people who are living it out every day. That has value in itself.

One of the best tools for this is a tour. If your organization has a facility, ask your executive director if existing tours already happen. If not, ask about doing one. Bring someone along. You don’t have to be a professional tour guide, but don’t expect the building to do all the talking. Include the staff. Their passion will bring the mission to life. You’re helping the prospect see and feel that firsthand.

You can also share stories. In fact, your secret fundraising superpower is your own story. Your friends will be far more interested in what you find so compelling about this organization that you’d voluntarily devote your time and money to it. Beyond that, when you are truly inspired by your organization’s efforts, share it. Post it on social media. Mention it over dinner. Forward the organization’s email updates to someone who might like to connect with them.

I think of this kind of sharing as helping each donor find the right place to plug in. Your nonprofit is like a power strip, each outlet offering a different way to connect and contribute. Your role is to walk alongside people, guiding them to the spot that fits them best. Begin the process simply by introducing them to the possibilities.

This isn’t selling (although there’s nothing wrong with selling.) This is about sharing something you believe in.

Way 2: Connect People to the Executive Director or Fundraising Team

Fundraising isn’t something you subcontract to the staff. It’s the board’s responsibility, too.

And while you don’t need to make the actual ask, you do have something the staff often doesn’t: existing relationships with great prospects. Real relationships. With history. And trust.

So, moving the first step even closer to the ask, you can invite your friend to meet with the director of development or the executive director to talk about the community and the impact of the mission. Making the introduction and facilitating this conversation will carry far more weight than a cold call from the staff. The executive director will know if it’s appropriate to discuss a donation.

If you want to make the connection even more personal, when the development director or executive director is ready to make an ask of someone in your network, offer to go along.

You don’t have to say anything complicated. You don’t need to have the dollar amount memorized. You don’t need to handle the objections. You are there to support both your friend and your organization, helping create a clear, natural connection between the two.

Your presence at that meeting conveys something staff alone can’t. It reassures your commitment to your friend and says something more: “I’m committed to this organization, and I would like you to be a part of it.”

That’s gold.

I’ve seen this over and over. A board member walks into a solicitation meeting, and the donor prospect immediately thinks: if someone who doesn’t have to be here is here, this must be real. That social proof changes the entire dynamic of the conversation.

If you can’t go in person, a short note or call ahead of the meeting can do something similar. “Hey, I know Marc’s going to be reaching out to you about [organization]. I’m really happy about this because this cause is something I’m personally invested in. Glad to answer any questions.”

You’re not making the ask. You’re simply creating a more comfortable path to it.

One practical thing: if you know the development director is going to ask someone you know, make the introduction yourself. Call your contact and say, “I wanted to give you a heads-up. Sarah from [organization] is going to reach out to you. I told her you’d be a good person to talk to. She’s great—I think you’ll enjoy the conversation.” You’ve warmed the call. You’ve taken the cold out of cold outreach. That’s a genuine contribution to the fundraising process.

You don’t have to be the closer. You don’t even have to be in the room. But you can be. Being there strengthens the fundraising process. Authentic human connection and a friendly face should never be underestimated.

Way 3: Make Three Thank-You Calls a Month

This is where I think board members have the greatest untapped power. And have the most fun.

Year after year, studies show that the nonprofit sector is not great at saying thank you.

Currently we have about a 19% new donor retention rate. That means if you received gifts from 10 new donors last year, you can expect eight of them not to give again. Ever. And five of the top 10 reasons they never give again is because they didn’t realize their gift mattered.

Saying “thank you” helps fix that.

Often when I do a board training, I ask the executive director to print out a list of last year’s donors. Names, maybe their city, and a phone number. Then we have each board member take three names. And everybody makes three thank-you calls right there.

Not an ask. A thank you.

The script is almost embarrassingly simple: “Hi, I’m [your name]. I’m on the board of [organization], and the staff told me you made a gift recently. I just wanted to call and say thank you. We couldn’t do this work without people like you.”

That’s it.

Most of the time you’re leaving a voicemail. So, it goes quickly.

Sometimes you get to speak directly with a donor. Don’t worry, you don’t need to memorize a pitch. You’re a person thanking another person. If they’re open to talking more, you could ask them questions like:

• What moved you to make your first gift?
• What do you love most about what this organization does?

Studies show that donors who feel appreciated give again. And they tend to increase their giving, sometimes by double‑digit percentages.

Board members who start making thank-you calls realize something important: donors are genuinely happy they gave. People actually enjoy giving to causes they care about.

Once a board member discovers that donors are delighted to donate, fundraising becomes slightly less intimidating. And saying “thank you” does something else for board members. It simply feels good to express gratitude. Which makes the next call even easier.

If you are only able to choose one of the three ways in this post, start here. Three thank-you calls a month. That’s it.

One executive director told me his board made much better decisions after making the thank you calls. So, he put the three thank-you calls at the top of the agenda for each board meeting!

You’re More Ready Than You Think

If you’ve been avoiding board fundraising participation because you couldn’t imagine cold-calling strangers to ask for money, I hope this reframes things for you.

Introducing friends to your mission. Being present at an ask. Calling someone to say thank you.

Those aren’t scary. Those are things you already know how to do.

The skills you need for all three of these steps are the skills you’ve been using your whole life: curiosity, genuine care, and the willingness to show up for something you believe in.

Start with one of these three steps this month. Just one. See what happens.

The best board members aren’t necessarily the ones who write or make the ask for the biggest checks. They’re the ones who show up, stay curious, and keep saying thank you.

If you want more details on the stages in the fundraising process or on exactly what to say in an asking conversation, Marc has dedicated sessions in our Fundraising Masterclass Series. Fill out the form for free access.