“I can’t ask people for money.”
“I don’t want to ask my friends…
what if they say no?”
“Isn’t that the fundraiser’s job?”
If you’ve ever heard (or thought) these things as a board member, you’re not alone. In fact, discomfort with fundraising is one of the most common barriers to building a strong, sustainable organization.
But here’s the reality: in today’s climate of funding uncertainty, fundraising is no longer something a board can “delegate and forget.” It’s a shared responsibility—and a powerful opportunity.
Why Boards Matter in Fundraising
There was a time when hiring a fundraising professional meant a board could check the box and move on. Not anymore.
Today, financial sustainability depends on a whole-of-organization approach, and the board plays a critical role. Board members bring networks, credibility, and influence—assets no staff team can replicate on their own.
The challenge? Most board members weren’t recruited with fundraising in mind.
That’s why reframing the role is essential.
Fundraising Isn’t Just “The Ask”
When people think of fundraising, they often imagine the moment of asking for money. But that’s just one small part of a much larger process: the donor cycle.
There are many ways for board members to contribute—often in ways that feel natural and comfortable:
- Identifying potential supporters: Who in your network might care about the organization’s mission?
- Making introductions: Inviting a colleague to a tour, a talk, or a meeting.
- Building relationships: Helping create trust and awareness over time.
- Participating in asks: Joining staff when the moment is right.
- Stewardship: Thanking donors and strengthening ongoing relationships.
Not every board member needs to do everything. The key is finding the role that fits.
Your Network Is More Valuable Than You Think
Many board members underestimate the reach of their own networks.
You don’t have to ask your closest friends for money. Often, your greatest impact comes from simply opening doors—introducing people, creating opportunities for connection, or sharing the organization’s story.
A speaking opportunity at your Rotary Club.
An introduction at a staff meeting.
A casual conversation that sparks interest.
These moments build the foundation for future support.
Relationships Come First
Fundraising is fundamentally about relationships.
Rarely does someone make a significant gift after a single conversation. It takes time—multiple touchpoints, growing trust, and a deepening understanding of the organization’s impact.
Board members play a crucial role here. Your credibility and connections help build that trust in ways staff alone cannot.
And when the time comes for an “ask,” you’re not starting from scratch—you’re building on a relationship.
You Don’t Have to Be the Expert
One common fear is: What if I don’t know all the details?
The good news: you don’t need to.
In fundraising meetings, staff bring subject-matter expertise. Your role is different—you’re there as a passionate advocate, someone who believes in the work and can speak authentically about why it matters.
That’s often what resonates most.
The Easiest (and Most Important) Role: Saying Thank You
If there’s one place where almost every board member feels comfortable, it’s stewardship.
A thank-you call.
A handwritten note.
A simple expression of appreciation.
These small acts make a big difference—and they strengthen the relationships that sustain organizations over time.
Overcoming the Fear of Fundraising
Let’s name it: fundraising can feel uncomfortable.
But that discomfort is natural—and manageable. Here are a few simple ways to build confidence:
- Remember your purpose: You’re not asking for yourself—you’re inviting others to support something meaningful.
- Focus on relationships, not transactions: Most interactions are about connection, not asking.
- Be authentic: Share why you believe in the organization.
- Practice: Confidence grows with experience—especially when working alongside others.
- Prepare well: Good briefing materials and clear goals make a huge difference.
- Be yourself: You don’t need a script—just sincerity.
A Shift in Mindset
Fundraising isn’t about pressure or persuasion. It’s about connection, belief, and shared purpose.
For board members, it’s not an extra burden—it’s an opportunity to amplify impact.
And when boards fully engage in fundraising, organizations don’t just survive—they thrive.
Written By:
Rob Donelson, Executive in Residence, Capacity Canada
Email: [email protected]