“Do not underestimate this critical component of any successful fundraising campaign.”

By: Greg Bowden

As we read so often, in the Fundraising Free Press and elsewhere, fundraising efforts succeed on momentum. The amount of momentum that can be generated is often determined by how motivated the campaign leaders are to complete their work. We always seek to attract the most affluent and influential people into leadership roles. But how can the staff members of an organization motivate the volunteer leaders of the organization? We must put them in situations where they can be inspired, motivated, and pushed by their peers.

If we, as staff members, cannot personally motivate these leaders we must instead create situations in which they can motivate each other. One of the best tools we have is a well-run campaign committee meeting. By including the proper components, we can make campaign meetings the centerpiece of our campaign, capable of re-invigorating the entire process.

The first, and simplest, component of a great campaign meeting is to provide a setting that is pleasant and respectful of the attendees’ time and other commitments. Try and choose the most prestigious location for the meetings. Ask volunteers and other staff members what they feel is the best possible location. Provide sumptuous food and beverages of an above-average quality. Make sure no one leaves hungry. Perhaps most importantly, begin and end the meeting on time. If a meeting runs long it should only be because the group has agreed to allow it.

We should always work to build a committee that is composed of some of the most generous (and hopefully also the most prominent) members of the community. Nonetheless, the strength of the committee and the quality of the meeting’s setting will do little good if the members do not attend. There should be an ongoing effort to ensure people’s attendance at meetings. Phone calls from the committee chair, as well as the CEO should occur. Cards reminding people to save the date should be mailed well in advance. E-mail is a great way to communicate with people (but only as a secondary method, as we do not know for sure they will receive it). Tease the members with hints of exciting news and developments. The more creative we can be, the better.

Every meeting should include top-notch printed materials covering all the points on the agenda. This should begin with the agenda itself, outlining the major points of discussion and stating whom the primary speaker is for each item. Charts and handouts should be professional, full color documents. If possible and appropriate, include a PowerPoint presentation or other multimedia material.

Once it is decided who will be the primary speaker on each point, it is our job as the staff person to ensure that they are each briefed on what is expected of them. They should be provided with an overview of the topic, speaking points, and any statistics or facts that will bolster the discussion. What is the desired emotional tone of the topic? What is the expected or desired action item to result from the discussion? All of these points should be carefully reviewed with the primary participants at least a day prior to the meeting. Whatever you do, make sure the volunteer leader knows to speak convincingly from their experiences and from their hearts. The worst possible thing that could come out of their mouth is that “staff member” told me to say “welcome.”

Once the volunteer leaders are adequately prepared, it is our job as staff members to participate only as necessary. As mentioned above, the committee members must motivate themselves and each other. If they are well prepared, significant participation from the staff should be unnecessary. The committee chair should run the meeting and lead everyone through the various points on the agenda.

A good meeting will communicate a clear sense of accountability to everyone in attendance. Every campaign committee should have an organizational structure, and that should be exemplified in the meeting. Tasks should be assigned as appropriate, and it should be clear that each person will be held accountable at later meetings for their performance. A portion of each meeting’s agenda should be to review action items from past meetings, with each volunteer discussing their progress on those tasks for which they are responsible. This high degree of accountability will motivate everyone to accomplish their tasks, as they do not wish to be seen as lagging behind at the next gathering.

Clear action items are a critical component to the success of a meeting. The committee members are all successful people who will avoid contributing their time and resources to a process that does not seem to take a clear direction. No one likes to attend a meeting where the only decision reached is to meet again in three weeks. It is our job, as staff members, to keep the volunteers focused on these tasks between meetings, and to coordinate the various “musicians” in our “orchestra.”

Someone once said, “meetings are where the minutes are kept and the hours are lost.” We often deride the notion of meetings as burdensome and wasteful of our time. In a campaign setting—where keeping volunteers focused, motivated and coordinated is our top priority—nothing could be further from the truth. Campaign meetings are our prime opportunity to ensure the train is on the right track, and barreling ahead at full speed. Make sure that your campaign plan includes a series of well-run, productive meetings. Your volunteers will thank you and your ultimate results will improve.

Greg Bowden was formerly a campaign director at Custom Development Solutions, Inc. (CDS). CDS is one of North America's most sought after fundraising consulting firms specializing in the strategic planning and tactical execution of capital campaigns for non-profits throughout the United States and Canada. If you have a fundraising question, please call 800-761-3833 or send an email to lcs@cdsfunds.com.