How to get the most value from your board members during a capital campaign

By: Kristine Lutton

What’s in your wallet is a familiar credit card marketing line, but what’s in your organization’s wallet is a question all non-profit organizations should consider if they are thinking of doing a capital campaign. Probably the most valuable asset in your organization’s “wallet” is your board of trustees.

Boards can be complex and have members who bring a wide array of talents and expertise to the organization. Many members will have individual personalities that will prevent them from jumping into action at the outset of a capital campaign. Involving the board is a must, but it should be done over time so its fullest potential can be tapped.

Most boards will be comprised of three personality types: Visionaries, Planners, and Nay-Sayers. It probably does not need to be said, but visionaries will help with a capital campaign at its inception. The planners will get involved after it appears the campaign might be a success. And the nay-sayer will only start helping after the campaign is on track to being a success.

Visionaries
The visionaries see the potential and possibilities in a capital campaign and they will have a natural inclination to make things happen. These people are often called leaders, or sometimes, movers and shakers. Undoubtedly, you have several visionaries on your board.

Planners
The planners often take a “wait and see” position and stay neutral in the early stages of a capital campaign while the visionaries take action and create activity. They watch with interest and curiosity and are slowly drawn into the visionary’s activities. After initial objectives have been met, the cautious board member will offer to help and build the campaign. They join the ranks of the visionaries and enjoy becoming part of something that is moving toward success.

Nay-Sayers
The nay-sayer is the one who always sees the glass half empty, using extreme caution and rarely thinking ideas will work. They usually stand on the sidelines watching with a critical eye and make negative comments. It’s not uncommon for them to say things like “this will never work.”

Board involvement in a capital campaign will probably follow this pattern: the visionaries representing 10 to 20 percent of your board will jump in first, excited to be part of a new adventure in the life of your organization. They will work hard and launch your campaign with enthusiasm. The cautious board members (the planners) will represent 60 to 70 percent of your board. As they find their role in the campaign, a shift starts to take place, the campaign becomes stronger and stronger, and soon there is no doubt the campaign is going to be a great success.

At this point the nay-sayers, who represent 10 to 20 percent, will suddenly do a 180 degree turn and get involved. When the campaign is a success, you will hear them start to say things like “I always thought this was a great idea, I knew we could do it.” They often stand up and take the credit.

This progression of involvement is not theory. It’s the way it usually works. Think through the members of your board and understand which of the personality types they are: visionary, planners, or nay-sayers. As you begin with this in mind, you will create a role for everyone. Then involve them in the capital campaign process when they are most likely to be receptive. You’ll have full participation that way.

Don’t wait until everyone on your board is ready to move forward. Understand that everyone comes into the campaign process at his or her own pace, and a well-organized campaign will create the process and energy to draw in everyone. With this patience and understanding, you will all celebrate a successful campaign together.

CDS has become one of North America's best and 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. More information on CDS can be found on the web at www.cdsfunds.com. If you have a fundraising questione, please call 800-761-3833.