AlignMintTM – What does it have to do with Fundraising?



By: June Bradham

AlignMint™ is, simply put, one of the most essential components of a wildly successful fundraising program. And exactly how it impacts fundraising is pretty interesting.

The initial impetus for the entire The Truth about What Nonprofit Board Members Want project was a disturbing observation that I had had over and over in the past several years. I noticed that many of the nonprofit board members with whom I had worked were just not all that engaged with the organization they were leading. Oh, they attended meetings – most of the time – and they made contributions – most of the time – but too often they just seemed to be going through the motions. Their heart was just not in the cause.

That set me to wondering. Why were these very capable, intelligent, resourceful men and women not more enthusiastic? My search for the answer to that question is what led to the conclusions summarized in my book.

But what does all of that have to do with fundraising success? To understand the answer, first remember that every nonprofit has three major components: its board(s), its leader or CEO, and its staff. Any good work that a nonprofit does will come as a result of the actions of one or, more often, all of those components.

In the most successful organizations, each component is fully committed to the mission of the organization. There is a shared sense of purpose and focus – everyone is working hard to move the organization forward. If you have participated in an organization like this, you know what a joy it is to be a part of such an environment. The enthusiasm and energy are incredible. Each of the parts is “aligned” with the other – almost like the wheels on a car – when perfectly in balance, precisely aimed, and moving together, the car goes right where it’s aimed. This organization is going somewhere good, and everyone is excited about the journey.

When the three components are aligned, there is also a natural tendency for everyone involved to become an enthusiastic ambassador for the organization. Often, those involved just can’t wait to talk about the good work the organization is doing or has planned for the future. Everyone feels part of something greater than themselves; they are helping good things to happen in the community, whether that community is large or small, local or national.

And that brings us right back to the impact of the board on fundraising. From Corporate DevelopMint’s own research, I knew that board giving was the single most powerful predictor of overall fundraising success. When the board was sufficiently committed to give generously, they became visible and powerful models for other donors. They were willing to talk about exactly why they were willing to give generous support. The example they set and the enthusiasm with which they talk motivates others to give as well.

Can board members offer large gifts even when they are not really engaged, when there is a low level of AlignMint in evidence? Sometimes. But even those gifts will remain only a fraction of what that board member could give if he or she were really engaged.

So what causes board members to give stretch gifts? Stretch gifts come when a board member feels a deep sense of commitment to and engagement with the organization. And engagement comes first from a feeling of personal satisfaction. Board members want to have a real leadership impact on the organization – they don’t want to sit at meetings and just nod their heads in reaction to boring staff reports. They want their participation to make a difference. And second, they want to work with a first rate CEO – someone who has an inspiring vision for the future and who will lead. Put those two key elements together – substantive decision making and an A team CEO and you’ll get engagement. Because board members will start to care about what happens to this organization. They’re helping lead it – they’ve got a great CEO. And things are happening!

And once you get engagement, that’s when the stretch gifts come. In interview after interview, board members explained that to me. They give the most when they care the most. And they start to care when a great CEO has helped them become an active, real decision making board. The CEO is helping the board get engaged, the Board is helping the CEO move the organization forward. AlignMint™ is emerging.

I believe that assessing the degree of board engagement – AlignMint™– is one of the most important preparatory steps an organization can take before it moves into a fundraising campaign. Remember that the success of that campaign will be heavily influenced by how engaged your board members are. They will be helping set the bar for all major gifts you will receive. Take the time to see how engaged your board is – check to see if your CEO and board are well aligned and really engaged. If they are, your campaign has a good starting point. If not, however, take action to increase board engagement and improve the sense of partnership between the CEO and the Board – your fundraising results will show you important that preparation was.

About the author:
June Bradham is the founder and President of Corporate DevelopMint, a strategic fundraising consulting firm with over 20 years of service to the nonprofit community. Her first book, The Truth About What Nonprofit Boards Want: Nine Little Things That Matter Most was released by Wiley & Sons in May 2009. June, and the Corporate DevelopMint consultants, are available for retreats and interactive workshops which use groundbreaking survey instruments to help get leadership and board members into alignment as well as available to assist with any of your fundraising needs.

OK Online Training - The TRUTH About What Boards Want: Passion, Partners and Alignment
Date: Wed., September 22, 2010
Time: 11:00 a.m. PST/ 2:00 p.m. EST
Presenter: June Bradham, CFRE, President and Founder of Corporate DevelopMint

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