When the Board Is “Supposed” to Bring in the Money

I hear this more often than you might think:

“Our board is supposed to bring in money… and they’re not.”

This is usually said with fatigue, disappointment, frustration, and a sense of being let down.

And I understand why.

Fundraising is written into board job descriptions. It’s mentioned in recruitment conversations (hopefully). It’s assumed in strategic plans. So, when revenue doesn’t materialize from board engagement, it feels personal and that something isn’t working.

Most of the time, it’s about clarity. Let me explain. 

Executive Directors and development leaders often assume board members will bring donors, make introductions, help close gifts. Board members often assume staff handles fundraising and that if something is needed, someone will tell them exactly what to do.

Each side is standing on different pages of the same script.

The data reflects this gap. According to BoardSource, fewer than one-third of board members say they feel confident participating in fundraising. Nearly half report they were never clearly trained in what their fundraising role actually involves.

So we end up here: leaders expecting boards to “bring in money,” and boards unsure what that truly means. And underneath it all is a misunderstanding about what fundraising actually is.

For many board members, fundraising equals asking for money. A high-stakes conversation. A potential rejection. A risk to personal relationships.

But fundraising is much broader than that. It is a relationship system, which we know, but does the board?

It’s opening doors. It’s sharing impact stories. It’s introducing someone to the mission. It’s thanking a donor personally.

Boards don’t need to transform into professional fundraisers overnight. They need a defined, realistic role inside that relationship system.

The disappointment leaders feel often comes from an expectation that was never translated into structure. “They’re supposed to bring in money” is an outcome. But outcomes require guidance, practice, and shared understanding.

So instead of asking, “Why isn’t the board raising money?” consider asking, “Have we made it clear what success looks like for them?”

Here are a few places to begin:

• Start a direct conversation about what fundraising actually means in your organization. Define it beyond asking.

• Clarify what participation looks like this year. Is it introductions? Thank-you calls? Hosting a small gathering? Be specific.

• Remember that research consistently shows that donors are more likely to give when personally connected to someone involved in the organization, especially board members. Even simple stewardship touches from board members can increase donor loyalty and future giving 

• Talk about expectations before disappointment builds.

Provide training, practice, and preparation. Confidence grows when people feel supported, not judged. I know it may sound like more work for you but imagine the rewards when the board fundraises. 

Boards are capable of more. Most of the time, they simply need clarity, structure, and permission to step into the role with support.

Let’s Build Better Boards Together

Because I was once that confused board member too! I know exactly what it’s like to care deeply about a mission but not feel like I’m part of it. Even with a career in sales, fundraising didn’t come naturally to me, and I understand how overwhelming it can feel. That’s why I get the struggles your board members face—I’ve been there.

For over 10 years, I’ve worked with clients, bringing neuroscience, private and nonprofit sector know-how, and a passion for personal and professional growth. I offer practical, evidence-based strategies that help boards shift their mindset and take action. It's all about creating clarity and engagement—without over-complicating things

Feel free to reach out to me to talk about your board Let's Talk

Signature Talk: Your Board Can Fundraise. Let Me Show You How

What clients say: 

“Sonia engaged the Stop Abuse Campaign board inviting participation in our journey, Board members left feeling a sense of purpose with clarity as to their role. Worth every cent invested. Sonia is fabulous. “

Stop Abuse 

“I recently attended Sonia’s webinar about board engagement and fundraising, it was absolutely one of the best I have ever attended, and I have attended many throughout the years. “

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