From Chapter Three: The Third Step: Build Your Team
Picking a Leader
Choosing a leader is the first big decision when running a campaign. In fact, it is THE decision. Without leadership, even the most inspired ideas will never go anywhere. Are you the leader? If you immediately answered “yes,” are you sure? You might have picked up this book or come up with the campaign idea, but that doesn’t mean that you will be the best leader for this project. Maybe you are the most qualified leader available, but maybe you’re not. If you want your fundraising efforts to succeed, you have to put your ego aside and make decisions that are best for the campaign.
You can’t lead if no one wants to follow you.
Your Leadership Team
Your leadership team or board will help organize your efforts from start to finish. Typically, each leadership team member will focus on a specific aspect of your project, such as marketing or overseeing volunteers. Large fundraising organizations have very structured boards, often using CEOs from major companies to boost their pubic profile. Because this book is for grassroots fundraisers and small campaigns, I am not going to discuss the ins and outs of creating this type of structured board. Instead, I will focus on leadership teams that are small and hands-on.
Leadership Meetings
Even if your leadership team is made up of three best friends, don’t make the mistake of being too casual. Your meetings should have some type of structure. The leader should start each meeting with a clear agenda that is shared with members of the team. Someone should be in charge of recording minutes, which basically means writing down the key decisions and plans that you discuss. Keep your meetings restricted to members of the leadership team. Letting extra people attend usually just leads to extra voices and extra distractions. Also, keep your eye on the time. Your meetings should have a scheduled start and end time. Save socializing for before and/or after the meeting.
Engaging the Troops
You will get the most out of your volunteers if you understand why they want to be involved in your campaign. Give them a job they enjoy and they will work harder and stick with it longer. When meeting new volunteers, ask a lot of questions. Listen to their goals and try to assess their skill level. Start them off with smaller tasks, so you can get a feel for their ability without overwhelming them. Explain that they will be able to take on more responsibility (if they want it) as they become more familiar with the organization.
Volunteer Meetings
Your volunteers will be most engaged in the process when they have a clear understanding of what is expected of them. Have a group meeting to brief your volunteers on the campaign, your goals, and the exact jobs they will perform. Be specific about their duties.
Ask for a Pledge
Volunteers always have good intentions. Unfortunately, they can also have very short attention spans. Unlike major fundraising operations, you probably will not have a set of bylaws or board members to keep everyone in check. Therefore, you have to rely on promises. I recommend that you ask everyone to make a pledge to do the job they are assigned. This includes each volunteer and member of your leadership team. Explain to them that their work is important. You will need their attention from the time they sign up until the campaign is finished. If they can not commit to the entire process, you would prefer they help the organization in another way.
Volunteers = Donors
I also require that my volunteers and leaders be donors. They do not have to give a lot of money, but they must give something. Making a donation gives them ownership of the campaign. They are more likely to feel a responsibility to a project they have contributed to. Making donations also gives them more credibility when approaching prospects. When my volunteers talk to donors, I want them to be able to say, “I have given my gift of $XX, can I ask you to do the same?”
Taking Care of Your Troops
Remember to take care of your volunteers. They are not working for a paycheck. They are working for intangible benefits that may be fleeting. Since you are relying on their passion, you can keep their motivation high by always remembering to:
- Say “thank you!” - There are all kinds of volunteer recognition programs. You can give out awards, make announcements, or have dinners. However, I find that the single best way you can motivate volunteers is by personally thanking them. When you see your volunteers doing a good job, stop for a moment and acknowledge their work. No one likes to feel unappreciated. Let them know you value their efforts.
- Feed them - When your volunteers are working, provide refreshments. It’s a way of keeping them comfortable and showing your appreciation for their work. A plate of cookies, pots of coffee, and beverages can go a long way toward boosting morale.
- Don’t overwhelm them - Give volunteers jobs that they can easily handle. New volunteers should always be given simple jobs. As soon as they start to feel stressed, the work will no longer feel rewarding. It won’t take long before they stop showing up.
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