F Warren McFarlan - Making the Ask: Trustees and Philanthropy

1. Chapter 2

F. WARREN MCFARLAN

Foreword by Abby Falik

Copyright 2021 by John Wiley & Sons, Inc. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.
Published simultaneously in Canada.

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Library of Congress Cataloging-in-Publication Data
Names: McFarlan, F. Warren (Franklin Warren), author.
Title: Effective fundraising : the trustees role and beyond / F. Warren McFarlan.
Description: Hoboken, New Jersey : Wiley, [2021] | Includes bibliographical references and index.

Identifiers: LCCN 2020046372 (print) | LCCN 2020046373 (ebook) | ISBN 9781119772286 (cloth) | ISBN 9781119772309 (adobe pdf) | ISBN 9781119772293 (epub)

Subjects: LCSH: Trusts and trustees. | Fund raising. | Nonprofit organizations.
Classification: LCC HD62.6 .M386 2021 (print) | LCC HD62.6 (ebook) | DDC 658.15/224--dc23

LC record available at https://lccn.loc.gov/2020046372
LC ebook record available at https://lccn.loc.gov/2020046373

Cover Design: Wiley
Cover Image: ONYXprj/Getty Images

This book is dedicated to
Professor Herman B. Leonard,
Professor Kasturi Rangan,
and
Eliot I. Snider,
Social Enterprise Pioneers.

SHORTLY AFTER GRADUATING from business school, I launched Global Citizen Year, the nonprofit social enterprise I've grown and led since 2010. At Global Citizen Year, we're pioneering a new pathway between high school and collegeone that wraps coaching and curriculum around real-world experience, to unlock curiosity, conviction, and courage in our next-generation leaders. From the beginning, a core pillar of our mission has been to ensure access to exceptional young people who reflect our society's diversity. This commitment has required a significant need for philanthropy which, as Warren McFarlan so aptly notes, has meant over half my time (and, yes, the harder half!) has been focused on fundraising. To date, we've raised and deployed over $30 million in philanthropy. Of our 1,000 alumni, 80% have received some level of need-based financial aid and over 30% have participated on a fully funded scholarship.

None of this would have been possible without the commitment and engagement of my board. Along the way, I've learned a tremendous amount about how to support our trustees in supporting our mission, though much of what I've learned has been through trial and error. The beauty of Warren McFarlan's book is that it provides a blueprint for accelerating the learning curve for all of an organization's stakeholders.

This timely and practical book is a comprehensive guide for trusteesparticularly those serving on the boards of well-established nonprofits with clear governance structures, broad networks of supporters, and a long history. These include colleges and universities, private schools, major hospitals, and arts institutions. For those interested in serving on the board of grass-roots or social-change organizations, shares helpful advice about the role a board plays in supporting the unique challengesand opportunitiesof organizations that are younger, high-growth, and/or founder-led.

The book also outlines the broad range of roles trustees can play in contributing to the crucial function of fundraising. Time and again, I've found that people assume fundraising necessarily requires making direct asks, but this couldn't be further from the truth. While some (rare) souls are enthusiastic about directly soliciting gifts, others may prefer to play equally impactful rolesexpanding networks, making introductions, lending credibility, or providing the coaching and context that contribute to a successful close.

As we've built the board at Global Citizen Year, I've made a point of spending time with each prospective trustee to discuss the role s/he would most like to play in generating resources for the organization. We expect everyone to make a contribution that feels generous according to each person's means (as Warren McFarlan says, giving enough that it hurts), but recognize that the specific amount looks different for everyone.

Additionally, I ask each board member to identify the fundraising role each would get energy from: is it hosting a cocktail party or friendraiser? Making warm introductions to new prospects? Designing a viral marketing campaign? Accompanying me to meetings in person or (as of this writing in the time of Coronavirus Covid-19) via ZOOM? The key to successful engagement, in my experience, is finding the sweet spot between what the organization needs and what youas trusteecan distinctively offer. Once we've defined your role, my job as CEO is to keep you motivated and equipped to play it successfully.

One of the other things the book does so well is to debunk the myth that fundraising is the dirty work of begging for resources. McFarlan writes, You are not begging, but rather offering an unusual and attractive opportunity to the prospective donor to invest in their passion and to have their name associated with it long term. I couldn't agree more. My approach to fundraising changed fundamentally once I recognized that, to a high-net-worth individual looking to give away money,