Nonprofit Fundraisers! Should You Ask Your Volunteers to Donate?

By Betsy Steward

Does your nonprofit depend on volunteers to execute your mission? Do you ask them to donate financially?

Some people in the nonprofit world believe that it’s wrong to ask someone who’s already donating their time and talent to contribute their treasure as well. What do YOU think?

I believe you’re missing an opportunity if you don’t ask your volunteers to donate. My opinion is based not only on my experience as a fundraising professional, but — maybe more importantly — on my experience as a volunteer at a nonprofit. I hope my story will give you something to think about.

Years ago, I volunteered weekly at an organization dedicated to helping inner-city, underprivileged teens excel in school. I served as a writing coach, and I enjoyed working directly with young people very much. After a lengthy stint volunteering, I noticed that I hadn’t received the organization’s end-of-year appeal in my inbox or mailbox.

Thinking it was a mistake, I alerted the Executive Director that I hadn’t receive the appeal. She informed me that it was the nonprofit’s policy NOT to ask their volunteers for financial contributions. She felt volunteers had already given enough and that it was “inappropriate” to ask them for more, so I wouldn’t be added to their mailing list. She made it clear that she did not want a donation from me.

I was shocked. I’m STILL shocked.

As a volunteer, I knew better than most donors just how much good was achieved at that place. And, like most Americans, I donate to causes and nonprofits I believe are making a significant improvement in our world.

Why wouldn’t you ask a volunteer — someone who has clearly shown strong commitment to your mission and vision, who deeply understands your work and the need for it, and who has seen your impact up close — to support your work with a financial contribution?  

I still don’t understand their policy. Although I made several attempts to convince the ED that her policy was short-sighted and misguided, I was unsuccessful. I finally decided to take my bat and go home. Although I still believe very strongly in their mission of high-quality education for all, I neither volunteer there nor support that organization in any way at this point.

Why did I stop supporting that nonprofit? Because their policy convinced me that it was not well-run.

After proving my dedication to their mission by extensive volunteering, I offered my donation and they declined, for the simple reason that I was already donating my time and talent. That’s a dreadful policy.

PLEASE don’t make this mistake. An important task of any nonprofit professional — whether they are officially on the fundraising team or not — is to explore any legitimate opportunities for support that come up. Obviously, if there’s any question of ethics or integrity involved with the donation, then the organization must decline it. But there was no reason in this case, and every reason to grow the relationship with me by accepting.

Nonprofit professionals build trust with their donors by leaving no stone unturned to get funding. By declining my offer, the ED showed me a lack of professionalism — or worse — a lack of passion for her mission. If she doesn’t understand how fundraising works, why is she leading the organization? And if she doesn’t believe in the nonprofit enough to accept any legitimate donation, why should I? With that attitude at the helm, how could this organization ever reach its potential?

Like any donor, I want to support an organization that is primed for success.

The hardest part of fundraising is identifying the people for whom your mission resonates. If you find someone whose belief in your nonprofit’s vision is highly evident because of their volunteer work, you just must ask for their financial support — unless, of course, there is some extenuating circumstance, e.g., they’re dealing with a major medical challenge, they’ve just lost their job, or any other challenge you’re aware of that’s out of the ordinary.

I believe the worst thing a fundraiser can hear is not “No” — but rather, “Why didn’t you ask ME?” Don’t leave your volunteers out! They clearly want to be part of your nonprofit family.  Of course, your solicitation should acknowledge all the non-financial ways they already contribute: that’s called cultivation.

Your volunteers can always say no, but they should be asked. It’s disrespectful to them and to the people you serve not to.

Betsy Steward is an independent fundraising consultant. She advises clients on major donor solicitation, cultivation, and stewardship, as well as fundraising best practices, back-office organization, board presentations and writing to donors (appeal letters, emails, proposal letters, thank-you notes, etc.). She can be reached at BetsyVSteward@gmail.com