How to Lead Like a Fundraising Coach and Enroll Your Board in Fundraising

One of the most common frustrations I hear from nonprofit leaders is:
“My board won’t help with fundraising.”

And I get it. You ask nicely. You simplify the tasks. You provide the talking points. Yet…nothing. Or worse—resistance.

Here’s what I want you to know: this isn’t about their skills. It’s about your role. Because if you really want to shift your board’s relationship with fundraising, you have to stop thinking like a manager and start leading like a fundraising coach.

Yes, I said coach. And here’s why that makes all the difference.

Why Boards Resist Fundraising

Before we talk about enrolling your board, let’s get real about why they resist it in the first place:

  • Fear of rejection – Nobody likes to feel “salesy” or face a no.

  • Lack of clarity – Many board members don’t know what’s expected or how to do it.

  • No emotional connection – If they’re not personally connected to the mission or confident in their role, they won’t act.

  • Unspoken pressure – They assume if they give you a name, you’ll badger their friends.

Now here's the truth: this doesn’t mean they’re lazy or disinterested. It means they need coaching—not commands.

What It Means to Lead Like a Fundraising Coach

You are no longer just the executive director or development lead. You are now a fundraising coach. That means:

  • You set the emotional tone. If you’re anxious, so are they. If you’re confident, they’ll rise to meet you.

  • You define the role. Give them specific, simple, doable actions they can succeed at.

  • You release the pressure. Fundraising isn’t about convincing—it’s about connecting.

  • You shift their mindset. Help them unpack their beliefs about money, rejection, and asking.

  • You provide support. Give them tools, training, and check-ins—not just directives.

  • You create accountability. Celebrate their wins, track progress, and follow up with encouragement.

What Coaching Your Board Looks Like in Practice

Here’s a real-world example of coaching in action:

🔹 Instead of saying, “I need you to find five sponsors,”
say: “Would you feel comfortable introducing me to one person this month who might be curious about what we do?”

🔹 Instead of asking, “Can you call five donors this week?”
say: “Would you be open to writing a quick thank you note to a donor whose story really inspired you?”

You’re not pushing. You’re inviting. You’re not assigning. You’re enrolling.

Make It Easy and Repeatable

This isn’t about big, heroic fundraising acts. In fact, I believe most board members shouldn’t start with asking for money. That’s a high-level skill.

Instead, train them to:

  • Notice when someone expresses interest in your mission

  • Invite them to a “no-ask” event like a Lunch & Learn or tour

  • Hand the connection off to you or your development staff

It’s low-pressure, authentic, and effective. And most importantly—it’s sustainable.

Build a Culture That Coaches Itself

Here’s the magic: when you invest in coaching your board, they start to coach each other. New members get trained by seasoned ones. Enthusiasm spreads. The culture shifts from reluctant compliance to genuine engagement.

That’s leadership. And that’s how you get your board to fundraise—not by force, but through shared ownership and aligned values.

Let’s Do This Together

If you’re tired of begging your board to engage, I invite you to stop managing and start coaching.
Let me help you build a culture of confident, connected, and collaborative board leadership.

👉 Book an Influence Activator Call with me and let’s figure out how to get your board excited to fundraise—without pushing, pitching, or pleading.

Maryanne Dersch