Want to learn more on this topic? We partnered with the author for a free CharityVillage webinar on May 19, 2016. Click here to watch the full recording.

Does your board talk more about controlling costs and less about generating revenue? In a recent survey on board performance, board members graded themselves lowest on their role in fundraising and marketing.

Why? Is it because board members are uncomfortable with “the ask” so they avoid all other aspects of fundraising? Is it because board members think marketing is what happens on Mad Men, so they don’t feel they have a role to play?

There is both an art and a science to successful fundraising and marketing. If, as a board member, you don’t naturally feel comfortable with the art aspect perhaps you can help with the science, which requires more analytical thinking and is of equal importance.

One of the duties of being a responsible board member is to ask staff the right questions and ensure you are getting accurate answers. But if you have only a partial understanding of fundraising and marketing, how do you know the right questions to ask? Here is a sneak peak at some of the twenty questions that we will cover at Thursday’s webinar:

Are your revenue streams well diversified?

You will learn how to calculate your most cost-effective revenue streams and how exposed you will be if a major donor does not renew. You will learn how your CRA Fundraising Ratio is calculated and figure out how to improve it.

Are you better at acquiring new donors or keeping existing donors?

Retaining donors is cheaper than acquiring new ones. So what are you doing to keep them? Some marketing activities are better at acquiring donors, some activities are better at retaining. Before you can decide what activities to do, you first have to figure out where you need extra effort.

How effective is your social media?

Social media can be time intensive. You’ll learn a technique to judge whether this an effective use of your staff’s time.

What are the risks to your brand and is your brand protected?

Most risks are internal: decisions are made in a hurry; employee turnover reduces institutional memory; new employees may want to change existing practices so they can make their mark.

What are other ways board members can help?

Not all board members will be comfortable asking donors for a contribution but they can all be ambassadors by making introductions, thank you calls, or a bequest in their own will. Board members with an accounting background can help staff calculate the efficiency of each revenue stream through the year.

We’ll cover all of these topics and more at our free webinar coming up this Thursday. I hope to see you there! Click here for more information and to register.

Lelia MacDonald is a skilled volunteer who works with Management Advisory Service (MAS), a pro-bono consulting firm serving Toronto-based nonprofit organizations. MAS is a charity whose mission is to build capacity in the nonprofit sector. Lelia is the leader of the Marketing Practice area of MAS.