Association Foundation Fundraising: Eight Fundamental Tips

Association foundations serve as the philanthropic arm of professional membership organizations, such as national engineering associations or medical specialty societies. They advance their fields by funding research, education, technical specialization, and member-led initiatives, while some also contribute to external charitable causes. Unlike other nonprofits, association foundations have direct access to members who can be both donors and beneficiaries. This engaged, mission-aligned network presents a strong fundraising opportunity that association foundations can maximize by strategically leveraging their membership base. In this article, we offer eight fundamental fundraising tips for your association foundation to effectively engage and mobilize its members.

1. Demonstrate the Need for Philanthropic Support at Your Association Foundation

Most professional associations charge membership fees to cover operational costs and member benefits. However, many members mistakenly believe these fees fund the foundation, eliminating the need for philanthropic support. In some cases, they may not even realize the foundation operates as a separate entity with distinct goals and programs.

For example, the Oncology Nursing Society (ONS) provides several resources to create a community for oncology nurses to help them thrive. This association’s membership benefits include access to educational resources, an online forum, a helpdesk to solve clinical questions, and professional awards. However, ONS’s philanthropic arm, The Oncology Nursing Foundation, focuses on promoting oncology nursing excellence by providing educational scholarships, career development opportunities, awards, and research grants.

To build trust, ensure transparency, and convert members into donors, association foundations must clearly communicate the difference between membership fees and charitable donations. Emphasizing the foundation’s independent mission and initiatives is essential for effective engagement.

2. Tap into Members’ Emotional Connection with Their Profession

Association foundations should appeal to the pride that members feel in their profession and their emotional connection to their associations to encourage donations. An important message to convey is that charitable support to the foundation is an investment in the future of the profession because it will fund initiatives to support the next generation of professional leaders.

Since association foundations are identity-related organizations, they can appeal to members to donate to their philanthropic endeavors similarly to how they would support their alma maters or places of worship. Continuing the example of the Oncology Nursing Foundation, a good way to convene support from members is to make the case for investing in the future of the profession by supporting younger oncology nurses. By investing in the Foundation, members help fund education, nurse-led research, and leadership development opportunities for the new generation of oncology nurses.

3. Utilize Association Publications and Events to Increase Awareness

Given the close relationship between an association and its foundation, there should be strong symbiosis in communication efforts. All important association communication channels, such as social media, newsletters, journals, and other publications, should include information about the foundation. Similarly, the foundation should have a strong presence at association-organized events. These strategies will help build a recognizable brand among members and set the stage for successful future fundraising appeals.

By sharing information about the foundation’s programs, success stories, future plans, and campaign updates, association members will gain visibility into the charitable arm of the association. This constant communication and collaboration will help build momentum among the member base and inspire participation.

4. Collaborate with Association Local Chapters

Partnering with local association chapters is crucial for the success of foundations, as chapters maintain robust relationships with their members. By leveraging these local networks, foundations can effectively raise awareness about their programs, showcase their positive impact, and garner philanthropic support. Many local chapters contribute to their parent association’s foundation, setting an example for individual members and demonstrating their commitment to the foundation’s mission. Creating friendly competition among chapters to boost contributions and publicly recognizing the most generous chapters or those with higher participation rates can further enhance this effort.

To enhance collaboration with chapters, association foundations can appoint ambassadors within each chapter to act as liaisons. Foundation staff can conduct presentations at chapter meetings, request chapter leaders to forward information about the foundation and fundraising campaigns to their members, and invite chapter members to participate as foundation volunteers. Chapters can also play a significant role in organizing local fundraising events, which not only raises money but also engages members meaningfully, increases the visibility of the foundation’s impact, and strengthens members’ connection to the foundation’s mission.

5. Offer Value Through Educational Opportunities

For association members, opportunities to continue their education and connect with other professionals are highly valuable. Association foundations can tap into this interest by hosting webinars, workshops, conferences, networking sessions, and other events that provide value to members. These events should incorporate high-visibility opportunities for the foundation to share its work, connect with prospective donors, and make fundraising appeals. Additionally, foundations can charge fees for these events, with proceeds supporting the foundation’s initiatives, or use the events as platforms for launching specific campaigns.

6. Engage Inspirational Leaders In The Association Foundation

Within every professional community linked to an association, there are influential leaders who members highly respect. These leaders can be historical trailblazers, publicly recognized professionals, inspirational figures who embody the values of the profession, internal “celebrities,” and award-winning specialists. Association foundations should identify and engage these leaders to champion fundraising efforts, as they can effectively capture the attention of other members.

Recognized leaders can serve as campaign volunteers or contribute by sharing information about the importance of philanthropic support. Their active involvement with the association foundation is likely to inspire others and add credibility and visibility to fundraising initiatives.

7. Empower Members to Fundraise

Another way to engage members meaningfully is to invite those who have made significant contributions to participate in fundraising efforts. This can include inviting them to be campaign volunteers, making introductions to possible donors, or launching their own small campaigns among their networks on behalf of the foundation. Member-led campaigns offer the advantages of peer-to-peer fundraising and allow the foundation to expand its reach. These campaigns can help communicate the foundation’s message to people in the lives of members who are not, themselves, association members.

When coordinating member-led campaigns, association foundations should implement best practices to guide volunteers effectively:

• Schedule regular check-in meetings
• Assign a dedicated contact person at the foundation
• Provide draft language for social media and email outreach
• Create a campaign FAQ one-sheet
• Offer comprehensive training and support

8. Promote Planned Giving at Your Association Foundation

Legacy gifts are typically given to organizations with which donors have long-term relationships. Given the nature of professional associations and the lifelong commitment many members have to their association, association foundations are excellent prospects for planned gifts. Foundations should regularly promote planned giving options in communications with members and actively solicit donors for this gift. The framing of this opportunity should emphasize the possibility for donors to provide a lasting legacy and honor their professional lives and contributions to the association field.

Membership Engagement is the Key to Success at Your Association Foundation

Association foundations have a unique opportunity to leverage their membership bases to enhance their fundraising efforts. By clearly explaining the need for philanthropic support, tapping into members’ emotional connections, and utilizing association publications and events, foundations can build strong relationships with their members. Additional strategies include closely collaborating with local chapters, offering educational opportunities, engaging inspirational leaders, empowering members to fundraise, and promoting planned giving.

To unlock the full potential of their fundraising efforts, association foundations should adopt these strategies and continuously seek ways to engage and inspire their members. By doing so, they can ensure the sustainability and growth of their initiatives, ultimately contributing to advancing their respective fields and broader societal goals.