Directors Must Have a Sense of Mission

To the Editor:

It is important that Marilyn Dickey included “reinforce a sense of mission” among her tips for improving boards of directors’ fund-raising skills (“Strategies That Charities Can Use to Improve Board Fund-Raising Skills,” February 12).

The sad fact is that too many people of means and/or influence have joined charities’ boards because they felt an obligation to be active, didn’t know how to decline the invitation, or simply wanted an impressive affiliation on their curriculum vitae. Commitment to a particular cause was not, unfortunately, always the prime reason for accepting an invitation to serve.

One very useful way to reinforce a sense of mission and, perhaps, even instill an “I’m mad as hell and I’m not going to take it anymore” spirit is to give directors The Chronicle’s listing of the 400 most successful charities in terms of fund raising. Surely, a perusal of the list will evoke a feeling among those whose organizations aren’t included that there are charities in the top 400 that should not — at least in their opinion — outdo theirs in attracting contributions.

Additionally, Ms. Dickey should have included public-relations support as another means of motivating directors and assisting their fund-raising efforts. Such support could include preparation of print and audio-visual materials, speech and article writing, publicity on the organization’s and the directors’ work, and training in presentation skills. If stories that are worth telling aren’t told, directors will begin their fund-raising activities at a serious disadvantage.

Robert S. Cole
Partner Cole Communications
Bronxville, N.Y.