A Board Member Helps Introduce Fund Raising to a Think Tank’s Culture

With its programs supported by an annual appropriation from Congress, the nonprofit United States Institute of Peace has not historically depended on the largesse of private donors.

But that changed a few years ago, when the Washington think tank began to plan a new headquarters building at the corner of the national mall near the downtown monuments. The group determined that it would need $186-million for the building, which house its scholars, provide a place for world leaders to speak, and include an education center for the public.

Fund raising wasn’t “in the culture of the organization,” says Robin West, the organization’s board chair and chairman of PFC Energy, an international energy consulting group. But he and Stephen Whisnant, hired in 2007 as the institute’s campaign director, have sought to shake up the culture.

Mr. West, who like other board members is selected by the president and confirmed by the Senate, has played a significant role in raising the $143-million that has been committed to the institute so far, says Mr. Whisnant. The building is scheduled to open in 2011.

Mr. Whisnant says that Mr. West has used his business connections to secure many of the institute’s gifts, including a donation from Chevron Corporation, the first big contribution that jump-started the campaign.

Among Mr. West’s fund-raising strengths are his ability to make a compelling case for the institute, his optimistic outlook, and his “extraordinary” accessibility, says Mr. Whisnant. For example, the board member agreed on short notice to travel to Los Angeles and give a presentation in behalf of the institute and then meet with prospective donors the next day.

Mr. West says his skills as a fund raiser stem from his enthusiasm about the institute and the project. His passion for both world affairs and architecture, he says, made it easy for him to make the case for the creation of a building dedicated to peace near the national mall.

“It’s a stunning building and will be the most significant contemporary architecture in Washington since the East Wing of the National Gallery,” says Mr. West, who also emphasizes the importance of the institute’s efforts to prepare the country for today’s foreign-policy challenges.

Some of his advice for being an effective fund raiser, and for encouraging trustees to give:

• Make the case clearly. “One has to be clearly able to articulate why this is important, why this is unique, why this will have impact,” he says.

• Stay optimistic. “You have to bring a level of enthusiasm and optimism,” he says. “If you’re the leader, they look to you and your body language, and if you don’t believe in what you’re doing, who else will?”

• Plan events that aren’t just about raising money. “People get sick of being asked for money constantly,” he says. “It’s very important to do things for people that are interesting and engage them.”

• Stay in touch with donors. Mr. West says that when the recession hit, he was realistic that the downturn might affect some donors, but he kept in close contact with people and reminded them of the project. “We understood the economic situation and that people were very concerned about their own wealth, but we also felt it was very important to keep in front of them and be enthusiastic throughout,” he says.

• If you’re the leader of a charity, help trustees feel comfortable raising money. “Sometimes organizations don’t help their people, don’t really make the case to them and effectively train them or give them the confidence to do it,” he says. Mr. West encourages charity leaders to clearly articulate to trustees what is unique and important about the organization or project for which they’re raising money.

• Not everyone is meant to raise money. When you’re putting together a board and interacting with trustees, Mr. West says, try to gauge how much interest individuals have in raising money. “People do things well that they like to do,” he says.
  Mr. West says his experience in business development prepared him well for fund raising.