In early 2025, we conducted a national study of nonprofit boards to understand what drives successful board-led fundraising. A key insight emerged: the most effective organizations are shifting from traditional “fundraising boards” to “ambassador boards” that emphasize relational engagement, mission-centered storytelling, and community-building over direct solicitation.

Key findings include:

• Boards trained to “make the ask” reported 27% lower participation.

• Ambassador boards engaged 4x more donors annually.

• Organizations with ambassador boards raised 3.1x more revenue.

• 78% of organizations reported improved board morale after shifting models.

• One arts nonprofit saw 100% board participation for the first time in 15 years.

This report explores the implications of this shift, presenting data-backed strategies for organizations seeking to deepen board engagement and increase philanthropic outcomes through a more inclusive, ambassadorial approach.

Methodology

From January to March 2025, we surveyed a sample of 50 U.S.-based nonprofit organizations. Respondents included executive directors, development professionals, and board chairs across five sectors.

Sample Profile:

• 50 organizations with budgets ranging from $750,000 to $25 million

• Sector breakdown:

  • Arts & Culture (20%)

  • Education (18%)

  • Health (16%)

  • Human Services (30%)

  • Other (16%)

We combined quantitative metrics—such as participation rates, donor engagement, and revenue—with qualitative responses, interviews, and thematic coding. Additionally, we reviewed relevant literature, training curricula, and national board development reports to contextualize our findings.

Fundraiser vs. Ambassador: Understanding the Core Distinction

Traditional fundraising boards tend to emphasize direct solicitation—often relying on members' personal and professional networks to secure gifts. While this approach can be effective for a minority of confident fundraisers, many board members report discomfort, anxiety, or disengagement in this role.

In contrast, ambassador boards redefine board engagement around connection, storytelling, visibility, and advocacy. Rather than making transactional asks, ambassadors build bridges between the organization and broader networks of support.

Fundraisers

Ambassadors

Make asks

Build relationships and open doors

Focus on dollars raised

Focus on visibility, pipeline, and stewardship

Can create pressure or guilt

Foster enthusiasm and personal ownership

Limited to direct monetary outcomes

Drive broader organizational value

Quantitative Findings

Our data revealed meaningful distinctions between the two board models:

Participation Rates

• Traditional boards: 61% average engagement in fundraising

• Ambassador boards: 88% participation—a 27% increase

Donor Engagement

• Ambassador board members influenced 7.4 donor engagements/year, compared to 1.9 for traditional boards.

Revenue

• Organizations with ambassador boards raised 3.1x more revenue from board-influenced giving.

Retention & Acquisition

• Ambassador strategies led to 24% higher donor retention

• New donor acquisition grew by 31% over three years

These patterns held consistent across sectors, organizational sizes, and geographic regions.

Qualitative Insights

Three recurring themes emerged from interviews and open responses:

1. Passion Over Pressure

Board members responded more positively to roles that focused on sharing personal stories of impact, rather than making direct asks. This reframing led to increased enthusiasm and a sense of ownership.

2. Empowerment Through Training

Simple tools—such as ambassador kits, storytelling guides, or peer roleplay—helped demystify the board’s role in development and provided practical pathways to contribute.

3. Celebrating Engagement Holistically

Organizations that publicly recognized various forms of engagement—introductions, social shares, storytelling, hosting—fostered more inclusive and participatory board cultures.

Case Study: The ArtBridge Foundation (name has been changed for confidentiality)

ArtBridge, a mid-sized arts organization, had long struggled with board-led fundraising. In 2022, they adopted an ambassador model. Key changes included:

• Replacing traditional solicitation training with a storytelling workshop

• Clarifying board expectations around visibility and network activation

• Launching a monthly “Ambassador Spotlight” to highlight non-monetary contributions

Outcomes within 12 months:

• 100% board participation in giving and outreach

• 3 major donors directly tied to board member introductions

• 41% increase in gala revenue

“The difference was clarity and permission to show up authentically,” said the Executive Director.

Building Your Own Ambassador Board

A successful shift to an ambassador model involves mindset, training, and structure. The following five strategies are grounded in data and lived practice:

1. Reframe the Role

• Replace “ask for money” with “share your passion”

• Update board materials with ambassador-focused language (e.g., “advocate,” “connector,” “champion”)

• Normalize storytelling and personal narrative-sharing in meetings

2. Provide Tools

• Create a Board Ambassador Toolkit with talking points, FAQs, impact data

• Offer templated language for email, LinkedIn, and social sharing

• Include a “Who’s in Your Orbit?” worksheet to prompt outreach ideas

3. Define Small Wins

• Set expectations such as 2 new connections/year or 1 event share/quarter

• Recognize wins like warm introductions, coffee chats, and newsletter forwards

• Offer a tiered menu of engagement options—low, medium, and high-effort

4. Support and Train

• Host quarterly Ambassador Labs for peer learning and confidence-building

• Pair new members with board buddies

• Provide real-time feedback and highlight success stories

5. Celebrate All Engagement

• Acknowledge both gifts and influence-based actions

• Include board shout-outs at every meeting

• Create an annual Ambassador Awards ceremony to recognize non-financial impact

Conclusion

In today’s fundraising landscape, asking less and inspiring more is often the key to success. Organizations that equip their boards to serve as enthusiastic, authentic ambassadors tap into a deeper well of influence and engagement.

The transition from fundraisers to ambassadors is not just a change in tactics—it’s a cultural evolution. When board members are invited to show up with their passion, not just their checkbooks, the results speak for themselves: stronger relationships, greater reach, and more sustainable philanthropy.

The most effective fundraising boards don’t sell.
They share.

It all begins with an idea.