Well, here are some thoughts about the reasons. And I'm sure that you can add more.
- pages of reports
- they don't know the wheat from the chaff
- and if they did, they can't separate the three or four key data points to remember
- so they glaze over and are tongue-tied about what to say
2. They have no simple, clear explanation of how donated dollars will make a difference.
- lost in all the information is a clincher sentence or two that makes your case
- can they paraphrase that idea
- do they practice it at meetings so all are clear about key points
- it's not how you work or what you do - it's the difference you make
3. They are afraid their friends won't like them if they ask them for money.
- you need to talk this through at a meeting so everybody gets comfortable
- remind them that they joined your board because they care about what you do
- they believe that your work is important
- they are proud to be part of it
- so they need to share that feeling
4. They don't want to hear a response of "no."
- understand that "no" only means "not now"
- realize that not everybody is excited about their favorite causes
- acknowledge that and thank them for considering it
- ask whether another time would be better for a gift
5. They don't know how to make "the ask."
- prepare them with a specific amount rather than just asking for a gift
- within a total goal solicitations should be specifically categorized to achieve it
- allow a prospect to consider the ask and don't demand an answer in one visit
- have your best solicitors demonstrate how they do it with another board member
Now maybe you see that it may not be unwillingness on the part of board members. It may be a lack of preparation and support that inhibits their fund raising activity. You can fix that!