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Five Tips That May Help Produce a Great Nonprofit Board

Getting Your Board Members on Board

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People agree to serve on boards for all kinds of reasons, many because they truly believe in the mission and work of the organization. Others, however, go on boards because they feel honored to be asked and don’t want to disappoint the person doing the asking; others because of the prestige of being a board member; still others because they like to see their names on the organization’s letterhead.

Even those who join boards for all the right reasons still need to know what is expected of them once they agree to become board members.

A few things to consider when seeking people for your board are:

1. Select well.

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How often have you heard the mantra, “We need people of affluence and influence on our board”? Affluence and influence are fine. But if these characteristics are not backed by wisdom, integrity and commitment, they don’t amount to much. Therefore, select people to serve on your board who truly believe in who you are, what you do, how you do it, and who care enough about your organization to go into the community and actively persuade others to support your good work.

2. Articulate your expectations.

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Don’t assume that board members, especially new board members, understand your expectations. Before bringing them on board, let them know that, among other things, you expect them to serve as good Brand Ambassadors for your organization, and what that means. Part of what that means is that they need to know what to say about your organization (see #3)

3. Create a “messaging package.”

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Everyone affiliated with your organization needs to “stay on message” when it comes to explaining to others what your organization is all about. Therefore, create a “messaging package” that, among other things, includes a positioning statement, sometimes referred to as an “elevator speech," as well as supporting statements that clearly articulate your organization’s key brand messages. And make sure that everyone in your organization knows what those messages are, especially board members!

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4. Encourage board members to deliver your brand messages to the community.

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Once they understand, and can articulate your brand messages, encourage board members to speak in front of local civic organizations such as the Chamber of Commerce, Lions and Kiwanis clubs, and church groups to tell their colleagues and families about your organization and the important work it performs in your community. These are all effective and cost-free branding opportunities that many organizations overlook.

5. Get your board members to work as a coordinated team.

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Board members need each other's support and need to know each other as colleagues who share a common mission. If they exchange ideas both at regularly scheduled board meetings, in committees, and informally between meetings, they are much more likely to promote the organization's brand and support its fund-raising activities.

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