Nonprofit News

As the National Council of Nonprofits puts it, rather than steer the ship by managing day-to-day operations, a board of directors “provides foresight, oversight and insight.” But beyond serving as stewards of an organization, a board of directors can become its biggest advocates.

The average nonprofit board has about 15 members. A group this size likely offers a range of talents, views and ideas. With the right strategies, board members can do more than provide big-picture guidance—they can be 15 major difference-makers. Here are five ways to turn your board of directors into your organization’s loudest and proudest champions.

Build the right board

Before you can turn board members into advocates, you first need the right people for your organization. Here’s a helpful exercise: Imagine you’re starting from scratch. What would your ideal board look like? Consider the characteristics, backgrounds and skillsets that would best set your organization up for success. If your current board doesn’t reflect this idealized version, that’s OK. In a 2021 study, 49% of nonprofit leaders said they did not have the right board members to “establish trust with the communities they serve.” Knowing the areas you could improve upon can help guide you in getting existing board members up to speed and when opportunities for membership emerge. 

Know them as people

A strong board of directors makes for a strong organization. These are the people you’ve entrusted to help care for the nonprofit, so you should do your part by caring for them. Take time to get to know them, their families and loved ones. Learn about their background, hobbies and beyond. These are likely to be long-term relationships and could connect you with future donors, board members or volunteers.

Nonprofit board members tend to be involved in other community activities, so encouraging them to look like an advocate as much as act like one can pay dividends. Offer members branded baseball caps or water bottles to spark conversations and increase awareness about your organization.

Find and use their strengths

Once you get to know your board members, zero in on their areas of expertise to find how your organization can best use them. A member who is chatty and charismatic might be ideal for networking. Another with a robust social media following could harness their power or expertise for the good of the nonprofit. Don’t just learn what they do now, ask about past work experiences, hobbies and, if they went to college, what they studied. There could be a hidden event planner, marketer or graphic designer waiting to be discovered.

Brainstorm ways to tap into board members’ strengths to raise brand awareness. If somebody owns a restaurant, bar or coffee shop, offer branded coasters to use at their business. If someone is involved in athletics or education, create an annual award that aligns with your mission and values, complete with a celebration plaque to present to winners.

Encourage constant growth

Even if your current board doesn’t line up with the ideal board you imagined, each of your members can grow in ways that can benefit your organization. Discuss opportunities to learn new skills and explore ways they can welcome guest speakers, presenters or educational activities. Knowing that 32% of donors are most inspired to give via social media, getting board members active across multiple platforms is an easy starting point. Encourage regular engagement. Once they’re fully onboarded, delight them with a shout-out recognizing their great work.

Show appreciation

Serving on the board of a nonprofit takes time and energy. Your members might be sacrificing family time, potential earnings or other things because they believe in the cause. Recognize their contributions by showing genuine appreciation. Celebrate milestones, like a board member’s anniversary date or the birthdate of the organization, with a thank-you gift. Select useful items that will also help your organization gain brand exposure, like a branded laptop bag or fleece. Or make a habit of just-because gifts, like a Bluetooth® speaker for the treasurer who’s a music enthusiast or a rain cone for a green-thumbed vice chair.

It’s an all-hands-on-deck effort

Rallying your board of directors to be your biggest advocates can be a difference-maker in the challenging world of nonprofits. By getting to know these smart and savvy people, emphasizing their best assets, empowering them to grow, and showing appreciation, the impact of your organization can only increase.