If you’ve worked in the social-good space for some time, you’ve probably experienced the good (and, at times, the bad) that comes with nonprofit board engagement. No two boards have the same strengths or weaknesses. The beauty lies in the skills and energy board members bring to the table.
As passionate communicators — and members of nonprofit boards ourselves — we know a vibrant board elevates a nonprofit’s reputation, connections, fundraising capability and ability to serve the community. We also believe educating and training nonprofit board members about the value of strategic communications is one of the best ways to engage them.
From our years of service as board members, here’s our guide to build board buy-in, value and engagement through communications.
Educate – We believe an educated board is a supportive one. When was the last time you had the chance to share an exciting communications project with your organization’s board?
While presenting a quarterly or annual communications plan sets the stage, the best opportunities to demonstrate the value of communications is often through specific projects or examples. At key points during the year — and through digital communication– you can take the board on a journey through this specific example, demonstrating results along the way and how the work supports the mission and objectives of your organization.
Train – Board members bring many skills to the table — from financial acumen to organizational strategy — but almost all can benefit from additional communications training. One simple way to do this is to include communications and media training during a board retreat. In partnership with a consultant, you can discuss your organization’s media policy, role-play interaction with media, lunch and learn about using social media channels and more.
Encourage Ambassadors – Board members should be your nonprofit’s No. 1 fans and ambassadors. Communications pros can encourage this by giving board members the tools to be successful. Tools like:
- Key messages for cocktail parties and events
- Pocket card listing current projects (or better yet — something they can access on their phones)
- Online communications toolkit for board members, so they can reference the latest info
- Feedback loops to connect what the board members are hearing in the community with organization staff and leadership
Ask for Input – You may be fortunate enough to have a board member who has spent a good part of his or her career in high-level communications positions. It doesn’t hurt to ask for input. These board members might have contacts and resources that can help advance your communications goals and the work of the organization.
We’ve said it before, and we’ll say it again — taking the time to engage your board through strategic communications is a smart long-term strategy. Building skills at all levels of your nonprofit will strengthen your brand and connections to supporters and those you serve.
