The Staff’s Role in Engaging Board Members
If I had a nickel for every time someone complained to me that they had an unengaged board, I would have a lot of nickels!
As I have worked with boards over the last 12 years, I have come to realize that the causes of an unengaged board usually stem more from staff actions – or lack thereof – than any inherent issues with the board or board members.
Good news: you can control your actions. Bad news: you may need to make some changes.
How can you better engage your board members with the mission and work of your organization?
Choose wisely. If you elect board members with a real passion for your organization and desire to help, you have won half the battle. Often, identifying someone just because they have wealth or standing in your community does not mean that they will invest their time or resources with you. Find people who will.
Set them up for success. When you recruit board members, do you honestly tell them how you expect them to engage with you? I worked with a board that struggled to engage their board members, only to learn that when recruited, the executive director promised them that “they would not have to work.” They got what they paid for.
Ask. Too often, we assume that people know what we need, or we hint around, afraid to directly ask for something. When people tell me that their board won’t fundraise or help with the gala, I ask if they have asked them. Too often, they have not or have made some general statement like “they know what we need.” No, they don’t. I hear from board members that they want to help, but do not know how. And when asked, they more than willingly jump in. Just ask!
Get to know them as people. Meet individually with your board members at least annually to find out how they feel about their service on the board, what they enjoy or do not enjoy, and what is happening in their lives. We will more likely help someone with whom we have a relationship, so develop one with your board members.
Treat them as individuals. Too often I see and hear staff making general pronouncements to the board: “We need everyone to bring wine for our wine pull.” That may not fit my desires, budget, or skills. But if you ask me to help review a draft of the speech, I will help in an instant. I may also assume everyone else will bring wine, so I don’t need to. No problem if they do, but if everyone assumes that, soon you will have no wine. When you personalize and customize your request, you will much more likely get a positive response.
Use their time wisely. Are your board meeting productive or “bored” meetings? Use your board meetings to help develop and strengthen relationships with your board members and between board members and to ask for their input on important strategic decisions facing the organization. You have them on your board because of their expertise; use it! If they don’t know enough about your organization or industry to provide valuable feedback, that’s on you too. Educate them.
Out with the bad. If you’ve tried all these things and you have board members who still don’t engage, get rid of them. Likely they do not feel satisfied with their service on your board and will feel relief to have you relieve them of their service. Many feel they that will let you down if they quit. Have an honest conversation with them about their level of engagement and what you need and, if they cannot give that to you, thank them and move on.
Thank them. Board members do what they do because they want to support your organization and mission. Thank them for their service, especially if they go above and beyond.
Sound like a lot of work? Actually, having engaged board members will make your life easier as you will have a network of experts and support that you can draw upon as needed to advance your mission.
Looking at these suggestions, what can you do to better engage your board members?
