While I doubt you hear this specific question (“What’s in it for me?”) from prospective board members but – more often than not I believe people wonder about this when something is requested of them. Perhaps it is phrased as “Why should I do this?” in their minds, but it is natural to wonder this just the same. In my last blog, I mentioned some benefits board members can receive as a result of board service. Here are some more!
Have you asked your board members lately: why do you serve on our board? As you probably expect, a primary response I hear is: “ To make a difference.” “Because I care about the mission.” We are generally aware of this “soft stuff” which provides a critical foundation for board service. It is natural to want to be part of something bigger than ourselves. But what else? It’s a powerful board recruitment strategy to offer more. I suggest you consider how to answer: “What’s in it for you?” in more depth for your board prospects. Here are six practical benefits you may not have thought of.
At one of my Board Basics workshops recently, a board member asked how to increase the engagement of her fellow board members. I asked her to say more about what their engagement actually looked like. She described poor attendance and lack of participation of those who do attend. Now, there can be a lot of reasons for this, but I asked: Do you have an active board executive committee? Aha! Turns out the executive committee was playing a role in board member disengagement which begs the question: should we nix executive committees?
When I was a nonprofit CEO, I had a highly valued board member who decided he needed to resign from the board because of work-related demands. In our conversation about this change, he offered: “You know, if you were to establish an Advisory Board, I would be happy to serve on that.” After a quick consultation, the board members and I jumped at the chance to create that group. With more wisdom now, I offer 10 questions you and your board members should think through before you act!
An executive director I know created a Medical Advisory Group that met once annually to provide subjects and content for their annual conference. Another executive, with her board, established a Past Presidents’ Council to keep former board leaders engaged. These are just a few examples of how executive directors and board members have creatively attracted and organized people on behalf of their nonprofits. Most nonprofit leaders generically refer to these groups as Advisory “Boards.” The benefits fall into five categories.