By, Shawn Elmore, Client Services Manager at Impact AMC
The success or failure of an organization often boils down to the effectiveness and participation of its board of directors. That is why board recruitment and engaged members are critical to your organization's mission and advancement. While this is often easier said than done, there are effective ways to develop your board and find leaders whose perspectives, diversity, and skills advance your mission and lead you to a new level of success.
Here are three critical steps every board should take in attracting and retaining new and existing board members:
1. What is it we want our board to look like?
Often boards will start their search by thinking of operational needs: legal, marketing, membership, fundraising, etc. But successful organizations start by asking what they want their board to look like; how will the board reflect the needs and wants of the members and organizations of your association. This could be a focus on ethnic diversity, a commitment to include a board member or members who are not C-suite executives, or a focus on geographical inclusion. Once you have a vision of how you want your board to look, you can begin the process of filling in current gaps.
2. Who do we want to attract?
After determining what your board should look like, you can begin the process of examining operational gaps and areas of need. This is the time to narrow your search to recruits who have a specific skill set or connections in the community. But be careful. While we often think of the usual financial/marketing/membership skills, boards tend to overlook other areas of importance such as HR, organizational development, human services, and public officials or leaders. These often-overlooked skills can be just as important in developing successful governing strategies for your organization’s growth. They also add diverse perspectives to how your association is managed and what its future looks like.
3. How do we attract new members?
Board recruitment and retention is a year-round process and should be an established part of your board’s operations. You should consistently work to steward potential new members and develop long-term relationships to build trust and belief in your organization’s mission. There are numerous, easy ways to find interested, like-minded individuals. These include posting your openings/needs on LinkedIn; working with your local Chamber of Commerce to identify upcoming business leaders; contacting a local university’s nonprofit center or academic program; looking at local or state community leaders who have an interest in the work you are doing; and mentioning your efforts to other association members. Additionally, the plethora of skill focused networking sites allows you to hone your messaging for each audience.
Knowing who you are as a board, what you need to be successful, and how to attract dedicated and like-minded individuals eases the stress of board recruitment and retention. An easy way to remember this successful board strategy is to ask What, Who, and Where.
If you are having difficulty in any of these areas, contact us! Impact AMC has worked with boards of all sizes to enhance effectiveness and add growth to their organizations. Learn more.