New Tactics for Old Boards

by Troy Dean | Jun 7, 2016

What Makes an Effective Board?

Boards are great. We love them. They’re experts in their respective industries, help develop strategies, hold the organization accountable, and keep the organization financially stable.

But, truly effective board members are also brand ambassadors and financial pipelines. Any board can do this, but many boards lack the tools and tactics necessary to execute.

That’s where we come in.

3 Ways to Activate Your Board

1. Fundraising Boot Camp

Boards are strongest when they know how to walk, talk, and speak intelligently about the organizations they serve. But no one can be expected to do this without a little training. This is where the fundraising and communication staff can work together to build strategy and messaging for board members. Consider the following when planning your boot camp:

What is the challenge and why does it matter?
What is the organization’s mission and how are they combating this challenge?
What is the history of the organization?
What is the current status of the organization?
Where is the organization headed and why?
Who are the organization’s strategic partners and high-profile partners?
How will donations help the long-term goal?
How do the board members help?
How can the board member’s company/network/friends get involved?

2. Personal, Regular Emailers

Work with your board member to develop a list of friends who are responsive to email. Make sure this list also includes the charities, causes, and hobbies that their friends have an active interest in. From there, design an email campaign that is specific to this audience and comes from your board member.

The campaign should only be about six emails total (every other month), highlight your board member’s work within the organization, and appeal to the audience through their known interests. Make sure each emailer has a clear call-to-action and includes photos and videos of your board member in action.

3. Video Messages with an Ask

Nothing says “rally” like when your peer or mentor asks you to do something. It’s time to take big asks to the next level and use video messaging as part of the equation. Work with your board member to align their personal contacts with your biggest prospects. From there, design a series of short video messages (phone, emailer, social media, event specific, etc.) that will include your board member making a direct appeal to their contact for the gift.

These videos can be part of an end-of-year appeal, post meeting follow-up, campaign-specific message, match program, or special event.