We often write these blogs through the eyes of a Branding Professional who is communicating to the Director of a Nonprofit Healthcare Organization. For us, it’s all about giving the CEO or Director a clearer understanding of branding and how it can be used to better the organization from the inside out.
We talk about managing volunteers and board members a lot, but we were wondering what’s it like to actually be one of the board members looking out at the organization. What do they see in you? Why are they here? What keeps them coming back?
You know just as well as we do that being a board member is rewarding. But why? Well, to us, there are a few simple reasons that make board membership worthwhile:
The first and most obvious reason is that most board members are often leaders in the community and heads of for-profit companies. But serving on the board of a nonprofit gives them the opportunity to be in the nonprofit world without changing careers. They get to experience the mission-centric benefits of working for a nonprofit pretty much at their leisure with only the obligations you set for them.
While serving on the board, these professionals also have the opportunity to cross-promote the two organizations. This might even have the potential to parlay into a partnership between the for-profit and the nonprofit. They could also use this position for press opportunities for their own company. We’re not saying this is entirely ethical, but it is a real reward that many board members will enjoy.
There’s also a tangible level of prestige that comes from serving on a board. Most of these professionals find it personally rewarding to have a nonprofit ask them to help make its decisions. You become an integral part of the big picture and the current operations. It’s fundamentally empowering to be asked to join a team and help them reach their goals, because they obviously see something in you that they need.
Truly dedicated board members will see beyond the obligations to just go to meetings and show up. These professionals will be truly aligned with your brand and have your success as a legitimate priority. Their reward comes in the form of helping you with the organization’s endgame: fundraising goals, assisting individuals in need, and/or handing over big checks. This segment of board member feels the rewards more deeply and more sincerely. They are in it for your success.
Everyone’s got their own personal reasons for serving on a board. But whatever their reasons, your job as a Director is to ensure that they feel valued so that they keep serving you at optimum efficiency.