How to Use Non-Traditional Communication Pathways to Enhance Board Member Engagement

Always be on the lookout for proactive and unique communication opportunities to stimulate Board member interest in your nonprofit organization’s mission and activities, foster positive feelings, and generally catch their attention. Because we live in a world of constant change that is further complicated by Board turnover (new Board members entering while other Board members are exiting or rotating through officer positions) it is essential to be creative and flexible with Board member communications by incorporating both traditional and non-traditional tactics.  

Start by actively searching for opportunities to excite and connect Board members to the compelling mission of the organization they serve. Next, find pathways to engage and empower Board members as active partners in moving that mission forward. To successfully engage Board members as active participants, you will need to add non-traditional two-way communication channels and along with partnering opportunities.

Yes, continue to use traditional communication pathways such as regular Board meetings, committee meetings, and annual meetings. Also, make sure to improve and expand regular established reporting pathways in between Board and committee meetings, such as monthly financial dashboard reports as highlighted in Q&A 22, daily alerts, and email newsletters. These naturally repeating cycles fill important roles, but they are in direct competition with other information flowing to busy and often distracted Board members.

There are two non-traditional communication tactics that will grab Board members’ attention. First, “Get Personal” and second, “Be Bold”. These are not effortless or easy tactics, but they will move the engagement needle in a positive direction.

Getting to know individual Board members and what makes them “tick” is first on the list. Board members will remember that you took a personal interest in their lives. Cultivating a culture of empathy will open doors to sharing of information and expanded engagement.

Second, pair your personal connection with a bold request to partner on a task, problem-solving effort, or networking activity that will accentuate a two-way relationship to accomplish the task presented. Board members generally crave connections that give them an active role in advancing the mission, delivering services, and helping with problem resolution. Encouraging this type of active involvement will help Board members feel appreciated and empowered while making the organization more effective, and you will be able to thank Board members both privately and publicly for being an active participant in successful efforts.

I have had many opportunities to personally serve on nonprofit Boards. The service I most cherished and remember fondly are the times I was actively paired with other Board members to pull together on a project or assist staff to accomplish a difficult task. The easy Board assignments, where all I had to do was show up to a Board meeting, were the experiences that led me to quickly lose interest and just serve out my term with few positive memories.

Planning Tip – When working on improving engagement and communication within your Board of Directors, set your sights on connecting with just one or two Board members to start. Give them the proper focus and attention. Find a partnering task that is relatively simple and can be completed without too much effort. As success is gained, expand to other Board members and add more complicated tasks to partner on together.

Focus on personal connections and pathways to gain a Board member’s attention. Each Board member will be different, so it is important to understand their individual skills, interests, and needs. You may not be able to enhance connections with every Board member. However, Board members will notice the effort and appreciate that you showed interest in them.

Be bold with your requests to get Board members to engage and team with you and other Board members to accomplish new tasks, solve problems, and network on behalf of the organization outside of Board meetings. All will benefit and come away with positive lasting memories, pride of ownership, and a thirst to do more.