How to find new board members for your nonprofit (and welcome ideas, too)
Did you know that your ideal board member is looking for you? So while you're spinning your wheels trying to get someone to say yes to being a board member (and maybe even downplaying the hard work it takes), your best board member is looking for you.
They might not know your name, exactly what you do, or that you need them, but your ideal board member knows they have something valuable to offer their community, and they are searching for the right place to lend their voice and their expertise.
So how do you connect with that person? It begins with getting clear on what you need from a board member - and not just how many seats your by-laws say need to be filled.
Then, you can learn to use the power of your website, your networking opportunities, and your current board members to lighten the load. Let's look at each of those ideas in more detail.
Get clear on your ideal board member first
One of the biggest mistakes nonprofits make is recruiting new board members before they clearly understand who they need on their board.
So what is an ideal board member? It's a person who is pretty much an exact fit for your organization. They bring the skills and passion necessary to help you move your nonprofit forward. That's important because recruiting the wrong board member can cost you time, money, and resources down the road.
If you'd like more information on this concept, I have a training video on this topic and an entire workbook to help you understand your ideal board member profile. You'll find that training and workbook inside The Nonprofit Template Library.
Use the power of your website
When nonprofits think about how to use their website, their first thoughts are typically around online giving. I won't dispute that most nonprofits center their website around giving, which is expected (and encouraged). However, nonprofits can use their website to recruit board members, too.
Think about how you would want potential employees to feel if they visited your website. You'd like them to see that you are welcoming, fun, organized, and effective, right? This same idea holds for potential board members.
If you are actively recruiting board members, dedicate an entire page on your website to the effort. Use the page to include as much detail as possible, including:
Photos of your current board members in action
A list of your current board members and the companies or organizations they represent
A board member job description
A clear message about the type of board member you're looking to add
Easy to follow instructions on what those interested should do next
Using SEO services may also be a smart strategy for larger organizations with more flexible budgets to recruit high-quality board members. Just be sure to give the firm you hire specific parameters about the search terms you want to rank for on Google.
Be sure to set a professional, appropriately-sized link preview image so that the social preview will look inviting and professional when you share your new website link.
Get active on LinkedIn
Once you've nailed down your ideal board member and updated your website to serve as a landing page for interested parties, it's time to promote the opening. One of the best social media sites for board member recruitment is LinkedIn.
Once you have a well-developed LinkedIn page, begin posting about your board member openings and link to your new board recruitment website page.
Remember, this is time the time highlight the benefits of being a board member at your organization and appeal to the right audience. Lead with the impact a potential board member will make, how their service will help the community around them, and show off the fun side of the job.
You can also use personalized messages from you or your board members to reach out via a LinkedIn message and start a conversation with someone you're interested in recruiting.
Retrain your nominating committee
In theory, nominating committees are great. You have a group of people dedicated to the recruitment process, and they know the drill. The problem comes when that nominating committee doesn't necessarily understand the bigger picture of what you need your board members (current and future) to accomplish.
If you find yourself with a nominating committee that consistently reaches out to friends or co-workers with little regard for the organization's goals and vision for the next five years, it's time to do some untraining. First, watch the ideal board member video with your board chair, and then schedule some time to bring everyone up to speed.
You'll need your nominating committee to be your eyes and ears for that perfect board member that will complete your team and be your advocate in the communities you serve.
Board member recruitment isn't going away. As long as you have board term limits (and you should) and your organization continues to do good work, you'll need qualified, enthusiastic people around your board table. So take the time to define who you need, put your best (digital) foot forward, share the message, and get your current board behind the effort to find your best success.
Until next time,
Andrea
P.S. Once you connect with your ideal board member and it’s time to welcome them, use the Board Member Welcome Guide to equip them with everything they need!
One Nine Design is a digital marketing company helping small businesses and nonprofits learn how to use the right digital marketing tools to grow your reach and make a bigger impact!
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