There are five important areas that an association board is responsible for: (1) mission, vision and planning; (2) structure and policy; (3) delegation; (4) accountability; and (5) advocacy. Let's take a look at No. 5, advocacy, which is oftentimes the most overlooked responsibility of board members.
When you take the time to serve as a volunteer on the board of an association or any nonprofit, you're demonstrating commitment and a belief in the cause. In fact, you're demonstrating a passion for the mission of the organization.
Too often, board members think their job is to show up for the monthly or quarterly board meeting, listen to some reports, make some decisions and go home. But your job doesn't end when the chairman gavels the meeting to adjournment.
When you walk out of the board meeting, you have a responsibility to be an advocate for the organization. You need to play a role in telling the story about the group's mission, vision, ambitions and programs.
Each of us has a different personality and different comfort levels when it comes to "evangelizing." But you can — and must — find your niche as an advocate:
- Some of you may have the talent to speak professionally in a one-on-one manner with legislators, county commissioners or city councilors. Others may be better at getting into some technical aspects through outreach to local, state or federal regulators.
- Are you active in civic organizations like Kiwanis or Rotary? Find an opportunity to be a guest speaker to tell other thought leaders about the importance of your association in the community.
- Maybe you're in sales in your professional life — you may be just the person to help lead fundraising efforts.
- Do you have the personality to intentional outreach to current or prospective members? Ask what their biggest daily challenges are; what products or services the association could improve; or just be a listening ear as a way of showing your organization cares.
There are lots of avenues for advocacy. Every board member needs to find their niche and actively engage in telling the story of your association's mission.
