This series of articles on Optimizing Effective Board Governance has focused on Joining a Board of Directors (BOD), Board Accountability, Board Recruitment, and Board Orientation. Now we consider the retention of the board you have just built. Thinking back over the effort it took to identify, recruit, orient, and begin the training of new board members, you can understand why retaining a new board member is so important to the agency. You want these new members to remain on the board now and into the future to ensure the success of your programs.
What are the steps to accomplish keeping the attention and interest of this diverse, and dedicated group of people? How to build the trust and camaraderie needed to forge relationships that will underpin the work of the Board?
I recommend keeping it simple and stressing three ways to retain board members. They are Engagement, Education, and Evaluation.
1. Engagement: Board members need to understand the why and wherefore of what they should be doing. The first step is to define the roles and responsibilities of each board position and set expectations for all board members. Board expectations can include items such as the number of board meetings that one must attend, fundraising responsibilities, committee participation, and knowing the mission, purpose, goals, and programs of the agency. For the second step, Communication is key. Regularly send information on program success, and updates on agency activities. With regular communication, your board meetings are organized and run efficiently and there is a discussion on issues of the day ensuring that board members are engaged in the decisions of the agency.
2. Education: It is a powerful feeling knowing what is going on with the agency and its programs. Keep the board informed not just on the agency but on areas of interest outside of the agency such as state and federal laws, different fundraising strategies, personnel laws, and advocacy methods. Bring in clients to tell their stories or personnel from other agencies to discuss what they are doing in the field. Consider networking opportunities for board members to meet others that are involved in your field.
3. Evaluation: At least every other year or if possible, every year, have the board participate in a two-step evaluation. First, evaluate how the whole board is doing, and second perform an individual evaluation for board members to personally review their commitment to the board and the agency.
Lastly, remember to celebrate your board work and individual board members. This can be done at the year’s end or throughout the year. Letting board members know that their efforts are appreciated through short notes, invitations to events or conferences, or small tokens of appreciation can keep your board feeling valued.
One has to work at maintaining a committed, talented, and effective Board. Keep in mind that the goal is to maintain the board now and into the future which requires attention and diligence on the part of the Board Chair and Executive Director.