3 Ways Your Board Can Help Your Brand
1. Build in Time for Your Brand Story
Board members are obviously committed volunteers, but sometimes they are connected to your organization through only one pathway (i.e. a child with a disease that you are trying to cure, a son at your school, they are a member of your association, etc.) So board members need to be briefed on your big picture “brand promise” to your customers and constituents. They also need to fully understand the experience you promote for your donors, your staff and your other volunteers. A retreat is a great opportunity to build in time for board members to share their own experience of your brand, and to practice their “elevator pitch” – connecting your key brand talking points to their own personal experience with your organization. Let them practice presenting, both one-on-one and to the full group. This way, your board members can be better—and more comfortable—brand cheerleaders.
2. Teach Board Members how to Share Their Passion Through Social Media
Many board members are not digital natives. They may need some help both understanding social media platforms and learning about the tools that make them effective. A retreat offers a unique time away from the bustle of everyday life to demonstrate how you are using social media to promote your organization, and how board members can help. For example, provide them with the hashtags of your upcoming fundraising events or keywords you want associated with your brand. Show them sample tweets, Facebook posts and Linked In updates. You can even break into smaller groups for working sessions with different social platforms. Finally, offer a link where board members can download approved photos or logos to use for such posts. And encourage them to share their personal stories about your organization. Your board members are ambassadors in the community both in person, and online—use them!
3. Collect Stories of Your Brand in Action
People give to people, not causes. Connecting at the level of hearts and minds has always been critical to building long-term relationships with donors as well as grassroots supporters. The best way to do that is through storytelling. Now that YouTube and other Web 3.0 tools are giving so many nonprofits a “channel” for their stories, personal narrative is being rediscovered. Use your board retreat as an opportunity for sharing personal stories, and collecting those details that you can use in your next e-newsletter, Facebook posting or future web video.
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