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CALLING ALL MARKETING PROFESSIONALS: NONPROFIT BOARDS NEED YOU sponsored by MARKETING PROFESSIONALS & NONPROFIT BOARDS ► Overview of Project ► Key Research Findings ► 10 Ways You Can Impact a Nonprofit Board ► Tools/Resources ► Questions/Feedback SPECTRUM OF VOLUNTEERISM MAKING BUDGET EXTRA HANDS INFRASTRUCTURE AND LEADERSHIP SKILLS-BASED VOLUNTEERING FINANCIAL SUPPORT HANDS-ON VOLUNTEERING ►Cash Grants ► Beach Clean-up ►Dollars for Doers ► Soup Kitchen ►Matching Gifts ► Habitat for Humanity GENERAL SKILLS PRO BONO EXPERTISE BOARD SERVICE ► Tutoring ► Junior ► IT assistance ► Collateral ► Board Achievement ► Science Fair Judge Design ► HR Consulting Placement ► Board Training THE IMPACT OF BOARD SERVICE THE INSPIRATION “What if nonprofit boards had a CMO or VP of marketing to serve as treasurer of an organization’s brand and social capital?” - Aaron Hurst, President & Founder of Taproot, 2009 BoardSource Leadership Forum Keynote Speech WHAT IS “LITERACY” RELATIVE TO A BOARD? LITERACY is enough familiarity with an area to understand issues and challenges to aid decision making Boards often focus on Financial Literacy Other kinds of literacy are highly relevant to board service • Marketing Literacy • HR Literacy • IT • Legal • Engineering PROJECT GOAL & RESEARCH METHODOLOGY ► PROJECT OVERVIEW META GOAL: To identify new opportunities for board leadership that: • Create tangible entry points for board service • Provide practical tools for organizations to identify, recruit, orient and engage new board leadership DELIVERABLES: • Recommended “roles” for marketing professionals within the board • Handbooks and how to guide for engaging new board leaders ► METHODOLOGY INTERVIEWS • 24 interviews with professionals (both on and not on boards) and nonprofit Executive Directors SURVEY • 261 responses from professionals (both on and not on boards) THE OPPORTUNITY Marketing professionals can 92% of surveyed Marketing professionals are interested in board service 560,490 Marketing Professionals (US) Play an integral role in the strategic planning process Help set the branding & messaging strategy Provide a “laser focus” to the nonprofit’s positioning Be the “guardian of the brand” PROFESSIONALS WHO SERVE ON BOARDS 95% said it’s important to share their expertise with the organization TOP THREE REASONS TO JOIN A BOARD A positive volunteer experience with the organization To use professional skills to help a nonprofit Professional networking PROFESSIONALS WHO DON’T SERVE ON BOARDS 9 in 10 expressed some interest in serving on a nonprofit board BARRIERS TO BOARD SERVICE Don’t know where to start or who to approach Time commitment Reluctance to fundraise Uncertain about what role to play WHY DON’T MORE PROFESSIONALS SERVE ON BOARDS? Consistent Finding: LACK OF AWARENESS on both sides Marketing Professionals want information on Nonprofits need education Point about Need for board service How to get started How to leverage their specific skill set, once engaged Marketing in general How to articulate what they NEED to these professionals What these professionals can do for their boards HOW MARKETING PROFESSIONALS CAN DRIVE IMPACT FOR A NONPROFIT BOARD CASE STUDY THE PROFESSIONAL Tammy Brown, Marketing Director, Technicolor THE NONPROFIT THE NEED & FIT “I just knew exactly what the Executive Director was looking for. They wanted somebody who lived and breathed their new marketing strategy, really giving the rest of the board a repository of knowledge.” ► Working board ► Oversees branding & marketing strategy “Marketing is the one thing people think they can do, but they can’t. Most nonprofits would kill for marketing experts to be on their board to guide the perception of the organization and build PR strategy; it’s just a matter of making the marketing professionals aware of the need.” 1 “Manage” the organization’s reputation “Organizational reputation is very important, especially in the nonprofit space, where there is so much competition. Organizations are constantly bombarding people for time, attention, and resources. A strong reputation is essential to stand out.” 2 Help articulate and refresh the organization’s mission, vision, and values “Particularly with newer nonprofits, I see a great need to really set up a solid mission and goals, and then have monthly reviews to ensure that they’re following these. It’s way too easy for nonprofits to go off on different tangents that don’t really move their organization forward. As well, having a succinct mission makes development of a marketing plan or branding much easier and more beneficial to the organization.” 3 Serve on the fundraising or development committee and/or help develop fundraising messaging “I happen to be a ‘connector’ so I want to use my capabilities to help connect my nonprofit with companies, individuals, and other organizations that can move it forward.” 4 Take part in a branding exercise “Branding is not just for external reasons — it pulls the organization together — like a North Star.” 5 Participate in strategic planning “If you think of a nonprofit like any other type of organization, with the need to attract funding, clients, and volunteers5and if you have a budget of a certain level, you are at the scale at which marketing expertise would be very valuable. Through a strategy lens, you review whether or not you are engaged in the right activities, using your resources in the best possible way, how you are aligning your mission back to the way your resources are deployed — are they in the best places?” 6 Provide access to pro bono marketing resources “There’s always a need for pro bono. I’ve never met a nonprofit organization that isn’t stretched beyond full capacity. Two pieces that are needed: 1) a compelling case made for pro bono service to be provided to the nonprofit organization and 2) both parties need to be clear in contracting — what are the roles each side needs to play to have a successful outcome. Nonprofit readiness is key.” 7 Lead board communications training “Few nonprofits have marketing staff, and as a result, very few have a clear understanding of what marketing is (and is not). They also do not understand what's involved (time, resources, discipline, focus) in embarking on a marketing effort. It is important for board members with marketing expertise to understand and anticipate those factors. A large part of what they will have to do is explain, persuade, and advocate for a market-driven point of view.” 8 Develop and review an organizational crisis management plan “A crisis plan should be simple and unencumbered so that it can be activated should a crisis occur. It must be approved by everyone, and reviewed on a regular basis. You can’t simply put it on a shelf and never review it again. I recommend a review on a quarterly basis, so that preparedness becomes inculcated into the organization’s culture.” 9 Provide access to media through public relations “A marketer needs to make sure nonprofits are representing their brand correctly — everything from making sure sound bites are the correct ones, to notifying the right people, etc. Sometimes folks get daunted by a “PR” program, but it’s just a normal part of a marketing plan; for example — rebranding? — notify the media.” 10 Increase organizational awareness of emerging networking technology “Nonprofits need more integrated marketing strategies that utilize social media, new media, product placement, and creative media partnerships5.move beyond traditional methods and explore innovative ways of marketing and communicating their brand to a broader audience.” HOW TO THE MAKING CONNECT CASE FORWITH PRO NONPROFITS BONO 1. DETERMINE YOUR INTERESTS What causes do I care about most? What type of organization and board will best match my personal interests and working style? Where am I already volunteering? 2. FIND AN ORGANIZATION THAT FEELS RIGHT Does your company have a formal/informal board matching program? Check with your corporate foundation to inquire about their relationships with local nonprofits who may be recruiting for a board member Check out board matching programs at the local United Way or local community foundation Online resources: www.bridgespan.org www.allforgood.org Ask your personal network for referrals to nonprofits they may know How about pro bono service? 3. DO YOUR DUE DILIGENCE Once you've identified an organization you’re interested in that is recruiting for board members, find out everything you can about the nonprofit Set up an interview with other board members or the Executive Director Check out www.guidestar.org to review their Form 990 4. UNDERSTAND WHAT BOARDS WANT 1. Proven interest in their mission 2. Knowledge and understanding of their work 3. Professional knowledge and skills needed by the board 4. Connections in the community (media, politics, health care) 5. Fundraising experience and willingness to participate 6. Ability to make a substantial financial contribution 7. Experience in working with people from other ethnic backgrounds 8. Ability to listen well 9. Ability to express ideas and opinions clearly 10. Ability to participate effectively in a conversation (neither monopolizing nor hanging back) 11. Sense of humor, positive presence 12. Ability to ask appropriate questions 13. Ability to participate on a regular basis in the board’s work RESOURCES BOARD MATCHING PROGRAMS Bridgestar: www.bridgestar.org Corporation for National and Community Service: www.serve.gov ; www.allforgood.org VolunteerMatch: www.volunteermatch.org Boardnet USA: www.boardnetusa.org CORPORATIONS Board matching programs within Public Affairs / Community Involvement departments PROFESSIONAL ASSOCIATIONS American Marketing Association (AMA) www.marketingpower.com PRO BONO VOLUNTEERING Taproot Foundation: www.taprootfoundation.org Catchafire: www.catchafire.org Sparked: www.sparked.org TOOLS & RESOURCES FREE HANDBOOK AVAILABLE FOR DOWNLOAD www.taprootfoundation.org/leadprobono/bo ard_service.php www.boardsource.org/Workshops.asp?ID= 147.528 SHARE YOUR STORY! [email protected] QUESTIONS & CONTACT INFO DEBORAH DAVIDSON VicePresident President Vice for Governance Research and Publications [email protected] AMANDA PAPE LENAGHAN Senior Manager, Development & Strategic Initiatives [email protected]