Answering the Tough Questions: A Marketer’s Perspective on Nonprofit Board Service

Tammy Brown is a pro bono consultant with the Taproot Foundation and a board member of LA Commons, a non-profit that develops artistic and cultural projects that reveal the unique stories of Los Angeles neighborhoods, and engages visitors through cultural tours. Tammy participated in our webinar series last week on Marketing Literacy for the Nonprofit Sector and was featured at the 2010 BoardSource Leadership Forum. Check out her past blog contributions on her journey to board service and the benefits of using your skills to help nonprofits. And be sure to check out our Board Service Hub for more resources and information on how you can get involved!

The daunting reputation of nonprofit board service

Sometimes the idea of being on a non-profit board can seem daunting. Do they really need a marketer? What do I have to do? Will I be good enough at it? All very fair questions. Remember though, you have the expertise of understanding how to make connections with an audience that can inspire, educate, and motivate donors, volunteers, and businesses to invest in the nonprofit’s future. But questions do remain for marketers seeking a board seat that I’ve heard time and time again.

1. Isn’t fundraising difficult?
Fundraising is a key part of any board member’s term. Your ability to speak convincingly and authentically about the nonprofit will do those things we marketers do best–persuade our audience to feel that connection to our brand that will inspire action. Our ability to put people and ideas together is sorely needed on many boards.

But I won’t lie to you. I had sweaty palms at the thought of asking donors for financial support. What helped me get over that fear was knowing I had the skills and experience to explain why LA Commons is a worthy cause that can change perceptions about neighborhoods and bring art, local cuisine, and culture to residents and visitors to Los Angeles. I knew my experience in consumer and business-to-business marketing had prepared me well. Your expertise in marketing strategy and understanding how to craft the message for each particular audience are skills that you can help your other board members cultivate.

2. I think the brand communication needs refining, but will that come off as too pushy to the established board members?
If the board is engaging you in becoming a potential member, they need your help. Where better for you to plunge in than in helping to refresh the brand communication? Whether it’s leading the way in creating a new elevator pitch or considering a new visual interpretation of the logo, your marketing know-how is a huge asset.

One of the most gratifying days I’ve spent on the board of LA Commons was working with board members and key stakeholders on a “visioning” exercise. We all got together and discussed how the non-profit would evolve over the coming years. How do we want donors, volunteers, and communities to perceive us and what we stand for? It was truly exhilarating to use my experience in branding, public relations, and cause marketing to inform my comments and suggestions and help the team see where we could potentially take the organization.

Embrace the challenge

Remember that board service for a marketer can truly be one of the best things you can do for your community. Don’t let self-imposed anxiety keep you from reaching out to a non-profit. Yes, it’s challenging. Yes, there is some trial and error to find the right path. But you have the skill the board needs–the skill to craft messages and build persuasive language to help the nonprofit flourish.

Tammy Brown is a Marketing Director at Technicolor and a pro bono consultant with the Taproot Foundation.

Inspired to dip your feet into pro bono service? Find opportunities now at Taproot+.