[By Richard Male, Regis Nonprofit Affiliate Faculty member] In its infancy, a new nonprofit typically has a board comprised of friends and family–people with a direct involvement in the cause and a pre-existing connection to each other. As an organization grows and a few years pass, the board expands and slots begin to be filled by expertise in needed areas such as financial management, legal, educators, marketing/PR, and so on. The board of a larger, stable, and more mature nonprofit in its institutional phase is typically wealthy and influential people, the proverbial “household names.”
Can or should you strive to break this pattern? Not necessarily. But what you can do more effectively at almost any stage of your nonprofit’s evolution is to find more “money people” in your recruitment, realistically taking into account your organization’s life cycle.
Here are some suggestions to guide your board recruitment.
1. HQ corporate executives: What do you know about the marketing goals of your area’s larger employers–is there some overlap with your mission or the people you serve? Once an executive is familiar with your cause and the work you’re doing, these individuals can open doors into corporate sponsorship. Remember that civic-minded corporations want to invest (and have recognition) where their customers and employees live, and often seek to involve their employees as volunteers.
2. Non-HQ corporate representatives: A high-ranking executive with regional responsibility may well be responsible for the corporation’s community outreach in your area and therefore valuable to you. They are your direct connect to the sponsorship decision-makers, and, armed with impact data and encouragement, may be willing to champion your cause within their company.
3. Entrepreneurs: These people are risk-takers. If your organization is still being led by its founder–by nature, a risk-taker as well–these folks are just the people you are looking for. Their on-the-edge professional experience has given them the opportunity to start businesses, apply for loans, and network and connect. They are often scrappy “doers” who understand your need to fund operations. If they’ve been successful and admire your cause, they can be tremendous donors.
4. Rotarians: Not only are these people wonderful volunteers and natural donors, they tend to be civic-minded, well connected, and successful in business. Everyone needs a Rotarian in their corner.
5. Bankers: Banks who work with consumers and small businesses are a natural to sponsor tables or underwrite programs in your community. They understand your need to raise money and can be invaluable in helping manage it, too (i.e., chair your finance committee or a membership drive or capital campaign).
6. Restraunteurs: Again, these are people who understand the fundamentals of starting a business, obtaining the funds to do so and attracting people to continuously finance their organization. From in-kind gifts to long-term partnerships, hospitality industry leaders can be community connecting at its best.
7. “Forty Under 40″ rising stars: You may find this bunch to be extraordinarily entrepreneurial as well as creative. Tap into their youth and ingenuity for unique ways to grow loyal, long-term benefactors “from seed.”
8. People active in faith-based organizations: We know from nationwide data on individual philanthropy that church-goers are givers. Align their values with your cause and demonstrate true impact, and you’ve got a supporter for life. Not unlike a corporate executive, these people may also be the key for you to their sphere of influence: their congregation.
9. Patrons of the arts: Their pockets may not always run deep, but their participation in the sector is undeniable. They’re often familiar with fundraising in a variety of roles (as donor, fundraiser, funder).
10. Retirees: Their loops around the block now afford these individuals both the time and space to be dedicated volunteers and natural networkers. As an added bonus, some may be generously philanthropic. Interest them in a board position to really reap the full benefit of their wisdom.
11. Attorneys, insurance or investment advisors:Find out who in your community are the go-to advisors for people of wealth. Win one of these respected professionals over as a fan, and you win twice–their own support as well as potential recommendations to their clients.
12. Foundation trustees. They aren’t going to sit on your board, but getting acquainted with them could lead to their connections. These are relationships you can nurture for a wealth of opportunities in the future.
13. Chamber of commerce executives. It’s their contacts that are exciting–they are your eyes and ears on decision-makers in the public and private sector.
14. Schmoozers: See “chamber of commerce” above.They don’t have the money themselves, in many cases, but they know who does, and they can be stellar cheerleaders and champions of your cause. Their value is in finding the hidden doors and arranging meetings with people of means.
15. Local media figures: Print journalists don’t often have deep pockets, but their colleagues in broadcast may–and both can communicate persuasively on “the ask” with donors of means. Broadcast professionals make great emcees at your events and can be effective spokespersons year round, particularly if they have a personal connection to your cause.
16. Local professional athletes: Being a fan goes both ways. And let’s face it–with fame comes philanthropic expectation. Aligning your nonprofit with a local favorite can make you both winners.
Richard Male is an Affiliate Faculty member of the Global Leadership in Nonprofit program at Regis University with over 30 years of experience in the nonprofit sector as a leader and teacher. He founded Richard Male Associates in 2001 to work with nonprofits throughout the United States and internationally, helping small to mid-sized organizations with organizational development, leadership and management issues, fundraising and financial management and public policy opportunities.
