A perennial challenge for nonprofits is articulating their values clearly so that the public can relate to mission, connect with what an organization offers, and commit to take action in support of it. Many times, what these nonprofits lack is a strategic approach to communications in order to shape positive image, raise public awareness, maximize scarce resources, and strengthen community partnerships.
Because communications is most often addressed from the staff member’s perspective, Generating Buzz: Strategic Communications for Nonprofit Boards by Sally J. Patterson highlights the board’s role in communication, presenting an overview of roles and responsibilities that will help board members provide the necessary vision, support, and oversight. The following discussions are included:
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Breaking down the concept of strategic communications
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Undertaking a strategic communications planning process
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Engaging board members in communications and outreach, including speaking on behalf of the organization and considering partnerships and collaborations
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Positioning the organization through framing and branding
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Communicating during a crisis
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Monitoring the effectiveness of strategic communications
One of a board member’s key roles is to be an ambassador for the organization, leaving the day-to-day work for staff to do. The board must assume its function in spreading the good word — making the organization’s value known and working together with fellow board members to inspire the community to connect to its mission.
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