Engaging HR & Marketing Employees in Nonprofit Board Service


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We heard from HR professionals. We heard from marketing professionals. They want to use their skills to make a difference in their communities. Is your company ready to respond?

- 87% of HR professionals and 92% of marketing professionals surveyed expressed interest in nonprofit board service
- Board service can offer employees invaluable professional development experience in addition to amplifying the strategic impact of your company’s community investment goals

Of all the ways you can engage your employees in the community, pro bono and board service hold the greatest potential for deep impact.

Check out this presentation to learn more about ways your HR & Marketing professionals can drive impact for a nonprofit board.

For more information, check out: http://www.taprootfoundation.org/leadprobono/board_service.php

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Engaging HR & Marketing Employees in Nonprofit Board Service

  2. 2. ► Understand how Board Service fits into your Corporate Community Engagement Strategy► Understand the Benefits of Board Service► Learn about this Project & Key Research Findings► Hear about 20 ways Marketing & HR Professionals can use their Expertise on Nonprofit Boards► Access Tools / Resources► Ask Questions / Give Feedback
  4. 4. BOARD SERVICE AS A STRATEGY MAKING EXTRA HANDS INFRASTRUCTURE AND BUDGET LEADERSHIP Skills-based VolunteeringFinancial Support Hands-on General Skills Pro Bono Expertise Board Service Volunteering►Cash Grants ► Beach Clean-up ► Tutoring ► IT assistance ► Board►Dollars for Doers ► Soup Kitchen ► Junior ► Collateral Placement►Matching Gifts ► Habitat for Achievement Design ► Board Training Humanity ► Science Fair ► HR Consulting Judge
  5. 5. NONPROFIT IMPACT Food Hands-on Volunteering Sorting Tutoring Skilled Volunteering Junior Achievement Marketing Support Pro Bono IT Assistance Service Strategic Planning Board Service Board Placement
  6. 6. BUSINESS BENEFITS Give back to - and strengthen - the communities where you live and work Enhance reputation/brand in your company’s communities Enhance employees’ leadership skills and engage in a highly desired and effective professional development experience
  7. 7. EMPLOYEE BENEFITSEmployees serving on nonprofit boards report: Strong sense of personal gratification Unique networking opportunities Broader insights into leadership they bring back to their jobsEmployees whose employers support their community service report: Higher levels of job satisfaction Greater commitment to their companies Source: The Business Professional’s Guide to Nonprofit Board Service: Leveraging Your Talents for the Social Sector, Second Edition
  9. 9. THE INSPIRATION “What if every board had a treasurer of human capital?” “What if we nonprofit boards had a CMO or VP of marketing to serve as treasurer of an organization’s brand and social capital?” “Do you think of your HR or marketing department when a nonprofit partner asks you about strengthening their board?” - Aaron Hurst, President & Founder of Taproot, 2009 BoardSource Leadership Forum Keynote Speech
  10. 10. WHAT IS “LITERACY” RELATIVE TO ABOARD?LITERACY is enough familiarity with an area to understand issues and challenges toaid decision making Boards often focus on Financial Literacy Other kinds of literacy are highly relevant to board service • HR Literacy • Marketing Literacy • IT • Legal • Engineering
  11. 11. 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 and HR professionals within the board • Handbooks and how to guide for engaging new board leaders► METHODOLOGY INTERVIEWS • 24 interviews with Marketing & HR professionals (both on and not on boards) and nonprofit Executive Directors SURVEY • 261 responses from Marketing & HR professionals (both on and not on boards)
  12. 12. THE OPPORTUNITY 87% of surveyed HR 92% of surveyed Marketing professionals are professionals are interested in interested in board board service service1,081,520 HR Professionals (US) 560,490 Marketing Professionals (US)
  13. 13. PROFESSIONALS WHO SERVE ON BOARDS 95% said it’s important to share their expertise with the organizationTOP THREE REASONS TO JOIN A BOARD A positive volunteer experience with the organization To use professional skills to help a nonprofit Professional networking
  14. 14. PROFESSIONALS WHO DON’T SERVE ON BOARDS 9 in 10 expressed interest in serving on a nonprofit boardBARRIERS TO BOARD SERVICE Don’t know where to start or who to approach Time commitment Reluctance to fundraise Uncertain about what role to play
  15. 15. WHY DON’T MORE PROFESSIONALS SERVE ON BOARDS? Consistent Finding: LACK OF AWARENESS on both sides HR and Marketing Nonprofits need education Professionals want about Point information on HR & Marketing in general Need for board service How to articulate what they How to get started NEED to these How to leverage their professionals specific skill set, What these professionals once engaged can do for their boards
  17. 17. Preach the gospel of1 talent management plans “Many nonprofits lack the financial resources and knowledge to optimize the capabilities of both staff and board members. An HR executive could provide the perspective and tools to guide the nonprofit to improved performance.”
  18. 18. Find access to pro bono2 resources “Human capital is a horrible thing to waste. Too often nonprofits struggle with limited or no access to technicians that can enable their cause.”
  19. 19. Counsel the Chief3 Executive during personnel crisis situations “I assisted in an emergency board meeting and helped investigate a sexual harassment case between an employee and program manager.”
  20. 20. 4 Change management “I could help [the board] to understand the impact of change and how to drive desired change in the organization.”
  21. 21. 5 Serve on the Governance Committee “I’ve found my work on the governance committee very rewarding. Being a seasoned organizational development professional, I feel I have been utilized in the organization’s efforts to transcend its business as usual and to create a sustainable legacy.”
  22. 22. 6 Leverage the talents and skills of board members “Companies are now recognizing the importance of HR, how well companies engage their talent; at nonprofits, you have the ability to demonstrate the differences between passive HR policies and proactive HR policies.”
  23. 23. 7 Help with hiring, and when necessary, firing the chief executive “[The board member with human resources expertise] was on my search committee and was very integral in the process. Our most valuable resource is human capital and this person puts us in a position to attract other leaders with competency and strategic direction.”
  24. 24. 8 Help with management and regular assessment of the chief executive “The board recognized that the executive director’s performance wasn’t where it needed to be...[but if] performance expectations are not clearly outlined [it is] impossible to approach [the] individual to assess [his or her] performance.”
  25. 25. Help develop compensation9 philosophies and policies, and determine chief executive compensation“I was able to help with researching best practices,contribute to developing a contract for [the executivedirector] and also look at salary levels to inform theappropriate level of compensation. I wanted to make surethat we had good retention strategies in place. It would bedevastating to lose her for a lack of proper policies ornoncompetitive salary.”
  26. 26. 10 Help lead the board through a self- assessment process“Because of the very nature of HR, you’re alwaysthinking about what else needs to be done — whatcould I do to improve this process, what can I bring tothe table? I don’t know if other people, besides HRprofessionals, come to the board with that mind-set.”
  27. 27. STORY: HRTHE PROFESSIONALStacy Proctor, VP of Human Resources, Associated Third Party AdministratorsTHE NONPROFITThe Arc of San FranciscoTHE NEED & FIT“I was recruited specifically for my HR background. They were looking for boardmembers with specific skill sets.” Helping the board go through structural changes Evolution and eventual dissolution of the HR committee Hiring HR director“There should be an HR person on the board – where the analysis of the boardleadership happens. The board president calls me a lot.”
  29. 29. 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.”
  30. 30. Help articulate and2 refresh the organization’s mission, vision, and values“Particularly with newer nonprofits, I see a great needto really set up a solid mission and goals, and thenhave monthly reviews to ensure that they’re followingthese. It’s way too easy for nonprofits to go off ondifferent tangents that don’t really move theirorganization forward. As well, having a succinctmission makes development of a marketing plan orbranding much easier and more beneficial to theorganization.”
  31. 31. 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 mycapabilities to help connect my nonprofit withcompanies, individuals, and other organizations thatcan move it forward.”
  32. 32. 4 Take part in a branding exercise“Branding is not just for external reasons — it pulls theorganization together — like a North Star.”
  33. 33. Participate in strategic5 planning“If you think of a nonprofit like any other type oforganization, with the need to attract funding, clients,and volunteers and if you have a budget of a certainlevel, you are at the scale at which marketing expertisewould be very valuable. Through a strategy lens, youreview whether or not you are engaged in the rightactivities, using your resources in the best possibleway, how you are aligning your mission back to theway your resources are deployed — are they in thebest places?”
  34. 34. 6 Provide access to pro bono marketing resources“There’s always a need for pro bono. I’ve never met anonprofit organization that isn’t stretched beyond fullcapacity.Two pieces that are needed: 1) a compelling casemade for pro bono service to be provided to thenonprofit organization and 2) both parties need to beclear in contracting — what are the roles each sideneeds to play to have a successful outcome. Nonprofitreadiness is key.”
  35. 35. 7 Lead board communications training“Few nonprofits have marketing staff, and as a result, very fewhave a clear understanding of what marketing is (and is not).They also do not understand whats involved (time, resources,discipline, focus) in embarking on a marketing effort. It isimportant for board members with marketing expertise tounderstand and anticipate those factors. A large part of what theywill have to do is explain, persuade, and advocate for a market-driven point of view.”
  36. 36. Develop and review an8 organizational crisis management plan“A crisis plan should be simple and unencumbered so that itcan be activated should a crisis occur. It must be approvedby everyone, and reviewed on a regular basis. You can’tsimply put it on a shelf and never review it again. Irecommend a review on a quarterly basis, so thatpreparedness becomes inculcated into the organization’sculture.”
  37. 37. Provide access to media9 through public relations“A marketer needs to make sure nonprofits arerepresenting their brand correctly — everything frommaking sure sound bites are the correct ones, to notifyingthe right people, etc. Sometimes folks get daunted by a“PR” program, but it’s just a normal part of a marketingplan; for example — rebranding? — notify the media.”
  38. 38. Increase organizational10 awareness of emerging networking technology“Nonprofits need more integrated marketing strategiesthat utilize social media, new media, product placement,and creative media partnerships .move beyondtraditional methods and explore innovative ways ofmarketing and communicating their brand to a broaderaudience.”
  39. 39. STORY: MARKETINGTHE PROFESSIONALTammy Brown, Marketing Director, TechnicolorTHE NONPROFITLA CommonsTHE NEED & FIT“I just knew exactly what the Executive Director was looking for. They wantedsomebody who lived and breathed their new marketing strategy, really giving therest of the board a repository of knowledge.”► Oversees brand & marketing strategy► Working board; Tammy is the only marketing professional on the board or staff, so she uses her skills regularly“Marketing is the one thing people think they can do, but they can’t. Mostnonprofits would kill for marketing experts to be on their board to guide theperception of the organization and build PR strategy; it’s just a matter ofmaking the marketing professionals aware of the need.”
  41. 41. 1. DETERMINE YOUR STRATEGY Making Extra Infrastructure and Leadership Budget Hands Skills-based Volunteering Financial Support Hands-on General Skills Pro Bono Board Service Volunteering Expertise ►. ►. ►. ►. ►. ►. ►. ►. ►. ►. ►. ►. ►. ►. ►. ►. ►. ►. ►. ►. ►. ►. ►. ►. ►.
  42. 42. 2. EDUCATESHARE THIS INFORMATION WITH YOUREMPLOYEES & NONPROFIT PARTNERSFree Handbooks (PDF):www.taprootfoundation.org/leadprobono/board_service.phpwww.boardsource.org/Workshops.asp?ID=147.528
  43. 43. 3. CONNECTCONNECT YOUR EMPLOYEES & NONPROFIT PARTNERSPRO BONO SERVICE, WHICH CAN LEAD TO BOARD SERVICETaproot Foundation: www.taprootfoundation.orgBOARD MATCHING PROGRAMSBridgestar: www.bridgestar.orgCorporation for National and Community Service: www.serve.gov ; www.allforgood.orgVolunteerMatch: www.volunteermatch.orgBoardnet USA: www.boardnetusa.orgCORPORATE SOLUTIONSBoardSource www.boardsource.org
  44. 44. RESOURCES: BOARDSOURCEHow can BoardSource help our company provide our employees with the opportunityto obtain the knowledge and develop the skills they need to become better nonprofitboard members?► Educational Programs► Customized “On Demand” Online Training Programs► Leadership Counsel and Coaching► Licensing BoardSource Content► Customized Publications► Corporate Membership Program
  45. 45. RESOURCES: TAPROOTUSE OUR TOOLSwww.taprootfoundation.org/leadprobono/state/101/► Competencies Map► Business Value Flashcards► Designing for Impact FrameworkUSE OUR ADVISORY SERVICES► LEARN. Taproot can help you better understand the world of pro bono – including the value that developing a program can provide. Need to generate senior-level support for a program? Taproot can educate key internal audiences.► BUILD. Develop a pro bono service strategy that lays the foundation for pilot program design. By researching the needs of nonprofits you support and aligning these with your company’s core competencies, our design process will ensure the smooth and effective launch of a pilot program.► SCALE. For those companies that seek to have greater positive impact on their community by expanding an existing employee engagement program, Taproot can offer program oversight and evaluation tools.
  46. 46. QUESTIONS & CONTACT INFO DEBORAH DAVIDSON Vice President Vice President for Governance Research and Publications Deborah.Davidson@boardsource.org AMANDA PAPE LENAGHAN Senior Manager, Development & Strategic Initiatives amanda@taprootfoundation.org