Your board's ability to articulate your organization's brand and share it with others is based on two things; their relationship to the organization, and their ability to articulate that relationship.
Here's how to strengthen your relationship with board members and provide the tools they need to be better brand ambassadors:
Strengthening your relationship with board members is the first step. If your board members are not engaged, they cannot be solid brand ambassadors. Either bring the mission to the board or the board to the mission. Have board members meet or interact with those you serve at events and during volunteer opportunities. If board members are having meaningful experiences, they will be more likely to share this information with family, friends and coworkers.
Host a training session where you explain your brand including key messages and design standards. Help board members understand why consistent visual and verbal messages are important, and how they can support your organization's fundraising and program goals. Practice your elevator speech and show board members how the key message of your organization can be meaningful for different audiences. Encourage them to brainstorm ideas on how to share the brand.
3. Get social
Board members can support your organization's brand by actively using social networking sites. They can comment on Blog, Facebook or Twitter posts to share opinions and ideas.They can also identify themselves as board members on their own social networking profiles. Be sure to ask your board to include your organization in their professional bios.
4. Make your brand easy to remember
Every board member should have a one-page fact sheet that outlines your organization's positioning statement, key messages and elevator speech. You might use this during your board orientation and then ask board members to keep it for easy reference. Consider making this available on your website too.
5. Share stories
Board members should want to share stories about your nonprofit with family and friends. Encourage this by telling stories during meetings, and on your marketing materials and website. This might include a client sharing a story during a mission moment or board members sharing their own stories about an experience with your organization. People remember stories easier than facts and figures, so give them compelling stories to share with others.