Is Your Board Asleep? How to Wake Up Rockstar Potential.

We've all been there.

That board member who joined with the best intentions, maybe even a spark of enthusiasm, but now they're just... there. Their name adds prestige to your roster, but their participation? Not so much. They're the "resume builders," content with the title and the occasional meeting appearance. But every chamber pro knows a high-performing board is essential to driving the organization's success.

So how do we transform these ambivalent board members into engaged, active contributors?

8 Ways to Rekindle the Volunteer Spark

1. Unearth their "Why"

With a hat tip to Simon Sinek, start by understanding their motivations. Why did they join the board in the first place? Was it genuine interest in your chamber’s mission, a desire to network, or simply a resume boost? A one-on-one conversation can reveal hidden passions or skills you can leverage for the better of the chamber and the board member.

• Example: "John, I was so excited when you joined the board. What were you hoping to achieve during your time here?"

2. Connect to their Passions

Align their interests with chamber activities. If they're passionate about education, involve them in workforce development initiatives. If they're skilled in finance, invite them to join the budget committee. Maybe they love to write or create, helloooo marketing maven.

• Pro Tip: Create a skills inventory for your board members to identify hidden talents and interests.

3. Provide Meaningful Engagement

Don't just assign busy work. Give them responsibilities that make a real impact. Lead a project, chair a committee, or mentor a new member. You want high caliber board members who are using their business acumen to drive high level business strategy, not help with administrative work.

In fact, you don’t want them involved in daily tasks. Their feedback is needed at a much higher level. Board members should contribute to setting ambitious yet achievable goals for the chamber, such as membership growth, advocacy initiatives, or community development projects. Their expertise is instrumental in formulating effective strategies and action plans to achieve the chamber's goals. Leverage what they’re best at on a strategic, not operational level. Notice in the example below, you’re asking the board member to oversee the subcommittee, not do daily posts for you. While there may be exceptions to this, it’s generally best to keep them out of the everyday activities.

• Example: "Maria, your marketing expertise would be invaluable to our membership drive. Would you be willing to lead the marketing subcommittee?"

4. Recognize and Appreciate

Everyone loves a pat on the back, your board included. Publicly acknowledge their contributions, no matter how small. Feature them in your newsletter, thank them at events, or present them with a small token of appreciation.

This is important not just because it makes your board members feel appreciated. This type of public acknowledgement can also make it easier to recruit new members. When others see you valuing your board, they will want that type of adoration too. Don’t be surprised if you notice an influx of interest in what it takes to be a board member.

• Pro Tip: Create a "Board Member Spotlight" on social media to highlight their achievements.

Additionally, sometimes that extra bit of thanks makes the ambivalent board member want to do more to live up to your appreciation.

But if they don’t…

5. Address Concerns Directly (But Diplomatically)

If an ambivalent member isn't pulling their weight, address the issue promptly. Start with a private conversation, focusing on specific behaviors rather than personal attacks.

• Example: "David, I've noticed your attendance at recent meetings has dropped off. Is there something preventing you from participating fully?"

6. The "Chamber Champion" Buffer

Navigating board dynamics can be tricky. A trusted board president or executive committee member can act as a buffer, providing support and reinforcing expectations by giving the board member a choice to recommit or recuse themselves.

• Example: "Sarah, I'm a bit concerned about David's engagement. Could you have a conversation with him about the importance of board participation? Find out if he’s still interested or whether his commitment level has changed."

7. Focus on Solutions, Not Sanctions

Bylaws provide a framework for removing members, but it's often a last resort and can create unnecessary drama. Instead, focus on corrective measures and support. If a board member acknowledges their shortcomings but wants to retain their seat, assign them a finite, important project they can succeed at.

• Example: Offer mentorship, provide additional training, or adjust their responsibilities to better suit their availability.

8. Celebrate Successes

When an ambivalent member steps up, celebrate their success! This reinforces positive behavior and motivates others. Additionally, provide opportunities for board members to present their work and "strut their stuff" at board meetings or other appropriate occasions.

These are solid ways to spark interest in an ambivalent board member but how can you safeguard yourself from having to deal with this in the first place?

Here are some tips when onboarding new board members:

Starting Strong

1. Set Clear Expectations from the Start

Prevention is better than cure! Ensure potential board members understand the time commitment, responsibilities, and expectations before they join. This can weed out those primarily interested in resume building.

• Actionable step: Develop a clear board member agreement outlining expectations for meeting attendance, committee participation, fundraising, and ambassadorship.

• Pro tip: Know your board. If they’re not readers a 50-page board booklet isn’t what you need. Sometimes a funny video communicating the dos and donts of board membership is a lot more memorable than asking them to familiarize themselves with your bylaws.

2. Foster a Culture of Collaboration and Camaraderie

A welcoming and supportive board environment can encourage participation. Organize social events, team-building activities, and informal gatherings to foster relationships and a sense of belonging.

• Example: Host a board retreat, a casual happy hour, or volunteer together at a community event.

Additionally, create an environment where high-performing board members are valued, making ambivalent members feel uncomfortable with their own lack of engagement. Modeling (and valuing) good behavior may help improve lackluster performance.

3. Provide Ongoing Training and Development

Invest in your board members by providing opportunities for professional development. This demonstrates your commitment to their growth and can reignite their enthusiasm. Many business professionals don’t know the first thing about chamber boards, even those who have served on nonprofit boards. You will need to help them understand how they can best serve the chamber for the greatest impact.

• Example: Offer workshops on leadership skills, board governance, or industry trends.

4. Embrace Different Communication Styles

Not everyone thrives in the same environment. Some members may be more active in online discussions than in-person meetings. Offer diverse communication channels like online forums, surveys, and one-on-one calls to cater to different preferences.

• Example: Create a private online forum for board members to share ideas, discuss issues, and collaborate on projects. In-person brainstorming may not work for your introverts, for instance. They may need time to weigh options and conceive a strategy. Shouting out answers in a loud room may not bring out their best contributions.

5. Formalized Feedback Mechanisms

Implement a system for regular feedback, for the board's performance as a whole and for individual members. This can be through surveys, self-assessments, and/or peer reviews.

• Example: Conduct an annual board evaluation to assess effectiveness and identify areas for improvement.

Turning an ambivalent board member into an engaged contributor takes time and effort. But by understanding their motivations, providing meaningful opportunities, and addressing concerns constructively, you can create a high-performing board that drives your chamber's success without driving you too crazy.