BAM: Board Buy-in for Social Media, Part Two

In my previous post, you began to lay the groundwork for board signoff on your web 2.0 initiatives.  

It’s a myth that boards won’t support (increased) usage of web 2.0 technology.  They are simply unfamiliar with the potential of what exists.  They may have seen their teenager use MySpace or a school blog. Your job is to connect the dots. Ultimately, they are accountable for the financial well-being of the organization, which includes ensuring resources are available to achieve the mission.   In BoardSource’s “Twelve Principles of Governance That Power Exceptional Boards,” they state:

Linking budgeting to strategic planning, they approve activities that can be realistically financed with existing or attainable resources, while ensuring that the organization has the infrastructure and internal capacity it needs.

Coupled with the fact that the board’s duties include advancing the public perception of the organization, why wouldn’t they provide the resources and support to more-fully utilize social media?   Now you have your background, let’s get the rest of the ducks in a row:

 Questions your presentation should be able to answer:

1. What do you want the board to sign off on? 
2. How does this (your web 2.0 suggestions) solve problems or allow staff to do their jobs better?
3. How does it further the organization’s mission?
4. How does it link to the organization’s strategic plan?
5. Are the costs justified? Remember costs include time and money.  Address concerns about learning curves.

Who should do the presentation?

You have two options.  An internal staff member or someone from outside the organization.

1. Internally, who “owns” your web 2.0 initiative and will be knowledgeable and passionate about it?  It may be the marketing or fund development staff.   Make sure this person presents from an overall strategic standpoint, not their stovepipe, however.
2.  Sometimes, it might be beneficial to use someone who is perceived as an outside, impartial expert.  You know best.  Consider a consultant (we’re out there) or someone from a larger nonprofit association (perhaps you are a member). 

By getting your Board “on board” with web 2.0, you’ll feel more confident as you build your initiatives. 

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