Sustain the positive energy of love and connection
Are you throwing your former board members out like yesterday’s trash? You are if you don’t continue to build relationships with them and let them know how special they are.
Every single communication with a former board member should let them know you know who they are. One of the foundations of Penelope Burk’s groundbreaking work in Donor-Centered Fundraising is the finding donors want one thing first and foremost: “Show me that you know me.”
If you treat former board members like they’re toast, don’t be surprised when they start sending you little bread crumbs instead of the whole slice – or loaf – they once sent. People want to be appreciated. It’s just human nature.
Stop blaming board members for stopping loving you. Instead, focus on not stopping to love them!
8 Strategies to Build a Former Board Member Love and Loyalty Strategy
Former board should be one of your top segments for cultivation! They have a deep understanding of your vision, mission and values. For years, they made your nonprofit one of their top philanthropies. They may even have included you in their estate planning!
Former board have numerous connections to your cause; don’t lose them! They may have relationships with staff or even beneficiaries. They also have connections with each other. At one point you were part of their identity and family. You likely have a special place in their heart.
Don’t stop making beautiful music together! Continue to treat them personally, unless they specifically ask you to stop. Don’t simply relegate them to your impersonal e-news mailings or mass annual appeals. Treat them like major donors and develop a love and loyalty strategy that invites them to stay engaged with you, albeit in a new way.