Many important benefits result from thoughtful mapping of an organization’s key stakeholders in developing board recruitment strategy:  diversity of advice; improved risk management; greater strategic thinking; and connections to power and influence and even funding sources.  However, one simple dynamic is frequently overlooked that may alone provide the core justification for stakeholder analysis.  This is the communication capacity that well-positioned trustees bring with them.

A set of trustees who truly represent key community segments of stakeholders (think of members of financial professional associations for the board of housing organizations, for example) can automatically connect entire functioning communication networks directly to the top of an organization.  Many organizations struggle with foundation activities of community/public relations and fund raising, failing to generate adequate minimal levels of public awareness.  Assembling the key messages is the easy part.  It is the lack of distribution channels (and their proper use) where most communication strategies fall short.  Recruiting for board members that bring these channels with them can be a great first step toward increasing community awareness and appreciation of an organization’s value.

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3.22 Copyright (C) 2007 Alain Georgette / Copyright (C) 2006 Frantisek Hliva. All rights reserved."