Here is a paradox. You have joined the board of trustees at a major local nonprofit. It might be the hospital or the museum. Board orientation included a stern warning you must put the institution first. You cannot be soliciting business from fellow board members. These are captains of industry. Is this really off limits?
You are devoted to the organization, yet you sense some hypocrisy. You are to leave your professional interests and your career at the door, yet you are continually asked to raise money for the institution. How are you getting this done? By asking your friends for donations? By asking your company for their support. You feel there is something wrong here, but it’s how raising funds has always been done. You also noticed many board members do business with each other. How did that happen?
Here are a few thoughts that should fit within the rules, while also raising your visibility.
1. Approach your mentor.
They might already be your client. You did not get invited onto the board because of your good looks and charm. Someone proposed you and lobbied fellow board members on your behalf. Meet with them privately.
2. Raising your visibility.
Start by confirming you understand those rules. You have noticed many board members do business with each other. You wonder how this came about. You would like to raise your visibility with the hope of gaining new clients while serving the organization. How can you accomplish this goal?
3. Words in ears.
Your mentor knows the other board members. They know something about their financial situation and needs. They will likely say “Let me talk with a few people.” This might mean suggestions if a fellow board member has a need involving financial advice, you would be a good person to consult.
4. Board member 1:1’s.
They might also suggest you get to know your fellow board members on a personal level. This means inviting each one out for coffee, lunch or drinks. Have some intelligent questions prepared. Know a bit about their background. How long have they served on the board? What do they see as the major issues facing the organization. Let them talk. Talk about your background. How do they think you can best serve the organization? You are developing personal relationships (and raising your visibility) one person at a time.
5. Committee service.
Your mentor might suggest committee service. This allows you get to know a small group of fellow board members (and staff) very well. Remember, you need to deliver. If you are good at something specific, you are oin your way toward being indispensable.
6. Sponsorship.
They might also suggest writing a big(ger) check to get your name on signage for an upcoming event. This costs money, but it signals to fellow board members you are pulling your weight.
These steps should gradually get your fellow board members comfortable with you. You should also be seen as a qualified professional. They will determine you are successful. One of the reasons is you are not pushing for business. This is a process you cannot control, but business and referrals should start coming to you.
Related: Prospecting Strategies for Advisors Who Hate Prospecting