Have you wondered if your business or organization could benefit from the input of an advisory board? Advisory boards can be very productive and insightful, especially if organized and used effectively.
What’s an Advisory Board?
An advisory board is a group of influencers and decision makers who provide advice, candid feedback and support for a business, non-profit and other organization. Board members also can serve as informed advocates who can spread accurate information in the community and bring community and special interest perspectives to the host. Typically, advisory boards have no authority and do not receive compensation.
When I was managing editor of the Galveston County Daily News, I chaired an advisory board of readers with a range of interests and views who gave us valuable – and sometimes spirited – feedback on current practices and new ideas.
What it’s not
The board shouldn’t be made up solely of friends and supporters. You’ll benefit from having members whose interests and views don’t directly align with yours. The best advisory boards represent wide ranges of expertise and backgrounds.
Pros
- A sounding board to give candid feedback on issues and ideas
- Eyes and ears in the community to report issues, impressions and attitudes back to the host
- A diversity of opinions
- Build deeper rapport and trust with influencers
- Test communications campaigns and messaging before launch (i.e. ad campaigns, community giving activities, etc.)
- A group to mobilize for support when needed (i.e. public meetings)
- Educated influencers who can inform the public and advocate for you
- A resource to draw on for additional contacts when needed
Cons
- An investment of time and resources. It will be important to fulfill your commitments once you organize the group to avoid reputational harm.
- You may not always agree with their feedback.
- An outspoken member may try to control the meeting or express damaging opinions.
Setting up an Advisory Board
- Define what you want to accomplish with an Advisory Board. Be very specific.
- Define roles, responsibilities, expectations and length of service (i.e. one year). Also, consider that you may only need the Advisory Board’s input on a specific project or topic.
- Identify the areas of expertise and influence needed as you put together your member wish list
- Develop your contact list, call potential board members and follow up with an email detailing roles, responsibilities and expectations. Choose people who you trust and respect, even if your opinions do not always align
- Hold the first meeting within a month of organizing the board and set the next meeting date at the first meeting
- Have a set agenda and ground rules for discussion (i.e. everyone participates)
- Limit the group to no more than 8-12 members
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