Momentum - Business to Business Online Magazine October 2018 | Page 40

Making The Most
of an
Advisory Board
By: Kathy Thomas
Community Strategies
[e-mail]
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)
•
•

Cons
•
•
•
Educated influencers who can inform the public
and advocate for you
A resource to draw on for additional contacts
when needed
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
1.
2.
3.
4.
5.
6.
7.
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
MOMENTUM / October 2018
40