We have all probably heard outgoing board members speak glowingly of their time spent serving their association. Whether serving at a national or local level, often expressed are the values of the relationships built, improving one’s time management and professionalism, and the improved self-worth due to giving back. I have had two such conversations recently with local board members. In both situations, the same conversation led to expressions of underappreciation for the efforts of the board and how their members “don’t know what we do for them.” This was addressed at the recent GCSA of New Jersey strategic planning meeting. One solution to address this issue was developed into an action item.

I understand it might sound silly, but consider this: When asked how the board shared their efforts on behalf of the entire membership, they each referenced their newsletter. Often, my writing will touch on things in my home life, and quite honestly, this discrepancy between what’s being done by the board versus what members realize is being done really struck a chord personally.

My wife is a world-class planner. If there was an Olympic event for such traits, I’m confident she would be able to compete at the international level. In operating in this fashion, she has lists for everything (from here on out, read “list” as “newsletter”).  She will diligently plan out tasks that need to be done around the house and assign either of my two daughters to accomplish said tasks on her lists.  At twenty-one and sixteen, they are more than capable of reading the lists and are often directed to read the list. The results are typically varied. Most of the time, they read the list, sometimes they process what they have read and might even comprehend what’s on the list. However, they never get right to their list items, and most frequently don’t accomplish those tasks at all. I tell them to do what is on their list, and those tasks get done.

Our newsletters and email communications are all great tools for communicating what the association is doing for their members. So many great actions are taking place behind the scenes that increase value to our members but it’s often difficult to drive that message home in written form. The GCSA of New Jersey is instituting a season-long action item to inform the membership of board actions by adding a brief announcement to every in-person meeting or event. In short, they are taking every opportunity to tell their members what is happening on their behalf. One board member has stepped up to assign the informational task so every meeting opportunity is covered by an attending board member. 

Whether it is government affairs/lobbying efforts, interacting with allied associations, or building stronger relationships with partnering companies, there are so many actions our boards take that are not easily visible to our members. These are extremely important and drive member value, even if they don’t know they are happening.

Tell them what you are doing and tell them how it impacts their profession. Taking every opportunity to inform your members using every mode of communication possible will help establish your association as the invaluable tool it deserves to be. And, hopefully, your board gets the appreciation they truly deserve when members see what goes on behind the scenes!