Last week, @PamelaGrow (http://www.pamelasgrantwritingblog.com) posted a link on Twitter to an article “The Number One Way to Get Board Members to Follow Through” by Gail Perry. I had a very strong negative reaction to the article and promised Pamela I would explain.
As Perry explains, “You have to be able to motivate and charge up your board members and volunteers if you want them to be productive.” I agree! Perry goes on to explain that the number one way to do this is peer pressure. This is where I disagree.
Peer pressure does have its occasional place on boards. If you are dealing with difficult board members, involving other members in a peer to peer manner often times alleviates the situation (see: Difficult Board Member post). But if peer pressure is the number one strategy used to drive your board members, they will burn out very quickly. Individuals who are constantly being compared to one another and try and out do their fellow members are only going to stick around for so long.
I have worked for large, national nonprofits where peer pressure was used as the number one strategy for engaging boards. Typically, board members did not last longer than two years and once they left their board post, were rarely involved in the organization again. Peer pressure leaves a bitter taste in the mouths of many – is that how you want your board members to think of you?
My “weapon” of choice? Your organization’s impact. The cause. First and foremost, our boards need to understand the impact of the organization, and more specifically, the impact their donation and service has to those you serve. They need to be educated by their staff partners and empowered to take action regarding the impact they will have on both the organization and the community served.
If nonprofits do the above well and have the right people serving on their board, there is little need for peer pressure. Their boards will give of their resources and take action because they understand where the money is going, exactly who/what/when/where/why it has impact, and they understand the short and long-term consequences of taking action.
Make it about the cause.
[...] This post was mentioned on Twitter by JaxPHILville and Ashley Kumlien, Jen. Jen said: Why peer pressure is not the # 1 way to motivate board members: http://bit.ly/bOHm8L. cc: @PamelaGrow [...]
Clearly, avoiding embarrassing board members is important and if the cause can move them to action, that’s fine. But some board members are either not the right board members in the first place or are procrastinators. If private peer pressure doesn’t work then presenting detailed information on the work of committees and individuals as a part of allowing the board to carry out its oversight responsibilities can become a time honored accepted practice while it works wonders.
Thanks for your comment, Steve. If board members are “not the right board members in the first place,” is peer pressure really the answer? In these instances I think peer pressure is just a temporary “band aid” fix over a bigger underlying problem. Addressing the bigger problem will have a better impact on the overall health of the board.
I appreciate your feedback.
Hi Jennifer, I understand your point! And I agree, in a way. But let me explain: from my perspective “peer pressure” is going to be acting subtly as part of group process in any group. We don’t have to say – or do – a thing, and it will still be prevalent.
I absolutely don’t think that we should beat up board members and obviously compare them to each other. BUT we can’t deny that an overriding motivator, (at least on the boards that I’ve served on and advised) – is wanting to look good in front of your peers. Yes, the mission is what is supposed to be motivating people, and it does. But we can’t deny the practical issue of how people behave in groups from a sociological and psychological perspective. Thanks for challenging me!
Thanks for your comment, Gail. I do agree that when done subtly and as part of a group process, peer pressure can add positive influence.
Thank you for starting this great conversation!