How To Build An Advocacy-Driven Nonprofit Board

Your board members are a link between your nonprofit and its stakeholders and constituents.

But are your board members ‘out there’ advocating for your cause? Or are they hovering ‘inside,’ focusing on internal items like day-to-day operations, finance, or programs?

How can you develop a board of advocates who connect with and champion your mission? First, clearly explain the role of advocacy during the recruitment process and address and eliminate any misunderstandings. Then, give them easy ways to engage in advocacy.

What is advocacy, and why it matters

You have a big, bold vision to better the world with your nonprofit—whether you’re developing programs and influencing policies around education, social justice, human rights, or animal rights.

To make your vision a reality, you must advocate. Advocacy sparks public awareness, debate, and progress on the most important issues facing our society and impacting your charity. It’s a critical way to connect policymakers with the ideas that move our country (and your nonprofit) forward.

Advocacy covers a range of activities for nonprofits and includes much more than just legislative lobbying.

According to the Alliance for Justice, “Advocacy is any action that speaks in favor of, recommends, argues for a cause, supports or defends, or pleads on behalf of others.” It includes public education, regulatory work, litigation, and work before administrative bodies, lobbying, nonpartisan voter registration, nonpartisan voter education, and more.

Advocacy vs lobbying: clearing up common misconceptions

If you have a board member who thinks it’s inappropriate or illegal for a nonprofit to engage in advocacy, you need to clear up that misconception. As a nonprofit, you have quite a bit of flexibility to advocate for (or against) decisions by others that could advance (or hurt) your mission.

Nonprofits count on board members to engage with people in positions to influence public opinion and decision-making that can enable your nonprofit to do its work better. Those people could be government officials, business leaders, the media, or other leaders in the charitable sector.

The importance of advocacy for nonprofit success

In 2011, Habitat for Humanity affiliates in California discovered what could happen without advocates. The state dissolved its redevelopment agencies, which meant that when policy issues related to housing arose, Habitat had no seat at the table and no one to advocate for their work. Luckily, it organized a Habitat for Humanity in California with a board of all-local Habitat affiliates who can advocate for housing with the state.

Learn more inspiring stories of advocacy in action at standforyourmission.org

Real-world examples of effective nonprofit board advocacy

Advocacy can take many forms, depending on the needs and goals of your nonprofit. Here are some examples:

• A sustainable food nonprofit asking the community’s zoning board for permission to hold a farmer’s market in an underserved neighborhood or requesting a parking variance to enable a meal truck to serve homeless people in a park
• An education nonprofit arranging a meeting with an elected official to educate them about the value of a program that empowers girls in STEM to improve graduation rates, boost the odds of their pursuing higher education and enhance job readiness.
• A youth services nonprofit working with government agencies to use a public building for a youth program.

How to integrate advocacy into board member recruitment

You wouldn’t take on a brand new job without ever seeing a job description, would you? Sadly, this happens all the time with board service. Many nonprofits have vague board job descriptions and board agreements, or none at all. Don’t let this be you! Set yourself and your board up for success with a well-written board agreement that offers multiple robust options for how they can serve as an ambassador and advocate for the mission.

Simple and effective actions to help board members be advocates

Nonprofit board advocacy comes in all colors, shapes, and sizes.

It can start simply by talking with a friend about why they care so much about your organization’s mission, attending events or meetings where your nonprofit should be visible, or making key connections with influential leaders within their networks.

Serving as a strong advocate means making the most of personal networks and influence to reach decision-makers and being an influential voice in conversations with those decision-makers.

Invite your board to participate in these easy and impactful ways to advocate for your mission:

• Host behind-the-scenes tours. Encourage your board to organize and bring interested friends, acquaintances, stakeholders, decision-makers, and elected officials for a behind-the-scenes tour of your facility, programs, or services. This firsthand look can foster a deeper understanding and support for your work.
• Arrange informative presentations. Suggest that board members invite key individuals to hear a presentation by your staff or an outside expert. This can inform and engage them on the critical issues your organization addresses and the impact of your programs.
• Leverage social networks. Encourage your board to use their social networks to share information about your organization or specific issues you’re tackling. Sharing this with their networks of friends, acquaintances, stakeholders, decision-makers, and elected officials can significantly raise awareness and support for your initiatives.
• Introduce key speakers. Ask your board to identify and create opportunities for your Executive Director or Development Director to speak at events, meetings, or forums. Their expertise and passion can inspire and mobilize new supporters.
• Collaborate with community allies. Motivate your board to join forces with local community groups, businesses, and other nonprofits. Working together can amplify your advocacy efforts and extend your reach.
• Engage donors in legislative advocacy. Prompt your board to convene small groups of donors to explore and leverage their legislative relationships. This can open doors to new advocacy opportunities and strengthen influence on relevant policies.

Your board members are the bridge between your nonprofit and its wider community. When you actively engage your board in advocacy, they can amplify your mission and drive meaningful change. By encouraging and equipping your board to be strong advocates, you ensure they’re not just participants but powerful champions of your cause. Remember—anyone with a passion for your mission and a voice has what it takes to be an effective advocate.

Start today by asking your board members the question: Who can I talk to today to advance our mission?

I’d love to hear your thoughts and experiences on building nonprofit board advocacy. How has advocacy made a difference for your organization? Share your stories and suggestions in the comments below!