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Board members provide essential strategic guidance, governance, and financial oversight to nonprofit founders and Executive Directors (EDs). Some members may struggle to meet rising expectations as organizations grow and evolve. Board members should be committed, actively fundraise, and play critical roles in long-term sustainability, but their engagement often decreases over time, hindering organizational progress. Although these board members may still care about the mission, they may lack the time, energy, or skills to contribute effectively, and their reduced involvement can cause frustration for the board and staff over time.
Signs of board member disengagement or underperformance may include:
Frequent absences from board meetings or lack of participation during discussions,
Inability or reluctance to meet fundraising commitments,
Limited participation in events or advocacy efforts, or
A general decrease in initiative in contributing to strategic planning.
If this challenge arises, transitioning underperforming members to an Ambassador Circle can be a respectful and productive way to keep them involved without the demands of a board role. This solution allows them to continue contributing to the nonprofit's mission in a way that better suits their strengths and availability while opening up board seats for individuals who can meet the organization's current needs.
What Is an Ambassador Circle?
An Ambassador Circle consists of passionate supporters focused on raising awareness, advocating for the organization's mission, and expanding its network of donors, volunteers, and stakeholders. While an Ambassador Circle may involve some fundraising, its primary focus is advocacy and outreach. Members promote events, amplify the organization's message, and bring new supporters to the table through personal and professional networks. Here are a few key characteristics and benefits of an Ambassador Circle.
Advocacy & Outreach: Members primarily focus on raising awareness of the nonprofit's mission and programs within their networks, communities, and professional circles.
Event Promotion: They help promote or host events, such as fundraising galas, community workshops, or awareness campaigns.
Flexible Commitment: Members contribute without the time or fiduciary commitments required of board members, making it easier for them to stay involved at their convenience. Time commitments are typically less formal and structured than board responsibilities.
Increased Community Engagement: An Ambassador Circle deepens connections with current and potential supporters to support the nonprofit's long-term success.
No Fiduciary Responsibility: Unlike board members, ambassadors do not hold fiduciary responsibilities, making their role less demanding regarding governance and financial oversight.
Diversified Fundraising Support: Although fundraising isn't their primary focus, ambassador circles contribute by introducing potential donors and occasionally assisting with event-based fundraising efforts.
The chart below details how an Ambassador Circle differs from a traditional Board of Directors.
Transitioning Board Members to an Ambassador Circle
Transitioning board members to an Ambassador Circle requires a thoughtful and compassionate approach that starts by acknowledging their contributions and outlines clear expectations for their new role to ensure a smooth transition. Generally, transitioning board members to an ambassador circle should include the following steps or actions:
Before making any changes, recognize the value and contributions these board members have made over the years. Express your appreciation and emphasize that the goal is to keep them engaged in a way that suits their current capacity.
Address the issue directly but with empathy. Explain the organization's current needs and the importance of active board participation. Offer the Ambassador Circle as a way for them to continue supporting the cause without the governance responsibilities of a board member.
Explain that by joining the Ambassador Circle, they can stay connected to the organization in a more flexible role. This new position will allow them to focus on advocacy and networking, which may better align with their strengths.
Set clear expectations for Ambassador Circle members. Whether attending events, promoting the nonprofit's work, or participating in outreach, ensure they understand their responsibilities in this new role.
After transitioning underperforming members, focus on recruiting new board members to fulfill the organization's current governance, fundraising, and strategic planning needs.
A Win-Win Strategy for Nonprofits
Addressing concerns with board members doesn't have to be a negative experience. Establishing an Ambassador Circle is an effective way to retain well-meaning but disengaged board members in roles that align with their strengths while empowering your board to operate at its full potential. This strategy allows you to build a mission-driven team that supports your nonprofit's vision and ensures its sustainability.
As a nonprofit founder or ED, your ultimate goal is to ensure everyone involved with your organization is in the best possible position to contribute. Whether on the board or in the Ambassador Circle, the right team will help your nonprofit thrive for years.
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