Trustee Advocacy: Board Professionals Know the Three “W’s”

Whether from public or private institutions, foundations, or systems, all governing board members share an interest in and commitment to their institutions, to their mission, and to the students they serve. They are eager to use their expertise, knowledge, and connections on behalf of these institutions. But how can they best advocate on behalf of that college or university? And how can the institution provide the strategies, data, focus, and message that board members need to be most effective in that advocacy role? These questions and others were part of an insightful discussion during the February meeting of the Council of Board Professionals.

Key takeaways from the discussion included:

• Board orientation and continued board education provide the foundations board members must have to understand their role and how they can effectively use their expertise, knowledge, and professional, community, and legislative connections to advocate on behalf of the institution and its mission.
• Open, direct, and regular communication provides the facts, issues of concern, and talking points critical to advocacy.
• The connections board members have and the information they share can be incredibly effective if they have the right tools, understand the impact on the institution of the issue at hand, and understand how they can contribute to a positive outcome.
• Board culture, a keen understanding of the board’s fiduciary responsibilities, and an understanding of what their role is and is not are key components of a successful advocacy effort.
• Board members welcome the opportunity to do this work and are eager to do their part.

Board members come to these roles from many different paths. On the public-institution side, through gubernatorial and legislative appointments or elections, or on the private-institution side, through nomination, philanthropy, or legacy. But the common thread that weaves through all these paths is a commitment and dedication to the institution and the mission it serves.

For any advocacy effort, coordination and information are key. Some boards build advocacy into committee assignments, and others call on members to advocate when key initiatives, legislation, funding decisions, or fundraising are on the horizon. When implementing these advocacy initiatives, board professionals have the unique ability to understand the three W’s:

• What—the salient details, the speaking points, and the goal of the outreach
• Who—the university/foundation officer(s) or offices responsible for providing the requisite information
• When—how quickly that advocacy plan needs to be put in motion, which often occurs without much notice, and the deadline for action

Board professionals provide the critical link between the institution/foundation and the board. Indeed, they are the one campus or foundation administrator whom a board member should and will turn to when questions arise. Our value in these endeavors cannot be minimized. It is our responsibility to give board members the tools they need to advocate on behalf of our institutions or foundations. If we do this effectively, it will strengthen the bonds between the board members and the institution/foundation and solidify board members’ connections to the mission and ideals of the institution or foundation. A win-win for all.

Julie H. Miller is university secretary and executive officer to the board of governors at Wayne State University.