What are mission moments and how can they be used for developing stronger connections with board members?
While reading Brian Quail’s book, The Ultimate Guide for New Nonprofit CEOS, his description of how he utilized mission moments really resonated with me.
He explained how he used them in his career as a nonprofit CEO to develop stronger connections of board members to the mission of the organization they were serving.
To learn more about they are, why using them should be a priority, and why they work, I asked Brian to share his experience with mission moments. I also asked him to provide some examples of activities to create a mission moment.
Brian graciously responded to my questions with this valuable insight.
What are mission moments?
“I advise nonprofit CEOs to start every board meeting with a mission moment which provides emotional nourishment and generates passion for board members.
A mission moment is when the organization introduces a recipient of service, volunteer or staff person who shares their personal story regarding how the organization made a difference in their life. Mission moments inspire boards to meet their roles and responsibilities as board members of Time, Talent and Treasure.
These mission moments increase a board members level of advocacy and to be treasure hunters for the organization to find resources to further the mission.”
Why did you use mission moments?
“Most boards are often removed from the work of providing direct services to clients.
Their activities focus on governance, strategic planning, financial oversight, raising money through donations & events and providing guidance to the CEO. To serve on a board requires a special type of person. The best volunteers are driven by compassion and the willingness to use their professional and personal skills to benefit the nonprofit.
The mission moments connect the vital work being performed by boards and staff to those who receive it. Mission moments help board members to connect to the purpose and puts a face and a name to those who are served.”
Why do they work? What results did you see?
“Mission moments delivered well motivate board members to want to learn more about the organization beyond what they hear reported in a board meeting.
It motivates boards to learn about the issues and those being served by the nonprofit. Results of great mission moments inspire boards to tour facilities, get to know staff, and understanding the needs of the organization.
It inspires board members to bring others to the organization and assists them to raise money from others in the community. It brings about an increased sense of responsibility of board members to give more and do more to further the mission of the nonprofit.”
What are some examples of various activities you have used for creating a mission moment?
“Mission moments provide to board members how clients found their way to the organization which changed their lives. Or a board member leading a mission moment revealing their own personal experience of how the organization impacted them or their family.
Mission moments can also be created by moving a board meeting to a location where service is being provided. It may be the first time that a board member steps foot into a facility where service is delivered and this moment changes how your board member views their role.
The mission moments should be well thought out by the CEO and the leadership team to inspire the board and the community. It takes planning and preparation for those who will speak to the board but the benefits of a successful mission moment are priceless.”
What are other insight would you like to share about mission moments?
“You know when you had a great mission moment when you receive calls and texts from board members telling you how great today’s board meeting was because of the presenter.
Mission moments do not just happen, you have to find the right volunteer or recipient who wishes to share their story on how the agency changed their life. Or the person who was once a client but now works or volunteers for the organization.
That is why a mission moment should also be a part of every fundraising event to inspire new and potential donors to learn more about your nonprofit. So, find those who wish to share their story willingly and as a way for them to say thank you to the board. It helps to keep your mission alive and well for years to come”!!!
Brian’s insight has prompted me to realize that mission moments can fill in a vital missing piece for board members being fully connected to the mission they serve.
Do you utilize mission moments for your board members? What activities do your board members respond too?