Educating Board Members
If I had a Franklin for every time a veteran Board member has told me that they were stunned to learn all the things in which their DMO was involved, well…let’s just say that I’d be taking a lot more vacations.
And, there would likely be fewer DMO meltdowns, as engaged and articulate Board members would maintain interactive relations with government officials and community leaders. They’d never allow the kind of insanity we are seeing around the country where an increasing number of governments are putting their Destination Marketing contracts up for bid to ad agencies and DMOs from other States. Such sensationally insipid ideas would never get enough traction to make it out the door with a connected and communicative Board.
We’ve heard some DMO CEOs express a degree of contentment with an asleep-at-the-wheel Board. They suggest that it’s easier to control the organization’s internal messaging with stakeholders if they keep their Board on the sidelines. And, in the highly politicized world in which we operate, we can certainly understand the genesis of this sentiment. You know...the WWII slogan, "Loose Lips Sink Ships," and all.
However, there’s a healthy dose of hubris in such a strategy…because when someone decides they want to make a move on your organization (aka funding), they see you don’t have any back-up in place. You’re just one person…and they’re the busy little bee rounding up a gang of easily led lackeys to jump you in the alley.
While Wallenda-like confidence is a worthwhile trait, I’d rather not tempt fate. I’d much rather know that the fight for which I’m preparing will be fair (or tipped in my favor). Indeed, I’d rather my challenger never make their move because of the size of my army.
The first step, of course, is selecting the most respected and influential individuals for your Board. And, as an industry, we’re getting better at this. Where I believe far too many of us fall short is in the Orientation of the Board. Unless your Board is made up of past DMO professionals, even the most intuitive Board members don’t understand what we do and why we do it. Not really. Not in the first month that they step onto the Board.
Some CEOs have told us that they do have an orientation. They tell us that they have new Board members swing by the office where they spend an hour or so, explaining all the things in which the DMO is involved. Or, maybe they take them out to lunch. While better than nothing, that simply isn’t going to cut it in today’s environment.
To truly orient a new recruit, the process must be viewed less as a familial welcome and more as a professional presentation…with a healthy side of inspiration. It should be conducted in a business environment with full A/V. And, every member of the Board should be there...in both a collegial welcome to incoming community leaders and as a refresher course for themselves. Lots can change in a year and even veteran Board members can benefit from an updated view of the landscape in which they are operating.
As you build the presentation, remember that most of your audience has not a clue as to what you’re talking about. Some may have a vague understanding that attracting visitors to town sounds like a good thing. Other more sophisticated newcomers may absolutely know the importance on the Visitor Economy but have yet to connect the dots that “Tourism is the First Date” for Economic Development. That what we do is significantly more than just “Heads in Beds.” That it is a critical component of the future health and sustainability of our communities.
Explain how a DMO does this. Show them examples of your creative. Show them photos or videos from your trade show appearances. Describe the time-consuming process of landing a convention or tournament, start to finish. Recount how professional staff interacts with local businesses to develop content and choreograph the destination experience. Astound them at how complex and sophisticated this all is…and how it is worth every dollar and hour.
Then hit them with the sad reality that they now enjoy a breadth and depth of knowledge that precious few of their peers possess. Share with them that there are forces at work that would love to redirect the public revenues invested in the DMO to their own purposes. Indeed, a Dallas TX City Councilperson recently quipped that filling potholes was more important than destination marketing. Really.
As you round the final turn for home, your Board members inspired, you then deliver an exhortation for them to engage and become envoys for the Organization (the greatest Value-Add a member of a Board can be). Tell them what their role is to be on the Board and in their circles of influence (and, that it is not advising on marketing buys and creative). While this should have been explained during the courtship process, they now understand what you meant.
As the session concludes, hand departing members (rookies and veterans) the annually updated Board Orientation Manual containing Vision, Mission, Values, Bylaws, Policies, the annual Business Plan, Economic and Social Impact details, and links to where they can do more research on Destination Marketing (like the Knowledge Bank at DMOproz.com). Or, save some trees and provide it on a thumb drive (that way you can more easily include examples of your creative that they just might be persuaded to share on their social media platforms). Better yet, create a password-protected portal on your website for your Board members to access these materials and more.
We’ve seen some DMOs include a Q&A section offering recommended answers to frequently asked questions…and challenges. For every answer about the size of the Visitor Economy, there should be a response to a “we should use the Hotel Room Tax to help the homeless” suggestion (like the Virginia Beach CVB has done). Having Board members be equally adept at being champions and defenders solidifies the Organization’s critical place in the community.
You may be tempted to distribute these prior to Orientation Session so members can prep for the workshop…but hold off. Some will peruse them ahead of time; some won’t. Most won’t understand what they’re reading until after your presentation. Your Board Orientation materials are their reference Manual for the future.
Without an intentional, inspiring and effective Orientation session each year, DMOs tempt the fates. And, what we do is too crucial to our community to take that chance.