Not in a marketing sense. Insights from board members alone can’t influence marketing and communications. Here’s why:
Board members are uber members
Thanks goodness for the great volunteers who have opted to invest tons of time in the association! But know they are an anomaly. They are not representative of the membership. They have different goals and needs than the average member. For many associations board members are advanced in their career and may work for the largest, most influential organizations. Even the willingness to be so involved makes their beliefs and values and ability stand out from the rest of the membership.
Board members quickly become insiders
As the board become more familiar with the business of the association they start associating with the staff. Now they see the staff biases and challenges. They understand the history and what hasn’t worked before. When empathizing with the staff it’s hard to objectively be the voice of the membership.
Board members have special interests
Some see a board seat is a way to move special interests into the spotlight. Know of a niche interest held by a handful of members? If one of those members is on the board that special interest has a way of seemingly becoming a top priority for the entire membership.
Has the board given you some great strategy, marketing or innovation ideas? Great! Just make sure you carefully vet that idea with many every-day members. From a marketing view point board members do no represent your membership.