Contacting Board Members
Board members are decision makers, corporate officers and VOLUNTEERS. If want to successfully promote your products and services to the average Board member, you must first consider what it's like to serve on a Board, and then develop your marketing approach accordingly.
Serving on a community association board is not easy. Board members are the association "executives" and decision makers, with power, responsibility, and the fiduciary duty that goes along with all of that. It’s an important job. And in most cases, there is no compensation for any of it - just the thanks of the community (which is often hard to come by), the experience Board service brings, and the satisfaction of volunteering to help their community.
That said, most Board members have a vested interest in doing what's right for their communities, and they depend on information to make decisions, weigh alternatives, and plan for the future. You have the solutions, and the Board has the need. So, considering all of this, what's the best way to make a connection?
Is direct mail a good way to reach a Board member? Direct mail has two primary characteristics that makes it very well suited to HOA marketing. It's trusted and tangible. Direct mail pieces (postcards, letters, flyers, invitations, etc.) have staying power, and give the Board member something to absorb, act on, hold for future reference or, to even pass along to management for further research. When it's done right, direct mail provides the opportunity to connect directly with the Board member, unfiltered, in a trusted, respectful, familiar format, ready for action - now or in the future.
Is email a good way to reach a Board member? Emails are also an effective way to reach Board members, offering the same opportunities as direct mail to introduce your business, and convey easy to absorb messages and special offers. Email marketing requires special effort to ensure your messages get beyond junk folders. You need good layouts, an appealing subject line and a catchy call to action that will captivate Board members and lead to increased engagement. Personalization is a key capability of email marketing that can drive response rates.
Is a phone call a good way to reach a Board member? First and foremost, Board members are volunteers. Many have "day jobs". Would such a Board member appreciate a "cold” sales call to their home, cell, or even business number regarding Association business? Under these circumstances, these phone calls could be viewed as unwelcome and intrusive. Not the best way to introduce yourself. The less risky way to use phone numbers for marketing to Board members is for texting, most specifically as a follow-up to a direct mail and/or email marketing mailing.
The key to effective mailings, whether direct or email, is to have a strategy and a message. With every mailing, you can "speak" directly to the Board member prospect. You should look to establish four (4) key elements - make it interesting, demonstrate that you understand a need and can fill it, make it easy for the board member to respond with a clear "call to action", and provide some promotional offer for response tracking purposes.