We All Need To Work On The Public Image of Trustees
Asking for general public views can be a risky business. It is how the name Boaty McBoatface originated when polled about the name of a new arctic survey ship, why H’Angus the Monkey – a man in a monkey costume – became mayor of Hartlepool on the promise of free bananas. There is now a train officially and inevitably, named Trainy McTrainface,.
Contrariness may be considered something of a welcome British trait, but lack of awareness or understanding isn’t helpful, and when it comes to the image of charity trustees, the image conjured in the minds eye of too many remains an older, mostly male, demographic. Of course this isn’t true, though there is some foundation to the view of age demographic and no doubt the skills and experience they bring to the table are often invaluable and learned from many years in the workplace. That said, as we are in Trustees Week, the perception of trustees is something we should consider collectively addressing.
This subject is important for several reasons. By necessity, just about everyone who works within a charity has a vital role to play, but no more is this true than in the case of trustees. Without trustees, charities by law, could not exist. And they have a crucial role to play in maintaining the finances and functions of charities, with the ability to support the welfare of staff, and help guide the provision of services to end users. So, it is quite right that we should value the essential work they perform.
And yet for all their importance, there is a real shortage of trustees. This is despite it being a rewarding experience that allows people to learn new skills, meet new people, gain experience, support community and contribute to the important causes that they care about all of which leads to a greater sense of wellbeing
A new report published by Pro Bono Economics has revealed that many charity boards remain ‘incomplete’, and far fewer than of half charities have a full board of trustees. A Charity Commission study comes to a similar conclusion. It means many charities are over dependent on limited numbers of trustees leading to possible burnout. Smaller charities are particularly vulnerable to this occurrence.
And while experience has a vital role to play, a more balanced age representation is needed among those that govern charities. A study by the Charity Commission last year found the average median age of trustees was between 65 and 69 years old.
It is clearly necessary to broaden demographics, and increase trustee numbers. To enable this, we collectively need to start to make the role something younger people identify with. More than that, diversity and inclusion of lived experience should be top of the list when it comes to trustee recruitment. Achieving this aim will not only make charity boards more representative, and with a greater ability to make decisions based on a wider view of the world, but it will also go a long way to rectifying the lack of numbers.
What is needed is a rebrand of trustee image, and the importance of the role trustees actually play. By emphasising the role to younger people, including those of under represented by heritage and diversity, it will be possible to start changing perception. Trustees Week is a great place to start, but it needs to be a collective and continuing process.
The way to achieve the desired change is to make perception of trustee role and image part of marketing strategy. Social media is the perfect channel for highlighting a positive spin on trustee activity, and the part younger individuals play. Newsletters and press releases can also help. Highlighting positive trustee stories and news on a regular basis will start to move the image dial, but it does need to happen in the long term to be effective, and it does need a combined effort.
The positive and modular promotion of trustee profile change does not require a lot of effort. It can sit alongside other key communications aims, and the reward in due course will be noticeable. Trustee boards can start to become more balanced, and the problem of recruitment will be eased. And just as important in this week of all weeks, the vital part trustees play will become more recognised. We salute them all, and the essential tasks they fulfil.
