Experts share advocacy tips for public facing board members
Advocacy is a core part of public service for school board and city council members, but that doesn’t mean that every candidate is immediately an advocacy expert upon election. For many, turning the idea of advocacy into action can leave these questions:
- What exactly is the scope of advocacy responsibilities?
- How do I maintain a connection to my constituents and best represent their needs?
- Where can I find help?
We asked experts in local government advocacy to share their views on what advocacy is and how school board and city council members should approach this important elected function.
5 tips for advocacy that public facing board members need
1. Remember advocating is one reason why you were elected
Gwen Dombroski, Manager of Legislative Services/Clerk, County of Renfrew, Ontario: “Advocacy is a tool provided to elected boards to help ensure they are addressing the interests of the public; they are the voice of their public.”
Helen Warwick, former school board member: “My advice to publicly elected boards is to remember that you are just as elected as a governor, senator, representative, et cetera. You have a responsibility to speak out and speak up on behalf of your school district. If not you or us, then who?”
Steve Schroeder, Board Member, Sun Prairie Area School District, Wisconsin: “As elected officials, board members have an obligation to advocate for their constituents. They can advocate to local, state, and/or federal governments, businesses and other stakeholders. The definition of advocate ‘is a person who publicly supports or recommends a particular cause or policy.’ Board members can advocate to the superintendent and to other board members. It is all about advancing one's position, but ideally a board is advocating as a single unit — not board members advocating on their own.”
School board and city council roles are no place to be a shrinking violet. Consider channeling your campaign energy into your advocacy efforts. Set personal goals for advocacy, but always understand that you’re working in a team to better your schools and communities.
2. Transform citizen need into action
Andrea Messina, Chief Executive Officer, Florida School Boards Association: “Advocacy is essential to publicly elected boards because it transforms citizen needs into governmental action. Board members possess unique access to decision-makers and resources that average citizens don't have, creating both an opportunity and obligation to advocate effectively.
“While board members may have their own priorities, their fundamental duty is to champion their entire constituency's interests. This involves not just voting on issues, but actively persuading colleagues, building coalitions and shaping policies that serve community needs. Through effective advocacy, board members convert public concerns into tangible solutions — whether through new policies, modified regulations or resource allocation.
“Simply put, advocacy is the engine of change in public governance. Without strong advocacy from elected officials, even the worthiest community needs may go unaddressed.”
While it can seem like there is no end of work to be done, your community has real priorities that will have the widest benefit to your current and future students and residents. Focusing on these priorities will help make the work manageable and make the wins sweeter.
Also, ensure your constituents see both your work and the results. Transparency is nonnegotiable for local elected officials.
3. Your proximity makes a difference
Helen Warwick, former school board member: “In Texas, trustees are volunteers, which means most are serving out of a sincere desire to serve, not for monetary reward. I believe trustees actually have an advantage over these other elected officials, because trustees see and interact with their constituents constantly, not only during recess periods in their home districts. We aren't buffered by extensive staff or distance. Therefore, we feel the pulse of our communities much stronger and in a more immediate fashion.
“However, it is my experience that many of those aforementioned elected officials are often reluctant to meet with trustees when we travel to meet with them to discuss how their pending decisions and votes will impact our districts (students, employees and communities). I wish I had some magic words of wisdom on how to encourage them to listen to us, but ‘persevere’ is my best advice.”
School board and city council members are in a unique position to truly understand the people they serve, many of whom share goals, concerns and hopes. Ensure that you’re accessible to your community through regular office hours or coffees and within the bounds of any open meetings requirements.
And, yes, persevere when advocating to higher-level officials. This can be easier to manage as a team, with shared documentation and assigned tasks through your board management software.
4. Make a plan to advocate
Gwen Dombroski, Manager of Legislative Services/Clerk, County of Renfrew, Ontario: “Have your homework done on the topic. Be well informed on what you are advocating for and speak to people from diverse backgrounds who may have varying opinions so that you have all the facts and can weigh the outcomes. Ensure that you are doing what is best for the community. Collaborate with peers, colleagues and other boards or levels of government that may be affected. Work together to find goals and propose policy change. Ensure fairness and equality in your advocacy.”
Steve Schroeder, Board Member, Sun Prairie Area School District: “Advocacy should be done as a function of the full board, to at least a majority of the board members. Advocacy positions should be voted on so there is no confusion or ambiguity regarding the positions the board takes. I would also suggest a policy on advocacy and the creation of an annual advocacy plan that highlights the details.”
Being organized almost always pays off, and this applies to elected service as well. Do your homework on the issues coming up for a vote by carefully reviewing meeting agenda materials. Stay fully engaged and open-minded during meetings and during public comments. And understand that, once the board or council votes, it’s up to every member to support the outcome.
5. Stand up for schools and communities
Helen Warwick, former school board member: “Advocacy matters to me because if we, as trustees, aren't telling the story of our district, then who is? I believe it is best if those closest and most knowledgeable get out to tell the story of the district. We need our educators to be advocates, we need our parents and students to be advocates, we need trustees to be advocates. Otherwise, we are playing an unwinnable game of catchup trying to get in front of stories told by others who are guessing, extrapolating or completely fabricating what is occurring in our schools.”
Dr. Chad Bledsoe, President, Montgomery Community College, Troy, North Carolina: “I would say that it is important for college boards to engage in advocacy to share the quality work done at local institutions and to advocate for the resources necessary to serve students and the community.”
Today’s schools need quality advocacy to maintain positive public sentiment, ensure adequate financial support and encourage parent, business and community involvement. Ensure the data and stories from your schools are being documented and shared with the entire board and that your process for public communications is effective. A quality board management solution can provide both the single source of truth and automated notifications to the public.
How board management software supports advocacy
You have a powerful tool for advocacy available now: board management software. Diligent Community has features designed to support all aspects of board service, including these that specifically strengthen advocacy efforts:
- Keep everyone on the same page. By providing a single tool for board work, with an organized document repository, board and council members can find what they need easily.
- Share information easily. Make available a single source of truth to the public; this can combat rumors and other misinformation that can be prevalent in local communities, and it can encourage parent and community involvement in local government and schools.
- Keep track of tasks, progress reports and measurements. With a clear dashboard, board and council members can keep track of their advocacy efforts, document their outcomes and create an accountability system for the work.
- Encourage transparency. By keeping voting and budget information easily findable, boards and councils can maintain trust with their constituency and build a reputation for ethical behavior.
Every board and council member has the potential to change their communities for the better through effective advocacy. With Diligent Community, you’ll find the tools you need to support all the responsibilities you have in your role.
