Ask An Attorney: Serving with Purpose- Modern Boards and Changing Landscape of Membership

Q: I was asked to serve on a not-for-profit board. I understand the organization wants to revamp its membership structure as a number of long-time, active members have retired in the last few years (or will retire soon) and there are ongoing discussions about modernizing to appeal to new members. What are things I should consider before I decide to volunteer? Are there resources I should consult related to board governance or that would be helpful with a membership project?

A: Congratulations on being asked to join a not-for-profit board. Being invited to serve is a recognition of your reputation, interest, skill, and anticipated contributions. Before saying "yes," it can be helpful to take a pause to evaluate what the role entails, especially in light of the organization's focus on revamping its membership model. Here are a few ideas to consider and a few resources to help guide your decision and equip you to contribute meaningfully:

Understand Mission and Goals. To manage your own efforts, begin by clarifying the nonprofit’s mission, vision, and current priorities. Ask yourself: Do I believe in and support the mission? Is there alignment between the organization's goals and my values or interests? What are the current strategic priorities? And how does the membership structure revamp fit in with the priorities? In a recent study, nearly 48% of professional organizations reported declining membership. A decline in membership renewals might reflect broader issues with engagement or programming. Understanding the organization's history and where it hopes to go will help you assess whether you are the right person to help chart that course.

Expectations of Board Service. Not all board roles are the same. Get clarity about (1) the time commitment (e.g., monthly meetings, committee work, fundraising duties); (2) financial expectations (e.g., personal donations, fundraising asks); (3) skillsets needed (e.g., strategic planning, marketing, finance, government relations, governance); and (4) the structure and culture of the board.

Ask whether there is an onboarding packet or board manual or training. If one does not exist, that may be a signal that the organization could benefit from stronger governance practices.

Evaluate the Membership Project. Because the organization is specifically focusing on revamping its membership structure, inquire about past membership models: What worked? What didn’t? Ask for some data regarding demographic shifts: Who are the current members? Who are the members they are trying to attract? Inquire about revenue goals: How significant is membership revenue to the operating budget? Ask for information related to member engagement: How does the organization define and measure engagement? Perhaps check the website or newsletter to see how they communicate. Effective membership models today go beyond simply dues. They are about a value exchange and relationship-building. People want to feel heard, included, and connected.

Resources for New Board Members. There are a number of resources for volunteer not-for-profit directors that may be helpful to your board learning and also support the organization’s efforts to improve membership strategy. 

A. The New York State Charities Bureau is the entity charged with overseeing the activity of not-for-profit entities incorporated in or operating in New York State. The Charities Bureau offers a helpful guide: Right from the Start: Responsibilities of Directors of Not-for-Profit Corporations, which outlines key governance duties, legal obligations, and best practices for board members. You can find the guide online at charitiesnys.com and reviewing it will help any director feel more confident in the role and may help the organization assess whether it is operating within best practice norms.

B. BoardSource is a national leader in board education for nonprofit organizations and offers toolkits, webinars, and resources specifically on topics like board engagement, governance, and member recruitment and retention. Their online platform can help you build your own knowledge and offer well-informed suggestions to the board. Learn more at boardsource.org.

C. The Center for Nonprofit Leadership at St. John Fisher University offers community engagement programming, including workshops and consulting clinics for nonprofits and board leaders. The Institute’s offerings are designed to ensure a strong volunteer sector to maintain a high quality of life in the community. Courses cover leadership development, engagement strategies, and nonprofit management. The Institute is a wonderful resource providing local expertise to support community-engaged learning and service.

D. The Art of Membership: How to Attract, Retain, and Cement Member Loyalty, by Sheri Jacobs, explains the importance of personalized experiences, strategic onboarding and evolving benefits to create lasting connections for member organizations. The author emphasizes building programs that deliver what members truly value and she advocates taking a data-driven membership approach from recruitment to retention, with a focus on continuous engagement.

Modern Engagement Strategies. Many organizations have historically relied on annual dues and a calendar of recurring events – educational forums, member social events, or fundraising galas – to ensure engagement with members. To refresh engagement strategies, associations or organizations may wish to engage members through digital surveys to assess the determining factors driving membership renewals, to enhance offerings, and or identify services that are outdated. Many young professionals seek short-term, purpose-driven volunteer roles to connect with peers and contribute meaningfully. Groups have responded with initiatives like Young Professionals Advisory Boards, mentor-for-the-moment programs, and delegating networking projects to early-career members. New engagement opportunities (and existing events) should foster inclusion, promote fresh programming, and help develop meaningful relationships across generations.

Should You Volunteer? There is no doubt that joining a board is a commitment of time, resources, and creativity. However, it can lead to new learning opportunities, while also providing an opportunity to support community organizations that provide important services. If you feel that your skills and perspective can help an organization to modernize, grow or reimagine its membership base, then sign up. With luck, you will meet other civic-minded volunteers, enjoy making connections, learn new skills, and find volunteer work that is satisfying and meaningful.  

Reprinted with permission from the May/June 2025 issue of The Bulletin from the Monroe County Medical Society and available as a PDF file here.

David M. Tang is a Partner at Underberg & Kessler LLP and serves as Chair of the firm’s Health Care and Creditor’s Rights practice groups. He advises, is active with and has served on the boards of a number of nonprofits providing healthcare, educational and affordable housing services. David can be reached at dtang@underbergkessler.com or 585.258.2845.